When I was reading Event Marketer I came across a list of new event technology that aims to improve events. Here are two that I found interesting:
GuppyPOD is a tabletop kiosk with a built-in tablet and photo printer. The process is super-easy: Consumers shoot a photo with their smartphones and post it to social media using your event’s hashtag. The photo gets automatically bordered with branding and printed at the kiosk and consumers pick it up and then post it all over the web.
More information on this product can be found on guppypod.com
CoatChex is a ticketless digital coat check system that requires a one-time registration for each guest and a photo to match them to their coats. The event host then has the data collected and the consumer always gets the right coat.
More information on this product can be found on coatchex.com
From a new more efficient photo booth to a digital coat check what will be next?
American Express has been one of the leaders in experiential marketing thanks in large part to Rich Lehrfeld, their VP of global media, sponsorship and experiential marketing. He realized that customers responded to events that they were able to participate in. These events are much more than just the US Open or a golf event. In 2000 Amex teamed up with SFX and Ticketmaster to launch the “Summer Concerts in Blue”. This allowed Blue Amex card members early access to tickets and special experience. This program was very successful and American Express continued to expand new partnerships each year. In 2010 they launch Small Business Saturday to help get people to shop in small businesses the day after Black Friday. It rewarded members who spent $25 in a participating small business with a $25 shopping credit. This program had over 350 small businesses participating in its first year.
The number one lesson Lehrfeld has learned is it all begins with the customer. “It’s not about pushing your brand in front of their face,” Lehrfeld says. “It is about enhancing and benefitting their life, engaging and interacting with them when they are receptive, happy and open, bringing the physical and digital to life in a meaningful way where you create wonderful memories for people that they can share with their loved ones and friends. Focus on the customer and the consumer, and you won’t go wrong.”
Twitter Chats are when twitter users discuss an area of interest on Twitter at a certain time. This type of marketing is gaining popularity. It allows brands to interact with their consumers. Here are a few tips for successful Twitter Chats:
1. Decide and plan what you chat will be about
It may take a while to come up with a chat idea since there are already so many twitter chats out there.
2. Choose the right topic
You want your chat to be about a topic that people care about. The topic of your chat should pertain to your brand.
3. Be real
Choose a topic that you are passionate about so the chat is genuine.
4. Stick to a schedule
Most chats are once a week for an hour but you may choose whenever you would like your chat to be just be consistent
5. Plan ahead but don’t be afraid to change
You will most likely want to stick to one topic however since it is a live conversation the topic may change.
6. Thank your participants
At the end of the chat you should thank all your participants.
Synergy Events is an independent event-marketing agency that specializes in mobile marketing tours, PR events, product launches and sponsorship activation platforms for its sports and consumer-based clients. Synergy has represented Fortune 100 companies, global consumer brands, sports sanctioning bodies and top PR firms. Reebok, Citizen Paine, Weber Shandwick, Major League Soccer, and New York Knicks/MSG are a few of their clients. They pride themselves on creating signature brand experiences that make an impact. Their first event was 20 years ago, where they built a custom, portable court in Times Square to promote Reebok and tennis pros Michael Chang, Patrick Rafter and Venus Williams. Since then the company has executed events at thousands of high-profile locations as well as at some of the world’s top sporting events including the Super Bowl, Daytona 500, Olympics and World Cup. Synergy is located in Ocean, New Jersey just 50 miles from New York City. They are also conveniently located within 200 miles of four of the top eight media markets. Synergy Events has been named a Top 100 experiential marketing agency by Event Marketer magazine every year since 2008.
Here are just a few of their events:
Knicks Fan Central Event
“World’s Largest Baseball Card” to promote Topps Series I 2013 baseball cards
Companies are always looking for a way to engage the public and get them to interact with their brands. Mobile marketing tours have been around for years and each year there are added components to the tours. Recently companies are using Facebook to inform people what cities the mobile tour will be stopping in. By posting the tour stops on Facebook it gives people the opportunity to share the information with friends and family who may live near one of the tour stops. In 2012 many companies did mobile tours and here are just a few that stood out to me:
Stonyfield’s Know Your Food mobile tour:
This mobile tour gave participants a chance to sample Stonyfield’s organic yogurt and play a healthy food game. Stonyfield donated a dollar to FoodCorps for every person who took a picture the green screen photo station. This tour allowed people to interact with the brand.
Duck Tape® Rolls Across America Tour:
The Duck Bus made its way across the country to celebrate 70 years of the company. On the bus people were able to learn about the brand’s history and view products made using Duck Tape. Outside the bus people made crafts using Duck Tape. Cutout characters made of Duck Tape were also on display for people to take pictures with.
The “Adults Only” DOVE® Ice Cream Truck
This tour was aimed at people 18 years or older as an escape from their day. Participants were invited onto the truck where they could enjoy a quick massage or manicure. After they leave the truck they are treated to samples of DOVE® Ice Cream.
Hashtags are quickly becoming a part of every event whether it is a TV show or a baseball game. These single words or phrases that follow a # sign are used to designate key words or topics of a tweet. By including hashtags a topic is now searchable on twitter and has the possibility to become a trending topic. An algorithm that chooses topics that are popular at the moment determines a trending topic.
Now that we have the groundwork of what hashtags are and how they work its time to move onto events that use hashtags. I don’t think I have seen anything on TV lately that doesn’t have a hashtag attached to it. Whether it is the Grammy’s or the World Series hashtags are all around. If a company can help it they aim to control what their hashtag is. Most of the time they work their hashtag into the banding materials for the event in order to promote it. This is probably the cheapest form of marketing they use. All they have to do is encourage attendees to tweet and they get instant marketing.
I find it interesting to search the different hashtags in order to see what people are saying about a certain topic. At the moment the hashtag #IWishICouldMeet is trending but if there was a major event happening that would be trending. Just wait until the next award show and that will most likely be the trending topic.
PR stunts or publicity stunt by dictionary definition is an event to get public attention for marketing purposes. When I think of a PR stunt I see people standing around staring at a giant object oohing and aahing. I know I would stare if I saw and M&M statue of liberty floating down the Hudson River. Would you?
M&M replica of the Statue of Liberty
These stunts are meant to be memorable and get people talking about them. They tend to be an event that is bigger and better than anything that has been done before. A lot of the time Guinness world records are broken by PR stunts.
Estée Lauder set a new world record in October of 2010 for the most amount of landmarks illuminated for a cause in twenty-four hours. They illuminated thirty-eight landmarks pink in several different countries to promote breast cancer awareness.
Federation Square, Australia
Empire State Building, NYC
Natural Balanced Pet Foods created the world’s longest float in the Tournament of Roses parade. The float even had a wave pool with surfing dogs.
Natural Balance Pet Foods Float
With more and more companies aiming to break Guinness world records it makes me wonder if having a world record will become so common it will no longer be extraordinary. Any company can hire the people from Guinness for about $5,000. That doesn’t seem that expensive if it creates a buzz for the company. I remember reading all about the different world records when I was a kid but I do not think this is as popular today. I wonder if they even still publish a book each year with the records or if it is only online. I find PR stunts fascinating and hopefully they will begin to become more popular in the next few years.
Would you stop if you saw bananas walking down the street? That’s right on January 6th over seventy people in banana suits marched from Times Square to a Jamba Juice store in the Flatiron district. Jamba Juice is launching new Jamba Kids Meals and this was their way to get the word out. Along their march the bananas handed out orange earmuffs with the Jamba Juice logo. Earlier in the day Jamba Juice CEO rang the NASDAQ opening bell. The company also donated gym equipment to four Harlem grade schools.
This consumer event definitely brought attention to this new launch. How could you not be curious about 74 bananas walking around NYC? Consumer events are one type of marketing that companies use today. Typically these events take place when a brand is launching a new product since they create such a buzz.
USA Network released groups of women wearing white trench coats, red fedoras and stilettos into high traffic areas of New York, Boston, Chicago and Philadelphia to promote the series premier of Covert Affairs. These women passed out cards with information on the premier to the public who was intrigued by women pretending to be spies. The event definitely caught the attention of many people since Covert Affairs had one of the best-watched premiers that year. Would this have intrigued you enough to watch the show?
Hello and welcome to my blog! My past internships along with my organization skills have lead me to a love of all things events. Event marketing is quickly becoming the top marketing strategy among major companies today. This blog will dive into the world of event marketing where events are all about brands. I hope to share my passion with you as well as current trends in the industry. I look forward to hearing from you all!