Tip: More than just a pretty face, performers can act as a functional piece of decor.
Promotional Idea: Natural Juice – Smoothie Company. Redefine your taste tests by transforming them into a fantastical journey. Image your current sampling campaign meets a Mid Summer’s Night Dream.
Aerialists in custom outfits can perform on custom cirque equipment that will transform our performers into nature spirits performing in a mythical forest. Higher performers can call attention while performers closer to ground level can provide the ultimate Instagram or Snap Chat post. Guests can snap pictures or videos of our aerialists pouring samples from high up in their mythical trees amidst mid performance.
Tip: There are endless possible options, but each photo type has a feel to it. Pick the photo option that matches the feel of your event theme.
Promotional Idea: Universal – Any Company. Use your photo booth to help customers engage with your message. Using Pride as an example, you can have customers choose which color on the pride rainbow they are and express why. Two photos are printed, one for the customer to keep and the second can be attached to a piece of decor that becomes the centerpiece of a growing activation.
(T-Mobile’s Voice Your Inner Color Activations produced by M2W at NYC Pride 2016)
To have a little fun, to give a shout out to our vendors and to help you appreciate a little deeper the crazy world we help manage for you, M2W has come up with it’s own spin on the holiday classic.
On the 12 Hours of Set Up…
For the next 12 days we will give you 12 different activation possibilities and tips for using each at your promotional event.
On the first hour of set-upM2W produced for me…
The Perfect Set Design
(Floor plan & corresponding image from M2W T-Mobile NYC Pride Campaign)
Tip: The entire design of the event layout needs to facilitate the efficient movement of your guests. It needs to guide people out of the main event and bring them fully into the “world” of your activation. If you do not take people out of the main event, you will never capture their full attention.
Promotional Idea:Universal – Any Company. The perfect set design for a mobile tour is transport-efficient. The easiest way to create a cost-effective, mobile world is to highlight one or two signature décor pieces, and support those pieces with vinyl backdrops that can be easily rolled, transported, and hung.
Clare Wynne was honored to be a guest on our partner’s Vlog discussing experiential marketing, staffing and glass-side trucks. Thanks to Rod at www.bulldogbillboards.com for having her on!
Rod: This is episode 3 of the Bulldog Vlog where each week I will be choosing a topic, and often plan to bring other industry experts to the show. Today we have Clare Wynn from M2W.
Rod: How did M2W come to be named?
Clare: M2W stands for Marketing to Win and Wynne is my last name.
Rod: This is our episode 3 and you are the first bonafide experiential marketing expert that we’ve had so I’m really excited to have you on and get to pick your brain about experiential marketing. Tell your website to everybody.
Rod: There’s a lot of examples of fantastic out of home advertising here as well. Let’s talk about experiential marketing. How long have you been doing this?
Clare: 17 years with M2W, previously I was with CBS broadcast doing events.
Rod: What’s the first time you ever saw experiential marketing?
Clare: Probably doing Blue Diamond Almonds at NFL or at Super Bowl games.
Rod: One of the reasons why I’m excited to have you on and I’m telling you the truth here: I don’t know anybody in the industry that travels as much as you, gets your hands dirty and involved in the campaigns as much as you do, and has as much fun as you do.
Clare: You don’t?
Clare: A lot of us in the industry are like that.
Rod: I tell you, I travel a fair amount. I don’t have as much fun. It’s not as glamorous as you make it sound.
Clare: It’s not glamorous.
Rod: You take some time, and you and your team seem to have fun and you take some time to smell the roses and I need to learn how to do that better.
Clare: I always tell people I’m really 27 I just look old.
Rod: No you don’t. Tell me what’s some of your favorite experiential marketing campaigns that you’ve been involved with?
Clare: A lot of them actually have to do with very not so sexy clients and not so sexy products. The Cellular phone industry
Clare: We didn’t really have anything chaotic. A lot of times you’re wildly ripping down a door, they broke in. I think the worst thing that ever happened was Macy’s allowed us to go in and do a flash mob for the Blackberries.
Rod: Right. So you got to combine social media with experiential.
Clare: Correct.That’s key.
Rod: Fantastic. You have a lot of brand ambassadors, right?
Clare: We have over 8500 brand ambassadors nationwide to date.
Rod: So they’re part time employees or contract employee?
Clare: They’re both. Ones that are consistent, they are part time employees. The big thing now is you can’t have independent contractors so we’re slowly but surely converting them all over to being employees.
Rod: Do you provide the staffing services to other companies?
Clare: Yes. Absolutely. We’ll see some of the larger agencies that you work with. Some of the big ones, because we’re a pretty small shop, we often contract out. They don’t want to do that. They just want to do the creative and let me tell you, staffing is tough.
Rod: What campaigns are you working on now that you can tell us about?
Clare: You know I’m trying to get Galbani, which is Italian cheese, through another second glass truck. This year, it’s going to be in Chicago. Last year we did it with you in Boston and New York. That’s how we met. I’d love to get your giant glass cube without somewhere in maybe seaport or New York or somewhere like that. Under one of our campaigns.
Rod: We’re in the advertising display cube and that is the XL glass wall truck. That’s the largest vehicle I have. Those would be fabulous cheese marketing cheese.
Clare: They would be. Other things we’re working on is an environmental tool with Blue Diamond almonds, which comes out very soon. We are also working with MoneyGram International. They’re based here in Texas. We do a lot more with them as far as … We call it football. Soccer effects.
Rod: Today on your website for the 3rd time in my life, I watched your video Saving The Universe. I love when the one guy, the lone marketer, is sitting as his computer and turns around and he says, “I got 4 lights today.” Wha wha”. Tell me the inspiration of that video.
Clare: What happens is that everyone tries to get an ROI on everything. You’ve got to have data entry, you’ve got to have names, you’ve got to collect leads. That’s fine but you’ve also got to impress your brand peer on peer so if a female who’s 40 who looks super buff and super cute is selling Quaker Oats rice cakes, she’s going to do great when she sells that to another 40 year old who’s looking buff who wants to either lose weight or wants to be looking good. Peer on peer marketing is fun, it’s exciting, and I think what happens is too many people get tied up in the analytics of how many people came in from my newspaper ad or my email blast or my postcard. But peer on peer, you can literally take them from the street directly into that store to buy a product.
Rod:Remember that you have a choice in your marketing mix so choose to integrate experiential marketing and out of home advertising.
Effective Branding in Experiential and Event Marketing…
It takes some pretty awesome companies to pull off effective branding in an event marketing or experiential marketing program. Often times the only way to brand is with “KEY MESSAGING” or “Talking Points”. Our principle and CEO, Clare Wynne, suggests that if you can take the company’s logo and color scheme OUT of the event and consumers can still figure out which brand is represented just based on the atmosphere and vibe that your Brand Experts have created, then you have successfully “Branded” the event. This is not easily accomplished without properly defining your Brand and training your team, in detail, about your Brand Platform.
Consider this…companies like Coca-Cola, Nike, and Hershey’s have done an outstanding job at branding, these same companies are also some of the best Experiential Marketers on the planet. I’m not talking about their logo from a branding standpoint, but from their core traits as define with their Brand Platforms. Let me explain: Coca-Cola = Happiness (brilliant idea btw), Nike = Empowering, Hershey = Chocolate makes you happy. These core Brand Platforms help each company decide and strategize on where they need to be. Do you think it’s coincidence that Coca-Cola sponsors events and locations that truly bring people happiness? That Nike organizes Guerilla training events for marathons in order to empower and motivate consumers on their upcoming run? Or that Hershey has a mega-store in Time Square where tourists can experience the wonders of Chocolate? These are perfect examples of how Brands are strategically choosing sponsorships and events in order to strengthen their Brand Platform and align themselves, in consumers eyes, with exactly how they want people to experience and interact with their brand.
I often times like to imagine what other Brands would do if they took an Experiential approach to marketing based on their brand platform. Wouldn’t it be cool if a company like Chipotle, whose Brand Platform is based around good quality food that is not going to kill you (well maybe not that last part) took over hospital cafeterias across the nation and educated consumers about the importance of choosing the right place to eat “Fast food doesn’t have to be bad for you, have a Chipotle burrito!”. It’s always fun to consider what companies can do to drive sales and increase their brand awareness. Something to always consider is, you must always make sure that the foundation of your company (your Brand) doesn’t get lost in the process. Branding is like building a foundation for everything else to be built upon. A strong Brand foundation will insure that your beautifully, well crafted, house of bricks doesn’t come tumbling down. Through proper planning, training, and staffing, your most valuable asset, YOUR BRAND, can be right at home doing what it does best…driving your brand.
I recently had the opportunity to work with a client that needed to “do something different”. The market had been overly saturated by cookie cutter, in the box campaigns and for this client the norm simply would not due.
M2W was hired to build a program that would launch this new brand into the market with a splash. Utilizing branding, social media, CRM direct marketing, experiential marketing, and campaign development/deployment we built a program that did just that.
Within the first few weeks after the campaign launch the client’s phone was ringing off the hook, but interestingly enough not just by their potential customers. Big leaders within the industry were taking notice and were calling to congratulate our client on the inevitable success of the campaign. It’s not everyday that you get a phone call from top executives of one of largest apparel manufacturers in the world.
It’s still too soon to see how successful the campaign will be in the long haul, but we are very optimistic about the future success of our new found client and their initiative to “do something different”. No problem…we can do that!