Light bulb on chalk board

Partner with Experts to Make your Clients Fall in Love with You all Over Again

As marketers it is in our nature to seek out and provide our clients with the very best to help them reach their goals. We know our stuff and we use what works. We look at targeting, impressions, reach, and conversions. We analyze anything that can be clearly measured and have even devised ways to encapsulate the less measurable to the best of our abilities. Why? Because we want our efforts to deliver; we want to provide our clients with a path to success.

It takes a lot of work to become an expert within any marketing discipline and it is that expertise that our clients value.  Companies are finding great returns by forging a relationship and an emotional connection to their audience through live, interactive experiences, other wise know known as Experiential Marketing. Reports from Forrester to Freeman are citing 2018 as the year of Experiential Marketing. So what do you do when your clients curiosity, interest and marketing budgets are placing favor on Experiential Marketing? Solution: partner with an expert.

Experiential agencies, the one’s who have made it their sole purpose to design, build and execute memorable experiences that engage the senses and emotions of an audience, are available to help you. The best experiential campaigns are designed in partnership with the brand at the core and the brand keepers involved. They begin long before the actual event and extend long after the site is cleaned up through strategic planning and integration into the larger picture of the companies branding and advertising.

One in three CMO’s plan to direct up to 50% of their budgets into experiential advertising according to the 2017 Freeman study. We all know that consumers attention is getting harder and harder to capture with the average time to create an impression down to a record 6 seconds. Consumers are getting more and more demanding for control over who and what they see, hear and talk about. Blame it on the digital age, search, and on demand content, but consumers of all ages want to cut down the clutter in their lives and take back the power to control their own content.

What is it about Experiential that’s so darned alluring to consumers and marketers alike?

First, it doesn’t push itself into consumers lives. It invites participation by serving up a desirable experience; connection, a deeply rooted human need. Consumers get to choose if they want in. The power shift in that is immense in the eyes of the consumer and in that move alone you’ve gained a win.

Second, experiential is, by in large, fun! It’s entertaining. Who says you can’t have meaning and entertainment all in one, certainly not an experiential marketer, we live to craft just those very moments.

Third, let’s face it, we live in an age of stuff. The amount of product available for consumption is ridiculous. Most of us have more stuff than we’ll ever need and the next greatest comes out before the glory of the last greatest can even wear off. At the same time, our lives are being co-opted by screens and our interactions are largely impersonal. Never-the-less humans are social creatures. We need emotional, personal connection. Experiential marketing fulfills a longing, a need that’s deeply rooted. Once that longing is satiated, a new fill in the blank sounds like a great idea.

Experiential marketing boasts some pretty attractive statistics.

  • 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (EMI & Mosaic)
  • 65% of the consumers surveyed said live events helped them have a better understanding of a product or service, vastly surpassing digital efforts and TV advertising as methods of recognizing and learning about a brand. (EventTrack)
  • 65% of brands say that their event and experiential programs are directly related to sales. (EMI & Mosaic)
  • 70% of users become regular customers after an experiential marketing event. (EventTrack)
  • 75% of companies with event budgets between $50-100 million say they expect an ROI of more than 5:1 for live event and experiential programs. (EMI & Mosaic)
  • 98% of users feel more inclined to purchase after attending an activation. (EventTrack)
  • 76% of marketers say their event and experiential marketing initiatives are integrated with their other marketing campaigns. (EventTrack)
  • 79% of US marketers generate sales using event marketing. (Statista)
  • About 34% of consumers surveyed said they would make a post about an experience on their social media pages. (EventTrack)
  • 33% of consumers from the above survey said they would take photos or videos during an event. (EventTrack)
  • 79% of brands say they will execute more event and experiential programs this year compared to last year. (EMI & Mosaic)

If you listen closely and ask the right questions, you’ll see just how much the allure of experiential is beckoning your clients. Our advice, embrace it and bring in a partner to collaborate. You’ll celebrate the outcome.

Ready for experiential?

Let’s chat.

Justin Moss, Owner of The Pineapple Agency

A Guy, a Dream, and the Birth of an Agency

Justin Moss, Owner of The Pineapple Agency

Justin Moss is a dreamer of the day.  A man of action who looks at things with wide eyes.  This, is a great thing.  After all, a man can’t change his surroundings and make his dreams a reality if he can’t see them.  His wide eyes lead him to create things others wouldn’t dare.  A perfect example of Justin’s dreamer mentality can be traced back to his time in Boynton Beach, Florida.

Justin was a man on a mission, conducting business to bring about the next big event.  Moss, along with his business partner Todd Ross, founded Shutdown Productions, a production company that put on live events.  Moss and Ross put together Beyond 2002.  It was billed as “The Ultimate 3 Day Music and Extreme Sports Festival.”  It was an eclectic blend of rock, rap and techno mixed with Extreme Sports.  A crazy, cool blend of hipness and creativity.  Sort of like the guy himself.

Justin wanted to put something together that he would go see.  He wanted fest-goers to have an experience they would never forget.  He wanted to inject his brand of energy and “juice” into this project.  He employed his vast bag of tricks to entertain the crowd, get the job done and leave the audience with a personalized experience.  Unbeknownst to him, this is where The Pineapple Agency was conceived.

Event marketing isn’t just about the event itself.  It’s about the spectacle.  It’s about showcasing the brand.  It’s about seeing the faces of consumers as they step into their own personal experience.  Justin gets that and he owns it.  He wants The Pineapple Agency and its clients to create brand advocates. Fans who will remember their experiences and remember how they experienced them.  It harkens back to Beyond 2002; Giving the people what they want, when they want it.

His experiences give him the credibility and knowledge to know how to move the crowd and keep them coming back for more.  His Ideas are never too wild or outlandish.  Outside the box thinking leads to one-of-a-kind solutions.  They spark the innovation needed to move the needle and shift the conversation to what brands are doing and how they’re doing it. 

The Pineapple Agency delivers big, bold campaigns for brands, inspired by Justin’s big, bold experiences.  The experiences today may be different, but the dream lives on through Justin and Pineapple.

Want to learn more about Justin and his team?

Let’s chat.

Social media on phone in city

The Benefits of Combining Social With An Experiential Marketing Strategy

Combining Social With An Experiential Marketing Strategy

The business world is more competitive than ever. While the internet facilitates and simplifies many aspects of marketing for consumers, it has also leveled the playing field in a way that’s made it even trickier to stand out from the competition. Furthermore, it’s made consumers even fickler than ever. After all, if they don’t like the messages they’re seeing, they can simply click their way to greener pastures. As a result of these and related phenomena, experiential marketing strategy has quickly become one of the most effective ways to stand out in such a noisy marketplace of goods, services, and brands. When combined with social media, experiential marketing strategy can take your brand to places you’ve never dreamed.

The Benefits of Combining Social With An Experiential Marketing Strategy

On its own, experiential marketing is an excellent way to engage directly with consumers. By giving them a way to actively participate in the evolution of a brand, you simultaneously enhance loyalty and influence their future buying decisions. What’s not to like about that? Nothing, of course! Still, unless you’re a very large, visible brand, getting people involved in your experiential marketing events can be difficult. That’s where social media comes in. The key is engaging consumers where they are, and currently, most of them spend copious amounts of time on social media.

Social Media Marketing Evolved

The marriage of social and experiential has been a winning combination for some time. There have been some pretty great examples in recent years, for example, for Fashion Week 2014, Marc Jacobs set up the Daisy Marc Jacobs Tweet Shop, which only accepted “social currency” as payment. By social currency, the brand meant mentions on major social media channels. Consumers were instructed to tweet about the brand using the hashtag #MJDaisyChain and could then use those posts as currency with which to make purchases from the shop. Talk about a seamless blending of social media and experiential marketing!

Fortunately, you don’t need to have the clout or resources of Marc Jacobs to make the most of experiential and social. A very popular experiential marketing technique is to hold a pop-up event for a brand. It must be engaging enough to compel attendees to want to participate. The question, though, is how to ensure event awareness. The usual tactic is to hold the popup somewhere where there’s guaranteed to be a ton of foot traffic–preferably of the desired target demographic. By using social media to raise awareness, pop-up events have a better shot at being successful and garnering the desired attendance.

In addition to marketing special experiential events, social media can also be used to engage consumers after events to keep your brand top of mind with engaged consumers. For example, consumers can be encouraged to share their experiences on social media in exchange for coupons or other offers after the event. When it comes to experiential, social can truly aid in its effectiveness. We like to think of social as the peanut butter to experiential’s apples. There’s nothing wrong with taking a dip and seeing how sweet it can be for your events!

Want to talk about how The Pineapple Agency can create a dynamic experiential marketing strategy for you?

Let’s chat.

 

Marketing strategy

5 Stats That Show How Marketing Is Evolving

board-1097118_1920Raise your hand if you’ve heard that only about one-third of marketers have a documented content strategy, or that B2B brands that blog receive 67 percent more leads. Now, kindly put your hand down. You work in an open office and look mental.

On an average day you see hundreds of marketing stats that are all seemingly the same. We decided to try and share ones that are both relevant and eye-opening.

Below, you’ll find 5 statistics that highlight the complicated and ever-evolving world of marketing. Hint: they all involve content and digital.

  1. 56% of display ads are never seen by humans. (Google 2014)
  2. 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (VentureBeat 2015)
  3. 74% of readers trust educational content from brands – as long as it doesn’t push a sale. (Kentico 2014)
  4. More than 92% of millennials regularly watch digital video. (eMarketer 2015)
  5. Content marketing will generate $300 billion by 2019. Yes, billion. (Marketing Mag 2015)

At the end of the day, this is just a list of numbers. Our theory is that you should take these statistics and consider them in terms of a much larger story, the story that is your marketing strategy. The marketing industry is rapidly changing, companies need to create a strategy that is measurable, curate content that is relevant and useful for their audiences because digital video is about to take over the game.

Learn more about The Pineapple Agency!

Let’s chat.

Shipping container being used for pop up shop

Pop-Up, and They Will Come – Pop-Up Retail Shops

Living in the era of Amazon Prime has spoiled us. In a world where almost anything can be shipped right to your door in two days, just the thought of getting in the car, driving to a brick-and-mortar big box store, and wasting countless minutes trying to find that one thing you need is enough to make you want to sink even deeper into those couch cushions, let that next episode auto-play on Netflix, and put it off till tomorrow.

In this retail paradigm shift where large traditional stores are starting to lose customers to online retailers, pop-up stores are beginning to, well… “pop up” all over the place. Many online retailers are beginning to realize that a foray into flash retailing can be the ticket to earning new customers, creating buzz, and establishing a connection with your fans in a way that only face-to-face marketing can.

What is a Pop-Up Shop?

Sometimes referred to as temporary retail, pop-up stores, or flash retail, pop-up shops are temporary and/or mobile retail spaces that are placed in high-foot-traffic areas, and can sell any kind of merchandise. Pop-up stores usually last between one day and up to a few months.

Why Start a Pop-Up Shop?

  • Make sales: A huge percentage of all purchases are still made offline. Having a physical location opens up another channel for sales. Plus, the convenience of a pop-up shop can also lead to impulse purchases.
  • Generate impressions: Open a shop in a visible location with good foot traffic, and you’ll earn thousands and thousands of impressions every day.
  • Be creative: Make your shop unique and eye-catching, and you could earn valuable social shares, viral buzz, and attention from traditional media outlets.
  • Engage with customers: A pop-up shop is actually an experiential activation in disguise! Having a physical location lets you engage your customers face to face and generate meaningful and memorable interactions.
  • Lower costs: Pop-up shops allow you to have a physical presence without investing a lot of money, time, and other resources into a full-blown physical storefront. This allows you to prove your concept in a low-risk environment.

What Kinds of Pop-Up Shops Are There?

There are a lot of ways to pop your shop. Here are a handful of options available to make your pop-up store as unique and memorable as your brand.

Mobile Vehicle Pop Up Shop

1. Mobile Vehicle:  Mobile Vehicles are the most flexible option. By putting your store on wheels, you can set up shop anywhere you want, establish a following on social media as you live-tweet your location, and really make a lasting impression. A custom vehicle wrap allows your shop to be a billboard for your brand both while you’re parked and on the move.

Street Level Retail Space

2. Street Level Space: This space is usually in line with full-fledged retail stores, meaning you get big-league exposure without the big-league commitment. However, it can be hard to get a hold of this type of space, since landlords prefer long-term tenants. You’ll need to move quickly to secure a street level space, and be willing to pay extra for it.

Mall Kiosk Pop-Up Shop

3. Kiosks/Booth Space: Found in malls, shopping centers, and markets, kiosks are a small and nimble option that allows you to capitalize on built-in foot traffic. With little setup and initial investment, this option is great for a first foray into the world of pop-up shops.

A young woman looking at clothes in a charity shop - Traditional Retail

4. Store-Within-a-Store: This win-win option allows you to join forces with a local retailer and occupy some unused space in their existing store. Making sure you pick a good partner is crucial – you don’t want to be competitors, but you’ll want to make sure that you share a similar customer base. Assuming you choose the right type of store to partner with, you’ll gain access to their regular flow of customers, and in return, they’ll get to offload some of their rent.

Pop Up Retail Shop Adidas

5. Pop-Up Exhibit: Pop-up exhibits are more pricey, but allow for a truly unique design, presentation, and experience for customers. Pop-up exhibits can be made out of shipping containers or similar structures, or can be completely custom built.

Thinking about opening up a pop-up shop?

Let’s chat. 

Chobani ad for Chobani flip #breakyoumake

Experiential Campaign: Chobani’s #BreakYouMake

Chobani Flip Experiential Campaign

Chobani recently launched a “Break You Make” experiential campaign to promote their new ‘Flip’ yogurt line.

The Chobani Flip includes a portion of Chobani yogurt, along with a sidecar of seeds, nuts, and chocolate to mix in with the yogurt. With this play, Chobani hopes not only to stay atop of the yogurt category, but also to break into the overall snacking segment of the market. Reinforcing the importance of taking healthy breaks, the grassroots campaign included TV, digital, social, and experiential efforts.

Several 30-second TV spots kicked off the positioning of the campaign. One of a nurse, the other of a farmer, the TV commercials showed American workers enjoying their unique on-the-job snacking experiences. The cleverly strategic choice to use a farmer reinforces Chobani’s strong brand values regarding the use of locally sourced and natural ingredients.

As an additional element to this campaign, Chobani declared June 3rd as the first national “Break You Make” day across the US. The experiential campaign came into play with in-store sampling and a mobile truck tour surrounding the day. Trying to get the product into as many consumer hands as possible, in-store displays and sampling stations were set up at grocery stores nationwide. Chobani decked out multiple sampling trucks and began rolling them out in Denver and Charlotte.

The campaign’s social and digital efforts further reinforced the strategy. Chobani’s social media team continually surprised engaged fans on Twitter, Facebook, Instagram, and Tumblr. The company also organized a takeover of the very popular PopSugar.com

Chobani Flip Experiential Campaign

Lastly, the company dished out research results on what people think about break time. Among the results were that most Americans need only 11-30 minutes of free time to feel truly refreshed. While most people don’t consider taking a break at all during the workday, the results show that dedicating a few minutes each day to take a real break is totally possible.

Overall, the #BreakYouMake experiential Campaign, in our opinion, thus far has been a great success. Chobani touched multiple platforms in different ways all while still integrating their message flawlessly across them. Backed by their research, Chobani was able to bring awareness to the obvious need of taking a break. Thus far, the campaign has achieved 80 million social media impressions.

Want to learn more about experiential?

Let’s chat.

NCBA tradeshow booth

Why You Should Consider a Custom Trade Show Activation

NCBA Booth

Think back to the last trade show or convention you attended. Remember the massive amount of people? The crowded hallways? The hundreds of companies with booths that all looked almost exactly the same? Now, be honest: how many companies do you actually remember from that event? After a while, all the exhibitors just start to blend together, don’t they?

The terrifying prospect of being “forgettable” is becoming a reality more and more companies in the trade show and event marketing space. Without changing your strategy, you could be spending money every year on an activation that is not earning the highest possible return on your marketing investment.

If your company is considering purchasing booth space at a trade show, we highly recommend creating a custom trade show activation that sets your company apart from the rest, and creates an experience that attendees will remember long after they leave the show.

We believe in thinking outside the booth. We help our clients by not only fabricating a beautiful trade show booth, but also by working with them to create a comprehensive strategy that weaves their trade show experience into their existing marketing/sales strategy. By doing this, we can engage our client’s audience before, during, and after they have visited the activation space.

For a trade show activation, we place the highest importance on the DURING portion of the strategy. This is the critical time to stand out from the other companies in attendance, and to create a meaningful connection with the event attendees. With trade shows, just as with everything we do, we engage the audience’s five senses (sound, sight, touch, smell, and taste) as much as possible.

Sensory experiences have been scientifically proven to affect the deepest part of our brains, allowing for strong, intense connections between senses and perceptions. In other words, our senses have a great influence on our brand perceptions, associations, and our purchasing decisions.

To see the full power of engaging the audience’s senses, check out our latest custom trade show activation for the National Cattleman’s Beef Association (NCBA) here. We hit all five senses hard, creating a unique in-person trade show activation that engaged with nutritionists and dietitians. By focusing on two of the most powerfully memory-linked senses, (taste and smell) we were able to attract 1,200 hungry attendees in the first 90 minutes of the event by giving out homemade chili to those who stopped by the booth.

If you’re interested in creating a custom trade show booth, please feel free to contact us by phone, email, or interact with us on our blogFacebook, or LinkedIn page. We would love to help you create a trade show activation that sets you apart from the competition and helps your company generate a higher ROI.

Want to learn more about experiential marketing?

Let’s chat.

Target ad with Bullseye University

Why Target’s #BullseyeU Experiential Campaign Worked

Within the past few years, Target has beautifully integrated experiential marketing into their marketing strategy. Their Bullseye University Campaign is the perfect example. College students were the sole target, and the overall goals of the campaign were to change perception, behavior, and to drive purchases specifically for the back-to-school season.

The experience began with a Bullseye University-built dorm placed on UCLA campus. The dorm was completely decked out in target décor, and five YouTube celebrities, who collectively had five million followers, became the roommates. Life in the dorm was streamed live across the stars’ YouTube Channels. As a trusted resource, the roommates promoted target products within their rooms and viewers were able to scroll over their screens and get direct links to purchase the items.

The campaign continued with pop-up structures placed at five major U.S. campuses during move-in week. The structure included several motion sensor touch screens where students could play games and actually design their own dorm room.  The dorm “resident” encouraged students to team up to win products. The pop-up was further programmed as if it were a live TV channel and each hour different brands, sold in-house at target, interacted in different ways.

Another version of the pop-ups were large enclosed dorm rooms filled with the latest Target college essentials. Students were able to walk through the dorm, check out the items, and then purchase them through a QR code wall on the opposite side of the structure. At some campuses, shuttles ran students back and forth to the nearest Target to get their last-minute necessities. Dorm rooms reflected each universities school colors and properly showcased what the dorm life should be like with Target.

Why Target’s #BullseyeU Experiential Campaign Worked – The Pineapple View:

  • Target generated hype before the activation through the live streaming of curated content. The “roommates” large following spread the message far and worked perfectly to kick-start live on-campus engagements.
  • Target utilized a vast number of interactive elements at their activations that truly captured student’s attention and made them want to participate. An immersive experience was created and students were completely engaged.
  • The #BullseyeU Campaign reached $144, 000 students and parents, changing both brand perceptions and behavior. The entire campaign was designed to be shareable and generated 76 million Twitter impressions.

Interested in working with us?

Let’s chat.

Stock image of a desk

Is My Company Too Small For Experiential Marketing?

The short answer is… no!

The great thing about an experiential campaign is the ability to bring life to your brand, no matter the size. While we have worked with many big, bold clients, The Pineapple Agency has also done work for plenty of smaller companies. With the right activation, no brand is too small or unsexy for experiential. 

In fact, being a smaller and less established brand can provide a great opportunity for you to stand out from your “Megacorp” competitors. Large and established brands typically have traditional marketing methods in place allowing great space outside the traditional realm for small brands to stand out. Because your small company is still defining it’s brand, you can differentiate through unique and memorable marketing to establish your brand identity. 

As a small company with growth potential, experiential marketing allows for the building of brand awareness. What could be a better way to initially get your brand on consumer’s radar than an experiential activation? Something memorable, interactive, and unexpected will allow your brand to stick in the minds of consumers.

A small, unestablished brand typically comes with a small, unestablished budget. While having a premium budget does create a premium product, a small budget doesn’t necessarily prohibit a large impact through experiential marketing. All it often takes is a good idea. Guerrilla tactics are something we love to implement and integrate into our clients marketing strategies. If exciting and memorable, even free initiatives can become self-sustaining. People nowadays love to share everything they encounter or experience, and this works greatly in your favor. Viral exposure of your campaign or activation is often all that it takes to start and continue the conversation for your brand.

To find out more about experiential marketing and how we help take businesses to the next level, please feel free to contact us by phone, email, or interact with us on our blogFacebook, or LinkedIn page.

Want to find out more about experiential marketing?

Let’s chat.