Social media on phone in city

The Benefits of 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

Raise 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!

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

Photo credit: hubspot.com

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.

Photo credit: trendhunter.com

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.

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.

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.

Photo credit: geekwire.com

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.

Photo credit: tigercontainers.com

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.

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?

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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.

Group sitting around fake bonfire at Google event

Your Experiential Marketing – How Involved Should They Be?

An Experiential Marketing Agency meeting

How Involved Should Your Experiential Marketing Agency Be?

If your company is considering hiring an experiential marketing agency you have already determined a few things: 1. You want to reach your target market by breaking through the clutter of digital and/or traditional marketing. 2. You want to bring your brand to life in a meaningful way that really connects with your audience. 3. You might not have the capabilities or bandwidth to strategize, produce, and implement an engaging activation or experience that leaves the audience wanting to share your brand with the whole world.

If you’ve come to the realization that experiential marketing is something that can take your company to the next level, but you don’t know how to integrate that with your existing internal and/or external marketing teams, DON’T WORRY!

An experiential marketing agency can be involved with your company’s current strategy as much or as little as you want.

The agency can be a full-service extension of your internal marketing team, assisting with strategy, ideation, planning, production, implementation, or just be involved with those pieces individually. If you already have a strategy in place, but don’t have the capabilities to execute the strategy, an experiential agency can simply execute and implement.

One of the questions we get asked most by our clients is: “how does The Pineapple Agency work with our internal and external marketing teams?” Around the office, we like to say that we “play well in the sandbox with others.” This is our way of saying that we can be extremely nimble and flexible, and can work with other agencies and teams in a variety of ways. If an experiential marketing agency is unable or unwilling to to collaborate with established internal or external teams, it could be a red flag.

In most of our projects, we are responsible for the full experiential activation: strategy, ideation, planning, production, and implementation. To complement our campaigns we also do video production, social media strategy, design, and traditional media, and staffing in-house. We pride ourselves on working well with internal teams so that the experiential activation we are creating is an on-brand, cohesive experience that aligns with the client’s existing marketing activities. No one knows your brand better than you do.

If your company already has an external agency partners, such as a digital marketing or public relations agency, we also work with those partners as closely as possible to fully integrate the experiential activation, so that the campaign has the greatest reach and effectiveness to ultimately meet our clients’ goals.

For some of our other clients who already have an experiential strategy in place, we act as the producers of the event and we utilize our connections, knowledge, and experience to make the activation go off without a hitch. In situations where the only thing missing from an activation are brand ambassadors, our staffing services allow us to be the last piece to a client’s puzzle, providing quality staff that can bring the activation to life.

We are comfortable working in any capacity with our clients and we always operate with the same goal extending across all of our projects: create an immersive experience or activation that brings our client’s brand to life, maximizes ROI, and creates lifelong customers/followers.

Considering an experiential activation for your company?

Let’s chat.

Tradeshow floor

Why LG’s NCAA Final Four Fan Fest Experience Worked

LG recently embarked on a new experiential activation at the NCAA Final Four Fan Fest by turning consumers and fans into LG’s latest basketball recruits. The activation was intended to create buzz about LG’s newest products but to do it in a creative way that immersed fans and made them feel like they were being recruited by a Division 1 Men’s basketball program.

The experience started with LG recruits registering for RFID wristbands that would link to the recruits’ Facebook and Twitter profiles for social image sharing. After getting a wristband, recruits were taken into the player’s lounge which was outfitted with leather couches and a bevy of LG products such as a touch-screen game table, LG’s new refrigerator, LG’s Music Flow speakers, as well as LG’s new curved OLED TV’s.

From the player’s lounge recruits were guided into the locker room which featured glossy oak lockers and jerseys to mimic a traditional basketball locker room. LG also placed their newest washing machines in the locker room, which were customized to become a mini basketball shooting game, creating a heated battle between recruits to see who could make the most shots.

From the locker room, LG took recruits to a practice gym that had 25 LG G3 smartphones set up to capture the consumers doing their best dunk in 4K resolution. Consumers could then get a replay of their dunk in the film room, which featured a 105-inch LG Ultra HD 4K TV.

LG concluded the experience for its recruits by taking them through the Hall of Champions which had a custom-built digital prize wheel, controlled by LG’s gesture control TV remote. Depending on what the segment of the prize wheel the recruit landed on, they could take away a microfiber cloth, lanyards with ticket holders, compression sleeves, sweatbands, and even a $50 Lowe’s gift card.

Why LG’s NCAA Final Four Fan Fest Experience Worked – The Pineapple View:

  • LG created an immersive experience and engaged with its audience in a way that was relevant with the NCAA Final Four tournament and the company’s many product lines. LG transformed the environment so well that it actually seemed like the consumers were actual recruits being touted along through a sports program’s official athletic facility. This experience made the audience much more receptive to LG’s messaging and brand.
  • LG utilized its digital product technology to create a digital conversation at the experience and then continue the conversation well after consumers left the activation. The RFID wristbands were an excellent way to collect consumer information and ignite social sharing without being intrusive and pushy. Through the NFC technology of the wristband, the photos and videos everyone took would automatically be posted to social, which made it easy for consumers to post and allowed LEG to track all the interactions.

Overall, we believe LG did an excellent job of creating an interactive experience that excited its consumers and left them with memories that they will be talking about for several years. By interacting with its target audience in a meaningful and relevant way, LG is able to build new associations with its brand which helps in emotionally connecting the LG brand with the consumer. The connection established between potential consumers and the LG brand also lead to an increased likelihood in making an LG purchase, which is the ultimate goal of this experiential activation.

Interested in working with us?

Let’s chat.