experimental marketing

VH1 and SCOPE at Art Basel Miami Beach

Art Basel Miami Beach is just around the corner and this year is expected to be bigger and better than ever. Big names are hosting events this year and looking for great venues in Miami. These big names are also making a big impact in the community and effectively using exposure at Art Basel as a new marketing tool.

VH1 and SCOPE

Art & Branding

When considering your next big event in Miami take a note from some of the brands that have done it successfully before you, like VH1 and Scope in 2012. The Scope International Contemporary Art Show is one of the biggest and best shows at Art Basel. VH1 was able to create an amazing event and an even more amazing partnership that has been very beneficial to their overall marketing strategy.

Watch Video -VH1 & SCOPE

When marketing your brand at Art Basel Miami Beach take the event space into account. You'll want to make sure you are giving the people a night to remember. There are a few key elements you should keep in mind when looking at event space in Miami.

Finding the Right Venue in Miami

It's all about the atmosphere. 

Do you want an intimate setting for a group of 150 or are you looking to host party goers by the thousands? When choosing party venues in Miami having different options for the floor plan is etremely important. Make sure you are working with a versatile space.

Location, Location, Location.

 If you have a great space but it is in the wrong location your event will be less than successful. One thing that VH1 did really well in their partnership with SCOPE in 2012 was making sure they were a destination spot that everyone could easily access. Art Basel and the Wynwood Arts District go hand in hand, so why not host your event in the middle of the action?

In the end, pulling off a successful event comes down to planning and research. If you keep in mind the success of past brand partnerships like VH1 and SCOPE in 2012 and team up with the perfect event space in Miami to fit your needs, your event is bound to be a success.

The official champagne of Art Basel Miami Beach

You may not know this yet, but this is the third year that Ruinart, world's preeminent champagne brand, is a proud sponsor of Art Basel Miami Beach. This particular prestigious Miami event and is an internationally revered art show for international art works from around the planet. For the 2013 event, the company came up with the "Miroir" ice bucket from French designer Herve Van der Straeten.

Brand Marketing

It is an angular container comprising what can be best described as a folding enclosure of flat mirrored sides, slightly inclined. You might say that the container offers a peculiarly angular and flat look. The structure perversely complements the golden-filled, clear, curvaceous glass bottles with gold and maroon labels and gold-tone foil. Just 50 copies of the design were produced by Christofle in its France-based Haute Orfevrerie workshop.

You might appreciate that marketing your brand at Art Basel Miami Beach is not just a champagne proposition. The German automaker BMW has been doing it for years, providing a stylish shuttle service fleet.

As for the Champagne Ruinart, the sparkly wine maker's involvement with art is hardly ad hoc. As you may already know, the Art Basel Miami Beach inception to actualization. The ice bucket project was carefully planned over a process that took nine months to perfect. Since Art Basel is an annual event, and the company seeks to collaborate with different artists each time. These collaborations typically run for two years prior to the event, from hese collaborations typically run for two years prior to the event, from inception to actualization. The ice bucket project was carefully planned over a process that took nine months to perfect.

Nicolas Ricroque, Ruinart's US brand director, says that Ruinart has been involved with the arts for almost 300 years. Ricroque states that Dom Ruinart was an art expert among other things, and that since his time, the family has been avidly and passionately collecting art.

Art Collector's Lounge at Art Basel Miami Beach is a venue in Miami and event space Miami. Among venues in Miami, it ranks with art patrons alongside The Miami Art Museum as the largest art show in the world. You are cordially invited, and if you cannot attend, consider toasting us with Ruinart.

Carrie Movie Trailer - Experiential Marketing

Carrie viral video The greatest trailer and marketing of 2013 must got to the new movie 'Carrie'. This movie chose to market itself by creating a viral video that has reached over 20,000,000 views at the time of this posting.

The clever marketers at Sony came up with this great idea to spoof coffee drinkers, by staging a fake incident at a coffe shop where unsuspected coffee lovers would witness the power of Carrie in real life.

Spoiler alert, this movie is about a girl with special but uncontrollable abilities. Those unsuspecting coffee drinkers were startled by witnessing Carrie's telekinetic powers on other people around her. Unbeknown to the coffee purchaser, everyone in the room were actors and they were going to appear in the best movie trailer of the year. Great experiential marketing, I think so!

The ability to create a direct connection with your audience is what experiential marketing is all about. This movie connected with those coffee drinkers who ran out of the store and most likely you, after you watch the below movie trailer. Could this create a spawn of new movie trailers? Chronicle in 2012 attempted to do this when organizers created a fake flying human, but the movie trailer Carrie takes it to a whole new level. Will you be in a Hollywood movie sometime soon?

From a marketing agencies point of view this trailer is a genie in a bottle or the holy grail of marketing and a experiential marketing dream for Ad agencies. Let us know what you think about these types of experiential marketing ideas.

If you are planning an event and looking for experiential marketing inspiration then consider this Carrie movie trailer as your foundation and direction for connecting with your audience. Any event that lacks the type of ideas that this movie trailer came up with, is probably not worth using. Remember the type of audience you are connecting with and make sure the content you come up with is appropriate.

What is Brand Marketing?

You can find brand marketing among all successful business plans out there and what is brand marketing is a significant question. Brand Marketing requires lot of detail and in depth knowledge of the essence of a particular brand to work. The goal of this type of marketing is that your brand should be recognized and well known by people whenever and wherever they see it.

This commercial for Apple Computers that aired during the 1984 Super Bowl was the beginning a marketing strategy that took the brand to the level that it is today.

Brand Marketing Examples

WATCH VIDEO - 1984 

What is Brand Marketing?

Brand marketing is the process of creating brand awareness. It is a procedure that takes some time to execute and to ensure that your brand is in the minds of the consumer the way it is intended. Most successful companies have a history of a lot of time and effort put out in their brand marketing campaigns.

To answer what is brand marketing, there are generally two types:

Personal Branding

In this form of brand marketing the company makes an individual (could be the owner) associated with a feeling or as an authority in a specific industry. In most cases personal branding is used more for film stars or other entertainment individuals. Madonna is great example of an individual who is now their own personal brand.

Company Branding

Here is where the company is associated with a feeling or as an authority in a specific industry. Apple is an example that comes to mind when thinking of a company with an effective brand marketing strategy.

There are many ways to market your brand, and advertising can be everything from strategic product placement in a TV show, to a brand sponsored event. Now the question of what types of brand marketing campaigns will work best for your brand depends on you or your company’s objective. For example, if your brand is energy drink it would be a good idea would be to sponsor some kind of extreme sporting event, such as the XGames.

Brand marketing has become an integral part of all businesses because consumers, in general, have become very brand conscious. People usually tend to avoid brands that are unfamiliar. Many consumers are willing to purchase and expensive brand over an unknown brand. When finding the perfect formula for what is brand marketing, it is wise to explore many options before putting together the strategy that will work best for you.

Making Launch Parties Successful

A launch party for your product or company is a great way to market your brand and introduce it to the masses. Launch parties should be planned well in advance in order to be produced and promoted effectively. A marketing manager or event planner should come up with the perfect plan to attract people to the event, and make sure that they leave the event with a great experience with the brand.

Last night, NBA players from around the nation attended a launch party in Hollywood to celebrate the launch of video game NBA 2K14 for PlayStation 4.

Sticking to a theme

Sticking to a theme is very important for it makes the whole arrangement and planning an easier job to handle. It can be quite drastic for an attendee to end up in a party that has no pattern and is perhaps an invention of the planner’s imagination. This can create a total stressful environment for people. For successful planning of launch parties it is imperative to cater to every last detail from small decoration to lighting, everything.

Make people feel special

This is the most vital and difficult part while you are set to launch parties for after all it is a people’s event. This means you need to step out of the way to make people comfortable and taken care of so that they have the feel of something important happening in that area. For instance, choosing column lighting over normal one can perfectly blend with your theme. This is because with column lighting you can create the right setting that can go beyond the wee details liberating you from all form of worries.

Seating arrangement

This is nevertheless an important part of all guest events. Planning here once again is of significance for you need to consider well before the time as to who should be seated next to whom. With normal folks it’s all about sitting with friends and family on the other hand VIPs need to be taken care of in a different manner.

In order to endorse a more interactive party, it’s always a good idea to have circular tables. This facilitates better communication among people which is an essential part about your product launch. These tables can be easily arranged for and worked upon.

For those who are trying their hands on launch parties for the very first time, it is advised to start on a small scale. This is a sensible precaution and some 150 to 200 people should be enough. This is because a small space would give you a better incentive to implement your ideas and a small venue packed with 150 people would give you the optimum result. Hence, starting small would give you the room to experiment and make your niche alongside.

On the whole, launch parties are a dramatic way to introduce products, brands and services. These events give the consumers and clients to interact better with the suppliers and get eager for the new endeavor. Launching any party can appear to be an overwhelming but it can be managed perfectly well if the task is broken into fragments and you are able to assign them to responsible and equally energetic people like you.

Experiential Marketing-What is the Complete Picture?

For any business owner and a marketer there are many forms of marketing to choose from. Among this league lays experiential marketing that strays out from the customary form of marketing. This is because it promotes and endorses a two way communication process by physical means with the brand itself. This basic difference can be a major one especially in terms of establishing campaign where the involvement with a consumer is on a more personal level.

Experiential Marketing in Action –

To promote the new Lexus IS Hybrid the luxury car manufacturer created a campaign called “Trace Your Road” which features a real life video game where 10 lucky Facebook fans got ride in the jump seat with Formula 1 race car driver, Jarno Trulli. Each rider was given an iPad in which they had to draw/follow the racecourse so the iPad would project the racetrack on the floor.

Watch Video Here - Trace Your Road

The incentive that experiential marketing gives to businesses is that it is able to build a more subjective and interactive relationship with brand. This all then further leads to enhanced turnover even when the investment had been a small one.

What this form of marketing offers to agencies is something that is completely different from the ordinary forms of advertising agencies. All the traditional forms of campaign strategies, for instance, the television ad campaigns have been losing their efficacy for there is whole pool of products that are being attended to. The consumer side is continuously being thrown over in this mess who often fail to make the right choice. With experiential marketing the good thing is that it attracts the potential consumer to connect without having to invest or engage with the brand.

So how exactly are businesses benefiting from this marketing strategy?

- Able to create awareness about products and brands

- Building consumer relationships and sustaining loyalties

- Able to form optimistic feedback that spreads through word of mouth

- Creating brand publicity amongst the right target audience

- Eliminating all adverse PR through optimistic support

On the other side, experiential marketing has its own set of limitations. For instance, it is not very often used for large scale campaigning. There are budgetary constraints whereas all international campaigns are very rarely catered. This is because a good majority of large scale campaigns are normally a combination of the customary marketing techniques in order to gain as much as it could with the help of experiential technique.

Events for marketing campaign are a success in places where there are usually a good number of people located or happen to pass by every day. Therefore, to guarantee the success of an ad campaign the precise location is of utmost significance. In addition to this, it is vital to ensure that the staffs are well equipped, friendly and professional in their means.

Times have certainly changed for today the consumers want to be part of the marketing strategy of any company. This means that gone are the days when a single message from a television screen could do the job to hold the interest of a consumer. Going with experiential marketing means this form of marketing can actually come down to the needs and expectation of the customers.

On the last note, an effective experiential strategy would not only come up with operative and practical ideas but should also be able to manage that campaign to the last bit to achieve the aims. All this should need to be managed within the restraints of the budget as well.

The Discovery Channel's Health Tour

The Discovery Channel's Health Tour takes living healthy on the road, and shows kids and their parents how to eat better, exercise more and get in shape. But this tour is not just about getting healthy and exercising your body, it is an exercise in how to properly use experiential marketing to further enhance the message behind your brand.

WATCH VIDEO - The Discovery Channel's Health Tour

Experiential marketing is a form of marketing where companies offer an experience to teach people their message through actions, active learning and exploration of a topic. Instead of just preaching to your customers, why not let them take part in it?

The Discover Channel does an excellent job of this by teaching valuable lessons in a fun, and entertaining way. Their Health Tour is a fun experience that teaches a valuable message. The event draws lots of people to it as well. With a highly visible trailer and RV, several interactive learning games and exhibits like the Bacteria Basher game, fun health tips, an operation game exhibit, and competitions to inspire involvement, it's impossible not to get involved.

The message is delivered in this event, as it is in many others. Companies are exploring more ways to improve their brands and centralize themselves as a major focus in today's most controversial and powerful messages like getting healthy, and staying active.

How does your company do this?

First, find a good central message and create an event people take part in like a competition, series of exhibits, or games.

Find somewhere to host your event as well. If you want something outdoors, find a space in a sunny, exciting and high-profile area, like a venue in Miami.

Partner with a leader in event space for experiential marketing. One is Soho Studios Miami. They offer event space in Miami for top industry clients and will help your business create a competitive, fun and engaging experiential marketing event.

How Experiential Marketing Can Amp Your Company's Brand

Consumers have become wiser and fussier than ever, thus becoming a huge challenge for marketers and advertisers. This is where experiential marketing comes into the picture. This is based on the idea that loyalty originates from face-to-face interactions.

Watch Video - Ocean Spray's Cranberry Bogs

If you are planning to venture into experiential marketing in Florida, you should hold your next event at Soho Studios. This is the perfect place for venues in Miami and nearby areas that aim to bring brands to life using non-traditional advertising methods. As a part of the business world, special marketing techniques can help you grow your brand such as what happened with Ocean Spray:

In experiential marketing, you go out of the box. Ocean Spray recalls that cranberries are mainly used to offset flavorful dishes during Thanksgiving dinners. After that, the cranberries are often forgotten except as juice. Ocean Spray has created a story that engaged the audience and captured their attention even though it was just about the cranberries.

Experiential marketing is about garnering buzz and attention. Ocean Spray not just caught attention with their cranberry story but they topped everything off by building a cranberry bog in New York. You can incorporate absurdity and stunts you’re your own marketing which can include flash mobs and theatrical accounts will amuse the crowd. Soho Studios has 70,000 square feet as event space Miami – more than enough to hold a huge crowd and your surprising number.

If you have watched any of the viral videos of Ocean Spray such as this, you will find that they effectively encourage you to watch them several times. They fit the definition of viral videos from Wikipedia as they explode with entertainment value.

Whether you intend to bring out professional actors, awe-inspiring costumes, or use the same strategy as Ocean Spray, you need the right platform for your event. Consider Soho Studios where big events in Florida get the audience talking about the surroundings and of course, your brand.

Lego's Augmented Reality: Story Builder & Experiential Marketing

Brick by Brick: The App Welcome to a new era of play, dominated by phone, tablet and even computer applications. What happened to the good old days when toys didn't require a battery recharge?

Watch Video -  Lego’s Augmented Reality

Enter Lego Story Builder, an augmented reality application. It fuses the worlds of offline and online entertainment, encouraging children to use their imagination at every level. The app integrates physical creativity by allowing users to take pictures of their Lego creations, which then develop into a digital story. By building AR codes, each picture becomes an interactive animation. When a child adds or moves bricks on their screen, the story takes a new direction; they can also add characters as they see fit or based on the app's suggestions.

By combining traditional product use with modern technology, Lego blocks transform from a classic toy into a journey of changing possibilities. In children, the experience inspires imagination and improves problem-solving skills. For parents, this offers a solution to the societal shift in interests. So how does this benefit Lego? It cultivates a strong brand image and lasting brand loyalty.

Block by Block: Experiential Marketing

From a marketing perspective, Story Builder is a brilliant addition to Lego. The app offers a positive and engaging brand experience that goes far beyond the product itself – a strategy known as experiential marketing (XM).

At its essence, XM brings a brand to life. Today’s evolving consumer needs to feel a stronger connection than static advertising can provide. XM caters to the senses while providing education about a product or service, giving your organization an edge over the competition.

Looking to schedule marketing events in Miami? Take the next step by booking your XM event at Soho Studios, a premier venue in Miami.

Kit Kat wants to give you a break

Experiential marketing means getting your brand message before the public’s eyes. In the past companies used things like flyers, billboards, and free samples to build brand awareness. Some paid to have cars bearing their slogans driven across country.  However marketing has evolved with time, and an experiential marketing campaign such as the Free No WiFi Zones from Kit Kat gives the consumer a brand experience that is not easily forgotten.

Watch Video - Kit Kat's Free No WiFi Zone

In this technology age, the world has gone social. Everyone connects digitally through technology. They interact socially. They learn socially. Therefore, marketing needs to be social and interactive. Sub Rosa’s Michael Ventura captured the spirit of experiential marketing. He wrote, “Brands that create experiences allowing consumers to interact digitally and socially with both themselves and others will succeed in the long term”

Big Companies Build Their Brand through Experiential Marketing

Many big companies have allowed customers to interact and experience their product message with this evolved marketing strategy. Hyundai and GE used high-end interactive games and holographic scenarios. Using a reverse approach, Kit Kat actually blocked the use of technology in their No Free WiFi Zones. They wanted to give us a break. They encouraged customers to interact and socialize with one another in person. They could also enjoy a book while treating themselves to a Kit Kat bar.

The benefits of Kit Kat’s campaign were increased exposure, tons of attention, and strong brand recognition. Its success is visible because:

- Everyone is talking about their unique idea

- They clearly stand apart from the Free Wi-Fi crowd

- Their campaign has inspired a larger conversation on the need for more No Free Wi-Fi Zones.

Host Your Own Experiential Event in One of the Top Venues in Miami

Your company can benefit by hosting its own event. Your customers will be able to socialize as they interact with your product. They will develop a meaningful connection with your brand. Many companies have had success hosting similar events in Florida. They maximize exposure to their product by hosting their events during Miami’s big event season. Soho Studios, one of the top venues in Miami, can accommodate all types of experiential events. You can host a live concert, a flashy fashion show, or a high-tech interactive presentation. The 65,000 square feet, multi-purpose convention center, located in Miami’s Wynwood District, is ideal. Join Puma, Absolut, and other big brand companies who hosted their own events at Soho Studios.