Last week we talked about brand experiences. They can happen at any scale, but typically bigger brands want to create bigger experiences. The battle for mindshare is only getting fiercer, and that means companies are going all out to get people to pay attention to them. TV, radio, and online are great channels, but it’s hard to beat in person. That’s exactly what Sparks specializes in. They are a Philadelphia, PA based agency that “creates dyanmic brand experiences anywhere in the world a customer engages with your brand.” They’re operating at the highest level and working with the biggest brands–names like Google, LG, the New York Times, Motorola, Dropbox, and HP.
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Think about one of your favorite brands. Your fond memories are most likely based on experiences. Maybe it’s a time when you used the company’s product or the feeling when you walk into one of their stores. Advertising can make you think about those experiences, but it can’t recreate them. Experiential marketing is a field that is all about getting you to experience the brand instead of getting you to think about the brand. That’s what Escalate is all about. They’re a New York, NY based experiential and word of mouth marketing agency that escalates “customer relationships to the point of brand advocacy, with measurable results.”
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Nearly every tv show that we watch is sponsored by a number of companies, yet we never would think to thank the sponsors. The same can be said for websites. It’s pretty rude of us, isn’t it? Shouldn’t we be more grateful for all of the things that we get in exchange for a little bit of attention? Maybe we should, but we’re not going to be. The one exception is events. When a corporate sponsor puts on an event, I feel that I owe them something. That’s probably why Mirrorball believes that “if you want to move the needle, then first, you need to move your consumer.” Mirrorball is a New York, NY based consumer engagement agency “that connects brands and people through a fusion of social media and live experience.” Experiences are engaging, and if you can create them win the right way, you can reach people with messages that they might ignore in other settings.
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Experiences make for the best (and the worst marketing). All of those commercials about transporting Olympic athletes can do nothing to change my opinion after my experience with United last night. They strung me along with delays, their website failed repeatedly, and I spent an hour and a half on the phone to get a flight 24 hours later. There’s nothing like the live experience to shape your brand associations. That’s why Situation Interactive centered their business around it. They “are among the leaders in creating award-winning digital strategies for top entertainment and media brands worldwide.” Obviously the New York, NY (and Los Angeles, CA) based agency focuses on creating amazing experiences–and they tend to do it for clients who are way more exciting and way less likely to make you mad than an airline.
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As technology progresses, more and more marketing can be done while you’re sitting at a desk. You can reach an enormous number of people with nothing more than an Internet connection. However, sometimes you need to get face to face–sometimes you need to put feet on the ground. That’s what experiential marketing is all about, and it’s what Marketing Werks does best. The company was founded in 1987 in Chicago, IL, and since then they have been delivering “unparalleled service” for their clients and “unique experiences for consumers.” It’s even for a company’s branding to get drowned out through traditional channels–Marketing Werks ensures this doesn’t happen by making the brand the center of attention instead of a distraction.
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Marketing is all about targeting. Marketers want to reach specific audiences, and media companies try to develop audiences that marketers want to reach. Typically, the more specific an audience is, the more valuable it is—at least as long as there’s something that you can sell to that audience. Alloy Media + Marketing, which is headquartered in New York City is a company that operates on both the marketing and media sides. They specialize in targeted youth media and promotional programs, and they operate a number of businesses in those areas. Youth marketing is a big deal—not only do young people spend a large portion of their income (even if it’s relatively small) on discretionary purchases, but they also are impressionable. If you can gain an 18 year old’s loyalty, you’ll have a long time to extract value from them as a customer. Alloy leverages “a diverse array of assets and services in interactive, display, direct mail, content production and educational programming” to build relationships with and market to teens and college students.
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