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Agencies And Marketers Discover Food Trucks Can Deliver More Than Food

By  Experiential Food Truck Rental



“Heinz’s truck, offering free fries, began its trip in Pittsburgh, then visited New York. Other stops are Philadelphia and Dallas”.

When the Heavenly Mountain Resort in Lake Tahoe, Nev., wanted to promote its ski passes this season, it bypassed the usual advertising media like billboards, radio and print ads and instead chose a truck filled with snow cones driven by two improv actors to publicize its message.

For Heavenly, the idea to distribute snow cones from a truck was simple: “We’re going to give you a little bit of the mountain,” said Michael Chamberlin, the executive vice president and director of client services at BBDO San Francisco, which created the campaign for the resort.

That strategy — pairing a brand’s message with of all things, a food truck — has been increasingly employed in recent months, with major advertisers using trucks as rolling sandwich boards while advertising agencies issue the call to food truck marketing companies, like Experiential Food truck rental out in California. They provide food trucks to participate in brand-sponsored events.

Food trucks selling things like falafels and waffles have grown in popularity in cities like New York, Los Angeles and San Francisco, and advertisers now see them as a vehicle for delivering their message directly to consumers.

“All the companies that are involved in this understand the power of this guerrilla-type marketing, being on the street, being very hands-on with the consumer that’s walking around,” said Beth Lawrence, the chief marketing officer of La Cense Beef, whose La Cense Beef Burger Truck has been used in many events in Manhattan since the summer.

The challenge with buying traditional media, said John Wagnon, the vice president for marketing at Heavenly, one of the properties of the Vail Resorts group, is “paying for eyeballs of people who have no interest in what you’re trying to sell.”

The food truck campaign is the first assignment by Heavenly for BBDO San Francisco, part of the BBDO West unit of BBDO Worldwide, owned by the Omnicom Group.

The resort’s truck, outfitted with iPads and large televisions showing skiing and snowboarding films, will promote a $379 ski season pass at locations around the San Francisco Bay Area through Dec. 15.

Visitors can buy a pass at the truck itself or they can collect a card and visit a Web site for more information. The actors driving the truck will also create video content that will be posted to a blog and Facebook page associated with the campaign.

“It’s like a mobile billboard on steroids,” Mr. Chamberlin said.

Ms. Lawrence said that La Cense Beef started getting calls from advertising agencies at the end of the summer and credited it to the media attention food trucks have gotten, including a mention in New York Magazine’s list of 25 of its favorite food trucks in New York City. According to the 2011 Zagat New York City restaurants survey, 26 percent of respondents reported eating from gourmet food trucks while 40 percent expressed interest in trying them.

In November, the La Cense Beef Burger truck was hired by Team One, a division of Saatchi and Saatchi, for a private event on behalf of Lexus. In October, it was hired by IAC to participate in the Vimeo Festival + Awards event. In June, the 94×50 agency used the truck for a private event on behalf of Nike.

“They like the brand, they like the positioning and they like the fact that the meat is coming from the ranch,” William Kriegel, owner and founder of La Cense Beef, said of the grass-fed beef used to make the hamburgers sold on the truck.

At the 11th annual New Yorker festival this fall, HSBC bank used six independent food trucks to promote its first sponsorship of the event.

The trucks — Rickshaw Dumpling, Schnitzel & Things, Wafels & Dinges, Bistro, NYC Cravings and Van Leeuwen — were wrapped almost entirely in an HSBC ad campaign and each featured a special dish created for the event. Rickshaw Dumpling, for example, created a Peking duck dumpling, while Van Leeuwen offered pumpkin ice cream to visitors.

HSBC customers who showed their bank cards at any of the trucks were given special treats like a free drink of Moroccan mint tea at the Bistro truck and a free scoop of ice cream on a waffle at Wafels & Dinges. HSBC also branded the napkins used in the trucks.

But some brands prefer to create their own food truck instead of hiring an independent operator.

To promote its new product, Heinz Dip & Squeeze Ketchup, the H.J. Heinz Companybought a used truck and added a custom kitchen that included double-stacked convection ovens, food warmers, sinks and a freezer. The truck was then branded with a custom wrapping that displayed the “Heinz Ketchup Road Trip” message along with the relatedTwitter handle and Facebook page address.

The company hopes to capitalize on the growing familiarity with food trucks, said Jessica Jackson, the group head of public relations and communications at Heinz North America. The redesigned ketchup packets were also a perfect fit for a food truck, Ms. Jackson said.

“Since it was really made for eating on the go, we wanted to create an environment where people could experience it on the go,” she said.

The road trip began in mid-November in Pittsburgh, the company’s hometown, spent the Thanksgiving holiday in New York City and will make its way to Philadelphia with a final stop in Dallas. At each stop, visitors get a free serving of Ore-Ida crinkle cut fries or Ore-Ida sweet potato fries and a packet of the Dip & Squeeze Ketchup.

The company will also give away promotional T-shirts to people who have participated in one of the social media parts of the campaign. For example, the first 20 people who arrive at the truck showing on their smartphone that they have “checked in” to the “Ketchup Road Trip” on Foursquare or who post their preference as “dippers” or “squeezers” on Facebook or use the Twitter handle @DipAndSqeeze to announce their preference are also eligible for a free T-shirt.

Most food trucks, corporate or not, use social media tools like Twitter to post their location to their followers, and now Zagat, the restaurant guide, has gotten into the game. In early November, Zagat announced a food truck Web site that features a map with the location of the food trucks that it partners with. They are also conducting a survey of the best food trucks in New York.

To learn more about using food trucks for brand marketing and promotions visit:  

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Your Client’s Brand Message On Food Trucks

Target office or construction workers going to work or on break


By Diego Vasquez

coffee truck  food truck custom marketing


There aren’t many opportunities for advertisers to reach people during the typical workday, whether they’re stuck in an office, a factory or on a construction site.

But one area where they can get such interaction is on coffee trucks, which target workers outside of office buildings, factories and construction sites.

Advertisers can use simple signage on the trucks or place their ads on coffee cups, sleeves or napkins. Or for more impact marketers can custom-wrap their own truck and take it to areas where their target audience works.

To find out how to get your client at coffee trucks, read on.



Fast Facts

Food Trucks and Ice Cream Trucks are now a promotional medium for marketers and agencies.


Advertising at coffee trucks.

Any agency with street team and/or alternative media capabilities can execute a coffee truck campaign. There is also one national network of coffee/lunch trucks, and most local markets also have coffee/lunch truck operators.

How it works


There are two ways to target workers using coffee trucks.

The most common, least expensive is to place ads on coffee/lunch trucks with existing daily routes.

This could include 30-by-60-inch signs on the rear of the truck, a slimmer 20-by-60-inch sign on the side of the truck near the serving window, or 12-by-12-inch ads that sit atop the truck’s counter.


Advertisers can also do giveaways or hand out brochures or coupons. Trucks can also set up displays that allow customers to take a brochure on their own.

Advertisers may also employ a street team member to travel with the truck and pass out samples while customers wait to order.

coffee truck food truck custom marketingAdvertisers may also rent or lease their own truck, wrap it in the brand’s colors and deploy it along with street teams in areas where their desired audience works.

In these campaigns, the coffee is usually given away for free, something recipients tend to appreciate.

Street team members can interact with passersby to chat up the product or service, and a call-to-action such as a web address or coupon can be printed on the coffee cup sleeve.

In both cases, ads on coffee cups or sleeves are also seen by the customer’s co-workers.

Coffee truck campaigns can be executed national.

Numbers vary, but an average daily coffee truck route consists of about 20 stops, according to Experiential Food Truck Rental. Among more blue-collar routes, those 20 stops will include five construction sites, 10 other workplaces such as factories and manufacturing plants, and five institutions such as colleges.


The number of impressions in a given also vary by the market and the route. In Los Angeles, a typical truck brings in about 9,000 impressions per day.

How it is measured
Trucks can track how many cups of coffee they distribute, and street teams can count how many other items they give away, such as samples or brochures.


What product categories work well

Recent or current coffee truck advertisers include retail, fast food, TV networks, insurance, dairy products, apparel and radio stations.

Demographics vary depending on the truck’s route and whether it’s primarily blue color or white collar.

Among construction workers, 97 percent are male and 3 percent female, according to Scarborough Research.

Twenty-one percent are ages 18-29, 41 percent are 30-44, 37 percent are 45-64, and 1 percent are age 65 or older.

Seventy-five percent have an annual household income of $35,000 or more, with 54 percent at $50,000 or more, 34 percent at $75,000 or more and 16 percent at $100,000 or more.

Among office workers, audience is 52 percent female and 48 percent male, according to Nielsen. Average annual household income is $65,000 to $70,000 the median age 39, and 68 percent are college grads.

Making the buy
Lead time can be two to four weeks for campaigns that use basic signage, but lead time for campaigns using customized coffee cups is typically at least six weeks to allow for production time.

Basic signage on coffee/lunch trucks costs between $260 and $300 per month, per truck. Cost for fully wrapped lunch trucks in multiple markets starts at $5,000 per month, plus production.


Customized campaigns cost much more. Cost for a custom-wrapped truck with a street team and printed coffee cups and/or sleeves starts at about $20,000. A month-long campaign with these elements could cost six figures.

Who’s already been on coffee trucks
Current or recent brands that have advertised using coffee trucks include LinkedIn, McDonald’s, New York Red Bulls, MertroPCS, Nike Foot Wear, and Nestle Foods.


What they’re saying

“It’s the perfect medium to target the on-the-go working professional. You have a billboard in the city core, which is the vehicle, you have a street team interacting with them one-on-one, and then you’re giving them something in their hand that they bring back to the office.


For more information visit:

Experiential Food Truck Rental

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Using Advanced Tech to Measure Customer Experience

Companies that can differentiate themselves will be the ones that can derive value and drive customer engagement based on data analysis of emotional responses. – using-advanced-tech-to-measure-customer-experience.


By Krishnan Ramanujam

Think for a moment of the last time you shared a negative experience on your social channels, or when you conducted research from your mobile device before making a purchase in a store. More likely than not, these actions are second nature to you as they are for most consumers who consider multiple personalized touch points with a brand or product—including online, social, mobile, in store, etc.—to be the norm.

And it is.

However, for businesses, regardless of industry, this shift in customer communications is transformational. It is compelling companies to redefine traditional business and customer experience (CX) strategies in order to enable faster scaling, real-time engagement, and new innovation models that will retain and build customer loyalty.


The key is to identify what makes each individual consumer tick by understanding their personal experience, feedback and preferences, and then standardizing that experience across all touch points to meet that customer’s expectations. It may sound like a daunting task, but, in many ways, the hard work has been done. Consumers are already talking with brands; it’s just a matter of listening to what they say.

Today’s customers are providing businesses with a treasure trove of rich, real-time data, and the latent power of that information is immense. It should be used to inform business strategies and, more importantly, is an opportunity for companies to make educated deductions about how their customers’ needs will evolve in the future so that they can plan accordingly and improve customer retention.

The data that companies are mining is not just objective or transactional. It is emotional and includes highly subjective opinions from customers who are expressing either satisfaction or dissatisfaction with their experience with a company or product. This subjective and emotional feedback is the most critical for companies to note.

In fact, our customers have told us that the “voice of the customer” is ranked highly as both a short- and long-term priority for their businesses because it affects key business goals, including customer retention and revenue growth. It will become even more important in the coming years as brands compete for customer loyalty in an increasingly crowded market. The companies that are able to differentiate themselves will be the ones that are able to derive value and drive customer engagement based on data analysis of both subjective and emotional responses.

In order to do this effectively, companies must first strengthen and refine existing data-mining efforts. Here are two guidelines for achieving that:

· Ensure that the back office is fully integrated with the front office (or the consumer touch-points and interfaces) to provide a seamless customer experience.

· Standardize all data being collected in order to translate subjective (emotional) data to objective (actionable) information.

With these tasks accomplished, a brand can then identify the CX pain points it needs to address. Businesses can leverage this data to predict future responses to situations, products or services, and through sophisticated and automated analysis, can identify ways to deliver improved solutions for their customers.

For example, in the commercial banking sector, customers are faced with a variety of options and opportunities. Banks must aggressively differentiate themselves, and many are adopting CX programs that focus on driving customer loyalty.

Consider this client, a global retail and private bank that wanted to change the overall customer expectation of banking for its more than eight million customers serviced via an extensive branch network, online channels and customer call centers. The bank acknowledged the pressing need to develop a CX strategy that was capable of monitoring the conversations currently occurring, evaluating customer feedback and opinion, and standardizing experiences across platforms and geographies.

By tapping into the advanced technology tools available to them, this global bank created a 360-degree view of the customer that was focused on not only acquiring and engaging new customers, but also on activating, sustaining and retaining existing customers. The bank created a repository of all customer data, which was then mined to create personalized offers and recommendations saved to a customer portal that was available to all bank employees.

This approach ensured that regardless of the point of contact, customers would get the same level of service and receive a consistent message that was tailored specifically to them. The result was an enhanced customer experience, which drove loyalty for the bank’s brand.

This is just one example of how companies can harness the power of technology in order to build customer loyalty through personalized experiences. Looking ahead, it will be increasingly important for companies, regardless of who their customers are, to tap into this data to stay ahead of the competition. When done correctly, the value of a personalized, data-driven approach to customer engagement is immeasurable.

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Brands Turn to Experiential Marketing to Reach Consumers



Perhaps door-to-door salesmen were the first experiential marketers, holding out brushes and vacuums for potential buyers to try on the spot. Today’s experiential marketing incorporates gigantic, attention-grabbing product displays, interactive billboards and participation contests, among other things. They are about marketing the brand and getting people talking.
EventNetUSA’s Joel Benson, president and CEO of the Ft. Lauderdale, FL-based experiential marketing firm, says when a consumer truly engages with a product or service, not only are they more likely to purchase it, they can also clearly articulate attributes or differentiators.

“This leads to word of mouth referrals which, more often than not, happen via social media,” Benson says. “We believe that word of mouth is the most efficient and credible marketing campaign because consumers make recommendations based on their personal experience.”

In fact, the majority of consumers (53%) say friends are most likely to influence them to buy new clothes, followed by relatives (21%) and magazines (20%), according to the Cotton Incorporated Lifestyle Monitor™ Survey. Additionally, when they are looking for apparel ideas, 34% of consumers turn to people they see regularly as a source.

Experiential marketing depends on that circular kind of connection, with brands appealing to consumers, consumers talking to each other, and then circling back to the brand.

TideSmart Global’s Steve Woods, president and CEO of the Falmouth, ME-based experiential marketing company, says people are the one constant in an increasingly fragmented consumer universe.

“Despite leaps and bounds in technology, it’s never been more difficult to grab the attention of consumers,” Woods says, adding that consumers increasingly ignore the “we talk, you listen” messaging approach. On the other hand, live people and interactions can break through all the noise.

“Experiential marketing links consumers directly to the brand through a unique experience. Whether it’s a sampling campaign, a PR event or mobile marketing tour, experiential marketing is the perfect backdrop for brands seeking a deeper, more meaningful connection with consumers.”

The look and feel of cotton has been successfully promoted two years in a row at Cotton’s 24 Hour Runway Show in South Beach, Miami. This year’s show, in March, incorporated 1,440 different looks from numerous designers, showcasing cotton’s versatility as casual, work, nighttime, or active wear. The live-streamed event, which incorporated bloggers, contests andcelebrity appearances, was viewed by more than a half-million people online.

Cotton Incorporated recently conducted another experiential marketing campaign when it staged a “mannequin protest” during Mercedes-Benz Fashion Week in New York. The multi-day event was staged to draw attention to apparel that is substituting cotton with synthetics that feel like it. The mannequins, holding signs that read “Cotton or Nothing” and “Don’t Get Duped, Check the Labels” among others, “went on strike” against wearing the synthetic garments in display windows.

While the approach was meant to be tongue-in-cheek, 84% of all consumers actually prefer their apparel to be made of cotton and cotton blends, according to the Monitor. And nearly 8 of 10 consumers (79%) say cotton and cotton blends are the fibers best suited for today’s fashions. In fact, almost all consumers (96%) prefer it for their denim jeans, followed by their T-shirts(95%), socks (94%), underwear (90%), casual shirts (86%) and activewear (71%).

Not only did the Monitor find consumers think better quality garments are made from all natural fibers such as cotton (75%), it found more than half (52%) are willing to pay more for it.

So the mannequins “took to the streets” of Manhattan to highlight the Monitor finding that consumers are bothered when retailers and brands substitute synthetic fibers for cotton in their underwear and jeans 61%, followed by their tees 59%, socks 53%, sweatshirts 51%, and dress shirts 50%.

When stores use such dramatic techniques, it’s referred to as “retail theater,” Benson says.

“But in practice, it’s about creating something that drives interest, but still brings the message full circle to the brand. For clients, we continuously quote Confucius who said: ‘I hear and I forget. I see and I remember. I do and I understand.’”

Since consumers have so many apparel shopping choices today, Benson says it’s important for retailers to give people an added reason to take notice. An experience can make the act of visiting a shop as rewarding as acquiring the product itself.

Woods says that as a tactic, experiential marketing allows a retailer or store to shape a brand in a way that is unlike any other marketing medium.

“There is the opportunity to connect consumers directly to a brand, whether through sampling, mobile marketing tours, grassroots events, a product launch or exclusive event,” Woods relates.

A recent TideSmart experience showed men how to take the guesswork out of shopping for Levi Strauss Signature jeans. A 53-foot, double slide-out vehicle that was set up alongside major NASCAR events housed the centerpiece of the experience, the Intellifit™ System. When a fully clothed person stepped into the scanning booth, the system executed a full body scan and generated a print out of recommended sizes and styles of Levi Strauss Signature apparel.

Says Woods, “Experiential marketing can increase awareness, build brand loyalty and significantly influence consumer-purchasing behavior.”


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Hispanic Events: Gain Critical Mass through Large Scale Hispanic Events


Pitbull Takes the Stage at Calle Ocho in Miami

Large scale Hispanic events like Calle Ocho and Fiesta Broadway have been a mainstay for many marketers trying to reach the lucrative U.S. Hispanic market. The hope for brands participating in these large scale events is that they will create a brand connection with the 1 million + attendees which they can translate into sales. The reality – many brands get lost in the clutter of brands participating in the event and the planned activation of  a spinwheel, free samples and coupons does little to nothing to drive sales or create a lasting brand impression. Thus, brand managers are challenged to justify the ROI and often times the Hispanic program is deemed a failure.

We believe it is possible to gain critical mass through large scale Hispanic events. Here are three considerations to help drive a successful Hispanic event strategy.

1. Integrate Hispanic Event Efforts into Your Total Marketing Plan
Your consumers don’t live in a Hispanic-only world and neither should your event efforts. Leverage the marketing strength of your total brand efforts to enrich the consumer experience. For example, sponsoring the NBA this year? Did you know that Hispanics comprise sixteen percent of the league’s fan base? Knowing that, elevate your event experience! Create an “NBA experience” with a Hispanic twist – highlight Hispanic players and tell their stories or invite local Hispanic artists to use backboards as a canvas to create a one-of-a-kind gallery. Promote this Hispanic outreach through your total market media and social media channels.

2. Remember Content is King

It’s true that Hispanics were “the original” social network long before Facebook was invented. And with the advent of social media and the proliferation of smart phones among Hispanics, these tech savvy consumers are actively looking for those “shareworthy” moments. So give them something to talk about at your event experience! A banner becomes a step & repeat photo opportunity. Turn your brand iconography into larger-than-life art installations. And use relevant event and brand hashtags to encourage, track and participate in the conversation.

3. Nobody Likes a One Night Stand.

No matter how big and spectacular the event may be, one event does not make a Hispanic marketing plan. Look for opportunities to extend the conversation and/or event association long after the “circus has left town”. Create a database from your event attendees and schedule on-going communication with them. Thank them for visiting your event area, invite them to take a survey, surprise them with a tweet or better yet, a surprised product gift! Remind them what makes this event so amazing and how grateful you are to share in that experience with them. Better yet, invite them to your next event, be it a Hispanic targeted or total market effort!

There are some incredible large scale Hispanic events across the country that can be leveraged to meet your marketing goals – Calle Ocho in Miami, Fiesta Broadway in LA, Fiesta San Antonio, Fiesta del Sol in Chicago and the Puerto Rican Day Parade in New York to name a few. Do your events have the right elements to create critical mass for your brands?



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How to combine content creation, sponsorship and experiential marketing to impact your bottom line.

For many years, creating content meant making a TV spot


These days anyone can create content, but not all content is worth creating.

As the cloud gets cloudier, companies are challenged to rise above the turbulence of advertising and online chatter to reach the sunny calm where brands, media, influencers, and consumers work together to create meaning, value, and connection.


I’ll be interested, if you’ll be interesting


As brands such as Red Bull, Levis, Absolut, Coca Cola, Harley Davidson, etc. have successfully shown, the best way to market any good, service, brand or place is by providing experiences and content that is so engaging, consumers and the media can’t help but pay attention.

Move successfully past the content marketing mainstream and combine the three hottest marketing trends:


Content Creation

Experiential Marketing




According to a 2011 study by the Content Marketing Institute, content marketing is one of the top-growing fields with an increasing number of marketers relying on content strategy for overall success.

The objectives of content strategy are:

Brand awareness – 69%

Customer acquisition – 68%

Lead generation – 67%

Customer retention/loyalty – 62%


Content Marketing Institute, 2011



Asked “How important is a previous unique experience when deciding what specific brands you use in the future?”, over 62% said a unique brand experience was very important; only 1% disagreed.

“Best Experience Brands”, global study by Jack Morton Worldwide, 2011



In a study, 85% of respondents said that participating in experiential marketing would cause them to talk about a product or brand and 1 in 4 marketing executives believe that event marketing provides the best return on investment EventView, 2006



Sponsorship is the fastest growing form of marketing according to the International Events Group (IEG), which is projecting a significant sponsorship spending growth (4.8%) for 2013, even in the face of overall economic volatility.

“International event Partnerships, Sponsorship and Fundraising”, by Nadia Laice,



And it pays off for the brands. Corporations that consistently invested in sponsorship outperformed market averages and those who spent at an above average level outperformed those who spent at a below average level.

“Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance” International Journal of Sport Marketing & Sponsorship


69% of Canadians said they would prefer to do business with a brand that supports their favorite causes Today’s consumers are interested in a brand’s values. They’re looking for brands with a conscience, brands that are good citizens who support the community in a fun and engaging way. 69% of Canadians said they would prefer to do business with a brand that supports their favorite causes, 53% said the same for arts / cultural events. Interestingly, Canada is the only nation in the world where sports do not account for the greatest number of proposal requests or allocations. The number one sector in Canada is fairs, festivals and exhibitions, followed by the arts at number two “Consumer Sponsorship Rankings”, Partnership Group, 2012


What to do?

Brands have to create emotional content that tells a story to impact consumers’ behaviors, attitudes, or perceptions of their brand in a positive way – content that is not about the product and not a sales pitch.

Content that is driven by shared values and a vision to make the world a better place. Content that engages all five senses. Content that asks questions instead of promoting products. Content that enables communication, stimulates discussion and brings people together. Content the consumer identifies with and wants to share with friends.



Cultural content – value promotion at its best All this can be achieved in one fell sweep: Developing custom-made, brand-owned, cultural content and cultural events. Putting the logo of your brand on the catalogue of an exhibition or show is a step in the right direction but doesn’t compare to the impact of developing and owning content or an event.



In this context “culture” is defined as an inclusive concept, encompassing not just fine arts, but design, crafts, sports, leisure, community-oriented projects and even cause-driven events. In short: content and experiences that elevate the human spirit and bring people together.


The content matrix


The content you develop engages your audience in various dimensions. For the purpose of this article, we’ll focus on only two.




Product/Service Value

Related driven



The first (horizontal) dimension has product/service related content—that is to say the informative, instructional rational kind—on one side of the equation; and value driven—speaking to our emotions and triggering the hedonistic tendencies of the audience—on the other.


The second (vertical) dimension describes the level of engagement, necessary to experience the content. Absorption, on one end of the spectrum, describes the passive consumption of content, with a low level of engagement, addressing only 1 or 2 senses. Immersive content on the other side of the spectrum requires active participation, engages all five senses and takes the audience to a different world.


Content in the bottom left corner has the least potential to generate an emotional connection with your brand; e.g. product manual.


Content in the top right corner is the most interesting for your audience.

It immerses the participant, is not a sales pitch, and ideally engages all

5 senses. This kind of content has the most potential to create an emotional bond with your brand; e.g. Red Bull Music Academy




6 simple steps

Let’s look at the necessary steps to develop engaging cultural content for your brand


Step 1

Branding 101 – What are your values? Who are your customers?


Anything you do should be based on, and guided by, your vision and values and an in-depth knowledge of your customers. If you’re an urban brand that promises adventure and excitement, and your customers are outgoing and fun loving, the content you develop is of course different from that developed by a luxury brand that promises its affluent clientele exclusivity.

Do your homework and get your story straight. You might also want to find out what your competitors are doing to avoid replicating their strategy.


Step 2

Think like a content developing agency


In the new market with a much more demanding and powerful consumer, you have to think like a content development agency to stay competitive. No matter if your revenue comes from selling a product or offering a service.

“Compelling content is the currency that buys your customer’s attention and affection long before they reach the stage of comparing features and benefits.”


Step 3

Define objectives and success metrics


Assess your situation, define objectives and develop success metrics. You want to be able to measure the level of success for your project. At the end of the project you want to be able to evaluate how successful it was and learn from the experience to keep improving your strategy.

Keep in mind that measuring outcome parameters and success metrics involves research, which requires resources – financial, human and otherwise. The costs attached to those resources should be included in the budget to avoid surprises and enable a sound post-event evaluation process.


Step 4

Develop ideas, based on your vision and values.

Now that you are aware of the content matrix, ask yourself what kind of content or event will be the most interesting for your audience. What will create the most opportunity to generate event-based secondary level content (photos, videos, catalogs, interviews, etc.) and will have the biggest potential to be shared, spread, talked about.

Keep a long-term strategy in mind. You want to be able to renew the experience and update the event/content over time to remain interesting and relevant in the eyes of your audience.


Step 5


Be diligent

Be professional

Have fun


Step 6

Post event evaluation and measuring ROI


If you have done your homework and defined objectives and success metrics as outlined in step 3, you are now ready to reap the fruits of your labor.

A post-event evaluation tells you how good you were and will help you to do a better job next time.


You will know how successful the project was and if you achieved your objectives.

You might get new insights from your audience, potentially impacting other areas of your marketing and communication efforts.

You will be able improve the project to increase reach and impact for the next one.

You will have the tools to convince key stakeholders to continue and expand your cultural content developments efforts.



By: Erik Hauser


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Guerrilla Marketing Vs. Viral Marketing

Guerrilla marketing is the art and science of breaking conventional marketing rules, bypassing traditional outlets and using uncommon sense to reach people with marketing messages. Viral marketing can be loosely defined as digital word-of-mouth marketing. Both strategies can be more cost efficient than traditional techniques and can reach consumers in ways that connect with them in more personal and memorable ways. Understanding and applying these strategies in your marketing campaigns can provide distinct competitive advantages.

Guerilla Marketing

The term “guerrilla” comes from guerrilla warfare, in which soldiers use quick, unexpected attacks followed by fast retreats rather than fighting for prolonged periods out in the open. Like guerrilla warfare, guerrilla marketing messages appear seemingly out of nowhere, making a big impression on onlookers before quickly disappearing. This differs from traditional marketing tactics such as billboard or magazine advertising, which place messages in front of consumers for extended period in ways consumers have learned to tune out.




Viral Marketing

Viral marketing gets its name from the way in which physical viruses spread, which each individual unit replicating ceaselessly, creating exponential growth. A viral marketing campaign relies on social media sharing and other online word-of-mouth tactics to reach large numbers of people through their friends and contacts. A viral marketing campaign presents messages that consumers cannot resist sharing with their friends, who in turn share it with more people, fueling the cycle of exponential growth.


Flash-mobs are an example of a guerrilla marketing tactic. In a flash-mob, a large group of people infiltrates a public area, initially blending in with bystanders. Then the group acts out a skit or performs a song and dance to promote a marketing message to the surprise of everyone around. Mobile billboard trucks are another example of effective guerrilla marketing. Billboard trucks can display advertisements virtually anywhere, quickly moving on to cover different areas, even advertising right in front of competitors’ places of business.

Movie studios are providing numerous examples of successful viral campaigns, creating fake newscasts, websites and stories to generate buzz about future releases. Prior to the release of “The Dark Knight” in 2008, for example, Warner Brothers created a fake political campaign website for Harvey Dent, a character in the movie, providing fans with sharable campaign posters and other tools to spread the hype.

Tactics and Costs

Guerrilla marketing tactics cost a bit more than viral techniques in most instances. Guerrilla tactics can require more people, incurring higher labor costs, and can include the cost of physical media such as signs, vehicles and props. Viral campaigns, on the other hand, can be simple enough for a single person with a laptop and an Internet connection to produce. Viral campaigns truly level the playing field in terms of financial requirements, whereas guerrilla campaigns can be cost prohibitive to companies with smaller budgets.

Integrated Marketing Strategy

Integrated marketing strategies can be more effective than those that focus on a single set of tactics. Using guerrilla marketing techniques to create viral marketing campaigns can leverage the power of both of these innovative strategies at once. To create a guerrilla/viral marketing campaign, create a truly memorable and irresistibly sharable real-life component and turn that component into something sharable on the web. For example, rather than simply performing a flash-mob, consider filming the flash-mob and sharing it among your social media followers.


by David Ingram,


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