Why Hitting the Pavement Still Works

Cross-country road trips are still excellent marketing approaches, even when they’re taken on by leading online retailers. The “Friends with Benefits” tour, powered by live music, pet adoptions and food, reached half a dozen United States cities. It took off in Texas, starting the new year with a slew of footwear and apparel presentations.

The Backyard Party Activation

Technically, the party setup took place in midtown parking lots. The location wasn’t difficult to capitalize on, however, as brands were given numerous opportunities to meet, interact and connect with their customers. Zappos brought its brand to life, rewarding its most loyal customers. Focusing on the Zappos pillars of excellence—charity, retail, community and culture—the brand gave attendees something to remember.

Guests were given iPads to engage digital spaces in physical pop-up storefronts. Zappos.com, of course, was the landing page transmitted via Bluetooth beacons to every device. Guests could read reviews, make purchases, take home items or engage eCommerce deals right on the spot.

Charity and Soles4Souls

The tour wasn’t all about product promotion. Guests were invited to donate their shoes, clothing and accessories to Zappos—which shipped them to Soles4Souls. Soles4Souls, a nonprofit, helps individuals in need around the world. The Zappos approach extended beyond customer service, promoting an atmosphere of interconnectivity on the global stage.

This approach was smart, as the road trip’s existence served to connect nationwide fans and bring Internet-based business into the streets. Zappos celebrated culture in its host cities, hanging out with brand partners, local vendors and fans alike. Free food, beverages, local musicians and entertainment were plentiful. At every stop, Zappos took charge with picnic tables, games, inflatables and artificial turf.

eCommerce Marketing in the Physical World

Zappos is expected to continue its tour, visiting three more cities in upcoming months. It’ll eventually visit Las Vegas, paying homage to its hometown. Zappos’s approach to real-world marketing might be clear-cut, but it’s certainly unique. By using shipping crates as pop-up shopping venues, the brand was able to present a research-heavy environment which was conducive to purchasing.

It also hosted a pet adoption event. Over 150 pets were adopted in Austin, TX, alone, and Zappos intends to keep the strategy alive as it travels to Nashville. Its backyard party activations are constantly adapted to meet new adventures head-on. Where intuitive branding, promotion and experiences are considered, Zappos may very well be an industry leader.

What's Next: Super Bowl for Cars?

A Food and Drink Extravaganza

Enlisting the help of Chef Ramsay, Nascar has created an eight-hour eating event which gives eventgoers a taste of everything meat. Pork butt and party-ready sliders are only two inclusions. Already, Fox has altered the presentation to glorify local affiliates alongside delectable displays.

Fox’s plan for the Daytona Day promotional blitz is to present six recipes, a pit-stop cocktail entry and—of course—more food. Sweet potato tater tots, chocolate cake and bourbon are main entries. The booze front, itself, is highlighting the culinary-competition series. Nascar’s dedication to food isn’t necessarily unique, but it sets it up to reach new heights as an entertainment provider.

Nascar as the New Super Bowl

The intention, here, is to replicate a Super Bowl Sunday experience. The Daytona race might seem out of reach to those not following Nascar, but it’s a surprisingly stable location for top-10 America events. Fox is expecting its ratings to spike on Sunday, if only by visibility alone. The Daytona Day campaign has already kicked off, and Fox has already introduced its audiences with a customized “Simpsons” theme crafted to tease upcoming festivities.

Fox has a lot of resources, and its massive off-air marketing campaigns are likely to make a big splash. Race-day promotions via UberEats, for one, will benefit this effort. Sunday’s meal-delivery services will similarly boost the Daytona Day parties. Hardcore Nascar fans can expect a lot of attention on in-depth brand representation. Comcast Xfinity, too, will be present—sponsoring Nascar’s minor league circuit. The Daytona 500 can easily be “eventized,” as its leaders say, and it’s a perfect marketing opportunity. Eventgoers needn’t understand race intricacies, either, to have a good time.

Both die-hard and casual fans alike will be at Daytona Day, celebrating Nascar with food, drinks and parties. The floor is open for affiliate marketing success, too, which will only boost the event’s visibility. On the bottom level, however, Nascar already benefits from a great deal of popularity.

Beyond the Music: What Makes a Festival a Truly Memorable Event

Music festival sponsorships have long been parts of marketing, but all too often, the audience only remembers the band after it's all over. This is because companies tend to stick to boring signs of sponsorship, such as banners on fences, that do nothing to engage the audience. Even if a banner is plastered across the top of the stage, it fades from notice the moment a hot band strikes the first note. What can you do to ensure that your brand actually becomes part of the show instead of another thing in the background? The key is to give the audience a serious chance to truly interact with your products or services in a way that matches the look and feel of the rest of the event. Toyota is a master of this, and looking at what they've done should spark some ideas for your own events.

The Cars Are Really Parts of the Event

Many automakers do no more than park their cars around when they host an event. This isn't the case for Toyota, though: They made their vehicles an interactive part of one of their music festivals lately. There, patrons partook in activities like competing to see how many objects they could cram into the cargo area of a car or minivan, using the back of a minivan as a climb-in vending machine, and more.

Interactive Zones

Say goodbye to boring souvenir stands with standardized trinkets. Toyota had guests make their festival mementos on the spot using Shrinky Dinks and other such craft items. This gave everyone who got one a unique memory to go with the experience, so they'll remember this part of the event for a long time. Of course, all mementos were also branded so everyone will always have that extra reminder of the sponsor's identity.

Taking the Test Drive Up to 11

At exciting events like these, it would be a letdown to just have people putter around in a regular car. Yet, it is important to get people into Toyotas in driving situations so they're one step closer to buying. The solution? Have the people take the company's trucks over an off-road course. Logs and ramps make the vehicles' maneuverability come to life as drivers have fun.

Choosing a Venue

Music festivals can be held in all sorts of venues, ranging from arenas that are fully under roof all the way to fairgrounds that are entirely outdoors. When you want to be under roof in Miami, consider Soho Studios. Our venue offers up to 70,000 square feet and can be configured any way you'd like.

Once Again, SOBEWFF Delights its Guests

The South Beach Wine & Food Festival, more commonly known to its fans as the SOBEWFF, celebrated its 16th anniversary in Miami this past weekend. Even though the event just ended, we can still look to it to see this year's top trends and adapt them for our own events in the upcoming months. Here are some of the things that took the spotlight:

Tastings and Demonstrations

This year's tastings didn't stop with serving up food to curious attendees. The Grand Tastings were all accompanied by demonstrations by KitchenAid so people could see how to make the dishes at home. Of course, doing so would presumably involve buying some KitchenAid products. These were integral to the demonstrations, and many people who view such demos come to the feeling that they have to have the items shown within them. Needless to say, that's the plan.

Intimate Dinners Hosted by Well-Known People

While the big A-listers of Hollywood weren't hosting dinners, SOBEWFF did get some notable personalities to do the honors. Each dinner featured a different person or group who, for the most part, are known for their food or wine expertise. This type of dinner has been trending for a few years now, and many people are fans. Importantly, the term "intimate" doesn't refer to the sort of dinner that caters to lovebirds. Instead, it's a chance to talk to the hosts in a setting that is far more personable, or intimate, than the typical stage-to-audience speech setup.

Fitness Events

Companies have tried to make fitness into a trend for years, but it is now finally catching on. Two "Buddhas and Bellinis" events happened over the course of SOBEWFF and drew plenty of people to the yoga-themed mass classes. Other fitness-related events were geared toward families, and some included healthy cooking. It's clear that people are still interested in fitness and healthy food, and that the longstanding association between these things and deprivation dieting is continuing to fade.

Celebrity Chef Talks and Signings

A couple of decades ago, the very idea of a celebrity chef was all but unheard-of. Now, there are several making the rounds. People always love to get closer to celebrities, so it was a hit for SOBEWFF to bring in well-known chefs and home experts. The topics were highly varied, with one on the future of restaurant operations on all sizes and another that claimed that political discussion outright belongs at the dinner table.

While it's hard to match the scale of a festival like SOBEWFF, you can make your event a big hit by using it for inspiration. The other thing you need is a great venue. Try our flexible 70,000 square foot space here at Soho Studio for your own Miami extravaganza.

How to Create the Ultimate Trade Show Booth

Everyone knows: Trade shows are about the booths. If you’re managing an event, you’ll need to stick out to garner attention. Fortunately, 2017 is a year of creativity. A lot of today’s conferences have drawn attention to crowded show floors, inspiring event-goers with astounding exhibitions. Buckle up, and check out these ultimate trade show booth ideas.

Idea One: Virtual Reality

Today’s exhibitors, like Intel, are utilizing VR to engage event-goers without spending money on expensive equipment. Sure, an Oculus Rift or Vive might cost some money, but it’s little compared to the cost of a live-action car display, a hotel tour or a roller coaster ride. If you can get your guests to don headsets for at least five minutes, you can educate them with interactive games.

Idea Two: Custom T-Shirt Design Creation

You can help your event-goers craft custom T-shirts with a digital design booth. If you can pack the colors, the threads and a few iPads, you’re in business. Use the display to promote your company’s products, and help your brand’s biggest buffs implement your logo across a variety of clothing options.

Idea Three: A Home Theater Option

By presenting educational presentations via a digital display, you can outfit your trade booth for the 21^st century. Your company can live-stream a variety of sessions, launching different product options across high-quality video. Companies like Philips are taking advantage of real-time streaming, showing event-goers high-quality sessions via Periscope. If you’re really dedicated, hook your digital theater up to social media sharing resources.

Idea Four: Large-Scale Chalkboard Engagement

While your event-goers won’t necessarily be up for study sessions, they’ll still engage your brand if you let them leave notes, make company connections and interact with one another via chalkboard. Invite your booth visitors to post sticky notes, comment on industry trends and leave their own art. You’d be surprised by the amount of care some attendees will give. Every chalkboard engagement, of course, should prioritize your brand’s adaptability. Let your event-goers have fun, but offer your business’s offers through every note and connection.

Making the ultimate trade show booth takes time. Fortunately, you have a lot of elements to play with. Customers want far more than generic samples, business cards and information pamphlets. Give them an experience, and connect them to the digital world when possible. By connecting your users with Facebook, Instagram and Twitter, you can promote a sense of community from within every booth. Today’s trade show operators are working hard to promote their overarching brand. If you want to compete, you’ll need to offer something unique and exciting.

How to Create a Buzz Worthy Event

Every company wants its event to create plenty of buzz. In fact, it's usually the entire point of putting on an exhibition or other show. Despite this, hundreds of events pass by almost unnoticed every year. How can you make sure that yours is remembered and talked about instead of fading into obscurity? Set Your Goals

Your event needs a goal beyond simply entertaining people. As an event planner, you need to ask your clients what they want to accomplish with their expo. Do they want to introduce a new product, increase buzz about an older one, or promote their company in a more general way? By having a clear end-goal in mind right from the start, you'll be able to better focus your event.

Know Your Audience

An internal, corporate audience will respond to a far different type of presentation than a crowd from the general public. Playing to the media requires a presentation style all its own. For corporate audiences, keep things crisp and concise so they don't start thinking of other things they could be doing. The public and media, on the other hand, may be glad to immerse themselves in your show for hours if it's compelling enough.

Plan

One of the biggest dangers of putting on an event is that it'll seem aimless. The other danger is that it'll end up beset by snafus. Worst of all is some combination of the two. Avoiding these issues is as simple as planning everything down to the last detail. Everything from the venue to the brochures on the tables should be carefully thought out. Be sure to have backup plans just in case you have to adapt to unexpected changes in your original one, too.

Be Ready for On-Site Surprises

All of the best planning will go awry if you aren't prepared for the inevitable turns of events that occur whenever big crowds come together. Make all of your props and sets resistant to jostling, spilled drinks, and other such things. No matter what happens, keep your cool – you want attendees to focus on the event itself, not your reaction to an unplanned surprise.

Assign Clear Roles to All Staff

In order for a team to work efficiently, everyone must know what their responsibilities are. A team without clear roles is like a football team where nobody knows who's supposed to be the quarterback – it wouldn't be remotely effective. Make sure everyone has a clear plan for their own individual roles.

Host Your Event in the Proper Venue

Our 70,000-square-foot venue here at Soho Studios in Miami can be configured for both small and large events. If you're hosting an exhibition in the area, be sure to stop by. You'll find that it's perfect for both corporate and public events.

How your Catering Menu Will Make or Break Your Event

Your event is much more than a cool display collection. In the business world, successful events are experiences. The food you serve, whether it’s at a corporate meeting, a tech expo or a major industry extravaganza, will give your consumers a specific feeling towards you as a provider. Keep in mind: Your catering menu is important. It can make, or break, an event—and we’re here to tell you why.

Reason One: Time

Time is of the essence. Before we get to the attendee’s mindset, we need to talk about the clock. If you hire a catering company, make sure the prepared menu is simple, delightful and memorable. Make sure you don’t need a ton of time to plan, cook, serve and pick up the dishes. You’d be surprised how much can go wrong if an event’s menu is overcomplicated.

Reason Two: Versatility

Second, versatility should be considered. A versatile menu—one with detailed options—can inspire creativity from the get-go. A rigid menu, however, may turn your attendees off, food-wise. Make sure you’re offering at least three main courses, and sprinkle a little creativity atop the side items and appetizers. Remember: It’s an event. Your attendees will be hungry, but they’re more likely to indulge in savory apps than a full-course mean.

Reason Three: Dietary Needs

The biggest way to kill event dining interest is to lack specialty options. No, not diverse options—specialty options. We’re talking diet food versions, vegan options, soy-free food and vegetarian dishes. You shouldn’t assume your eventgoers are a diet-free crowd. Offer dietary accommodations, and set yourself apart from leading competitors.

Reason Four: Spice Diversity

Oddly enough, spices tend to be “make or break” topics for event-goers. Offer dish variety with spices. From side items to meats, a lot of cuisines can be changed based upon their included spices. Italian, Indian and Mexican cuisines, in particular, are highly susceptible to various spices.

Reason Five: Complimentary Items

No one likes a stingy event provider. A catering menu can shatter interest if it doesn’t offer a few free side items. No, you don’t need to ditch the RSVP, but you should be flexible when guests ask for more bread, soda or similar inexpensive items. If your event has dips, consider implanting a buffet bar for pre-entrée experiences.

Your event isn’t defined by its catering menu, but it can certainly benefit from a good one. At the same time, a poorly constructed, restrictive or otherwise uncreative catering menu can destroy an event’s legitimacy. Food can define a brand’s quality, attention to detail and willingness to include attendees. Make sure you do it right, and contact Soho Studios today. Our in-house Starr Catering Group is here to help, and it's fully packed with exclusive kitchen amenities, time-tested-and-true recipes and today's latest, greatest menu options.

The Roadhouse: How State Farm Tailgates with Style

State Farm initiated its RoadHouse mobile tour, and it was awesome. The brand’s jam-packed initiatives, in the past, have been met with praise. Now, it’s multi-tiered engagement strategy is targeting audiences in the best way possible: Via an all-access, digitized mobile tour.  

This Tiny House Made a Big Impact

State Farm’s physical manifestation of marketing prowess combined both auto insurance and home coverage. The “tiny house,” as it was called, offered real-time activation processes utilizing the #Trouse and #Housegating Twitter prompts. While “small,” the house still made an awesome impact.

Situated on the back of a 15-foot Ford F350 Dually, the tiny house benefited from the grit, glamor and splendor only a pickup truck can provide. Tailgaters, of course, were the target audience. NFL games, every football season, flock to the most energized ride around. This year, it belonged to State Farm.

A Digital Game Day Experience

State Farm’s plan included a portable, digital game day presentation. Any fans who loved their games, had big-screen televisions and prioritized “housegating,” as State Farm called it, could enjoy the splendor from their living rooms. The program, which kicked off on September 11, took place at the Lucas Oil Stadium.

The Remote-Powered House

The tiny house, itself, welcomed consumers via a real front door. Its chimney—yes, digitally triggered—belched smoke from an attached smokestack. The house’s interior features, meanwhile, included a smart TV, a stone-accented wall, a multitude of broadcasts and a variety of sports artifacts.

The house had a backyard, too, which welcomed attendees with a low-pressure, all-fun environment. Corn hole was there, as were fan engagement activities. State Farm promoted its Housegating Playbook, which offered instructions for in-depth game-day experience creation.

This highly unique angle gave event-goers the ability to impact the world. Sure, the 360-degree RoadHouse video feature was cool, but State Farm’s best performance surrounded its hosted media outlets, Facebook Live options and fantasy football fan support.

Engagement on the Digital Forefront

As if that wasn’t enough, State Farm additionally offered live Q&A segments—filmed on-site—to promote lineup changes. Already, the State Farm RoadHouse display has been a big hit on Facebook. It’s garnered over 15,500 consumers, 33.6 thousand Facebook video views and massive applause across Instagram and Twitter.

The program’s outreach is incredible. From an experiential marketing standpoint, few locations are better than a good, old-fashioned outback grill segment. State Farm’s message extends well beyond the game-day experience, too. Now, managers and sponsorships have a tighter grasp upon the State Farm priority. At the end of the day, the fans come first. Check out State Farm’s YouTube video on the RoadHouse’s creation, and stay tuned for more great events.

Extreme Shopping: How The North Face Does It

It isn’t every day a massive gift handout promotes higher sales. The North Face is back, and they’re hitting up Korea with innovation. Shoppers, in the past, have loved The North Face for its unpredictability. Now, the fan dedication has paid off. Back in 2014, the company offered pop-up discounts and free gifts. Well, The North Face isn’t letting up. Its current pop-up, now, features something far more energetic.

A Zip Line Adventure

The North Face installed a 200-meter zip line activity, running event-goers through paper signs to claim free swag. This isn’t the first time The North Face has prompted high-adrenaline action, either. In the above-mentioned 2014 event, guests engaged in wall climbs. In another, they were introduced to the brand’s VR experience.

The North Face hasn’t let up, and its newest addition is certainly turning heads. You can check it out here. Powered by five years of innovation, the brand’s attention to extreme shopping has certainly paved the road for others to follow.

All About the Reward

The brand’s incentives weren’t base-level swag options, either. No, The North Face prompted activity for quality jackets. Aligned with their value of exploration, The North Face’s choice is an interesting one. Participants, of course, needed to engage a swift, exciting dash down the zip line.

The event’s high visibility, too, prompted great responses. The North Face promoted on Twitter, Facebook and YouTube. In all likelihood, its redefinition of “surprise marketing” will take on. The exploration formula isn’t new, and it’s definitely worth a few adaptations.

The Brand’s Fundamental Mission

First, do yourself a favor and check out The North Face’s dished-out rewards, here and here. Then, take a seat and think about the brand’s awesome line-up, marketing-wise. The North Face’s mission of exploration hasn’t changed since 1966. It’s consistently provided the best modern-day apparel for the preservation and support of outdoor enthusiasts.

By targeting its global audience with—you guessed it—adventure, The North Face was able to initiate a grand-sweep marketing tactic. It’s about exploration, after all, and The North Face won’t be stopped when the city is a playground—as opposed to a rock wall, a forest or a canyon. By targeting audiences this way, The North Face capably matched innovation and average city-goers.

Technology has always been a part of The North Face strategy, which has done wonders for its marketing campaign. If you want to check out The North Face’s company news, careers and other marketing initiatives, check out their home page. Keep your eyes out, too, because their experiential marketing approaches aren’t to be trifled with. They are, however, the perfect blend of product placement, customer initiation and—of course—fun.

The Real Deal 2016 Took over Soho Studios Miami

Hiten Samtani, Venus Williams and Kobi Karp (Credit: Jose Larrotta) via TRD.com

On October 20, between 10 a.m. and 6 p.m., The Real Deal presented its Third Annual South Florida Real Estate Forum and Showcase in Miami’s Soho Studios. The Wynwood district, renowned for its high-energy events and diverse panels, was host to major topics, real estate innovation, exhibitors and the promotion of local merchants.

A Mass Exhibitor Collection

The Real Deal is South Florida’s biggest event yet, featuring over 50 exhibitors alongside five expert panels. Both event-goers and industry impactors were welcome, discussing real estate insights, strategies and deals with the market’s biggest forces. Among popular influencers was Venus Williams—who shared her love of marketing design.

The market, itself, has changed quite a bit. The Real Deal’s pop-up crowds, early in the day, were standing-room-only visitors. As the panel spaces developed, however, discussion about the industry arose. Developers discussed the condo market, hospitality leaders took to office sectors and commercial brokers discussed retail’s changing environment. On the event’s other end, residential brokers discussed market slowdowns while financial professionals discussed real estate debt.

All About the Resources

Aside from real estate discussion, The Real Deal prompted a collaboration of lenders and investors. Today’s real estate loans have changed, requiring different priorities and professional approaches to succeed. The event’s real estate professionals were, of course, invited to luxury booths. The Estates of Acquilina, One Sotheby’s International Realty, Paramount Miami Worldcenter and One River Point were all there, and each contributed to the healthy network of borrowing and discussion.

As many professional attendees discussed, the event’s networking was its core. Bustling solution booths offered virtual reality goggles, and new developments were shared with patrons in real-time extravaganzas. Every project, having received a careful touch, served to cast away the market’s growing uncertainty. While the Real Deal served to promote real estate discourse—even health—the event’s heart existed as a safe place for many like-minded professionals.

A Twist on Modern Discussion

The global market’s uncertainty is deserving of new construction designs, plans and innovations. Because of its lacking velocity, real estate may reveal dangerous waters for some. Developers attending the event were urged to wait—discussing land options before new projects were launched.

The Real Deal’s event, while a marketing one in its core, subverted the age-old “come and talk” vibe most leading impactors promote. Discussion, trade opportunities and celebration permeated the Real Deal’s event environment. At the end of the day: It isn’t a bad thing at all.