How L’Oréal Paris Keeps it Fresh with Consumers

L’Oréal Paris might be a beauty brand, but it has some DIY chops, too. In celebration of its newest product lines, the brand hosted a “Galentine’s Day” party in New York’s West Edge. February 13, the event’s day, was an unofficial holiday for L’Oréal Paris, featured on NBC’s Parks and Recreation. Centered on events for women, the faux holiday was powered by L’Oréal Paris spokeswoman, Blake Lively. High-fashion décor, activities and music were had, as well as Valentine’s Day card creation.

Design Elements and the Art of DIY

The event catered to jewelry-lovers, too. Attendees could have their necklaces engraved, check out new fashion options and compare styles. Cookie decoration highlighted the event’s sweet tooth touch, and a variety of celeb-hosted introductions brought the average consumer’s vision to life.

There were about 15 DIY stations. Guests could listen to DJ Vashtie songs, get their feet wet with crafts and check out classic clips gathered from a variety of memorable movies and television shows. All products on display, of course, were up for grabs. The combination of practical DIY and digital is a good one, and L’Oréal Paris decision makers took on several beauty influencers who snapped, posted and shared photos.

Explore, Discover and Share

The event’s mantra was “explore, discover and share.” Non-traditional lighting, instrumentation and DIY stands certainly turned the age-old event participation approach on its head. Guests were urged to snap their best creations, creating environments capable of reaching high visibility on social media. Aside from L’Oréal Paris’s influencers, the event received attendance from a 300-plus crowd. V.I.P. members, of course, came out to play. L’Oréal Paris president, Tim Coolican, was one such memorable face. Other notable figures, like actress Robyn Lively, similarly attended.

Product Launches and Crafts

The arts-and-crafts area was covered by a lush, floral canopy. The area was outfitted by Tinsel & Twine and Agency, empowering the creativity of attendees. DIY card-making may not seem like a profitable event investment at first, but the event’s station packed plenty of embellishments capable of packing in personalized touches. Paper Fashion’s Katie Rodgers, meanwhile, offered highly customized guest illustrations. At every level, the event was attendee-centric.

When you combine Polaroid cameras, quirky props and several impromptu photo shoots, you’re set up for success. Take note: L’Oréal Paris has quickly become one of this year’s most notable DIY pop-up event providers, mostly due to their consumer dedication. In the world of event marketing, few brands get it better.

Miami Music Week 2017

Let's get this party started Miami!  Picking up from where it left off in 2016, Miami Music Week 2017 promises to be the place to be this March 21st through the 26th.  In 2016, there were more than 1,180 artists performing at over 260 events that were hosted at 78 plus venues and the event planners hope to top that during Miami Music Week 2017. For the past 7 years, Miami has transformed itself during the MMW into a dance music paradise.  This is a week-long marathon of non-stop parties and concerts featuring all the major artists in the electronic dance music scene.

Soho aka "The Miami Music Week Hotel" is the place to be during this year's MMW.  Located right in the heart of Delano, the prestigious urban resort, in South Beach.  This will be the epicenter of the parties throughout the week and the gathering place, both day and night, for music fans from all over the world.  These promise to be the best parties Miami has to offer the dance music enthusiast.

During the grand finale, also known as the world's premier electronic music festival or "Ultra Music Festival" which is held over the course of the final 3 days of Miami Music Week expect to join more than 165,000 fans from over 90 countries during the culmination of this amazing week.

Miami Music Week's 2017 highlights:

At Soho check out:

Marshmello and Friends. 10 p.m. Wednesday, March 22, at Soho Studios, 2138 NW First Ave., Miami; 305-600-4785; sohostudiosmiami.com. Tickets cost $40 via ticketfly.com.

or  Mosaic. With Maceo Plex, Marcel Dettmann, Stephan Bodzin, Mike Servito, North Lake, and Danyelino. 9 p.m. Saturday, March 25, at Soho Studios, 2138 NW First Ave., Miami; 305-600-4785; sohostudiosmiami.com. Tickets cost $20 to $40 via residentadvisor.net.

Some other hot spots that week include:

Party all night on March 21, 2017with Firebeatz & Friends and Special Guests from 11:00 PM til 5:00 AM at FDR at the Delano

M.A.N.D.Y. will be at Do Not Sit on the Furniture on the 21st from 10 PM till 5:00 AM. Ticket prices are $20 and up.

Axtone's throwing a major Miami Pool Party on Wednesday, March 22nd from 2:00 PM till 11:00 PM.  Hosted by Delano Beach Club, the Tickets start at $48.

For those looking for free fun, there is a night with S E R A F I N and Friends happening on Wednesday, March 22nd.  Check them out at the Foxhole located at 1218 14th Court, Miami Beach.

Ultra Music Festival begins on Thursday, March 23rd  and runs through Saturday, 25th.  This show will feature headliners such as: Cypress Hill, Ice Cube, and Underworld.

You do not want to miss year's Miami Music Week.  Check out the whole schedule online at www.miamimusicweek.com.  We at Soho can't wait to see you in the house.

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.

EverBlock: Bringing Dreams to Reality

Every kid has dreamed of being able to get life-sized LEGO that can be used for real buildings. Now, thanks to EverBlock, this concept has become a reality. EverBlock makes what is generically known as "modular building blocks." Each one is approximately the size of a concrete block, but with some very important differences: They're made of light concrete, and they're as easy to put together as the toy versions. This development is revolutionizing the events industry since it allows organizers to construct and take down displays within hours, while making the same sort of displays with the same sturdiness would ordinarily take days. Not only that, the blocks can be used over and over again - a feature that saves organizers thousands of dollars over time.

In a recent video, EverBlock showed how an entire "ice castle" shell can be made in just five hours by a small crew. The construction itself became part of the experience for those who saw it going up, and passers-by were taking selfies with the work-in-progress before they even knew what the finished project would be. Once the castle was fully up, it attracted even more attention.

Making Your Own Displays Pop

While speedy setup and take-down are important, the most important aspect of any display is its eye-catching creativity. Using these blocks makes it easy to bring almost any idea into 3D reality. As with toy building blocks, the first step is to plan out the design. This way, you know you'll have enough blocks in all of the right colors. Do this far enough before the show to allow you to buy any more that you might need – you'd hate to run out and have a big gap in your construct come showtime!

Then, you need a large enough space to put up your planned set. This is where venues like ours here at Soho Studios in Miami come in. While a block structure can be set up outdoors, you'll most likely want to have it inside instead. An indoor location makes your event immune to bad weather, greatly reduces the chance of vandalism, and extends the potential viewing hours in the day.

Other Uses for Modular Blocks

Many exhibits are divided into separate areas to allow for different themes, help guide people through in specific patterns, and similar reasons. Modular building blocks are great for erecting temporary walls that look professional and are sturdier than the normal thin partitions. They also come in many colors, so you can easily stick to a theme or mix them up for a fun look.

When it's time for you to have an exhibit in Miami, contact us here at Soho Studios. Our 70,000 sq. ft. venue can be divided up to meet the needs of almost any size of show.

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 Jaguar Shared the Ultimate Driving Experience

VR is here, and it’s only getting more popular. The Oculus Rift, HTC Vive and even Google Cardboard have opened the doors to immersive advertisement—and event marketers are taking note. Virtual reality is today’s one-stop-shop experiential toolkit, capable of immersing entire audiences into brand messages, product tests and strategic launches. Now, Jaguar has taken the reigns—and they’ve introduced their all-electric I-PACE car concepts in the virtual world.

The Launch

Jaguar’s event experienced four attendee “waves,” which included celebrities, automotive lifestyle gurus and media experts. It was a fitting crowd, because the display itself promoted the ideologies of modern media, immersive user experiences and—of course—innovation. Ian Hoban, Jaguar’s vehicle line director, even appeared live within the event’s virtual reality segment. Inside, he revealed the new I-PACE, giving attendees freedom to view the product in full virtual reality.

The launch happened on November 14—two days before Jaguar’s appearance in Los Angeles at Milk Studios.

An HTC Vive Extravaganza

Yes, the HTC Vive was Jaguar’s chosen VR apparatus. The event, however, wasn’t centric to the Vive. Attendees were given a gracious breakfast, a refreshing lunch and even an afternoon teatime. The party, later that night, prioritized group experiences—rather than solo-flyer VR sessions.

Attendees could sit, view the I-PACE and explore the brand’s options throughout 35-minute sessions. During these sessions, users were transported into the driver’s seat, which is a rarity in auto shows. Of course, the Vive’s 360-degree head-tracking technology prompted an environment of full immersion. Users could step out, view the I-PACE’s exterior and even check under the hood. The I-PACE’s electric power technology was showcased, giving attendees full visibility of Jaguar’s latest, greatest innovations.

Live Streaming in the VR World

In the past, VR experiences were incredibly private. It wasn’t rare to see slippery brand promotions which were exclusive to the viewer. Because Jaguar’s attention to detail—and the HTC Vive’s growth—users could view the event’s content without actually being there.

As attendees experienced the I-PACE’s interior, a visual live feed relayed the event’s innards. Event-goers could ask questions in real-time, too, interacting with presenters throughout the experience.

VR was a fitting presentation frame for the I-PACE, which is Jaguar’s most cutting-edge option to date. Reportedly, it pushes the boundaries in both technology and design. Its concepts certainly demanded a big-time reveal, and innovation is a spice to be used in multiple forms. When the user’s individual experience is up close, personable and flexible, the brand wins. Take a page out of Jaguar’s book, and check out the great options presented by the HTC Vive and similar options. Your attendees will thank you.

Experiential Marketing 101: Why Audi Decided to Rebrand from the Inside Out

Audi’s experiential marketers are on a roll, and they’re revamping the brand’s image from the ground up. From Audi’s A3 launch events to its CES exhibit floor, its high focus on consumer marketing has been batting a thousand. It’s made an appearance in Miami’s Wynwood, Alcatraz and even at a Major League Soccer sponsorship event. From head to toe, Audi has gotten a high-adrenaline makeover.

Rebuilding a Brand

Audi didn’t necessarily need a solid rebranding initiative, but its recent live engagements have revitalized the age-old mantra of, “If you can strategize it, it’ll work.” A key difference between Audi’s newest marketing maneuvers and competitive brands is its high focus on in-the-moment action.

Audi’s experiential team hasn’t pulled any punches. While it’s previously used typical auto shows to launch new vehicle reveals, it’s prioritized the consumer experience across various markets with hands-on track introductions. Closed-course programs were at the foundation of Audi’s grand scheme, powering later driving experiences with a solid history, alone.

That isn’t to say Audi’s experiential marketing is strapped for ideas, either. Rather, Audi’s senior manager of events and experiential marketing, Erin Keating, placed a high focus on property exposure, product coordination and—of course—global appeal.

Power to the Marketers: Revitalizing with Engaging Experiences

Audi’s experiential marketing department, powered by incredible minds and practical solutions, doubled its staff. Now sitting at 10 innovative leaders, it exists as a comprehensive power-house consisting of a VIP and influencer specialist, a motorsports manager, a European product delivery coordinator and more. Audi’s experiential outreach team isn’t new to the game, and they’ve put incredible detail into revamping the Audi Driving Experience.

The Audi Driving Experience, itself, is Audi’s rebranding platform—based upon comprehensive exposure campaigns, local launch events and trade shows. A big part of Audi’s experiential rebranding effort is its regional sponsorships. Already, the brand has activated two national sports entities, obtaining support from both Major League Soccer and the U.S. Ski Team.

Technology Outreach

In a surprising move, Audi recently solidified its action-packed experiential marketing campaign with a high degree of technological aestheticism. Audi’s Dome of Quattro, for example, debuted at the Denver International Airport. The high-definition, 30-foot tall techno dome featured a hospitality lounge, Audi’s sleek design, a curved bar and a massive digital screen presenting documentaries about Le mans and the U.S. Ski Team.

The technological angle is telling, because immersive tech, itself, is becoming synonymous with lifestyle and sports marketing. Free Wi-Fi goes a long way, especially when it’s sued to present a gigantic digital tunnel video. Make no mistake: Audi’s marketing tactics are rising quickly, and they’re only getting better. When equipped with a solid experiential marketing team, brands have incredible potential.

How Demos Can Boost Your Brand Awareness

In the world of marketing, brand awareness is paramount. More often than not, product and service demos are solid foundations. If you want to boost sales, increase awareness and maximize your outreach, you’ll need to prioritize presentation, usability and—most of all—excitement. Check out the top reasons brands are demonstrating with demos, and redefine your marketing strategy from the ground up.

Reason One: Higher Sales

Using demos is smart, sales-wise. In fact, a lot of brands are optimizing their expenses to streamline in-store samples and demos. Studies prove that in-store demos boost same-day sales, brand franchise sales and long-term consumer habits. Even if you’re not a food provider, samples exist in other forms. That said, food-based samples alone can greatly impact sales. As an example, Costco samples reportedly boost sales by approximately 2,000 percent.

Reason Two: Lead Generation

Today, everything is digital. Because your consumers are using smartphones, Facebook and instant-access eCommerce portals, you’ll need to prioritize your brand’s lead generation power. How? By inviting consumers to receive special deals via SMS, email and social media posts. Consumers love free demos—especially if there’s little work involved. By offering demos, samples and discounts via a digital marketing strategy, you can boost your brand’s lead generation before buyers show up.

Reason Three: More Testimonials

In our highly digital world, positive online reviews are must-haves. Brands capable of inspiring high emotional intensity, on average, achieve three times as many positive reviews as other brands. Highly differentiated brands, too, earn positive word-of-mouth. If you can woo your customers with solid demos, exhibits and free trials, you’ll be set. Prioritize your brand’s emotional appeal, first. Then, focus on general marketing tactics.

Reason Four: Ongoing Sales Security

A solid demo campaign can boost sales over time. This is why marketers often take the experiential route—as they can reduce expenses by combining PR campaigns with on-location demo events. Immediate sales are important, sure, but they’re incomparable to ongoing sales-centric campaigns. If you can offer a solid demo, you can ensure registry sign-ups. From there, you’re established to re-promote, gain more followers and ensure future success.

Reason Five: Immediate Feedback

Because today’s feedback channels are often brand forums, review websites and social media, a little on-location feedback never hurts. Ask your demo crowd if the product works. More importantly: Ask them what they liked specifically. If they don’t purchase the product after, ask them why.

In any event, more information is better. Consumer participation is incredibly valuable, and it can power long-term brand campaigns. In the marketing world, getting experiential never hurts. In fact, it’s becoming a mainstream approach for many companies. When everyone can promote digitally, hands-on demonstrations are highly memorable.