Interactive print ads from Vogue

One effect of the Digital Age is that people are becoming more stimulated than ever. From a marketing perspective, it is becoming more apparent that new methods are needed to get a consumer’s attention, maintain their attention, and then get them to buy. To respond to shift in consumer response, marketing gurus are now using experiential marketing techniques to appeal to consumers.

What Is Experiential Marketing And Why Does It Work?

Experiential marketing is an approach to communicating a product or service that invokes one or more of the five senses: seeing, hearing, smelling, tasting, and touching. Traditional forms of distance marketing, such as television and radio ads are being replaced with more unique methods, such as outdoor displays and exhibits, street performances, and augmented reality demonstrations.

To understand experiential marketing on a small scale, consider the popularity of perfume samples and “scratch and sniff” opportunities in magazines. Magazines are now starting to get even more personal. The interactive print ads developed for Vogue.com are great examples. One ad for eye makeup allows the consumer to place the camera on their mobile device over an image of a model who is wearing a particular brand of eye makeup. The consumer is able to view the step-by-step process of creating the look.

Watch the Vogue campaign - Interactive Print Ads from Vogue

There are five key reasons why this experiential marketing campaign works:

- Connects consumers with the product

- Offers an opportunity to experience the product

- Highly likely to generate word-of-mouth

- Educates consumers about the product

- Intensifies the product’s brand message

To see experiential marketing in action, all you have to do is attend one or more of the surplus of social events in Miami. Although more rare, but increasing in usage, experiential marketing campaigns are also starting to crop up in unusual venues in Miami such as street corners and shopping malls. In both instances, the product or service is introduced in the consumer’s natural habitat.

Conclusion

Experiential marketing is now in its infancy, but is sure to gain usage as consumers continue to demand more of a deeper experience with products and services. It shouldn't surprise you if you walk down the street and have an opportunity to have a face-to-face encounter with a product or service.

Engaging the audience with Porsche's Spirited Escape

As part of the Boxster ad campaign, Porsche and Men's Journal joined forces with former NFL star and current adventure traveler Dhani Jones. Driving a bright red Boxster, Jones takes to the streets, back roads and mountain curves of the East Coast in Spirited Escapes. This seven-episode videologue followed Jones as he talks to tradesmen who are living in different regions on the eastern highways as noted by Porsche Cars North America. This marketing campaign blurs the lines of product and service of both the Boxster and the goods made by the men in the videos. Through the subliminal metaphors of quality, craftsmanship and simplicity, you take away the feeling that Porsche designers and American tradesmen have forged a common bond.

Watch Video - Porsche's Spirited Escape Kick Off

Using the aspect of social engagement, a term that is increasingly becoming a part of the Internet world through the use of social media to drive page rankings, Porsche takes experiential marketing onto the streets. They have found a way to recognize the common ground between luxury car manufacturers and butchers, bicycle builders, music producers, journalists, and fishing instructors. The videos showcase Americans from Brooklyn to Birmingham, extending beyond regional dividing lines. A satisfactory showcase of experiential marketing, this ad campaign brings the Boxster within reach of a wider audience than possibly it ever has before now.

Soho Studios in Miami FL

If you are looking for a way to drive social engagement into your next ad campaign, consider the accessibility of events in Florida. At Soho Studios, the premium venue in Miami, your limit is beyond the sky. We offer a 65,000 sq. ft. space that offers multifunctional opportunities for ad campaigns and experiential marketing. Create a state of the art showcase for the largest and most diverse audience in the Southeast at this Miami locale. You will be in the same place that hosts the legendary Ultra Music Festival each year, as well as high end Miami Fashion Week and the experimental Art Basel Miami. Whether you are looking for a space to provide an interactive exhibit, or you need a diverse space where you can shoot your next video, Soho Studios is the place to be.

The Knicks Melo walks on water in Nike kicks

Take advertising to the extreme with experiential marketing as done so by Nike in their recent water projections. Fans experienced a remarkable sight featuring the latest shoe, the Jordan Melo M8. NBA player for the New York Knicks, Carmelo Kyam Anthony aka Melo was granted a stunt that would take his brand to the next level. Eighty-five foot tall water projections exploded from the Hudson River of New York City.

Watch Video - Jordan Melo M8 - Explosive Water Projections

Eerie white images danced across the water's surface, creating a show stopping performance. The fortunate 2,500 viewers in the audience who had the full view of this from Pier 54 were awestruck according to PSFK. At the onset, a helicopter dropped a person performing as Anthony's stunt double. As the person splashes into the water, water projections of the ball player explode out of the river. Seeing three-story tall Anthony play ball on water was one of the more over the top debuts out there. In the water projections, Anthony shoots hoops in an exhilarating light show, followed by an enormous Jordan Melo M8 show seemingly sitting in midair.

This exhibit created quite a splash in an absolute slam dunk in advertising for Nike and the Jordan Melo M8. Marketing execs and program directors who are interested in creating their own version of this powerful display are in luck. Here in the Southeast, events in Miami consistently rank on the same scale as the Knick's player Anthony's advertisement. Venues in Miami, such as at Soho Studios, offer up the potential to create interactive, three dimensional displays that will have fans in awe. Our location showcases 65,000 sq. ft. of multifunctional venue space that is the perfect launching pad for your next product line.

In addition to advertising, the Soho Studios venue space is where it's at for generating buzz and drawing an audience in the region. As Florida's ultimate venue, some of the hottest events of the season regularly find their space at Soho Studios. Miami Fashion Week, the Winter Music Conference featuring Ultra, and Art Basel Miami all call this venue home. Additionally, some of the top names in advertising, such as Puma, American Apparel, Evian and Ford have showcased their product line with events in Florida at Soho Studios.

The Feel-O-Meter from Kraft

At Lindau Island in Germany passersby get a bird's eye view of the emotions of the city. A massive mood indicating face called Smiley is perched in all of its neon light glory on top of Lindau-Island’s lighthouse. A bright glow of white light makes one of three facial expressions—a smile, frown and indifferent face—with the use of digitized technology and experiential marketing.

Located at the base of Smiley, also known as the Fühlometer aka Feel-O-Meter, is a digital camera station. Pedestrians strolling by the lighthouse can have their image taken. Their images are analyzed using state of the art face recognition software in order to determine the moods. This data is reflected in the imagery of Smiley, which is constantly changing its expression. Considered the mood indicator of the city, this interactive art display was created by Benjamin Maus, Julius Von Bismarck and Richard Wilhelmer. It was installed in 2010 as noted by io9.

Watch Video - Kraft Feel-O-Meter

The Feel-O-Meter is similar in application to the Kraft Smiling Tag app, which combines Facebook with smile tagging and a bookmarking. Featuring the signature noodle grin, the gigantic glowing smiley face brings quite the attention to this Germanic isle. However, the installation could very well be held in the States, such as the most desirable of venues in Miami at Soho Studios.

Of the events held in Florida, Soho Studios offers substantial space that can be used for experiential marketing. Whether you are interested in setting up shop for the background of your next art installation for Art Basel Miami Beach, or you want to create an interactive exhibit to promote your cause, for venues in Miami or events in Florida, look no further.

As the premiere venue location for the Art Basel Miami Beach, Winter Music Conference and Miami Fashion Week, Soho Studios offers extensive opportunity to connect with a globalized audience. Thanks to the 65,000 sq. ft. area equipped with the latest technology, you can recreate the Feel-O-Meter on your own terms. Position your display alongside other leaders in the marketplace, such as Telemundo, Absolut, American Apparel and Puma all of whom frequently use the state of the art space of Soho Studios.

Interactive Holograms and Marketing

What is Experiential Marketing? Simply put, it gets the consumer off the sidelines and puts him or her into the game by offering interactive experiences. When throwing events in Florida or holding venues in Miami, experiential marketing is a necessity. If you don't use it to attract and engage your customers, your competition will. Make sure the brand or event you are marketing leaves a lasting impression with consumers.

How Does Experiential Marketing Benefit You?

GE's GEnx Large-Scale Interactive Hologram Experience is an example of experiential marketing. This is a fun, interactive system that makes sure your customers remember you in the days and months after the event.

Everybody has seen a 3D hologram on but they are yet to be common to the general public. How would your customers and guests feel to stand in the middle of an interactive hologram of a jet engine while it is assembled? The parts float above the participants' heads so they are able to pluck them from the air to assemble the jet engine with holographic parts.

Your competitors may have gimmicks, tokens and memorabilia but you will be able to send your customers and guests away with an experience they will never forget. With one interactive experience, you can brand your name in their minds and hearts forever.

Stiff Competition

Miami is the home of Miami Fashion Week and Art Basel Wynwood. Along with these world-famous events, the filming of television shows and movies are held in Miami on a regular basis. It is also the place for events held by such well-known names as Evian, Ford and Absolut. An interactive hologram is the perfect branding tool to help you stand out for photography studio Miami, party venues Miami and event space Miami social events.

If you want to stand out, you can't use just any marketing strategy. You need GE's GEnx Large-Scale Interactive Hologram Experience.

The British Airways Brand Experience

Experiential marketing is marketing that allows potential customers to interact with a product that ultimately produces bonding, positive emotions. It is a way in which organizations can better “hard-wire” those positive feelings about their products or services into consumer’s senses.

Experiential marketing is becoming a larger part of meetings, shows, conventions, and in places where large groups of people gather. One recent example is that of British Airways. The airline set up a sizable display at Victoria Station in the U.K., with large letters across the top that read ”Win a Pair of British Airways Flights Every 15 Minutes”. Underneath were several video screens that allowed those walking the concourse to play a flight simulator game to win the tickets. Not only could they have a bit of fun, but high scores and photos of the successful players were posted throughout the terminal.

Check out the YouTube video on the attention getting campaign.

If you are planning a meeting or other event you should consider the power of implementing some form of experiential marketing. For those seeking event space Miami has to offer, we invite you to consider Soho Studios. Located in the Wynwood District, Soho is the perfect location during Miami’s event season. For experiential marketers, Soho Studios is the perfect partner. We have over 65,000 square feet of versatile space that has been used by major companies such as Puma, Absolut, Ford, Evian and others for a variety of purposes.

For those searching for venues in Miami, you need look no further than Soho Studios. Our experienced and creative staff has a wide network of vendors who can help facilitate virtually any function from filming a television commercial to staging a fashion show. We are one of the best part venues Miami has to offer, and we are a part of the fabulous, upscale Art Basel Wynwood-Miami Beach. When considering experiential marketing or any events in Florida, contact us at Soho Studios.

How to go viral on Pinterest

Going viral on Pinterest can get thousands of eyes on your event page in a matter of hours. Whether your party is taking place in one of the hottest venues in Miami or if you're celebrating in one of the many other available spaces to host a party in Miami, getting your page to go viral can increase your exposure to potential attendees and can result in bringing in a huge crowd.

One of the most important things to do when trying to get your page to go viral is to make a description that is both catchy and accurate. This might include adding in a pun or an exciting statement that will make people willing to share it with others by pinning it themselves. Take a look at other viral pages and get a good feel for what they have going on that makes them so popular in order to incorporate those same elements into your page.

Making your page Pinworthy

In order to go viral, you will need to have more than just a catchy title, your page will need enough substance that will make someone want to pin it. The best way to do this is to highlight the best parts of your venue or event, sometimes while adding no text in order to let the picture speak for itself. Many party planners in Miami do a great job of taking the pictures which they feel have the best chance of going viral and pinning them, and only them. When you pin too many things, something truly special may end up being lost in the mix.

You will also help yourself go viral on Pinterest by interacting a lot with other users. The more people you have following your page, the better chance you have that your material will go viral on the site since you already have a built in audience who can easily see anything you put up, allowing them to share it easily with others.

Film Studio in Miami for Augmented Reality

Augmented reality may sound like something out of a movie or psychedelic drug experience. However, in reality, it's a type of experiential marketing that takes a viewer's imagination and brings out the possibilities of "what if" in a factual, realistic way, it becomes believable.

The beauty of augmented reality marketing is that it partially involves the truth. So the consumer already wants to believe part of it or accepts part of the presentation as the truth. The most common version takes a real photograph or video and adds an element of made-up material to it. Sometimes, in crude versions, the addition is fairly obvious, almost comical. However, in professional versions, the augmented reality factor is so realistic; it's almost believable as the real thing.

This new type of marketing, augmented reality, takes advantage of digital tools, video, and the most modern computers to bring imagination to life. And Soho Studios is the service to work with to make it happen. Among the various venues in Miami, Soho provides the best facilities in which to work with when planning an event incorporating advanced marketing tools.

With 65,000 square feet of space Soho Studios clearly stands among one of the bigger party venues Miami and event space Miami locations. Further, its multiple spaces allow the location to work as much as a film studio as a convention center. So a client can create some of the biggest augmented reality marketing programs or commercials in the venue, and then it can be switched out quickly to photograph and art display event or a fashion show event. This is no shortage of possibilities that can occur working with Soho Studios for film, photography, celebrations, meetings, design and fabrication and more. The only limitations for customers are the physical walls of the facility and their imaginations.

Facebook Checkin - A buzz worthy boost for venues in Miami

With over 1.1 billion active users, representing an increase in excess of 23 percent in the last year alone, and over 150 billion (yes, you read that right) friend connections, Facebook is THE social network. What do these numbers say, aside from suggesting how great it would have been for your bank account had you personally invented the social networking giant? In short, these staggering statistics suggest that if we're not harnessing the massive power of Facebook to increase attendance at our events, we are missing a major opportunity to promote and grow our businesses and brands.

Savvy event marketers consistently use Facebook to generate event awareness, drive registration and increase ticket sales through the creation of well-marketed Events pages. However, recent changes to Facebook now allow attendees to "Check In" live to events in Florida and all over the world, in the same way that they would to a physical place or venue on other social networking platforms. The result is exponential visibility: not only does an attendee's entire social network see the initial RSVP, but they also are reminded through the real-time check in that key events are happening right now at venues in Miami, and there's still time for them to get in on the action.

By encouraging your attendees to check in on Facebook during the registration process, you maximize the visibility of event spaces in Miami with minimal input and expense at your end. Users can also check in to the event location through Facebook's "Places" feature, which throws some high-profile attention in the direction of the venue hosting your event, as well.

If you're not using Facebook to promote your event--both through event RSVPs and check ins--you're missing out a major source of buzz. And as we all know in the world of event planning and venues, without buzz, you're bunk.

Miami Heat and Nike's Frozen Moment

The Miami Heat's exciting game seven win over the San Antonio Spurs and the victory parade are just sweet memories now, but if you are like many in the metropolitan Miami area, you're probably reluctant to give up your basketball Jones just yet. And who could blame you? The two-time NBA champion Heat have brought a level of sports mania to Miami that hasn't been seen before, which makes this city the perfect next stop for an amazing "frozen moment" art installation from Nike. http://youtu.be/OPK-r4eU2Co

The living artwork, which was staged in Venice, California, was designed to show basketball player Chris Paul making an amazing shot. To create this huge art set piece, Nike used numerous Chris Paul lookalike models lined up in a row as well as a number of props, including frozen basketballs, splashing concrete, pigeons and bicycles. This "frozen moment" is a spectacular example of experiential marketing.

Nike's "frozen moment" covers a lot of ground so for it to work in Miami, this art installation would need to be set in a large venue, such as the 70,000-square-foot Soho Studios. With its industrial detailing, this very versatile event space in Miami also boasts an edgy atmosphere that would be perfect as a backdrop for a "living" art installation.

Its location in Miami's vibrant Wynwood Art District is another reason why Soho Studios is perfect for a creative art installation. Plus, this venue has already been home to a number of exciting events in Miami, including Art Basel Wynwood and Miami Fashion Week. Soho Studios also boasts a staff that is well versed on setting up for big events and handling large crowds.

If you are planning an event or an electrifying marketing piece similar to Nike's "frozen moment," you should check out Soho Studios. This venue in Miami, which can be configured to the specific size and needs of your function, is fast becoming one of the most popular for interesting events in the entire city