The Art of Communication

Posted in General Marketing with tags , , , , , on October 27, 2010 by caitlineoconnor

When you have about 5 seconds to stop a person in their tracks and have them listen to you, the right non-verbal and verbal communication skills are crucial. By working events and promotions over the years, I have gained vast amounts of insight into what works and what doesn’t work. What I’ve discovered over and over is that it is all about positive energy.

  • Being aggressive doesn’t work. When you are overly aggressive, you look desperate. People want to feel as if they are making their own decisions and not being forced to listen to you. People don’t want to feel threatened. Instead of being aggressive be approachable and amiable.  Be confident but not aggressive
  • Along the same lines, people don’t want to be hassled. Everyone is busy, and nobody wants to feel like they are being conned into spending money. Instead of hassling someone, simply be a person they want to talk to.
  • Smile. This is probably the simplest thing to do. It will not only make you feel better, it will attract others to you.
  • Look as if you are having fun. People want to be around happy people. If it looks like you are having fun, people will subconsciously think that if they talk to you, they will be having fun as well.
  • Develop a general interest in people. What better way to look as if you are having fun than by actually having fun. People are generally  interesting, funny and exciting. Cherish the fact that you work in a field where you can interact with people all the time.
  • Don’t act as if it’s a big deal if people don’t want to talk to you. Sometimes, no matter what, some people just aren’t going to want to talk to you. Simply smile and let them be on their way. Other people are watching you and will notice how you react.
  • Emit warmth. When you think positively about people, it shows. Don’t be afraid of people and develop a feeling of warmth.

The most important communication tool is trust. How can you get someone you don’t even know to trust what you’re saying and listen to you? ..by emitting positive energy. When you think positively, everything else will follow. Your body language, tone of voice and your general demeanor are all extremely important but they will take care of themselves if you think positively and are sure of yourself.

Campbell’s Soup Promotion- Brand Repositioning

Posted in Experiential Marketing, Promotional Events with tags , , , , , , on October 25, 2010 by caitlineoconnor

A little while ago I worked on an experiential event for Campbell’s Soup. Rather than marketing the soup itself, Campbell’s repositioned them self by marketing the fact that you could cook with Campbell’s Condensed Soup. The event was quite different from most sampling events because the event staff made roast beef sandwiches out of a mobile branded truck with a full kitchen inside. The event was half guerrilla, and half of the spots were planned. We passed out samples of the sandwiches along with recipes to people on the streets of Boston.

Brand repositioning is an extremely challenging tasks. Changing a consumers view on a brand is harder than getting the brand in their head in the first place.  Using an experiential event to reposition a brand is a good idea because it gives consumers direct contact with the “reposition”.  Also, Campbell’s went about it the right way by broadening their reach rather than trying to change the view of existing consumers. By repositioning, Campbell’s also differentiated them self from competitors.

Electro and Tonic. Com

Posted in General Marketing, Social Media Marketing with tags , , , , , on October 25, 2010 by caitlineoconnor

My blog posts and tweets have not been as frequent lately due to the fact that I just co-launched a new blog, Electro and Tonic. While it is not experiential or even marketing related, it is giving me the opportunity to further my social media marketing, SEO, and even experiential marketing skills.  The blog is purely a hobby and it focuses on electronic music as well as local venues and events. This just goes to show you that no matter what you are working on, even if it is just a hobby, marketing is a part of it in order to grow.

If any of my followers are interested in electronic music be sure to check out the new blog and follow Electro and Tonic on Twitter @electroandtonic

Musicians & Branding

Posted in Experiential Marketing, General Marketing with tags , , , , , , , , , on October 8, 2010 by caitlineoconnor

I recently attended a Deadmau5 concert in Kansas City and the whole experience made me realize how incredibly important it is to brand yourself as a musician. Both performers at the show, Deadmau5 (pronounced “dead-mouse”) and his opener Skrillex, have successfully done this in a number of ways.

For one, Deadmau5’s “mau5head” is an icon in the electronic music world. The performer wears a different mouse-shaped head as he performs different songs. This is his logo; it encompasses his brand and it is different and unforgettable.


Skrillex also does a superb job branding himself. The track he opened with is called “My Name Is Skrillex” and it is one of the most catchy songs I have ever heard. I will never forget his name because of this track.

My Name Is Skrillex

Also, Skrillex has successfully differentiated him via his appearance. This is something musicians have done throughout history and is still effective today. It’s all about the hair-do..

Concerts have been a form of experiential marketing even before experiential marketing was thought of as a form of marketing. They are the ultimate brand experience.

The Cosmopolitan Hotel Experiential Promotion

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , on October 6, 2010 by caitlineoconnor

The Cosmopolitan Hotel is an independent hotel that is opening up in Las Vegas in December. The $3.9 billion hotel and casino will feature condo-style rooms; a differentiating factor in Vegas.

The experiential campaign consisted of a plexiglass structure that gave attendees the “Cosmopolitan experience” as they were able to get a feel for what the rooms would be like as well a deck on top which mimics either the pool area or the porches attached to most of the rooms.

This particular promotion took place at the PGA Golf tour and was the only promotion of its kind at the event. Weather helped out the impact of the promotion, as the hotel –room structure was air-conditioned inside and the heat was unbearable.  During the event we passed out ice cooled aroma therapy towels as well as fans and wristbands. On the fans and inside the wristbands, there was a code that attendees could text to enter to win a VIP stay at the hotel.

What I found most effective about this promotion was that when the attendees entered the mock hotel room there was a couch area where they could sit and talk to representatives from the hotel and get as much information as they wanted about it. There was no selling involved, so nobody felt pressured when they were inside.

Overall, I would rate the promotion as a success.  It can be tough to market a hotel to another market during an event since it is intangible at that point. However, creating an atmosphere and a user experience is the best way to go in my opinion.

Will differentiation and the marketing efforts put forth make much of a difference when opening up a luxury hotel in an area that has arguably been hit the hardest by the recession? I guess we shall see..

Jack Morton’s Brand Camp

Posted in Experiential Marketing, General Marketing with tags , , , , , , on August 23, 2010 by caitlineoconnor

I was recently fortunate enough to attend Jack Morton’s Brand Camp in Boston. The event was a day-long educational event on experiential marketing and branding. The day consisted of presentations from employees on the importance of experiential, examples of Jack Morton’s work and a group session where we teamed up and created a campaign for a brand we thought needed help.

Brand Camp was not only extremely beneficial for the attendees but it was also beneficial for Jack Morton as an agency . They successfully created the kind of experience that they claim to (and do) create for their clients for us, the next generation of marketers. There aren’t many marketing agencies out there, if any, that put efforts into influencing emerging marketers. This is key because how can you be “the best marketing agency” unless other marketers think of you as such?  An interesting , creative and effective approach taken by Jack Morton.

Key points made at Brand Camp:

  • Experiences trump all in quest for meaning & happiness.
  • Simple can be better when it comes to branding
  • To be successful a brand must connect & interact
  • Experiential marketing is not just event marketing. Experiential is your experience with the brand through the journey.
  • Jack Morton looks at brands as verbs
  • Great advertising for a bad brand isn’t going to help
  • Marketers used to have control but now the consumers do. Marketers have become orchestrators.
  • Brands should never confuse,ignore,break brand promise or try to be something they aren’t
  • Brands that are successful understand their audience, take risks, have a “story” & broadcast commitment

Overall, I rate the event as a grand success. I learned, got the opportunity to network, gained insight into the agency and I now have an overall pleasant feeling for the Jack Morton Agency.

Will Blackberry’s Experiential Marketing create Loyalty?

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , , , , on August 12, 2010 by caitlineoconnor

I recently read an article about how Blackberry users are running out of loyalty. The article stated that “while 89 percent of iPhone owners plan on getting another iPhone, and 71 percent of Android buyers plan to re-up, only 42 percent of BlackBerry owners plan to stick around”.

Around the same time I read that article, I was in the middle of working a month-long gig promoting Blackberry. The marketing that Blackberry has been doing recently is pretty unique and  it shows how Blackberry is trying to stretch their demographic and create brand loyalty. The two different promotions I was working were at the popular downtown bars in Boston as well as the Black Eyed Peas Tour. Both events, which were run by different marketing companies,  consisted of educating and encouraging Blackberry users to use BBM (which stands for Blackberry Messenger, a feature that is exclusive only to Blackberry). I found it interesting that Blackberry is extending their demographic to include young adults in a nightclub setting when their primary target has always been business professionals; a smart move in my opinion if Blackberry wants to keep up with the competition. I also found it interesting that Blackberry’s goal was to make sure their users become accustomed to using BBM. This is also a smart move because it will create loyalty and it is Blackberry’s biggest differentiation from other smartphones. Along with creating loyalty, the promotion of BBM will also encourage users to pressure their friends to get Blackberry so they can chat through the messenger.  The only fault with the marketing, in my opinion, was the timing. This type of extensive experiential marketing should have been done about a year ago, before the other competitors were launched. I think Blackberry realized they were losing loyalty a few months too late and could have held on to some of its younger users if these events were done earlier.

Some Pictures of the bar events.. More from the Black Eyed Peas events to come..