Your Story Alive: A Live Communications Blog

April 27, 2012 4:26 PM

Event Marketing Summit: Embracing the Revolution

Posted byKatie

Next week, we'll be joining hundreds of industry peers at the Event Marketing Summit in Chicago.

We're excited about this event for a number of reasons - to learn about the latest in the industry, talk about trends, benchmarking in the industry and more - and one of the topics we're most interested in is how technology is changing the industry and the way that we approach live events.

We hope you can join us at the Tuesday 8 a.m. keynote, "Disruption at the door: Change is on the way." Scott Schenker, VP-Global Events from SAP will be presenting how digital and social media are causing a fundamental shift in events - and though it hasn't affected the industry full-force, the change is in motion.

We'd love to hear your thoughts on this POV - and will blog about what was shared after the keynote. We'll also be live-Tweeting throughout the summit, so please follow us at www.twitter.com/yourstoryalive.

Tags: Brand Stories, Special Events, Technology, Social Media, Innovation, Product Launch, Promotions

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April 05, 2012 12:35 PM

Titanic Exhibit Marks 100th Anniversary

Posted byKatie

Above is an image of just one of the interactives attendees will experience at the exhibit.

On Thursday, April 12, Sea Research Foundation, operator of Mystic Aquarium in Mystic, Conn., will open its major new exhibit -- Titanic – 12,450 Feet Below -- located at Mystic Aquarium’s newly renamed Ocean Exploration Center exhibit hall.

Titanic Discoverer Dr. Robert Ballard and Former Top Disney “Imagineer” Tim Delaney, in collaboration with EWI Worldwide, took “a very different approach to the Titanic experience, one that taps directly into the excitement of exploration and discovery,” according to Delaney. “Our Titanic exhibit is awe-inspiring and emotional. It is designed to capture the moment of discovery that only access to the actual discoverer’s insight and vision can deliver. Working hand-in-glove with Bob Ballard and Sea Research has enabled us to create something that both adults and children will find thrilling, immersive, interactive, experiential and memorable. Titanic – 12,450 Feet Below takes you there.”

Featuring captivating imagery, breathtaking recreations, emotional soundscapes, hands-on activities and thrilling entertainment, attendees can experience the moment of discovery and remember the journeys of Titanic’s passengers.

Digital elements, including interactive kiosks and touch-tables, enable guests to access a veritable treasure trove of information, find Titanic artifacts at the bottom of the ocean, learn about icebergs and the Titanic’s course that night, and explore over 300 separate image and video files of the underwater wreck. The high-tech tables feature the latest in multi-touch and object-recognition technology, and evoke the magic of adventure and discovery that Dr. Ballard’s expedition embodied.

Based in Mystic, Conn., Sea Research Foundation is a 501(c)3 nonprofit organization that operates Mystic Aquarium, Institute for Exploration and, in partnership with National Geographic Society, The JASON Project and its Immersion Learning program. For more information, visit searesearch.org and mysticaquarium.org/titanic.

Tags: Architecture, Brand Stories, Cool Stuff, Environmental Design, Exhibits, Graphic Design, Interactives, Museums & Attractions, Pop Culture, Technology

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April 02, 2012 1:37 PM

The Importance of Brand Consistency

Posted byKatie

It's important to be consistent. Seems simple, but sometimes brands and campaigns can be led astray by lackluster metrics or feedback.

This morning, I read an (older but good) article from Jeff Perkins of Autotrader, who wrote "Patience with campaigns is a brand virtue."

One of my favorite quotes from the article:"In this age of media overload, consumers are exposed to more than 3 million ads every day. It's as if we are surrounded by a virtual Times Square every minute of every day. How can any brand expect to break through the clutter if they're constantly changing their message?"

What I learned from it:
- Take the time to develop campaigns in a well-formed foundation. Research, strategize and test.
- It can take years for some campaigns to hit their stride; there are some campaigns that have been around for years but still resonate. I personally think of Coca-Cola's Polar Bears every winter.
- Tweaking is okay - but don't stray the course. Evolving may be necessary to stay current, but make sure the underpinnings of your campaigns don't get sacrificed as well.

Check out the article on BtoB online, here.

Tags: Brand Stories, Advertising, Media, Promotions

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March 15, 2012 10:43 AM

Going with that 'gut' feeling

Posted byKatie

Earlier this week at SXSW, BBH Labs decided to make homeless people in Austin walking Hotspots, giving each individual devices, paying them for six hours of work and suggesitng SXSW attendees give a $2 donation to the individual for 15 minutes of time. the stunt, designed to represent "a modernized version of homeless selling street newspapers," quickly became one of the most talked about issues at SXSW, and in my opinion, will probably be pointed to as one of the big PR blunders of 2012.

Polarizing as it was, BBH went on record to defend its actions, saying that it helped attendees interact with individuals they normally wouldn't, and according to this article Dusty White, one of the participants, said that he was "proud" and would do it again. Critics say that the action was dehumanizing, careless and not well prepared.

When I first read this, I instantly thought about a book I had recently read and highly recommend, "How We Decide" by Jonah Lehrer. In a nutshell, the book looks at our decision-making process and when going with your 'gut' is to be trusted, and, how sometimes as individuals we can outsmart our 'gut' and rationalize the heck out of our decisions - with rationalization somtimes leading us astray.

After reading about Homeless Hotspots, I'm pretty sure this was a moment in which trusting your 'gut' could have come in handy. When it comes to marketing, trusting your emotional reaction to a campaign is as important and compelling as the rational decision-making process behind it. And, it proves that giving yourself perspective is an absolute must before you take anything to market.

This is an old journalism trick that someone else recently resurfaced, but by simply writing all the headlines that could come out of your activation - good and bad - you can help create distance from a project and give yourself and your team renewed perspective.

Here's another great post on the issue from blog RSMITHING.

What do you think about this activation? Is all press good press or do you think they went too far?

Tags: Brand Stories, Guerrilla Marketing, People, Technology

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February 23, 2012 1:52 PM

Making social media work smarter for event marketers

Posted byKatie

When you think about extending a brand's presence beyond the show floor, social media is a natural go-to answer. However, when listening to a Webinar earler this week on the Event Marketing institute's EventTrack 2012: Event & Experiential Marketing Industry Forecast & Best Practices Study, I was surprised to learn the study found that "the relationship between events and technology is emerging. Only 28 percent of brands say their social media efforts are very integrated with their event and experiential marketing currently, although 49 percent say these two mediums are somewhat integrated."

What does this mean? Everyone sees the value of social media, but it's application is still in its infancy, despite seeing an explosion of growth in the past three years (see Pinterest and music streaming sites like Spotify, Grooveshark for latest boomers). According to the study, the most opportunity for social media - and the areas they are most interested in seeing evolve - are those applications that help enlist influencers and build the company database.

How you can get ahead of the curve:

Keep using social media to spread the word. One of the best advantages of social media is that it's widespread, accessible and reactive, so you can get news out in a matter of minutes when needed. This becomes especially handy when
Do your homework and see who is making the most noise in your (and your clients') industry. They may already be your brand evangelist - and arming them with the right resources and information can go a long way. The Ford Fiesta Movement is the example that always coming to mind, where Ford gave consumers a Ford Fiesta and asked them to complete a different mission every month. (Read more at Business Week)
Help people convert. When I'm interested in a brand, I often try to wallpaper my resources. Twitter, Facebook, LinkedIn and their blog are all locations I want to track to make sure I don't miss out on a word. Make sure that your (and your clients') community isn't missing out, or you could be missing an opportunity waiting to be converted. This doesn't mean that you need to sell them on your next special, but it can open the conversation and get you and your team thinking about what questions this community might have and how you can fulfill them.

What are some forward-thinking social media applications you've seen in the event space?

Tags: Brand Stories, Social Media, Pop Culture, People, Music, Creative Inspirations

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February 02, 2012 2:51 PM

The Super Bowl Commercials are Back

Posted byKatie

I may not be the biggest football fan, but I love the Super Bowl's commercials every year - and it appears that I'm not alone.

According to a recent story in Ad Age, 25% of the total Super Bowl Web chatter is about the ads, not the game. For fans like me, this spells good news, especially now when advertisers are leaking their ads to generate even more buzz before the big day. It also seems like a great way for companies to expand existing campaigns across multiple channels - especially when they start to involve social media or other live events.

My personal favorite so far is Honda's "Matthew's Day Off"... can't wait to see what else is in store on Sunday!

Tags: Brand Stories, Promotions, Pop Culture

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January 26, 2012 12:34 PM

NAIAS Review: The Good, the Great and the Ugly

Posted byKatie

This year’s North American International Auto Show was a departure from years past – both when it comes to attendance (770,932 attended this year, with the highest opening day attendance since 2005) and automaker’s exhibits.

Our design team took to the aisles to see what’s happening and what’s hot (or not), and here is what we found:

The brands are back. Companies that haven’t been around the past few years have made a comeback, and their re-emergence wasn’t always small. However, on that note, we saw that condensed kits are still around even for the seminal automakers, but didn’t seem to be doing their brands much justice.
Automakers and consumers are talking about fuel efficiency and personalization – and some of this is being reflected right into the booth themselves. EWI Worldwide client Kia turned its brand’s fuel efficiency into a driving interactive, and another interactive in the space highlighted features that could be personalized to the driver. This trend also shows signs of event marketing and the live experience becoming a larger representation of the brand and an overall marketing campaign, instead of a standalone effort.
Exhibitors are building new stands every year instead of using the same kit for 4-5 years – just look at GM and Chrysler as examples. This speaks to the European build style – and is perhaps something we all should keep an eye on for future years (and builds).
Black is the new black. And so is drywall and fabric. One short trip around the show floor revealed these materials reflected in a lot of the exhibit spaces. Not everyone did it well, but awesome forms in drywall were delivered particularly in the Audi stand. Chevy, on the other hand, was almost entirely executed with fabric.
Bring on the LEDs. LEDs are becoming a bigger part of exhibits, and BMW’s LED ceiling was a good example of this. Although not all automakers have embraced the LED trend, we expect to see more of it in future years.

Are there any trends that you saw this year that you haven’t seen in years past? Share below.

Tags: Architecture, Brand Stories, Interactives, Technology, Transportation

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January 13, 2012 3:28 PM

Breaking Through at CES

Posted bySherri Ferren

Creating a Fresh Perspective

As many of you know, CES is one of the world’s largest (and important) trade shows that occurs annually in Las Vegas. While CES has a desired goal of being the global stage for innovation, there is no one single formula for success for a particular brand. This week, there was a lot of buzz around Microsoft pulling out. And the fact Apple has always had a minimal presence off the floor. So what should a strong or emerging brand consider for their presence next year?

Based on what we heard and have experienced with our clients, we believe it’s:

Identify your clear differentiators before you begin to design your presence or event. If you don’t have a differentiator that’s immediately understood…you become a commodity. And your presence feels like a “me too” marketing activity rather than an innovative company.

Define the audience you really want to engage and focus the development of the audience journey on them. There is such a wide spectrum of attendees, we often see brands trying to appeal to all of them rather than zeroing in on the key targets who will generate the best ROI. Ask the questions: Who are they? What do they want to hear and experience? (And by the way…it’s not a lot of specs!) And what do they need to take away? Design your experiences to that.

Keep is simple. No more than three primary messages. Provide enough space to move around as well as have comfortable conversations. Ensure there are several opportunities for human connectivity and genuine dialogue – not just an abundance of demo stations. Consider if your brand is best served on the floor of CES or some other location that allows your brand’s goals, products, and services to really stand tall. Ask yourself: “How can we stand out in all of the noise that is Las Vegas?”

Tags: Brand Stories, Exhibits, Innovation, Interactives, Product Launch, Technology, Global Programs

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November 30, 2011 7:23 PM

Four Things to Know about iPads at Live Events

Posted byKatie

When you think “technology” and “trade show” – it’s hard not to think iPad.

Regardless of the industry or specific event, this iconic tool is showing up everywhere, and for good reason. It’s adaptable, allows for personalization and as a consumer-facing tool, it can be a less expensive option than others available on the market. And, according to a recent whitepaper by TBA Global, Gartner predicts that the number of iPad users could increase to 100 million by 2012, with an average of 6,000 new iPad apps available each month.

For many, the fact that this tool is quickly becoming ubiquitous is good enough reason to jump on the bandwagon. However, before you sprint to your closest Apple store, follow the next four best practices to ensure that your technology tools are being used in a strategic, thoughtful way that reflects your brand:

Know your audience: How do you want your consumers to interact with your brand? How can you transform your brand in such a way that the technology reflects your values while being engaging, informative and an extension of your sales team?

Content is king: In any platform, this old adage holds true. Just as your communications need to always add value to the interactions customers have with your brand, this needs to be carried over to your iPads and any other technology to bring to the floor. No matter how cool the app you made is, if it’s not smart, don’t bother.

Get your team together: According to the whitepaper TBA Global published, “Welcome to the iPad,” tech experts are a must if you’re going to undertake the app endeavor. Build a clever program, test it, work out the kinks and have ample feet on the ground at your next event to ensure that everything goes off without a hitch.

Data: Determine what you need and why and make sure that it works seamlessly with your existing data management or CRM system. Remember that data is only as good as the next step – whether that be sending information to your reseller, dealer or product teams so that they can follow up quickly, or, your'e able to address customer pain points in a timely fashion.

No matter the execution – product demos, lead retrieval, educational, social media engagement or reporting – make the most of your technology investments by starting with strategy and remaining true to your brand.

Tags: Brand Stories, Media, Social Media, Technology

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November 02, 2011 11:11 AM

Nitto Tire USA Optimizes the Press Experience at SEMA

Posted byKatie

Nitto Tire U.S.A. Inc., a leading developer of performance tires for enthusiasts, has worked with EWI Worldwide to create a custom Nitto® Digital Passport Program to assist press during 2011 SEMA Show and make their visit to the booth relaxed and informative. Knowing that the week at SEMA is filled with numerous meetings leaving editors short on time, the program was intended to make editor engagement with Nitto Tire even better.

Press interested in visiting Nitto Tire while at SEMA were asked to pre-register online at the Nitto website. Once registered, a personalized QR code, containing the individual’s contact information, was emailed to them pre-show or could be printed on-site. Then, once press arrived at the show, they were encouraged to use one of 13 interactive tire displays, each showcasing one of Nitto Tire’s products, to browse product information, specs and programs. As they explored, the QR Code captured their experience and automatically provided—at the end of that day—a follow-up email containing detailed information about each of those products and programs. This email also gave Nitto an opportunity to cross-promote its social media channels, such as its Nitto® Tire Fan Drive Sweepstakes, a unique opportunity that will allow Facebook fans of Nitto® Tire to design a custom vehicle that could be given away as the grand prize.

See picture above for an example of what visitors received.

The program, which debuted this week at the Las Vegas Convention Center, is open to anybody attending the show. Here’s a link to Nitto Tire’s press release containing more details.

Tags: Architecture, Brand Stories, Interactives, Media, Promotions, Technology, Transportation

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