4 Benefits Of Guerilla Marketing For Your Brand

Marketing Event Experiential

By: Manav Kaur, Marketing and Communications Coordinator

When conventional methods are failing, the guerrillas are dispatched.
It’s difficult not to think of guerrilla warfare when we hear the word “guerrilla marketing,” which is understandable given that this form of marketing is named after it. Guerrilla tactics in warfare rely heavily on the element of surprise like ambushes.

But how does this apply to the job we do on a daily basis? Guerrilla marketing tactics rely heavily on the element of surprise. Its goal is to develop very unusual campaigns that catch people off guard in the course of their daily lives. These techniques are intended to elicit feelings of surprise, awe, or shock. Guerrilla marketing is primarily reliant on imagination. In comparison to traditional marketing and advertising, the goal is to leave a lasting impact on customers.

Jam Van’s ‘Breaking Bad’ Promotion

To be willing to do something distinctive that captures the attention of the audience may be considerably more beneficial and powerful than putting out a multimilliondollar campaign that is likely to go unnoticed. This form of marketing is one-of-a-kind and that is the reason it works; it gets a company or brand recognized. It may range from a smart graphic on a bus station bench to carrying out prominent exhibits that pique audience‘s interest. Let’s have a look at the four benefits that Guerrilla marketing may deliver for your brand. 
 
1) Make the Brand Stand Out 
Guerrilla marketing can prove to be beneficial to your brand since it sets you apart from the competition. This strategy not only makes your company/ brand stand out, but it also conveys to the audience that you’re a “cool” company/ brand and aids in the development of a distinct brand image; this is particularly useful when marketing to a younger demographic. Because you developed something unique in comparison to a normal advertising, which is easier to overlook, consumers will remember your brand long after they have seen what you have done. 

Fiji Water’s #FijiGirl at the Golden Globe Awards

2) Budget Friendly 
Guerrilla marketing has evolved to being a popular marketing strategy with both large and small brands/ companies, as a low-cost method to successfully reaching the target audience. Guerrilla marketers look for unique and innovative ways to convey message to the audience people in the real world rather than relying on one-way advertising. The approach is a low-cost way to raise brand awareness, as in this case creativity takes precedence over budget. 

Deadpool Tinder profile

3) Multiple Forms of Marketing Strategies  
Guerrilla marketing has several components that contribute to its effectiveness and influence as a marketing approach. It comes in a various sort that marketers might employ. Here are few sub categories of Guerrilla Marketing:

  • Outdoor (Ambient) Marketing.  Adding something to a pre-existing urban setting, such as displaying temporary artwork on sidewalks and streets or affixing something detachable to a sculpture or statue.
  • Indoor (Ambient) Marketing. Similar to outdoor guerrilla marketing, only it takes place in indoor locations like bus or train stations, shops, and buildings.
  • Event Ambush Guerrilla Marketing. When a brand “ambushes” a campaign or event to compete for publicity/exposure with competing brands; to leverage the momentum generated by the original brand in order to enhance awareness of their own brand.
  • Experiential Guerrilla Marketing. It may be some or all of the above, but it must be done in such a way that the audience is driven to interact with the brand. 
‘Ugly Betty’ Series promo

4) Memorable 
By their very nature, guerrilla marketing initiatives are unique and unexpected, and they have the capacity to make a lingering impact on audience. Customers are left astonished, pleased, and eager to learn more about the product and/or service after a successful campaign. Customers may capture a long – lasting impression and share it across their network via social mediaMany believe word-of-mouth to be one of the most effective weapons in a marketer’s arsenal. Marketing campaigns may quickly go viral and receive exposure to millions of people, leading to growth through word-of-mouth. Nothing beats the audience talking about your campaign on their own. 

Jam Van’s 20th Century Fox promotion for ‘The Greatest Showman’ Nathan Phillips Square takeover.

Guerrilla marketing can be a very efficient strategy for companies to build awareness for their products when implemented right. In the coming years, as digital marketing becomes more popular among young marketers, expect to see more innovative guerrilla marketing tactics implemented. It’s an excellent method to engage customers by piquing their interest and motivating them to learn more. 

Jam Van’s WB Harry Potter Deathly Hallows Promotion

Feeling Inspired to plan your next campaign using Guerrilla marketing? Let’s start exploring the possibilities together! 
Jam Van is a leading experiential marketing agency that offers specialization in experiential marketing, mobile experiences and out-of-home media, thanks to our 20+ years of experience. If you want to get started, send us an email at 
info@jamvan.com

The Emerging Trend of Experiential Retail

Experiential Marketing

By: Manav Kaur, Marketing and Communications Coordinator

In recent years, we’ve heard about traditional retail’s downfall and the growth of E-commerce. The yearning for retail experiences, on the other hand, is on the rise, with 52 % of millennials stating that experience-related purchases account for the majority of their spending. Brands can provide customers with entertaining, unique and in-person experiences that lift shopping to new heights by focusing on immersive retail experiences.

What exactly is a store’s purpose? Essentially, it’s to provide customers with products and, more significantly, to persuade them to purchase them. However, in recent times, the purpose of a store has been thrown into doubt as start-ups and conventional retailers alike explore experiential retail, which has become the apex of physical retail. Or, to be more specific, a successful experiential retail strategy. The retail sector is focusing on immersive shopping and customer experiences rather than features and advantages. Retailers must provide customers with a fun and engaging retail experience in order to generate sales. The sorts of goods and services that individuals buy online vs at a physical store appear to be becoming clearer.

While most items may now be purchased online, many service-based activities such as dining, fitness, and theatre need in-person interactions (experiences) and are hence better purchased or transacted in person. And, while people may and do buy things like furniture, sporting goods, clothes, and cosmetics online, they typically want to touch, try on, or engage with them before making a purchase. As a result, the word “experiential retail” has become a popular way to characterize the various types of physical retail locations that are thriving and growing in today’s omnichannel retail environment.
Experiential Event Marketing Retail Experience Victoria's Secret

What is experiential retail?
The term “experiential retail” is frequently used, but what exactly does it imply? It’s a kind of retail marketing in which customers who visit a physical store are provided experiences that go beyond the norm. Art (often interactive art), live music, virtual reality, cafés and lounges, performances, activities, and video display walls are some of the amenities available.

What does experiential retail do differently than traditional retail?
1. Creates a unique and memorable experience that can be shared with others.
2. Focuses on customer engagement rather than sales.
3. It stimulates the senses of your consumers.
4. Goes above and beyond consumer expectations.
5. Makes use of in-store activities and services.
6. The retail experience caters to the demands of the customer.

Let’s look at few examples to understand and appreciate experiential retail better-

Huda Beauty: Cosmic experience in Covent Garden

 

 

Sephora’s Mobile Outdoor Beauty Maze
Skateparks by House of Vans

 

Importance and necessity of XM in retail especially in post-covid world

All indicators point to a strong comeback of physical retail after being severely interrupted by the COVID-19 pandemic. Consumers are eager to return to stores for more reasons than curbside pickup as stay-at-home orders come to an end; they want to explore and be engaged by distinctive shopping. Pandemic’s online shopping trend has highlighted what ecommerce cannot provide: deep, unforgettable brand experiences.

This is especially important for millennials, who would prefer to spend money on experiences than on products. Brand loyalty has become more difficult to achieve in such a competitive retail environment. It takes at least five transactions for 37% of customers to consider themselves brand loyal, and their prior experience is crucial; 93 % of customers say they will most likely purchase from a brand again if their previous experience was amazing. Consumers will be more likely to go into your store and spend time experiencing what your brand has to offer if you invest in experiential retail. It’s the first step in establishing a long-term relationship with your consumers.

Consumer expectations of retail establishments nowadays aren’t all that different from those of any live event, especially in the aftermath of a pandemic. During the pandemic’s isolation, we were all essentially “out of touch.” People want to see, hear, taste, touch, and smell things first-hand. When used effectively, the senses may completely immerse fans and imprint unforgettable memories that vastly outnumber those available online. People want to reconnect with other consumers who share their enthusiasm for the same brands. Successful, immersive retail experiences are mash-ups of a variety of activities that we all admire.

With so much online searching and shopping now, and so many eCommerce alternatives for customers, the real retail experience must find a balance between transaction and transformation. The idea is to place a greater emphasis on engaging experiences that convert casual visits into brand champions, and advocates into ambassadors, with the expectation that they will all become customers or encourage others in their network.

Brands benefit from experiential retail initiatives because they give a significant point of differentiation. Instead of being solely transactional, the in-store experience adds value by providing customers with inspiration and information about what a retailer can do to assist them accomplish their goals as a customer. If there’s one thing you should take away from this post, it’s that experiential retail isn’t simply a trend; it’s the way retail will be in the future. The need to wow consumers is increasing as more businesses invest in unique retail experiences.

Are you ready to amaze your customers with experiential retail?

Jam Van is a leading experiential marketing agency that offers specialization in experiential marketing, mobile experiences and out-of-home media, thanks to our 20+ years of experience. If you want to get started, send us an email at info@jamvan.com

The Importance of Influencer Marketing

By: Alison Chiu, Marketing and Communications Coordinator

Due to the COVID-19 global pandemic, consumers have slowly moved towards a preference for online commerce. Statistics show that the Gen Z – those between the ages of 16 and 26 – now makes up for 40% of consumers that spend about three hours daily utilizing social media (Kastenholz, 2021). As a result, it shows how digital and online social media platforms have become mainstream for the past year and are a big part of our daily lives. This has also led influencer marketing to make a great impact in the overall social media and marketing strategy for brands. The Influencer Marketing Hub states that the influencer marketing industry will grow to about $13.8 billion this year. It’s expected to continue to grow and reach $15 billion in 2022 (Richel, 2021), which means many more collaborations between brands and influencers will occur in marketing campaigns.

First of all, what is Influencer Marketing? 

It’s when brands collaborate with influencers to promote the brand’s product or service with the goal to increase brand awareness and better target their audience. Influencers have the power to impact their following base’s purchasing decisions, which is why influencer marketing is a great option for brands to consider. Brands are constantly leveraging influencers not limited to only celebrities with a high following count, but also many other types including micro- and nano-influencers, virtual, and gaming influencers. This type of marketing leads to increased brand awareness, increased trust, and increased engagement from the target market.

Experiential Marketing Jam Van

Generate Brand Awareness

As the digital market becomes increasingly competitive, brands have found a different way to compete for consumer attention and generate brand awareness. The production of creative, engaging, and entertaining content greatly helps to reach the brand’s target market. With a memorable and effective marketing campaign, it will help to easily grab their consumers attention. This is where influencer marketing becomes a great part of a marketing strategy as it overcomes the challenges of traditional advertising. Through popular social media platforms like TikTok and Instagram, it has become one of the main sources of advertising to consumers as they can choose which influencer they want to listen to and trust. When an influencer advertises and promotes a brand to their followers, it helps increase brand awareness as their followers learn about the brand through their trusted source. Through their trust with the influencer they follow, it helps to increase brand awareness as consumers will remember the brand and potentially buy something from them in the near future.

Experiential Marketing Event Toronto Jam Van

Increased Trust

When an influencer promotes and advertises your brand to their followers, this greatly helps their following base develop trust in your brand. This results in increased trust and credibility, which is crucial as brands with increased credibility tend to develop better relationships with their customers. The challenges posed by COVID-19 have brought many people, including influencers to move on from the days of a maintained social media feed and nice photos. As influencers continue to share their more authentic moments and photos through social media, this helps to establish the trust of their followers. People tend to follow certain influencers that they feel like they can relate to, which is why authenticity is important. This helps increase brand awareness the influencer can easily encourage their followers to remember the brand they are advertising for. For instance, when an influencer provides their honest opinion and feedback on the brand’s products, their followers will very likely have more trust in the brand. As a result, it will also help increase the brand’s engagement as the influencer’s followers will likely visit the brand’s social media platforms and engage with their posts.

Experiential Marketing Event Toronto Jamvan

Increased Engagement

Depending on the type of content that the influencers post, it helps to increase the interaction and engagement between the influencer and their following base. Those followers are very likely to visit your brand’s social media accounts and engage with your brand as well. For instance, if your brand were to have a giveaway and have the influencer advertise it, this type of engagement and content will help your brand not only gain interaction, but can later result in greater recognition and revenue. Also, giving the influencer a discount code to advertise to their followers will also help increase brand awareness, engagement, and generated revenue.

Experiential Marketing Event Jamvan

As social media continues to become one of the main ways to connect with customers, there are many methods to promote your brand online. Out of numerous ways, influencer marketing is a critical component of a brand’s marketing campaign and strategy. Through their strong influence over their following base, they can conveniently and effectively deliver the message to help them better understand your brand. Overall, the influencer marketing industry will continue to grow and evolve over the years to better send the message across to potential consumers.  

Interested in learning how influencer marketing can be an integral part of your marketing strategy? Contact us today info@jamvan.com

 

 

Top 3 Trends for the Future of Experiential Marketing

Future of Experiential Marketing

By Nguyen Tram Anh Vo – Marketing & Communications Coordinator

Experiential marketing is a promotional strategy that involves brands making face-to-face contact with their customers at events such as conferences, trade shows, festivals, seminars, and so much more. In order to succeed, event marketers of the future must stay on top of the event marketing game and update the latest trends to customers’ preference to maximize engagement and connection.

Although COVID-19 has left event marketers with difficulties over the past year, most have witnessed the tremendous shift in the trends of organizing and running an event in a digital or virtual landscape. However, while we may not go back to pre-pandemic environment of conferences and trade shows in exactly the same way as before, the opportunity of having face-to-face events isn’t going to be disrupted anytime soon.

That’s why, there’s still a great deal for events (even hybrid ones) to be used and developed potentially by many brands. Below are my top three predictions for the future of experiential marketing.

 

Trends Experiential Marketing Toronto
Photo by MD Duran on Unsplash

#1 – Hybrid Events

As Covid-19 vaccine continues to be rolled out and many more consumers start to return to their normal lives, it’s understandable to see a new form of hybrid events evolving in which in-person and online platforms are combined. In the past year, COVID-19 has rattled in-person events and even shifted some of the biggest conferences to a virtual stage.

From this, we were able to witness the transformation of events in which digital livestreaming platforms were used to deliver high-quality and engaging activities to the online audience. From business summit events to awards gala all over the world, we saw a huge surge in users of Twitch, WebEx, social media Live, Vimeo, and Zoom, recognized as the best video conferencing video app.

Along with Zoom panels, chatboxes, and pre-recorded fireside chats, in-person gathering activities will continue to be important components that can effectively attract customers in the future. Relationship building and interactive connections are difficult to replicate. As a result, event marketers will need to up their game when it comes to creating compelling and safe experiences that audiences want to attend.

Trends Marketing Experiential
Photo by Teemu Paananen on Unsplash

#2 – Interactive Events with High-Tech Components

To effectively elevate event experience, brands should consider current virtual technology that can keep the audience engaged. With the ongoing situation of COVID-19 and the new adoption of hybrid events, it is predictable that businesses will look for at-home-friendly social media filters or virtual stages that can still provide the same appeal as if they were offline.

It is not a new concept to incorporate 3D technology and make it a part of experiential events, particularly in the automotive and fashion industries. For example, in the context of NYFW21, to improve the quality of the fashion show in the COVID-19 context, a mannequin was dressed in Rebecca Minkoff’s designs and through the use of VR, popped up inside the users’ home. The viewers were freely able to move around the model and get a 360-degree view of the looks attached with a shoppable link while Minkoff was presenting.

Aside from 3D events, the trend of sending event kits /vox boxes to audience members’ homes as part of igniting branded and user-generated content is also popular. They can be used as gifts for influencers and brand ambassadors when they join as well as attracting followers to the brands with which they collaborate. These sampling boxes are also a great way to encourage user- generated content.

Mobile Experiential Marketing Trends Toronto LCBO
Photo by Jam Van, LCBO Mobile Winery Tour

#3 – Pop-Up Activations

Many people expect pop-up events to provide an immersive and exciting experience for event attendees in the future. Many brands, from brick-and-mortar stores to small businesses, are considering using this type of experience to better attract customers.

Pop-up shops may be combined with various exhibition concepts in the future to improve the overall aesthetic of the events. Pop-up events can be customized to become Instagrammable spaces where the audience can actively interact.

Womanish, for example, is a pop-up art experience that transforms women’s empowerment into an Instagrammable moment. Opening at the end of June, the event aims to raise awareness about important issues such as the pink tax, the gender pay gap, and mental health through photo-worthy rooms and exhibits.

Pop-Up Shops are useful when a brand does not need to build a store. It is not only cost effective for the marketing budget, but it is also a worthwhile investment. Furthermore, it is recommended for businesses to market a pop-up shop around holidays or during a sale to ensure that consumers spend on potential products. Mobile pop-up shops are also a great option, allowing the mobile store or exhibit to go wherever consumers are. This allows a level of flexibility not afforded in a stationary shop. As long as it is a physical location where customers can customize and enjoy taking photos to post on social media, it can increase sales and brand impressions exponentially.

Experiential Marketing Toronto Trends Mobile Tour
Photo By Jam Van, Maybelline Baby Lips Activation

Ready to wow your audience with experiential marketing?

Jam Van is a leading experiential marketing agency that offers specialization in mobile experiences, experiential marketing and out-of-home media, thanks to our 20 years of experience. If you’re looking to get the ball rolling, give us a call at 416-203-2375 or email us info@jamvan.com

 

What Will Experiential Marketing Look Like Post-COVID19?

Experiential Marketing; Jam Van

By Alison Chiu

 

Due to the global outbreak of COVID-19, experiential marketing industry has been greatly affected. However, this has helped brands to recognize the importance of bringing and connecting people together, whether it be in socially distanced groups, virtual, or through hybrid experiences. The advancement of technology has evolved and changed to adapt to the current state of the world. People and brands learned to embrace at-home experiences as the lockdown kept everyone indoors. This leads to the importance of customer interactivity and brands having to figure out how to reach their target market during the difficult time.

Experiential Marketing

1) Technology

Since March 2020, virtual experiences online have come a long way to adapt to the global pandemic. Over time, the technology used to capture these online experiences will continue to improve and become more advanced and immersive. Technology, such as virtual reality and augmented reality, will continue to become more advanced and won’t be reserved for just music performances or keynote presentations. These types of technology currently have high demand and we will see them become more accessible and used widely from now on.

Experiential Marketing

Virtual reality is a strong alternative to video calls, as it has the ability to make people feel like they’re in the same space together without the need to travel. It has also opened doors for marketing where it allows consumers to receive an immersive brand experience. These kinds of campaigns promoted through social media platforms are proven to be successful for increasing brand awareness, especially when there is no tangible product involved. By allowing people to experience a similar feeling to face-to-face contact through virtual reality, it shows the importance of human connection and this is what the pandemic took away from many people. When brands find ways to create engagement and interaction through that connection and use of technology, it will be a successful experiential marketing campaign that draws the target audience’s attention.

2) At-Home Experiences

The pandemic has greatly affected everyone who had to stay home and many brands/industries who are very used to creating out-of-home experiences. Companies had to quickly adapt to executing live virtual conferences and events to reach their target audience. These at-home experiences will continue to improve over time as consumers have experienced memorable virtual events right in the comfort of their homes. Brands have learned and understood that direct connection through virtual brand experiences is still possible without in-person events. By being able to add to your consumers’ lives, especially during these uncertain times, they will highly appreciate customized and memorable brand experiences at home.

Experiential Marketing

A way that brands have decided to create a branded experience for consumers at home is to release recipes for their food products. For instance, Hilton DoubleTree released the recipe for their iconic chocolate chip cookies. The direct-to-home approach is an impactful brand experience that is enjoyed on the individual’s own terms as they can decide when to make the cookies and even alter the recipe to their liking. This is a great way to allow an individual to create a personal and memorable baking experience, as it keeps them feeling occupied, whether they are good bakers or not. As there are many strong segmentation tools available to utilize, it shows that it is highly effective to target direct-to-home branded experience for their target market.

3) Importance of Consumer Interactivity

Brands have also learned about the importance of attendee interactivity during virtual live events. Live chats, real-time networking, and polling are some of the important ways to allow attendees to feel engaged and connected with the virtual event. As gaming usage and viewership has spiked drastically during the pandemic, brands will continue to find ways to embrace and apply e-sports and gamification to enhance their audience’s experience. For instance, virtual e-sports events featuring games like Fortnite and League of Legends have been very popular with the virtual and gamer interaction. Brands can choose to sponsor these types of virtual events to bring in more engagement from viewers and consumers.

Experiential Marketing

Overall, as we slowly adapt to a post-pandemic world, you can expect to see experiential marketing to include a mix of virtual and live event experiences. As we already see that a lot of different and new technology can be utilized to create a memorable virtual experience, this will rapidly grow and become more complex. Brands will continue to develop creative ways to combine elements of in-person and virtual experiences to connect with their consumers. This ultimately demonstrates that hybrid events will eventually become the new way of experiential marketing.

Are you interested to learn how these new technologies and experiences can connect your brand with your consumer? Give us a call at 416-203-2375 or email us info@jamvan.com

References:

https://www.bakeryandsnacks.com/Article/2020/04/10/Hilton-DoubleTree-releases-recipe-for-iconic-chocolate-chip-cookies-to-help-home-bakers-beat-coronavirus-blues

Want to Promote Your Brand? Choose Experiential!

experiential, marketing, audi, mobile, popup, promotion, brand ambassador, automobile, car promo

Why are more and more companies choosing experiential? The lure behind the choice for experiential marketing as the ideal marketing strategy is the immersive and engaging nature of its campaigns. It is important we understand what is meant in detail by experiential marketing and how it differs from traditional marketing. Experiential marketing is sometimes used interchangeably with “live marketing” or “mobile marketing” and makes use of branded experience such as an event, as part of an event, parties, or mobile popup activations that may not necessarily be tied to any event to create lasting positive brand impressions.

There is no one right way to approach experiential marketing but the end game is to ensure that whatever strategy that is chosen, is one that creates engagement and live immersive experiences for the consumers.

experiential, marketing, mobile, promotion, truck, brand ambassador, sampling, food
Smilin’ and Samplin’ for Sugar-crisp!

Some of the benefits of using experiential marketing to get your brand includes but is not limited to the following;

  1. Humanizing your brand: Experiential marketing can help to give a human face to your brand or sponsor’s brand. With experiential marketing strategies, you create an immersive and lasting experience for the consumers while creating a positive brand impression. An immersive experience paired with social content in a great location can create a lasting impression and help amplify your efforts across different social media channels. Using this form of marketing allows for direct interaction between the business and its fan base, creating lasting experience and increased knowledge.
  2. Brand awareness: This is very important and particularly true for new brands or brands making market entry. Using experiential marketing strategies, there is a limitless opportunity to sway the minds and hearts of consumers towards patronizing your brand by creating engaging touch points that leave lasting memories. And when nearly 70% of buying experiences are based on how customers feel about a brand this becomes vital.
  3. Increased Social Expressions: You and I are aware of the power of social media to driving brand awareness. Experiential marketing is immersive and usually involves photo opportunities which helps the conversation to continue online, there is a marked increase in social awareness of brands that partake in such events. The more marketing efforts made during the event, the better the publicity for the brand.
  4. Increase sales: Experiential marketing when done right, translates to increased sales and business for the brand. Evidently, the more a business is known, the more likely it is to see better patronage.

Experiential marketing may not be “a one size fit all” but it is a sure way to gain consumer attention and increase brand awareness.

To find out how Jam Van can help you add an experiential element to your next campaign and put a smile on your face, reach out to us at 416-203-2375 or email info@jamvan.com

experiential, marketing, portable, streets, toronto, victoria's secret, popup, sampling
Hot Cocoa to warm you up on a cold day with Victoria’s Secret. (Toronto, ON)

How a Brazilian Girl Ended Up In Experiential Marketing In Toronto

By: Elisa Nolli, Marketing Co-op Student

Marketing is not only selling or delivering a product, it is far more than that. According to Dr. Philip Kotler, an American marketing author, consultant, professor and also known as “The Father of Modern Marketing”; marketing can be defined as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures, and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”

My first experience dealing with marketing was at university, in Brazil, where I had two important subjects, “International Marketing” and “International Market Analysis”. I was able to learn that if a company wants to succeed, its marketing department is crucial to lead it to the top.  This division is in charge of not just to promote the product or service, but also to analyze the environment needs, political situations, if the product/service needs adjustment, potential markets and even other issues that could interfere in the company’s management. Likewise, it is responsible for promoting and representing the business of the organization, coordinating and producing every promoting material from the company, expanding the customers/investors catalogue and also producing a positive view of the brand. In other words, the marketing department plays a vital role in the company.

cineplex, popcorn, food, experiential, mobile, sampling, world popcorn day
I was asked to chose my favourite photos to add to my blog. First up, I choose this photo because I really like the sunlight in the background of the photo which really highlights the brand. (Cineplex World Popcorn Day January 2018)

Once I got my degree in International Relations, my country was passing through a tumultuous economic and political situation. Some politicians and businessmen from multinational companies were arrested, the President suffered impeachment and all these events culminated in the increase price of products, taxes and rates. Due to this, most companies were not hiring new employees and instead were firing their employees in order to preserve their savings. In this way, myself, as a recent graduate, decided that studying abroad would be a unique experience to improve and qualify my knowledge and skills while my country was experiencing an unfavorable scenario in economic and politics terms.

After analyzing pros and cons of some countries and their study/work programs, my family and I decided that coming to Toronto would be the right choice to make. Canada is the second-best country in the world to live in, the safety rates are extremely high, and the study program was compatible with my desires and expectations. Here, I started a co-op course in “International Business Management” where I studied marketing such as its concepts, strategies, marketing mix (product, place, price and promotion); international business; Canadian law; human resources and the Canadian environment workplace.

Meanwhile, I volunteered at the Brazil Canada Chamber of Commerce and at a business consulting business called Mandala Group. In both places, I had the opportunity to practice what I studied at the university in Brazil and college here in Canada: I helped in planning and organizing some of their marketing events, provided marketing research such as looking for suppliers / clients / competitors, supported the negotiation among Brazilian and Canadian companies and governments on health / mining / education / technology; and assisted in bilingual receptions for senior executives doing business between both countries.

TIFF, kids, film festival, toronto, mobile, brand ambassadors,
I chose this photo because I loved the interaction between the Brand Ambassador and the consumers. It shows their happiness and engagement with the activation. (TIFF Kids Family Day 2018, Toronto)

As part of the course, I am now a co-op student at Jam Van Inc.; a national, award winning, experiential marketing agency that pioneered mobile experiences in Canada which is now expanding its boundaries in the marketing role. The company’s knowhow is in experiential marketing activations and with its well qualified employees and brand ambassador staffing, is one of the top experiential marketing agencies in Canada. The promotional vehicles can rapidly pop up and are always the hit of the event.

The experience of being an intern at Jam Van Inc. is certainly challenging and taking me out of my comfort zone. Apart from the language, everything is new and different for me. Working just with Canadians; fighting against my shyness; writing and speaking in English, which is not my native language, all day long, is not easy for an exchange student. However, I am lucky to have an understanding team which is patient enough to comprehend that, in the beginning, I might have some limitations. I am absolutely sure that during my time at Jam Van Inc. I will develop my marketing and management skills, learn with and from my colleagues besides creating memories that will last forever and worth all the effort of being alone in a different country.

If you want to chat more about the work we do at Jam Van or even about how my international experience is going, reach out to us at 416-203-2375 or email info@jamvan.com

Cupcakes and Playlists: The Keys To Sensory Engagement

popcorn, experiential marketing, food truck, cineplex,

By: Viktor Arzethauser, Senior Account Manager

 

As a senseless yet eager young marketer, I made the decision early in my career to focus on experiential marketing, or XM for the uninitiated. Having worked in the food service industry since 17, it seemed like a logical progression for me: like an upscale version of my local dive bar.

The similarities between XM and hospitality are abundant and apparent, but the links that chained the two disciplines together for me were the one-on-one human interaction and full sensory engagement. And while the human element brought me to the dance, it was the later that kept me coming back for more in an industry where burn out is an all too real inevitability. Every food trend, tech development and hot local musician can be encapsulated within an activation to launch something as sterile as soap. And as each of these elements fulfill their corresponding sense, consumers will come to realize that this soap is what they’ve been missing in their life. No intricate digital strategy or catchy tagline will replicate the ability to quench a sun burnt and dehydrated 21-year-old with a cold bottle of branded water at Coachella, all in the name of mouthwash.

chipits, sampling, marketing truck,
It’s all in the details! (October 2016)

There is, however, a fine line between too much and not enough and even if you get that right, your approach could mess it all up in the end anyway. For instance, giving out cupcakes for cupcakes’ sake is an exercise in futility and your deodorant sales will remain as flat as the topless cupcake remains. Your approach needs to be rooted in market research and sprouted through insights, making the sheep’s clothing as convincing as possible.

Generally, sensory strategy should come organically; like the inclusion of pine air fresheners at a Santa Claus photo op or the smell of hay and dirt at a vegan food festival. In contrast, I should never ask myself why I smell cinnamon candles at a beer sampling tent. That is, unless it’s cinnamon beer, but that’s disgusting and a whole different conversation altogether. Long story short, it needs to make sense (pun intended. I’m sorry).

Luckily, many of these elements are some of the lowest hanging fruit and easy to decipher. Simple enough that the soundtrack to your activation can actually be a strategically selected Spotify playlist instead of spending hours building a custom list.

krave beef jerky, food truck, mobile, experiential, marketing, mobile, popup, toronto
Freshly Baked! Nothing beats it! (November 2017)

If you’re thinking of serving up some grub as a means to entice engagement with your activation, use local food blogs and publications as a starting point. With that being said, be weary of whose influence you choose, any 22 year old with 5,000+ followers is willing to write a positive review in exchange for complimentary melted cheese on a cardboard box. As an example, I use blogTO as my jump off when activating in Toronto. I’ll get a sense of which food trends’ stocks are rising and which restaurants are hot. From there, I’ll mine the comments section and hashtags of those restaurants’ social channels, to get authentic consumer feedback (if you’re still using Yelp, you and your flip phone can stop reading and go to Arby’s. I hear they “have the meats”). Then for dessert, I go to blogTO’s Facebook comment section. After which, I either feel better about who I am as a person, or I come to the realization that we’re doomed as a species. Either or.

To encompass this blog post into a quote, I’ll go back to being young and senseless, and reiterate something I heard back in college by now retired creative guru, Alex Bogusky, which is “great advertising is research done right” (or something to that effect, it was a long time ago). This concept remains true to this day and should be a mantra for creative and account types alike. As long as you keep your ear to the ground, your consumer touchpoints will, at the very least, keep your fickle target demo engaged long enough for you to convince them that a deodorant will somehow prevent them from being awkward and creepy.

Want to discuss how sensory engagement can help your next campaign? Either way we’d love to hear from you!    Email info@jamvan.com or call us at 416-203-2375

Marketing 101: Experiential Marketing on the Rise

experiential, mobile, popcorn, food truck, rent, lease

By: Gary Francis, Managing Partner

Subway, graffiti, mural, sandwich, experiential
Painting a mural for World Sandwich Day. (November 2017)

Today people are spending their dollars in different ways than before. In fact, studies consistently demonstrate that millennials prefer buying experiences to purchasing physical objects, and 72 percent plan to increase the amount of money they dedicate to the former in the next year.

People favor collecting memories over materials. And it’s also important for today’s generation to share experiences with peers. If they like a brand, or have an exceptional experience, they will go out of their way to promote the events they attend.

For such people experiential marketing is the best way of marketing.

While a surprising number of people haven’t heard of the concept, it’s kind of a big deal — 65% of brands that use it say that it positively correlates with sales.

But what is it, exactly? And how has it been used effectively? We found some of the coolest experiential marketing campaigns that really break down how it works, and how those lessons can be applied to marketers everywhere.

caa street squad, marketing, experiential,
CAA Street Squad (July 2017)
  • Gilmore Girls’ Luke’s Diners

To create buzz and excitement in the lead up to the long-awaited premiere of “Gilmore Girls: A Year in the Life,” the Netflix team created 200 pop up Luke’s Diners around the country to serve complimentary coffee to excited fans. It was wildly successful, with long lines at every location and tons of social engagement (the event’s branded Snapchat filter was viewed 880,000 times).

 

  • Refinery29’s 29 Rooms

For the past three years and counting, lifestyle brand Refinery29 has hosted its 29Rooms event, a collection of 29 different rooms of individually branded and curated experiences, all loosely connected by a central theme to create a “multi-sensory playground.”  This year’s sold-out event will feature the theme “Turn It Into Art” in its first West Coast appearance.

the greatest showman, choir, winter, mobile, experiential
A flash choir for The Greatest Showman. (December 2017)
  • IKEA

The furniture retail giant IKEA invited 100 winners out of the almost 100,000 members of the Facebook group “I wanna have a sleepover in IKEA”, to a sleepover inside its furniture warehouse in Essex in the UK.

In the pajamas-only sleepover, the guests each got goodie bags, on top of massages and manicures. They were also treated to movies and a reality TV star swung by to read them a bedtime story.

 

  • Globetrotter

Globetrotter took the concept of a “fitting room” to another level by introducing the “weather room” in its stores. The weather room lets customers get to prove the claims of Globetrotter products in a simulated environment.

Customers who enter a Globetrotter store can now test whether that jacket can really protect them during the winter or is it indeed waterproof.

Experiential is getting a lot of hype these days. Brands wanting to invest in experiential should consider all aspects of the campaign, including social activations and leveraging influencers. The investment should be largely in the experience itself, rather than in paid media. If the experience and plan are well-executed, then earned media will give the brand a bigger payoff.

experiential, marketing, mobile, style, fashion, tresemme
Looking good in Montreal for Tresemme. (November 2017)

Experiential Fresh with Summer Fresh!

Summer Fresh, dips, salads, picnics, food, yum

By: Jennifer Chan, Account Coordinator

sampling, promotions. giveaways, picnics, food, salads, dips,
Summer Fresh mobile tour checking in with CIBC’s Run for the Cure (Summer 2017)

Big thank you and shout out to Summer Fresh and their team for giving Jam Van the opportunity to run a month-long campaign throughout the end of summer 2017! One of our most exciting programs last year, having Jam Van mobile activations made executing the Summer Fresh experiential strategy a success. For myself personally, this gave me motivation to consider food marketing within the XM realm. Because of my love for healthy food, I was extremely keen on getting the project started when it first came to my attention.

A quick background on the company for those of you who may not be familiar with the brand. Summer Fresh is a Canadian-based, family-run company with a manufacturing facility based in Woodbridge, Ontario and accredited with the highest health and safety standards in the world. For over 25 years ago, Summer Fresh has been crafting healthy, preservative-free gourmet salads, hummus and dips using clean and simple ingredients you can find in your own kitchen. The company is a recognized leader in innovation in the refrigerated deli space and  was the first to market products such as Roasted Garlic Hummus, Roasted Red Pepper Hummus, Artichoke and Asiago dip, Baba Ghanouj dip, and the 7 Grain Salad Bowl.

sampling, tour, food, product, summer
Nothing but blue skies for the Summer Fresh tour. (Summer 2017)

The campaign promoted their new line of Snack n’ Go salads consisting of five different flavours that consumers were able to sample when the Summer Fresh Jam Van pulled up to the curb. A branded Summer Fresh Jam Van circled South Central Ontario and the GTA to showcase the new product flavors including: Super Charge, Energy, Boost, Balance, and Detox. Consumers were invited on board to spin the wheel and learn about the brand in fun engagements. Getting hold of a snack that is deliciously tempting, fulfilling and great for you isn’t always easy, especially when you’re on the go or in a rush and need a quick fix. Each salad has fantastic nutritional benefits and is packed with superfoods for a healthy nutritional boost that will keep you satisfied longer between meals.

It was the perfect fit! It only made sense to pair a portable tasty snack campaign with a company that excels in mobile activations creating a memorable experience for consumers. This really allowed Jam Van’s turnkey elements to shine in the city of Toronto, at events all over Ontario, and school campuses. On top of which, we targeted students, food lovers, health enthusiasts such as myself.

summer fresh, sampling, products, food, salads, dips
Summer Fresh mobile tour. (Summer 2017)

Summer Fresh, the company itself, was a pleasure to work with. It was great to see clients truly care about not only their product, but the actual feedback consumers were giving in. They took the good with the bad and made almost immediate changes in their process. As with Jam Van, we had our challenges with product refrigeration and venue destinations, but were able to effectively and efficiently implement operational changes. With limited resources and budgeting, we had to call upon our expertise to manage an increase of double the amount of product sampled. With an expert team of field managers on location, the Summer Fresh mobile pop-up managed to distribute 29,000 samples and reached almost 7 million mass media impressions through guerilla marketing and on-site permits.

 

As an account coordinator, I assisted in the brainstorm and organization in the office in combination with supervising the activation and team on site. At this level, I am connected to the forefront of execution being the brand ambassadors representing Summer Fresh as well as carrying out management direction with regards to sourcing uniforms, location scouting, staffing engaging people, logistics (personnel, samples, branded truck), and reporting. It’s a great hands-on position involved with several departments. During the Summer Fresh program, I had to put to test the skills that I have learned in the past year. Out-of-the-box thinking is what makes experiential marketing interesting and innovative.

sampling, food, salads, dips, food, summer fresh,
Mobile Experiential Tour with Summer Fresh

We are looking to continue our partnership into 2018 with Summer Fresh. Whether it is expansion into other markets or incorporating more OOH media advertising, hopefully we’ll be able to offer more outdoor marketing strategies into the campaign. Plenty of ideation and planning heading our way for the Spring/Summer so if you’d like to join the field team for upcoming programs, please apply with resume and photos to info@jamvan.com