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How Food Trucks Elevate the Kardashian’s Brands

Experiential Marketing

The Kardashians (+Jenners): Kris, Kim, Kourtney, Khloe, Kendall, and Kylie. They are the undisputed queens of marketing and social media. Through different business ventures, lifestyle apps, deals, sponsorships, and high-fashion modeling, they’re more than a family; they’re a multi-billion dollar brand. With a combined 955 million followers on Instagram alone, they’re also more than influencers. They’re arguably the most successful businesswomen of this generation. We’d be remiss if we didn’t examine strategies they use to target their audiences, exemplify their value proposition, and “break the Internet.” Branded food trucks are one of those tactics. Harnessing experiential marketing has helped them increase engagement, sell products, and introduce creative campaigns that captivate the entire pop culture universe.

Kylie Jenner Stops Traffic With a Branded Food Truck

Kylie Jenner’s Kylie Cosmetics is a brand that is a juggernaut to be reckoned with. In less than five years, the youngest member of the Kardashian/Jenner clan has built a nearly $1.2 billion brand. So, how’d she do it? Kylie’s strategy is to leverage her Instagram, TikTok and Snapchat accounts to release images of new collections and by posting videos of her swatching and modeling products. She also sends PR boxes to YouTube beauty influencers (who review her products on their channels). Simply put, Kylie’s skillfully tapped into the seismic shift in today’s eCommerce purchasing culture.

But Kylie dominates headlines because she goes beyond her virtual presence. She reinforces her popularity online with live experiential events that capture media publicity and consumer attention. In 2017, ahead of the release of its holiday collection, Kylie Cosmetics launched the Kylie Truck. This custom-wrapped branded food truck rolled through the streets of L.A. as part of a month-long campaign. From her latest lip kits to accessories, items were displayed on the truck’s front, turning it into a mobile showcase. For an extra special treat, brand ambassadors handed out vanilla cupcakes featuring Kylie Cosmetics’ famous logo on the icing. With tens of thousands of likes on Instagram, her branded food truck dominated social media with a campaign elevating the popularity and charisma of the beauty mogul.

Kendall Jenner’s Branded Tequila Truck Makes a Special Delivery 

Kylie’s older sister Kendall Jenner is ultra-famous in her own right as the world’s highest-paid model. But that doesn’t mean she’s shied away from the occasional brand endorsement. Recently, she’s carved out her niche as a businesswoman, founding the premium spirits brand 818 Tequila. Like Kylie, Kendall launched 818 Tequila with a gallery of videos and images on Instagram that’s currently amassed over six million likes. With agave plants sourced from Jalisco, Mexico, Kendall’s tequila line includes Anejo, Blanco, and Reposado blends.

Ahead of Memorial Day, Kendall rolled up her sleeves and hit the road with a branded tequila truck for 818’s debut. Wanting to be a hands-on boss, she even got behind the wheel and operated the big green truck herself. Because it’s not every day that people see one of the most famous supermodels on the planet driving a food truck. People (including a swarm of paparazzi) flocked to the L.A. event. Not only did Kendall hang out for photo-ops with fans, she even hand-delivered cases of 818 Tequila to local liquor stores.

It’s a tall order to reach the stratospheric levels of the Kardashian/Jenner brand. But that doesn’t mean you can’t launch a successful campaign with branded food trucks. If some of the most successful women in the world are using it, it makes sense to tap into the same strategy. Plus, it’s easy to take your brand to new heights when you have professionals who can handle all the details. Find out how branded food trucks will turn heads and boost your business by getting starting today!

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“Broadway in Bloom” Gives Visual Love Letter to Moms & New York City

Experiential Marketing

A Kate Spade collection is on the way and flowers are in full bloom, which can only mean one thing, summer in New York! The global lifestyle and fashion brand celebrated spring with more than just new apparel and signature handbags this year. Kate Spade took Mother’s Day to the streets of New York.

Kate Spade Broadway In Bloom Mother's Day SoHo

In the time of the city’s rebirth and beautiful flowers growing all around, Kate Spade wanted to share the love. The global giant partnered with Food Truck Promotions to wrap food trucks and food carts in an iconic Kate Spade floral design, which were scattered throughout the city. Five local florists created unique, beautiful bouquets that filled the branded food carts for the special women in our lives, who always show us love and support. 

Kate Spade handed out flowers for Mother's Day

The “Broadway in Bloom” campaign represented a visual love letter the brand, and many people have for the city and their moms. Brand ambassadors delivered flowers along Broadway to all walks of life. Without a new collection announced prior to the event, brand ambassadors used five fashion carts in SoHo to immerse individuals in a sensory experience. From the beautiful shades and hues of the flowers to the unique aromas, it was a Mother’s Day filled with love and beauty. 

Kate Spade partnered with local florists for Mother's Day

This event allowed the Kate Spade brand to connect with humans and share love with one another. Experiential marketing is about human connection, and finding even more ways to connect. This type of engagement is what people remember and brings them back filled with excitement for the next event.

Branded food trucks and fashion carts allow companies to provide a multi-sensory experience. The best way to stay ahead of competition is to provide value to consumer lives. This cannot only be done with new products, messaging and themes, but a physical way to connect with them on a small scale. At the end of the day, we all want human connection and giving exactly that with a branded event will only increase brand loyalty.

Broadway In Bloom Kate Spade Mother's Day 2021

Contact Food Truck Promotions to create an unforgettable experience for your brand. Don’t forget, flowers are always a great way to show your mom “I love you.”

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How Musicians Use Branded Food Trucks To Connect With Fans

Experiential Marketing

With so many platforms available, it’s more complicated than ever for musicians to break through. Many artists have turned to experiential marketing, specifically branded food trucks, to amplify upcoming releases or partnerships. Coincidentally, this form of PR has been in the music marketer’s playbook for some time. If you’re a Justin Bieber fan, you’ll remember his “Yummy” tacos and sandwiches pop-up last year. Artists like Bieber, Gucci Mane, and DJ Khalid have found the key to building buzz lies through their fans’ stomachs.

Justin Bieber Yummy Food Truck

Salem Ilese Gets Nostalgic With a Branded Cereal Truck

If you’re over 30, you may not have heard of Salem Ilese. But the 21-year-old artist is a TikTok sensation with hits like “Mad at Disney.” Ahead of the release of her EP “(L)only Child” last month, she launched two cereal-themed branded food trucks in L.A. and New York (a homage to the song’s theme). With complimentary frozen GoodMylk, the pop-up’s street marketing team gave away branded mini-boxes of “(L)only Child,” “Asteroids,” and “Break Up Bits” cereals. Plus, attendees could scan a QR code off the branded food truck and download a free copy of (L)only Child. At the L.A. event, Salem was in attendance, giving her fans the extra special treat of meeting the rising pop star in person.

Offset Partners With Atlanta Food Trucks to Get Out the Vote

On Election Day 2020, multi-platinum selling artist Offset rallied voters in his hometown of Atlanta, Georgia. The Migos rapper partnered with political action committee The Lincoln Project and local food trucks The Slutty Vegan and Big Dave’s Cheesesteaks to feed hunger voters in line. By driving turnout, Offset’s efforts were just the latest in what’s become a popular trend: celebrities enlisting the help of food trucks for a good cause. Offset loves food trucks so much, he treated his wife Cardi B to her own backyard food truck last summer.

Offset Atlanta Food Trucks Voting

Christina Millian Brings Beignets to L.A.

Some musicians use branded food trucks to promote a new song, while others use them to push an initiative. But others enjoy the tasty allure of food trucks so much they decide to get in the business. Take early 2000s-era singer Christina Millian, who founded the popular pop-up food truck Beignet Box in 2019. Criss-crossing California, Beignet Box is giving West Coasters an authentic taste of the New Orleans sweet treat. Beignet Box has developed a cult following, including celebrity fans like Harry Styles and Beyoncé. Millian’s venture into the food truck industry has been so successful; she opened her first brick-and-mortar location in April.

Snoop Dogg and Beyond Meat “Feed Our Future”

In 2019, Beyond Meat went public and, to celebrate, hit the streets of El Segundo, Calif., in a branded food truck. Notably, they had Snoop Dogg serving as the truck’s driver. The iconic rapper served free Beyond Burgers to starstruck locals while promoting the power of living a plant-based lifestyle. As an early investor in Beyond Meat, Snoop is one of its most recognizable brand ambassadors. Along with the Beyond Meat food truck, he partnered with them last spring for the Feed A Million+ campaign. To help fight the pandemic, they donated over a million Beyond Burgers to food banks, hospitals, and other front-line organizations.

Iann Dior Takes “Shots in the Dark” With a Branded Food Truck

Up-and-coming singer and rapper iann dior is most known for his featured spot on 24kGoldn’s #1 single “Mood,” but he’s ready to top the charts on his own. In April dior released his latest single “Shots in the Dark” from his “Still Here” EP. In keeping with the theme of “taking shots,” dior hosted a basketball-themed fan event near Venice Beach. The pop-up featured arcade-style basketball games where fans could shoot hoops, an iann dior merch tent, and photo booth for selfies where they received a branded iann dior digital Polaroid. While attendees were waiting to meet dior, they were treated to complimentary burgers from Fatburger served from an iann dior branded food truck.

While you may not think it at first blush, music and experiential marketing go hand-in-hand. Both evoke powerful emotions, creating and cementing strong bonds with fans or consumers. It makes sense for these worlds to collide and branded food trucks enhance these multisensory experiences. Whether you’re an artist taking the industry by storm, reinventing yourself, or giving back to the community, food trucks enhance positive reactions. After all, food always brings people together!

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8 Tips to Holding an Effective Media Event

Experiential Marketing

Are you planning a press conference to launch a new product you think will change the world? Do you want to celebrate a company milestone or merger? How about partnering with large sponsors for a feel-good campaign? Whatever the reason, media events are an easy way to receive earned media (i.e., free media exposure). 

But before you send out invitations, it’s your job to follow critical steps that’ll intrigue those you want to cover your announcement. So follow along, and let’s look at media event tips that’ll deliver the results you want.

Press Event

What Is a Media Event?

A media event— or press event— is dedicated to generating publicity around a new product or service. 

In the same breath as a media event, you may also have heard the phrase “media launch,” a form of media events. Media launches are when a new product or exhibition is introduced to the public. Generally, journalists will also receive invitations to cover these events.

When Did Media Events Begin?

The history of media events began when media began. With the rise of nationally circulated newspapers in the mid-19th century— thanks to the Transcontinental Railroad— same-day news cycles became standardized. Over 150 years later, digital media has allowed media events to receive even more attention in real-time. 

But creating a media event is more than writing press releases and hoping someone picks it up. Your event needs to be media-savvy, be natural, and have an angle that’ll make you stand out.

Tip #1: Managing Media Events With a Hook

You may think you have an excellent reason for hosting a media event. It might be a new product launch or disclosing important company news. But believe it or not, this might not be enough to woo busy reporters and producers. 

It takes an engaging, relevant, and timely hook to reel them in. Ask yourself these questions:

  • Will the reason for your event shake up your industry?
  • Does your event bring outside value beyond what can be read in a press release?
  • Can your message resonate beyond your event?

Tip #2: Create a PR Plan for an Event

As the saying goes, “you can’t pull the cart before the horse.” In the case of your media event, before you reach out to the press, you need a detailed execution strategy. Let’s look at some core elements that need to be nailed down before you reach out:

  • The date and time: Your guests may prefer a weekend or evening event, but that’s when newsrooms are less-staffed. Similarly, choose a date and time that doesn’t conflict with other major events of interest to your target audience. 
  • The location: This is like “function over fashion.” You might want a scenic locale for your event, but is it easily accessible? Is there adequate parking to accommodate guests and the media? 
  • The set-up: If you want the most detailed coverage for your event, provide a dedicated space for media where they can hear and see speakers and have room for video equipment. Also, if you’ve arranged one-on-one interviews, offer a separate area that’s quiet, professional, and comfortable. 
  • The speakers: Who are they? What information do they need? The last thing you want happening at your media event is to have those publicly representing your company be unprepared.
  • Food and drinks: If your event is longer than an hour, provide food and beverages. Food truck catering is an easy— and delicious— way to keep guests hydrated and well-fed. And that means it’ll keep them from leaving early.

Tip #3: Write a Press Release

Announcing your event with a press release will help the media decide if your “story” is worth covering. Therefore, make sure it’s good and keep it short. Also, if there’s one thing reporters and editors hate above all else, it’s hype. So whatever you do, don’t make your press release a sales pitch.

There’s also a sweet spot for when you should send out your press release. Not too early, so it’s forgotten, but not too late, after stories have already been assigned. A good rule of thumb is to send your press release between three days and a week before your event.

Tip #4: Master Your Timeline

Now that you have a PR plan and know what your press release needs to say— and when you should send it— master your timeline. From the date of your media event, work backward. This includes booking the venue, creating a guest and media list, writing your press release, sending invitations, and more. 

Circling back to press releases, a working draft should be finalized two weeks before releasing it. That’ll give you enough time to edit quotes and content and receive final approval. The more items you have crossed off your to-do list, the more time you have to follow up with interested parties who want to attend your event.

Tip #5: Follow Up With Media Pitches

Let’s say you’re timeline is on the right track, and your press release has been sent. What’s next? Well, determination is one of the keys to success. Now it’s time to follow up with media pitches. And this is where that news hook you came up with earlier comes in handy. 

When reaching out to specific reporters and producers, here are a few tips that’ll help you pique their interest:

  • Tailor your story to a reporter’s specific area of coverage (or “beat”).
  • Provide reporters ahead of time with resources like research and statistics that will help shape their coverage. 
  • Make company spokespeople available to speak with the media and make their schedules flexible. 
  • Some reporters may want to attend your event but can’t. Keep them posted on what’s happening and offer a one-on-one interview, so they can still cover your story. 

Tip #6: Be a Great Host

Think of your role inside a media event as an ambassador. And there are plenty of ways you can ingratiate yourself with them. Giving them your cell phone number offers convenience (like, if they need to reach you because they’re running late or got lost). Also, greet them when they arrive so they can put a face to their point of contact. 

Just like you, people who are in the media work long hours and on tight deadlines. Imagine how they feel attending an event, meeting with multiple representatives, conducting interviews, taking copious notes, etc. After a while, they might be exhausted, but they’ll definitely be hungry. 

Take care of them and do something special. Renting a branded food truck serves a dual purpose: you can serve gourmet meals, snacks, or treats and your food truck showcases your brand. It’s a win/win that will go a long way with those who are there to size your company up. 

Treating them like they’re VIPs will make its way back to their newsrooms and help your chances for favorable coverage and more opportunities in the future.

Tip #7: Consider Your Media Event’s Visuals 

Your event isn’t just about what your speakers say, but what the environment says too. Because at the end of the day, everything represents the overall message of your company. So think about what message you want to send with your setting.

Additionally, giving guests a hands-on experience will go a long way to communicating the point of your event. Consider giving out brochures and/or a press kit. Allow members of the media to try your new product. 

Make sure this is an element you have complete control over because, remember, this is the image the press will be sharing with their audiences, which could be your new customers— or not.

Tip #8: Lean on Your Best Employees

The press favors events that are natural and organic. Prearranged speakers and representatives will lend authority to your announcement, but maybe you have a well-liked, personable, and engaging employee who knows (and loves) your company inside-out? Thinking outside the box could deliver a great soundbite that will drive media attention.

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7 Ambush Marketing Campaigns for Brand Growth

Experiential Marketing

Want to know what ambush marketing is but were afraid to ask? Remember when Nike sponsored the 1996 Olympics? Oh, you don’t? Well, that’s okay because they didn’t. But you probably remember seeing the gold sneakers donned by Olympian Michael Johnson— a star athlete of that year’s games. 

That’s ambush marketing in a nutshell. It’s when a brand co-opts the PR of a major event without the millions spent being an official sponsor. While Reebok was the official sneaker sponsor of the Atlanta Olympics, Nike stole the show. They aligned themselves with a celebrity of one of the games’ most popular events and made bank in the process.

Ambush marketing is a maverick approach to advertising. And you don’t need to be a global brand like Nike to crash the party. So let’s dive deeper into what it is. And we’ll also give you seven ideas you can use to get an edge over your competition.

A Quick Primer on Ambush Marketing

Ambush marketing rides the coat-tails of another brand’s campaign to raise awareness— generally in the context of event sponsorships.

With the Tokyo Olympics a little more than two months away, let’s look at another example from the games. In 1992, during the Winter Olympics in Lillehammer, France, a bitter feud erupted between American Express and Visa. Visa shelled out $20 million to be the games’ official credit card sponsor and reminded viewers that “The Olympics don’t take American Express.”

Not to be outdone, American Express looked ahead to the 1992 Summer Olympics in Barcelona with ads running against Visa featuring the slogan, “When you go to Spain, you’ll need a passport— but you don’t need a Visa.” 

When you think about it, ambush marketing is like sports. Sports, in the sense where two main rivals duke it out for ultimate supremacy.

Seven Types of Ambush Marketing (and How To Use Them)

Ambush marketing flies in the face of traditional marketing sensibilities, just as guerrilla marketing does. Likewise, it involves a lot of risk-taking, ethically and legally. So it’s essential to weigh the pros and cons before diving in. For your brand or business, we suggest investing in indirect ambushing. 

While still intentional, indirect marketing is association through suggestion. Its aim isn’t to infringe directly on a competitor’s stake. Simply put, it’s a less aggressive approach to a risky marketing strategy. 

1. Associative Ambushing

Associative ambushing is a subtle way for a brand to attach itself to a big event, creating the illusion it’s a part of the big show. 

Let’s say your brand makes custom hats, and you want to time your campaign around the Kentucky Derby— known for showcasing elegant and stylish hats as much as the race itself. Throw your own pre-race party and book a mobile showroom showcasing your products. And remember to get the word out and invite people to attend using the social media hashtag #KentuckyDerby.

2. Distractive Ambushing

Your brand may not be directly involved in an event, but you can still revolve around its orbit with ambush marketing. Distractive ambushing creates a presence at or near an event, siphoning off publicity and/or consumer awareness.  

If you own a start-up skincare company and want to jump ahead of those big-name brands, set up a kiosk centrally located to one of their stores and entice customers to check you out. If they’re offering a 10% off sale on their products, one-up them with a 20% discount and attract value-conscious consumers.

3. Values Ambushing  

With values marketing, a brand will co-opt the message of an event, implying an association related to its central value. 

In 2008, Puma revolved its spring and summer soccer-themed campaigns around the values of that year’s 2008 UEFA European Championships. The brand’s “June 2008: Together Everywhere” campaign was, while not a direct advertisement for the tournament, closely aligned with its theme emphasizing unity and social justice. 

4. Insurgent Ambushing 

In the world of ambush marketing, insurgent ambushing surprises with creative promotions— like street team marketing. 

July is National Ice Cream Month. And it’s even federally recognized— starting in 1984 after President Reagan’s proclamation. It’s a powerhouse marketing month from the biggest ice cream brands in the world, but that doesn’t mean your ice cream truck can’t get a scoop of the free press. Hire brand ambassadors— or even use your staff— and hit the streets giving away cones and cups. 

Even if your business doesn’t sell ice cream, you can use this cool treat as a form of ambush marketing. Check out Calvin Klein’s 2019 campaign combining free ice cream cones with their signature briefs using a branded food truck.

5. Parallel Property Ambushing

Say your sneaker company isn’t an Olympics sponsor. Try hosting a one-day fun run during the games, prompting your customers with a call-to-action on social media to participate. 

That’s parallel property ambushing. The goal is to schedule and launch a campaign side-by-side with a more significant event. This is an excellent way for small businesses to receive coverage on the heels of a popular event.

6. Unintentional Ambushing

 

Unintentional ambushing is free publicity when you weren’t even looking for it. Maybe an event headliner gives your brand a shoutout. Well, away you go! Some consumers will automatically think your company is aligned with the event. 

This is a good time to outreach with influencers. Aside from having a devoted base of followers, they’re inspirations for businesses to harness the power of social media. Approval from an established beauty influencer can take your mom-and-pop makeup company to new heights.

7. Saturation Ambushing

 

Your brand may make no mention of the event it wants to connect with. But you capitalize anyway by timing an increase in marketing throughout. 

Saturation ambushing wiggles its way into the conversation without any associative suggestion. This will help you gain mileage with consumers without having to spend money paying someone else for the privilege.

Take a Smart Risk and Boost Your Brand With Ambush Marketing 

Even though it’s controversial, ambush marketing continues to be the rebel in the marketing world that’s paying dividends. Ambush marketing raises awareness, enhances consumer perception, and may help you gain a share of the market. If you decide it’s right for you, be creative, launch an effective and well-timed campaign, and make sure you understand all legalities.  

Once you check those boxes, your ambush marketing campaign will make you a trendsetting brand that goes against the grain.

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