Category: Experiential Marketing

The Future Of Experiential Marketing Post-COVID

Posted on by Claire Kelly

In a world emerging from the COVID-19 pandemic, our desire to return to live experiences and events is ramping up. With festival line-ups announced and tourists traveling at near pre-pandemic levels, epidemiologists predict we’re entering a second “roaring 20s.” Like consumers, brands are no different, and they’re eagerly awaiting a return to “normal.” With restrictions slowly lifting, they’re plotting ways to reach consumers offline again. But as brands return to traditional experiential campaigns, there’s an understanding that experiential marketing post-COVID has fundamentally changed the landscape. So, how will they find their way into consumers’ consciousness in this new era? More importantly, how will customers engage with them? Let’s take a closer look.

Post Covid Event

Safety First Takes Center Stage

If there’s one thing COVID has taught us, it’s practicing better hygiene to mitigate our chances of infection. As large-scale events return, so will an emphasis on health and safety. From sanitizer dispensers to touchless technology, gone are the days where thousands of strangers pass along their germs. The first global event staged in 2021 is the Cannes Film Festival. But this year, it will take place under strict health and safety guidelines. The biggest changes include the required use of masks during all screenings and around the red carpet. Meanwhile, guests will be required to keep a distance of three feet, and the “fan zone,” where celebrities sign autographs, has been scrapped. While organizers hope to soften some of these restrictions before the July event kicks off, expect most festivals to follow Cannes’ experiential marketing event post-COVID playbook. 

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Brands Prioritize Personalization

Spending over a year in practical isolation has made us— many of us at least— become more insular. Our desire for personalization is a byproduct of being forced to be alone for months on end. To combat this, for most of 2020, brands launched virtual events. What they lacked in face-to-face interaction, they made up for with deeply personal experiences to compensate. Even with in-person campaigns resuming, expect the world of experiential marketing post-COVID to retain and expand on this strategy. 

But personalization in experiential marketing isn’t necessarily new. Luxury brands have employed this tactic for years to foster brand loyalty and emotional engagement. For example, this past Mother’s Day, Kate Spade launched Broadway in Bloom, honoring New York moms and the reblossoming of New York City after the pandemic. Without a collection to promote, Kate Spade connected with New Yorkers, memorializing the pandemic’s human impact while celebrating the city’s “return to normal.”

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A Greater Emphasis on Wellness

Throughout the pandemic, reports of depression, stress, and anxiety skyrocketed. With attention to mental health, brands spent last year tapping into consumers’ wellbeing to engage with them. Well-positioned to continue that trend, experiential marketing post-COVID will emphasize emotional wellness to connect empathetically during trying times. Last December, Vans commissioned public murals for its annual #VansCheckerboardDay awareness campaign. Rallying fans worldwide to participate in various digital brand initiatives; the campaign supported mental wellness among women and the LGBTQIA+ and BIPOC communities. Vans received over two billion views of their #VansCheckerboardDay TikTok challenge. Likewise, the brand raised over $1 million for global mental health charities.

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Experiential Marketing Post-COVID Won’t Miss a Beat

The most significant impact the pandemic has had on the public is our lack of human interaction. We as a species crave close comfort, and that connection takes on many forms. To put it simply, we want to do things and, generally, with others. As restrictions lift, brands know that the best way to get consumers to buy a product is to get it in their hands. That’s why experiential marketing post-COVID is likely to resume without hesitation. Why? Because the biggest winners in the game are the ones that create the most immersive experiences. That requires getting up close and personal with target audiences. While there will be changes that outlive the pandemic, the public’s excitement for the world opening back up is high. That makes the long-term forecast for experiential marketing bright and puts the importance of in-person events back into focus.     

Experiential Marketing Post-Covid
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How Food Truck Marketing Elevates the Kardashian’s Brands

Posted on by Claire Kelly

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, and more specifically food truck marketing, has helped them increase engagement, sell products, and introduce creative campaigns that captivate the entire pop culture universe.
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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 is 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.
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Kendall Jenner’s Branded Tequila Truck Makes a Special Delivery 

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.

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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 food truck marketing campaign. 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. 

Food Truck Promotions – Food Truck Marketing is What We Do!

Find out how food truck marketing and the use of branded food trucks will turn heads and boost your business by getting starting with us today!

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

Posted on by Claire Kelly

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

Posted on by Claire Kelly

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.

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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.

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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.

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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

Posted on by Claire Kelly

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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