Transcript The Role of Street Marketing & Sampling the Brand Saturday

INTERNATIONALIST MARKETING
THE BOOTH.net
CONFIDENTIAL- The ideas Contained within are the confidential intellectual property of I.M./THEBOOTH. Any use of these
concepts, verbage or photos is illegal without the express written permission of its owners. By further reading this
document you are acknowledging acceptance of these terms.
WINTER MUSIC CONFERENCE
2005
MIAMI
I.M./thebooth.net
Capabilities deck prepared
for: Lunada Bay
The Concept:
Q: What makes this party unique?
1) It takes place from 5:30-10:00pm.
I.M., Mir-Media, Mac Cosmetics,
Bacardi(*) and Lunada Bay(*) Present
the Wednesday WMC Cool Down and
Photo Shoot.
I.M./Mir-Media will select a group of
magazine editors, fashionistas, artists,
trend-setters and tastemakers and
invite them to the hottest party of the
week.
With over 150 party options over the
course of the week, this mid-week
mixer/pool party is the place to slow
down, compare notes, grab a bite,
listen to top downtempo djs, witness a
professional photo shoot behind the
scenes and network with the hippest
crowd at the conference.
(*) tbc
2) Our guest list of tastemakers will be
contacted well in advance and
presented with an exclusive invitation
to a “behind the scenes” photo shoot
featuring hot models wearing your
product.
3) It takes place at the freshest and
coolest new location on the beach.
4) The dj talent is internationally
known.
5) We will feed our guests in a relaxed,
poolside, networking environment.
6) We allow and encourage guests to
interact with the clothing racks, makeup artists and photo shoot.
At A Glance:
Who:
I.M. / Mir-Media / MAC
Bacardi and YOU!!!
www.thebooth.net
www.mir-media.com
What: WMC Cool Down Mixer
featuring: A Live Photo Shoot,
Cuban Buffet, Sponsored Bar,
and DJs Victer Duplaix and
King Britt…Poolside.
Where: Hotel Victor So.
Beach (Opens Jan. 2005)
When:
10pm
March 23 2005 5:30-
What We Know:
Thousands of tastemakers descend
on South Beach every year for the
WMC. Every year new products are
showcased, branded and celebrated
at select parties.
Past promoted products include LRG
Clothing, Nike, Trace Magazine, The
Fader, Red Bull, URB Magazine,
Etonic and countless music labels
and aritsts.
With years of experience in party
planning for the WMC we are proud to
present our idea for your consideration.
We have a way to make a mark on an
elite group of tastemakers.
Decorated by Paris designer Jacques Garcia, the Victor moves beyond Miami Beach minimalism with lush
colors and fabrics, including satin headboards and custom carpets. There will be sexy bars and VIP areas, a
jellyfish aquarium, oversized daybeds for poolside snuggling and a unisex Turkish steam bath.
“I’m very unique:”
Victoria Prado has catered
to A list guests in London
and Miami. She’ll do the
same when the Hotel
Victor opens in January at
hip South Beach.
The Venue:
Hotel Victor
Every detail counts when you're catering to a celebrity-driven
crowd. First, there's location: The Victor is on see-and-bescene Ocean Drive adjacent to the Versace mansion.
The Talent:
Rarely will you find a talent whose vision supersedes
the boundaries of genre, until you have met King
Britt. This Philadelphia native has found a way to
escape the boundaries of a single category of music by
expressing his creations through deep house, hip-hop,
broken beat, nu-jazz, funk and afro-tech. He has been
honing his DJ and production skills for the greater
part of a decade. The result: a pioneer of all things
soulful, rhythmically textured and melodically
provocative. (fivesixrecords.com)
Vikter Duplaix – Hollywood
Records
VIKTER DUPLAIX: Hollywood
Records,!K7 - He’s one of
Philadelphia’s finest having worked
with the Roots and Jill Scott. He’s
known for his smooth house mixes
with live vocals.
http://hollywoodrecords.com/
Images from WMC 2004
Fashion Shows, Pool
Parties, Clubs, Media
Coverage, An International
Crowd of Trendsetters,
Warm Weather and of
course…
The Music
CLIENT:
ETONIC SPORTSWEAR
TO CREATE RELEVANT
PREMIUMS AND SATURATE THE
WINTER MUSIC CONFERENCE.
OBJECTIVE:
WMC 2004
I.M./Etonic Pool Party
Sherbourne Hotel
Customized tanks, shoe displays
and vip section
I.M. Strikes Again!
Magic Convention 2004
Product seeding and
branding for Adidas, B
Sweet and Etonic
Sportswear.
Images from
SxSW 2004
3/16-3/20 2005
COACHELLA!!!
2004 Indio
80,000 People
I.M. Branding
Customized tanks,
wristbands and tees.
I.M. TEAMS
SATURATE
PREMIUMS
ABOUT US
Internationalist/The Booth is the brainchild of Charlie Collins. Originally created as an alternative nightlife
outlet in 1992, Internationalist became the only weekly choice for a very diverse and conscious clientele. In
addition to introducing such acts as Ozo Matli, the Black Eyed Peas and Jamiroquai, the club became the
perfect stage to acquaint new products with a highly sophisticated acid-jazz, fashion forward, multicultural
audience of trendsetters. By 1995, the phrases “street team”, “release party” and “non-traditional” entered
the ad world vocabulary. Internationalist became not only a weekly promotion Mecca, but we soon expanded
our staff and services to include a full range of marketing resources including original concepts like The Booth.
AMOR LOZAN0
KEMBO, SANDY
NICOLE FIGUEROA
CHARLIE COLLINS
YOHANNA BAEZ
CHRIS COLLINS
DUB ASHER
SALES - LA
WIL & BRIZEL
COLLEGE MARKETS
PRESIDENT
RESEARCH/ADMIN
SALES/SEEDING
OPERATIONS
The Booth is a promotions and marketing showroom. It is the first of its kind. THE BOOTH was originally
conceived as a city concierge desk and complimentary goods and services distribution center. We launched
our flagship in a 3500 sq. ft. converted hotel lobby, in the middle of Hollywood, on the Walk of Fame.
Consumers fill out tastemaker surveys in exchange for an array of promotional products from film, television,
music, fashion and food industries. In providing goods and services to the general public, we realized that we
were part of an important exchange. We fully realized the impact of grassroots marketing by creating a full
time premium distribution center. We were influencing entertainment choices and creating a brand new
advertising outlet.
With over 10 years of marketing experience I.M. is the only choice for many companies. We have identified
the best grassroots companies in the nation and established a living breathing network. Our national network
of street teams and creative strategies has proven successful for (at the time) new bands like Dave Mattews,
Tool, P.Diddy and more. We are pioneers in the art of flyering and postering.
In the age of non-traditional marketing, we are a staple in the streets.
Our motto.. “Almost any product... Just about anywhere.”
Guerrilla Marketing Execution
Peer-To-Peer
The personal communication of messages to the target
audience by representative members of the target demographic.
During this exchange, our Ambassadors are able
to successfully communicate information about
your product as well as convey personal
experience in the language, look and culture of
the target audience.
This is proven to be the most effective way to:
1. Reach your target audience.
2. Receive feedback on every aspect of your
brand.
3. Collect valuable current demographic and
surveyed information on your target audience.
Target Marketing
Asian / Latin/ Af-Am/ General Market and Alternative Lifestyles and Cultures
“Almost any product… just about anywhere.”
Bi-lingual
Reps cross
cultural
barriers and
get the
branding
you need.
I think I’m in
love
Thank God she
speaks Spanish!
Ambassador/Representative
Training
The I.M. selection process is a critical factor in our success. I.M. thoroughly qualifies and
trains our street teams, management, representatives and product ambassadors.
Proper education
and brand training
makes for the best
representation.
CLUB CULTURE AND NIGHTLIFE BRAND AWARENESS LA, NYC, MIA, ATL, SF, CHI…
Kangol
Product Placement
Flyer Placement And Saturation
Your Product And/Or Logo Here
Product Seeding
I.M. Finds The Pulse
of Your Tipping Point.
Captive Club Audience. Note Poster
Placement. Flyers In Waiting Hands.
Targeting Tastemakers For Over 10
Years!
AMBASSADORS AT WORK
(Punk & Rock Culture)
I.M. Ambassadors
representing
thetruth.com on the
Vans Warped Tour
Product seeding,
branding, nonthreatening interaction
and cultural sensitivity
are fundamental to our
grassroots campaigns.
It’s cool, he’s
one of us.
This guy is
everywhere!
INTERNATIONALIST STREET TEAMS TAKE YOUR PRODUCT TO THE PEOPLE
HAND TO HAND BRANDING
CLIENT:
MAROON 5
TARGET: KCRW CONCERT ATTENDEES
PRODUCT: NEW ARTIST CD SAMPLERS
HAND TO HAND TARGET MARKETING
PRODUCT SEEDING AND SIGNAGE
CLIENT: BMG/WHITE STRIPES
OBJECTIVE: CREATE BUZZ
AROUND RELEASE DATE AND PROVIDE
TASTEMAKERS WITH EARLY MUSIC
SAMPLERS.
TAKING THE PRODUCT TO THE TARGET MARKET AND KEY INFLUENCERS
TARGET : SPORTSWEAR TRENDSETTERS
LOCATION: POOL PARTY
MIAMI BEACH, FLORIDA
EVENT STAFFING AND MUCH MORE
CLIENT: WELLS FARGO/J.R. NAVARRO
OBJECTIVE: CAPTURE IMAGES OF CONCERT ATTENDEES IN FRONT OF THE
WAGON, GATHER PERSONAL INFORMATION AND SEND PHOTOS BACK VIA
EMAIL OR POST. TARGET: LATINO/AF-AM DEMOGRAPHIC
SOLUTION: I.M. PLACED SPOKESMODELS AND A CAMERAMAN FOR THE
SUMMER CONCERT SERIES AT THE GREEK THEATER, HOLLYWOOD.
OUR NON-TRADITIONAL PAST
IMAGES FROM OUR SCRAPBOOK
These concepts and executions made possible by
GTM/I.M.
Outdoor Marketing (Postering)
truth team
members
postering in target
communities
Outdoor Marketing (Installation)
Adidas graffiti
mural for Mad
Handle shoe
launch
Celebrity-Co-Branding
truth sponsors
Moby’s tour and
seeds gear
onstage at all
concerts.
Internationalist Street Teams
Over 10 Years Experience In
The Game!!!
INTERNATIONALIST STREET BRANDING GUERRILLA STYLE
ADAPTIVE MARKETING
POLE WRAPS
POSTER CAMPAIGNS
STICKER CAMPAIGNS
WHEAT PASTING
GUERRILLA HIT
CLIENT: HYPE ENERGY DRINK
OBJECTIVE: CREATE A CLUB NIGHT PROMOTION
SOLUTION: ESSENTIAL GROOVES PARTY
5K EMAIL BLAST, GUESTLIST OF TASTEMAKERS, BARTENDER
PROMOTION FLYER DISTRIBUTION AND PRODUCT SEEDING
AND SAMPLING. FEATURING LIVE GROUPS, DJ AND
SILHOUETTE DANCERS.
HIGH IMPACT, LOW RISK, BRANDING AND IMPRESSIONS
tag
tag
tag
GUERRILLA MARKETING REALIZED
Objective: Create Brand Awareness
at Magic Fashion Convention
Brand: HUNG CLOTHING
tag
Solution: Saturate the area with stickers and
key logo placement. We placed 5k stickers,
conspicuously and subliminally throughout the
convention floor, lobby and hot spots.
SAMPLE PHOTOS OF
OBSERVE
Tagged Marquis Displays,
ATMs and Trash Cans.
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DOCUMENTATION
All of our work is documented with wrap-up reports and photographs.
Photos and wrap-up reports are submitted to our clients via email and
in cd-rom formats and accessible online at our website with proper
login id and password.
Marketing is an adaptive art-form and requires feedback and
adjustment to insure a proper execution. We excel in effective
targeting strategy and we are aware that it is often necessary to
enhance, augment existing campaigns to fit changing trends and
popular culture. A weekly or bi-monthly conference call can bring you
the information and market-watch feedback you need to tailor your
promotion efforts.
SOLUTIONS
With over ten years of grassroots marketing and promotion
experience we know a few things for certain…
Our clients want:
A one-stop, no hassle, safe, reliable and accountable
promotions and marketing resource.
We might add affordable to the list. With print and television
rates skyrocketing, it is possible to create a quarterly campaign
that targets the exact consumer audience with “hand-to hand”
branding at a fraction of the cost of say, one major periodical
display ad. We are here to prove it.
Not only are we a full service firm, but our network is often
contracted by ad agencies and promotion companies that claim
our resources for their own. We are nationally recognized as
“the ultimate grassroots resource.” The bottom line is.. “we are
the industry in the streets.”
AWARDS
*Under the Guidance of GTM, I.M./The Booth and Arnold Brand Promotions,
the TRUTH Campaign was awarded the following accolades:
•
The Guerrilla Marketing Campaign of the Year - Brand
Week (2001)
•
The top award for Cause Marketing - The Gold Reggie
(2002)
•
The top award for Effective Advertising - The Grand Effie
(2003)
•
The Award for Achievement and Diversity- Boston AD
Club (2003)
REFERENCES
I.M. clients are those companies that have the desire to reach the trend-setting “Urban”
consumers or the “Tastemakers for Cool" in global culture. This is just a small sample of
our client list. References, testimonials and a complete list available upon request.
INTERNATIONALIST MARKETING
Contact Information:
Charlie Collins I.M. 323 805 0150 x:233
[email protected]
Asya Shein Mir Media 323 913 2824
[email protected]
ALMOST ANY PRODUCT… JUST ABOUT ANYWHERE!