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The underpriced attention of experiential marketing and why its authenticity has 10x the rewards of paid digital advertising or why computers suck.
HighLife Productions February 24, 2019
Have you noticed the growing presence of advertisements online? The computer or cell phone has become a device whose sole purpose is to show you ads. Wherever your attention seems to be an ad will follow. Marketing has corrupted email, Facebook, Google, Instagram, LinkedIn, Snapchat, and more. But I wonder sometimes about whether this pervasive advertising is damaging brand identity. How annoying is a pop-up ad when all you want to do is read the article from Variety or ESPN. How annoying is the now required YouTube pre-roll advertisement when what you really want to do is watch the video. Personally speaking I have never once purchased an online course about “growth-hacking” because it showed me an advertisement before a Casey Neistat video. In fact the overwhelming influx of digital advertising has just made me less and less confidant in what I am seeing online is actually true. (isn’t that appropriate though? Shouldn’t we take what we see/read online with a grain of salt? At what point did we start believing things that we read online?) In fact more and more articles, blogs etc are actually just written by computers with the sole purpose of getting key words onto the internet so that it will come up once someone searches them in the hopes of converting a sale, gaining a follower, or influencing a political ideology. Don’t get me wrong I feel some types of advertisements are wonderful and let your fans know what you are doing and to remind them of cool stuff that is up and coming. But most of the intrusive digital advertising is just that intrusive and makes me like that brand/person/company/organization a little less. Did you know there is a reason why those little “x’s” on pop-up ads are so small and hard to find. Because every time you click on the ad instead of the “x” the computers read that you clicked on the ad because you liked it. This kind of thing makes me believe the true value of online advertising to be declining. On the other hand if you read or see online that your friend, family, or someone you follow posted about something recommending it/praising it you are way more likely to consider it. Hence the rise of influencer marketing and mirco-influencers. This new ‘word-of-mouth’ is the next frontier (that is until we read that our favorite influencer was paid XXX amount of dollars to trick millennials into going to a ridiculous EDM concert on an island in the exumas.)
To my point. The combination of a real experience with a carefully selected amount of micro-influencers of a specific genre/category creates the prefect storm of everything you hope to achieve with your marketing dollars and more. Creating authentic experiences around a brand that allow the consumer to taste/feel/see/understand and then share it with their following is the ultimate in marketing. Frankly it’s just good business. Being Authentic. Being truthful, Being real.
It’s my belief that as the internet matures we will see less of an ROI from google adwords, banner pop-ups, paid FB & IG and more of an ROI in experiential marketing and the importance of creating an ‘experience’ around a brand that can be shared and not just some staid photo of a brand on scroll endorsed by bots and fake followers.
Authenticity and integrity is always the best policy.
Highlife Productions was tapped by the 50 top real estate producers in Norway to create a memorable company bash that celebrated all things Brooklyn. Venue sourcing, performance curation, farm-to-table catering, model staffing, bespoke burning (wtf?) cocktails and more were on the menu for the night. This intimate corporate event for 50 VIPs started out classy but became an all-out old-time-rager complete with costumes, games, and more. HighLife put together the complete immersive experience, bringing out the funky vintage loft we have always dreamed about living in bespeckled with funk and fun! Mara Kaye crooned the night away with Rapt affairs providing the bites. This was surely a night Norway would never forget!
Services provided: NYC Event Catering, Cocktail Design & Mixology, NYC Model Event Staffing, NYC Event Design, NYC Event Production, Musical Talent Acquisition & Booking, Venue Sourcing and Management.
AQUARIUS is a celebration of new ideas in sustainable seafood farming, catching, and sourcing. Aquarius is the eleventh astrological sign in the Zodiac. The Aquarius constellation is a summer constellation in the northern hemisphere. Under the tropical zodiac, the sun is in Aquarius typically between January 20 and February 18. The event featured many delicacies of the sea as well as a bevy of sustainable seafood purveyors and premium wines and spirits.
HIGHLIFE partnered with RAPT EVENTS and THE FOUNDRY LIC to create a one-of-a-kind 360 degree immersive experience like none other. Guests entered the Foundry gates from an arched stone passageway, followed a twinkling, dimly lit path to a hidden entrance into the first room of the Aquarius event. There, ticket-buyers were greeted by ice fairies and ushered into the arctic-chic white-out room to pose and play in front of a myriad of photo opportunities to capture that perfect Winter-chic insta-moment. As guests made their way through the space, they discovered a multitude of seafood purveyors, vendors and restaurants offering delicious canapé and amuse-bouche featuring only fish, crustacean and bivalves sourced (exclusively) from the ‘Aquarius’ seafood sponsors. Along with all the wonderful bites guests enjoyed live burlesque and aerialist performances, interactive art, custom design/lounge corners and a performance by NYC’s HIGH & MIGHTY BRASS BAND to cap off this winter wonderland extravaganza.
“‘This is an event for 21 to 40-year-old millennial hipster foodie fashion-forward people who love great cocktails and love great food,’ Tyler Hollinger says when I press him to identify who his forthcoming sustainable seafood and farm-to-bar cocktail event, Aquarius, is for.”
Secret Summer announces their new annual Winter concept ‘Aquarius’; a celebration of new ideas in sustainable seafood farming, catching and sourcing.
As you meander thru the space check out lush greenhouses, performers, innovative mixology, and immersive experiences. Plus feel good about eating and drinking, a portion of the proceeds will be donated to New York City’s Sustainable fisheries and shellfish farms. (now that’s cool)
Services provided: Overall Creative Direction, NYC Culture Creation, 360 Degree NYC Event Production, Strategic Conception & Planning, Innovative Experience Design, Immersive Experiential Marketing, Venue Sourcing and Logistics, Brand Activation & Partnership Farm-to-Bar Mixology, Farm-to-Table Cuisine, Vendor Sourcing & Contract Management, Event Marketing, Event Ticketing, Branding Program Analysis, Metric Measurement, Compliance and Regulation, Talent & Influencer Booking and Management NYC Model Staffing.
New York Fashion Week is by far one of the most exciting and stylish times to be in New York. HighLife has worked with fabulous designers from Opening Ceremony, Donna Karan, Diane Von Furstenberg, Belstaff, La Coste, and more… Whether its simple food & beverage for pre/post show treats or more comprehensive event design and production for branded activations, influencer call to actions, or large end of week bashes. HigLlife is there. Viva la fashion week!
Services provided: New York Fashion Week Model Event Staffing, New York Fashion Week Event Catering, New York Fashion Week Event Production, New York Fashion Week Mixology and Beverage Services.