Tag Archives: NYC Staffing

Experiential Marketing NYC

Branded Events: Depth not Width

HighLife Productions March 17, 2017

A Branded event is different and yet the same as a private event. The thesis is always the same — to provide the best time possible for your guests. With branded events however you want to maximize your brand’s exposure and impressions — and not all impressions are good impressions. So how can you do this?

GETTING THE MOST OUT OF YOUR EVENT
1. Who are you inviting?
The guest list, especially at a branded event, is of utmost importance. These are the people/press/influencers/VIPs you are trying to reach with your message/product. This carefully cultivated list should be filled with people who actually care about you and your product. Depth not width. What I mean by this is that the people who are your fans will propel your message and support you more than the person who is attending because they are getting paid/free drinks/doing it for their own agenda. Carefully think about those around you who are on YOUR side and will be YOUR champion.

2. Interaction/Immersion
A branded event should be all about your brand. It is the star. it is the focus. From the minute your guests walk thru the door and beyond the star of the show should be your brand. This is a delicate line to walk because you want your branding to be present but not “in-you-face.” Classy vinyls on the window, signature cocktails, thematic color schemes all communicate your brands vision and aesthetic w/o saying “BUY ME.” Aggressive, in your face branding and advertising can actually have the exact opposite effect you are trying to build. Think about it like dating. Woo the girl/guy, charm her, flirt, tease, entice. Don’t try to get to home plate at the on the first swing.

3. The Staff.
At a branded event every staff member is a brand ambassador. From the bartender, to the check-in staff, to the waitresses, to the DJ. Everyone is a representative for the brand so having a staff that is courteous, attractive, professional and attractive all help cultivate the premium experience for the staff.

4. Social “Call-to-Action”
Because you want a lasting impact to stay with your guests when they leave you need a savvy social media plan. 1. Facebook event page- this is where all your info is displayed the where, when, why. 2. Ticketing confirmation and RSVP whether it’s splashthat or eventbrite these tools keep track of guests contact info (which is imperative to your mailing list) plus allow more branding activations on their pages 3. Custom hashtags allow you to see the impact of the event as well as cool photos people post themselves. 4. Snapchat geo-filters further propel this conversation outward on a variety of platforms. 5. Also what I like the most “Marco Polo” App which you can send custom video messages to all your attendees with announcements and then thanking them for coming. 6. Finally get everyone to follow your instagram and FB for further updates and news. Give your guests a little treat like a discount code on their next purchase or VIP access just for showing up at this event. Remember to seduce, charm, tease, your fans not go all in for the close right up front.

5. The Wrap Up
So what’s next? Your branded event was a huge success, the venue was amazing, the decor inspiring, the staff charming as hell, and the whole thing went off without a hitch. Video. Text. Voice. These three pillars of marketing are the three content channels with which you should develop assets from your event to keep your brand on the forefront of people’s minds. Use your event vid to chop up into super 1min chunks for IG, Use stills as a little reminder of the great times your guests had, and finally follow up with a blog or an email thanking everyone for coming and give them a little extra discount on the side for being so super cool.

BONUS

Events are one of the only ways I know to combine all of these things into one element. It’s all encompassing and totally immersive. These are the kinds of things that leave lasting impressions on people. Deep meaningful impacts because they touch the soul and something emotional within us. Seeking this deeper connection is much more meaningful than spreading all your marketing work to as many channels to as many people as possible without saying something meaningful. Depth not Width

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HighLife Productions

Opening Ceremony Threw a Teva-Themed Fiesta

_mg_0048What do you get when you combine Cinco de Mayo, OC friends and family, and the launch of our latest collection of Opening Ceremony x Teva sandals? A good time, obviously, and that’s just what happened last night at our 35 Howard Street store. Fresh off her OC-exclusive mixtape, Jubilee—along with friends Egg Foo Young and Dre Skull—provided the perfect soundtrack to the evening. The DJ was of course decked out in her own pair of Opening Ceremony x Teva Flatform Universal Sandals, stating, “I love them because they make me tall, I’m only 4’11”!”

The summery tunes were the perfect compliment to the margaritas, Tiger Beer, and La Newyorkina’s boozy popsicles being passed around the room. To soak up the tequila, Mission Cantina was also standing by with some spicy Mexican bites.

Navigating through the crowded room, we caught a glimpse of OC co-founder Humberto Leon and asked him his thoughts about the evening and his second round collaborating with Teva. “I’ve been the biggest supporter of Teva’s forever, so I’m super excited to have this second collection with them. After selling out online during the pre-order, we’re pumped for the full launch. As for the party, partnering with Mission Cantina on Cinco de Mayo is the perfect way to kick Summer off right.” We can’t help but agree.

Read the article at OpeningCeremony.us >

Garage Gurus

HighLife Productions was proud to partner with such brands as Jack Daniels, Finlandia Vodka, and Herradura Tequilla to produce the 2015 Garage Gurus Gala for the grand opening of their flagship store in the Bronx. The HighLife Team transformed this raw warehouse space into a complete 360 degree rock n’ roll immersion. With over 1000 invited guests from Manhattan to Brooklyn and beyond for a trendy/hip black carpet affair. Graffiti artists spent several days painting the walls inside the venue with rock n roll aesthetic to give the venue a unique automotive feel. Custom video projection, intelligent lighting, and and audio design from the Joel Fitzpatrick Studio. Cool drinks from organic farm-to-bar mixologist Rapt Affairs and hott cuisine by Pulperia NYC. In addition, the ‘Guru Courtyard’ featured some of NYC’s most notorious food trucks serving bad-ass eats like Korilla BBQ, The Morris Truck, and Eddies Pizza. Branded vip shuttle service, courtyard games, deluxe black carpet photo booth and featuring entertainment DJ Brazilla and Danny Koker from History Channel’s “Counting Cars this was a night never to forget.

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.

The Orange Party

Highlife BikeNEW YORK CITY – October 21, 2012
BrunchCritic.com held their 2nd annual Signature Orange Party at the airy and light-filled Home Studios to raise funds for Team Fox. The event was all things orange, celebrating BrunchCritic’s signature colors, style, and the most loved meal of all New Yorkers – brunch.