Tim McKercher has created 8 entries

Tim McKercher

  • How An NYC Commute Won “Best Public Relations”

    Public Relations is the marketing communications art of having people tell your story to audiences of people that you want to hear it. There’s science and best practices behind good PR and there’s also knowing what’s a questionable seed of an opportunity and fertilizing it properly to watch it grow it into a redwood forrest.  In today’s media landscape that seed of a story can turn into a forrest in hours, or even minutes.  That’s called PR gold, when your brand story goes viral.

    In the later half of last summer we were sent a seed of a PR opportunity via e-mail for our BFF client Sea-Doo watercraft. Mr. David Pike of Jersey City, NJ sent an e-mail about an opportunity to do something unique on a Sea-Doo and that the media may pick up on. Now, as the PR agency for the global, industry leading personal watercraft brand for the past 15 years, we get dozens of, “great ideas” every year about how people can promote Sea-Doo through exotic, sometimes crazy rides.  We do our due diligence on everyone of them. LOOK makes sure we don’t miss that hidden, golden nugget. Nearly all of the ‘pitches’ are passed on for various reasons; no plan, lacking physical skill, no experience, not thought out, doesn’t understand what the media are interested in, doesn’t understand brand positioning, or is simply so wacky you wonder what bar stool they were sitting on when the idea developed.

    the golden seed.

    David Pike was one of the rare idea guys that actually had a solid, and very doable idea. Pike is smart, business savvy, and simply found a better way to commute around New York City. And at the same time live the Sea-Doo Life. For years he was commuting 90-minutes each way from his home in Jersey City to his business, The New York Trolley Company, in Brooklyn, New York.  That’s an hour and a half each way or three-hours out of each day lost simply getting from one point to another.

    Pike, sick of the grind and losing his time looked at a map. He realized a straight shot across New York Harbor is less than three-miles. This is where his e-mail to us comes in. He figured out how to beat the NYC Commute by riding a Sea-Doo from his condo with a private marina in Jersey City, past the Statue of Liberty and to his office in Brooklyn. He would cut his commute down to 20-minutes door-to-door and do it with a smile as he lived the ‘Sea-Doo life’ everyday.

    It all fit. David is a good looking, young entrepreneur with a young family and figured out how to make his life better by riding a Sea-Doo to work. Great story right? Right. After a few weeks of commuting via Sea-Doo the New York Media (the biggest in the country) were, ah hum, informed of his ‘system beating’ commute. Then ABC called and the 2:57 segment aired on Good Morning America and the ‘seed’ exploded. Pike on his Sea-Doo smiling and cruising by lady liberty was picked up by The New York Post, CBS Radio, Yahoo News, CNBC, the Wall Street Journal and more.

    David’s NYC Sea-Doo Life Commute went viral…Public Relations Gold.

    Neptune Award for Best Public Relations

    At the 2020 Miami International Boat Show LOOK Marketing won two Neptune Awards. One for Best Public Relations. The Neptune Awards are presented by the Marine Marketers of America organization to celebrate the best marketing campaigns and activations in the Marine Industry. These are LOOK Marketing’s fifth and sixth Neptune Awards, and includes wins in five different marketing categories.

    Great PR includes great story telling. David Pike’s Sea-Doo life was unique, engaging and relatable for so many New Yorkers. He had a great story to tell and the media of NYC loved sharing it. It would’ve been easy for us to delete his short e-mail as ‘another dude with a crazy idea,’ yet we studied that seed, fertilized it and low and behold it grew bigger than we ever expected.  Every person and every brand has a story. Tell your story. And if you need help. #lookatus

  • INTERNSHIP Where You Truly Learn

    Internship with us and Learn

    LOOK Marketing is accepting ‘pitches’ for our Spring and Summer Marketing Internship. You’ll work directly with our team of Spark Plugs to develop strategies and execute tactics to help our world class clients’ engines roar. Your opportunities for real world experience are at LOOK Marketing.  No cliche internship here. You’ll work on and contribute to real projects. This is not a, ‘get me coffee,’ or take out the trash semester time filler.  We are looking for the Spark Plugs with fire.

    LOOK is an award-winning creative idea agency that has hosted over half a dozen young marketers with paid internships. As a result, some of our LOOK internship alumni have gone on to their dream jobs. Likewise others have joined our agency engine, such as Tyler Fischer, working into full time positions at LOOK. Space Coast is our home located near downtown Melbourne, Florida and we are looking to help launch your marketing, advertising, sales, and business career with real world experience.

    Be LOOK’s Spark Plug InternLOOK Marketing Internship

    We are specialists in numerous marketing promotion and communication services and you will be immersed in our integrated efforts. Our core services involve media & public relations, content creation and video production, experiential marketing and event planning, visual merchandising design, strategic branding, and creative ideation.

    Do you have fire? Can you be our newest Spark Plug? Integrity, Energy and Passion are required in that order! Our interns must motivated to work in an ever-changing environment and have the mind-set to deliver projects at an award-winning level our clients expect and deserve.

    Please forward your pitch and resume for LOOK’s Spark Plug Internship to Info@look-marketing.com.

  • Experience Specialist for CAN-AM Tour Wanted

    LOOK Marketing Sea-Doo Dealer Support Experience Specialist job

    CAN-AM SPYDER RT Experience Specialists

    LOOK Marketing is searching for our next set of Spark Plugs to lead our experiential event execution of Can-Am Spyder RT Trials across five US regions. We are looking to fill our ‘Great Lakes’ region team that includes stops in PA, OH, MI, IL, and WI and our Florida+ Team lead. We’re looking for energetic, driven, reliable, engaging, safety minded, ready to see the country and handlebar vehicle loving human experience specialist.

    The two-person team will travel to BRP/Can-Am on-road dealers as Spyder Specialists. Teams will conduct on-road dealer training and providing an exceptional on-road experience for current and potential Can-Am Spyder RT owners/consumers. The ideal contracted candidates will be road warriors with a passion for travel and sharing that passion for the road with others.

    DESCRIPTION OF THE POSITION RESPONSIBILITIES:

    On-Road Experience Specialist

    • Manage mobile event package (Ram 2500 and 28’ enclosed event trailer with four 2020 demo units) maintaining event equipment and safely driving truck/trailer package from dealership event to dealership event, sometimes through busy city traffic.
    • Strategically manage tour/travel logistics
    • Provide product training to dealership staff – we will train you.
    • Strategically manage on-site operations at brand dealerships – brand-defining set-up, strategically design on-road experience, manage support staff.
    • Lead group rides – must have motorcycle license
    • Manage registration and data capture equipment and lead post event reporting
    • Engage consumers as a brand specialist – with expert product knowledge – we will train you.
    • Portray the Spyder RT life – a tinge of gray and some experience wrinkles, with a few 1000 miles experience behind handlebars a plus.
    • Must be a people person and enjoy living on the road for extended periods of time.
    • Physically capable of lifting event equipment up to 100 pounds and working outside in occasional cold and hot conditions.
    • Must have some Powersports industry knowledge and MacGyver skills

    Project Regions – Updated December 23

    • West Coast, Texas+,  and Minnesota+ Tours – Filled
    • Great Lakes Tour will include 16 events and kickoff in Ohio mid-March going through August 1 – with Easter and July 4thweek(ends) off.
    • We are also looking for an experienced Event professional to be the LEAD for our Florida+ team. Space Coast based would be huge plus.
    • We pay for flights/travel home for the Holiday breaks and off weekends.

    All tours will include one-week of product and event production training prior to start. Events are Wednesday-Saturday with Sunday-Tuesday travel and/or off days

    Experience Specialist Compensation:

    • Team Lead Role $1200-$1400 per week based on experience and ability
    • Team Support Role $900-$1100 per week based on experience and ability
    • Full Travel Expenses Budget
    • Performance Bonuses

    Integrity, Energy and Passion are required in that order! The experience specialist must be motivated to live and work in an ever-changing environment and deliver projects at an award-winning level our clients expect and deserve.

    Get ready to leverage your passion for the road, meeting new people, sharing your love for recreational products. Dig into your creativity, and business acumen to take both our business and your career to new places. LOOK recognizes that talent is the key to its success. Bring your passion for providing exceptional customer experiences and join a dynamic team that values the entrepreneurial spirit!

    Please forward your pitch and resume for our on-road Experience Specialist to Info@look-marketing.com for consideration.

  • Facebook Ad Tactic – Use Their Words

    If you are looking for a way to improve your Facebook advertising, LOOK Marketing discovered a very cool tactic that will help make stronger customer connections. We’re going to show you how your customers are going to write your next Facebook ad for you, and it’s going to kill it. You’re going to LOOK and listen to what is important to your customers, and then use their words, literally, to talk to them in their own language. They’re going to tell you how to write copy that ‘s important to them.

    In every aspect of business, simply listening to your customer will tell you everything you need to know to serve them.  If you listen, people will tell you exactly what they want, making it easy to cut through the noise and deliver what they need. It comes down to data; doesn’t everything digital? But this tactic focusses on research of words and sentiment, not numbers. If you want to know what’s really important to people read their reviews of a product, experience, or service.

    Here’s how to activate the “‘The Full Circle Conversation‘ Tactic.

    THIS IS EASY AND IMMEDIATE ACTION RESEARCH

    The first step is research. Look at your own company’s reviews. you will find these on your page home.

    LOOK Marketing Facebook Page example, Facebook ad

    Look at the 3-star reviews as these usually share equal good and bad aspects and aren’t biased to one extreme or the other.  You should also look at your competitors’ reviews as you can determine where you have a competitive advantage and exploit them. Another valuable source is Facebook Groups. Some larger brands have the reviews section turned off but Facebook Groups will provide mostly unfiltered insight. Large brand pages can also review fan posts to the page in which they ask questions or for brand feedback, both positive and negative. Keep in mind if one person posts a concern, that same concern is probably shared by exponentially more fans.

    The goal here is to listen to what people are saying. To find out what is truly important to them, which can many times be something very different than you thought. Look for trends but even if the comment is referencing a one-off occurrence, it’s probably not a one-off occurrence and is an opportunity to win over a customer. Let’s look at some examples.

    THEY WILL WRITE THE Facebook ad COPY FOR YOU

    We are going to show examples of how this works for three different kinds of businesses, a restaurant, a retail product, and a service business.

    restaurant marketing, look marketingThe first case uses an example of a local, Melbourne, Florida family restaurant. We look at one of their 3-Star reviews. There are positives and a clear opportunity to win them over to a 5-star advocate. If this is your restaurant you have an opportunity. First is to revisit your recipes, second, now you know what people want.

     

     

    Here’s what the sample Facebook ad from LOOK Marketing could be. A scrumptious image of a chili dog and side of slaw with the following copy and call to action, “Are you looking for food with a lot of flavor? We recently updated our menu, including a flavorful new chili dog with slaw. Click here to put in your to-go order now.”

    We literally used the customer’s words in the ad copy. We are speaking their exact language. They will feel that we get them and that we are speaking directly to them.  On the flip side, a competitor could do this same thing playing on your weakness, or you could play off one of their reviews if your restaurant can offer a ‘more flavorful chili dog.’

    Our second example comes from one of our global marine industry client pages, Evinrude Outboards. This isn’t a review but it includes two questions from a visitor post to the page. We know many others may have the same questions. This presents an opportunity to create an on-point ad that will focus on one of the product’s big competitive advantages.

    One of Evinrude’s advantages is there is no special break-in procedure for new engines. Apparently we aren’t doing a great job promoting that. Obviously it’s important to new buyers and tells us we need to promote it more and this is our opportunity.

     

     

    Here is what the sample Facebook ad from LOOK could be. An image of a new engine and boat on a trailer leaving an Evinrude dealership with the following copy and call to action, “Do you know what the break-in period is on a new E-TEC G2? What if we said there isn’t one. Find out how now (link to product page).”

    This post actually generates two opportunities to give customers the information they want. The second Facebook Ad could be; A POV image taken over the shoulder of a person looking at two different Evinrude E-TEC G2 engines with the following copy and call to action, “Do you know what the difference between the E-TEC g2 and the E-TEC G2 H.O. is? We go into every detail in our comparison guide here (link to comparative guide).”

    Our third example is a service oriented business, a local Brevard County health care provider. To grow their business they could look at their local Space Coast competitor and use this Facebook Ad tactic.

    health care marketing, look marketing, melbourne florida

    Here’s what the sample Facebook ad from LOOK could be. A stock video clip of a clock with the hands spinning fast, coupled with the following copy and call to action, “Patients’ time is just as valuable as the doctors. You don’t want to wait 45 minutes for your appointment. See our doctors with minimal wait time. (link to appointment page).”

     

     

     

    Look for reviews, listen to what’s important to your customers and use their words again. Try this tactic in you Facebook advertising and LOOK for strong returns. If you want more tips on successful Facebook Advertising and learn how LOOK marketing is applying this tactic to organic (unpaid) social media posting, contact us now. Now go create a ‘Full Circle Conversation.’ #lookatus

     

  • LOOK Marketing Wins 4th Marine Marketers of America Neptune Award for Best B2B Marketing

    LOOK Marketing was awarded their fourth Neptune Award by the Marine Marketers of America during the recent 2018 Miami International Boat Show. LOOK Marketing received the award for Best B2B Marketing for the excellent work performed for the Club BRP/Sea-Doo Dealer Test Ride Experience. The experiential event resulted in the highest wholesale orders of Sea-Doo watercraft in over a decade.

    “Being recognized by the Marine Marketers of America for industry best work for the forth time in four years is a humbling honor,” said LOOK president Tim McKercher. “We are very thankful to do award-winning work for client BRP/Sea-Doo, the global leader in watercraft sales. LOOK is proud to have won four Neptune awards in four different categories, showcasing our integrated capabilities.”

    LOOK delivered the objective of the Sea-Doo Dealer Test Ride Experience. The event design and execution provided an engaging and exciting experience for global dealers that led to wholesale orders for 2018 Sea-Doo watercraft.

    Sea-Doo Escape the Everyday Dealer Meeting

    The Experience – Dealers began the experience with a brief, expectation-setting video during a bus ride to the product trial site. Once on-site LOOK executed a brand message “Escape the Everyday” immersion with ambassador and product expert engagement.  Dealers learned about the new models’ innovations and key messages with interactive product walk-arounds and brand immersive meals. The event culminated with rides on the new watercraft models. The experience format design showcased product strengths and capabilities. Nearly 900 dealers from around the globe test rode the new 2018 Sea-Doo models. The 900 dealers in attendance experienced over 2100 individual rides incident free over the two-day event.

    CLUB BRP – ESCAPE THE EVERYDAY TEST RIDES WITH LOOK MARKETING from LOOK Marketing on Vimeo.

    Learn more about LOOK Marketing, the LOOK team or any of the services offered by contacting us info@look-marketing.com

     

  • Integrated Digital Marketing from an Intern’s LOOK

    This is a first person perspective from our summer 2017 intern Tyler Fischer, a Business major from Florida State University.  LOOK threw Fischer into the deep end of the social media and digital marketing pool and he didn’t flounder for a second. Here is his take on his summer in Melbourne, Florida with LOOK Marketing.  

    Tyler Fischer: Florida State University senior & social media intern at LOOK Marketing.

    Marketing Intern Tyler Fischer

    My Summer
    For the past 14 weeks, I’ve had the pleasure of interning with the award-winning agency, LOOK Marketing. I am incredibly grateful to have worked for such a fantastic agency and expand my knowledge of the marketing field. As a marketing student at Florida State University, it was extremely valuable to relate academic learnings to real world integrated digital marketing. Some of the tasks included; managing an Instagram account, monitoring Public Relations, developing monthly reports, and helping anywhere I could prove useful. As my time with LOOK comes to an end, below are some insights I have gained through this experience.

    I Thought I Knew Social Media

    Growing up with social media platforms, I considered myself fairly knowledgable of digital marketing. However, I quickly learned that I was barely scraping the surface of social media. LOOK challenged me with leading an Instagram page for a major boating industry client. I took this page on as if it were my own; I immediately began researching everything related, linked, and loosely associated to the client’s brand and lifestyle, including its history, competitors, and audience. My posting is based on my own interests and are only seen by friends. In contrast, a client’s Instagram profile requires a completely different mentality. Your audience is potential customers and owners, they are the people who are going to talk about the brand to their peers.

    As I managed a big brand’s Instagram page, I was given access to extensive analytics. I was tasked to advance plan a month’s worth of content, learn what content yields the best output using analytic tools, develop monthly reports including actionable tactics, and generally grow the page and audience. It was fascinating to see followers engage with the content that I had created. With access to these tools, such as Iconosquare and Percolate, I was able to stay organized and make smart digital marketing decisions. As social media continues to be a staple for today’s fast changing digital world, I’m confident with my skills to grow and keep up with social media for clients.

    The Constant Task Of Content Generation

    tyler Fischer,

    Tyler and a few of his favorite things.

    A few weeks in to my internship with LOOK, I started to see social media differently. My mentors encouraged me to look deeper into the content of the pages I followed and to note the techniques and strategies that top companies were using. Quickly after starting to manage this social media channel, it was surprising to learn of the constant need for content. I had initially assumed that content must be flooding in from followers and photo shoots, but it’s not the case. I would spend hours scrolling through hashtags and followers’ pages in search of potential pictures and videos to use. A majority of the UGC is not usable for various reasons, but finding a good one equal to striking gold.

    For our client, Wellcraft Boats, new user-generated content was minimal, as the brand was literally relaunched only three years ago, so it was vital that I find as many owners of these new model boats online and engage with them. Through this process, we started to find pages that  post great photos and videos and leveraged this content. Through our engagement strategy, we saw an increase in people sharing their photos with us.

    Although this was the case for a smaller page, it was insightful to see how the larger pages operate; larger clients like Sea-Doo watercraft and Evinrude Outboards, which have a huge online presence, have a lot more content at their disposal due to larger budgets and higher engagement by their fans. I also learned the more you ask, the more you receive. It became a norm for our Instagram posts to end with a phrase like, “Tag us in your photos for a chance to be featured.”

    After a few weeks of posting to Instagram, I learned that the quality of content directly influences the success of a page, and part of the quality involves delivering the message to our desired audience. We could do this through strategic timing, quality, relevance, and a well-planned, strategic editorial plan. One of the best pieces of advice my mentor gave me throughout my internship was to take a step back and look at the whole picture; does the content of all these posts together tell the brand story we want to communicate? Providing value to these followers is extremely important; if there is no value, there are no followers.

    Some Communicate More Than Others

    I  believe good communication is the key to success, and after my experience with LOOK, this statement goes far beyond success. Communication is the key to everything. Whether the communication is with clients, your audience, or your team, the more there is, the better. I had the chance to work with a ton of great companies and see how each one communicates differently. For example, some clients would communicate often with feedback, expectations, upcoming events, etc. However, some would provide much less, which wasn’t necessarily a bad thing, it just required a different approach. With less client direction and hands-on involvement, there is more freedom to post what I saw as valuable to fans. This meant there were minimal approval processes, which meant there was always a lingering uncertainty.

    Getting to experience both ends of the spectrum was extremely valuable. It taught me how to handle different types of clients. Another aspect of communication I have come to appreciate is working with a small team. LOOK truly treated me as one of their own and included me in a variety of tasks that I may not have been exposed to in a bigger team. This meant I could give my opinions and ideas on projects, participate in calls with multiple clients, and have real responsibility within the agency.

    After talking to my friends who had been interning at large corporate organizations, I found it was rare for them to engage with their higher-ups. I am grateful to have had the chance to work closely with the founder and his expert team; at any point during the day, I could talk with Tim, ask questions, and gain insights on anything and everything. Ultimately, being able to communicate fluidly played a huge role in my ability to get the most out of my time as an intern.

    Why LOOK Marketing

    Interning at LOOK Marketing was an amazing experience. I was provided with the experience needed to grow professionally and personally. Working with a smaller team allowed me to take on real responsibilities under their direct guidance. I was able to ask questions frequently, make mistakes, and learn from the experience as a whole. Every member of the LOOK team provided valuable expertise. I know I was learning from some of the best digital marketing minds on the Space Coast.

    Integrated digital marketing, PR, intern, boating magazine, sea-doo

    Boating Magazine Video Shoot

    Aside from my team, LOOK as a company is a cool place to work. LOOK has neat equipment like drones and SPX water cannons at our fingertips. Awesome clients like Sea-Doo, Evinrude, Wellcraft, and many more made this an intriguing experience especially with my interest in action sports. Not to mention LOOK Marketing also shoots its own content for client use, which I participated in. One shoot involved riding a Sea-Doo through the crystal-clear water of Silver Springs while drones flew overhead for Boating Magazine. My summer highlight with LOOK was a solo mission down to the Keys to deliver a Sea-Doo unit to be used in a shoot for Sea Ray boats. The highlight was pulling a Sea-Doo up onto a 3-million-dollar yacht, which I luckily accomplished first try.

    Although my time with LOOK Marketing was short, everything I have learned here will stick with me. LOOK Marketing has provided me with valuable experience and a tremendous amount of new knowledge. It’s exciting to take the next steps in my education with this added knowledge.

  • Event Marketing Production Is An Experience In Itself

    Our Melbourne, Florida event marketing planning and production efforts reach across North America. With that it means our trucks, clients’ products and our event staff are put through logistical gauntlets. With all that travel come stories. The people, places, weather, and everything else that we encounter that are unexpected is what makes event marketing so unique… it’s all memorable. The event itself better be very memorable for the consumer in attendance but it’s the time in-between that’s so memorable for the teams putting the ‘show’ on the road.

    LOOK produced a four event Test Ride Experience Tour in Texas for our longest standing client Sea-Doo watercraft. On the way from Florida to Texas our lead event specialist Jeremy Schandelmayer had to deal with driving one of our box trucks with vehicle trailer in tow through Tropical Storm Cindy.  While that was thankfully uneventful, what he found on the other side of the storm, wandering aimlessly along the white line of Interstate 10, was memorable. A hitchhiker? Not in one of our event trucks. But there’s always an instance where an exception has to be made. After all, ‘event’ is the prefix to ‘eventful.’

    LOOK at being memorable by being a good human.

     

    LOOK at Being Kind to Animals from LOOK Marketing on Vimeo.

  • July 4th Is ONE FUN DAY, More For Some Than Others

    Video production can break down barriers. One of the barriers to purchase and re-purchase recreational products is for the consumer to carve out time in their busy schedules to enjoy the use of the product – be it boats, motorcycles, off road vehicles, bicycles, snowmobiles, personal watercraft, etc.

    The reality is, a memory of a lifetime usually takes place in a short moment. Our most recent web video campaign for client Sea-Doo showcases how you, and your family and friends, can have more fun in one fun-filled, action packed, epic adventure day on your rec product than in a month or summer of the ordinary. These branded content videos showcase the value of how living the Sea-Doo Life, even if only one day, can be worth every penny.

    This series will include five videos. Two of the videos have been published on Sea-Doo’s social channels – as of July 4th. The first featuring social media superstar, teen heart throb, and handlebar athlete Hayes Grier who lives on Lake Norman in North Carolina.  Hayes shows how he and his buddies have One Fun Day. His family and friends live the Sea-Doo Life lake front style using the recreational segment models of the Sea-Doo line.

    The second video production is performance model focussed and was strategically scheduled to post leading into the July 4th time frame to inspire true independence with wounded military veteran and professional athlete Anthony Radetic. Radetic and his family travel together to various personal watercraft races around the US and world. This allows them to spend quality time together and supports Anthony’s drive to be independent, free of his wheelchair, while feeding his competitive spirit.

    This is the perfect July 4th story for the Sea-Doo brand. Enjoy One Fun Day with the Radetic Family

    Sea-Doo – ‘One Fun Day’ with Anthony Radetic and Family from LOOK Marketing on Vimeo.

    Follow Sea-Doo Social Media to see the next three ‘One Fun Day’ videos and learn how Fun runs in the Sea-Doo family.