Aug 08 2018
How do you get the attention of boating media editors whom are invited to dozens of incredible press events every year? Produce a disruptive event invitation. To stand out in Public Relations you have to disrupt.
The invitation is one of the most important elements of the entire event production. The invitation also sets the tone and expectations of what the attendees will experience. A well crafted and executed invitation can bring your brand to the forefront and set the stage for an epic event. You have to have people attend the event to have an event. Our strategy related to this specific event entailed a custom printed video book with personalized invitation video.
LOOK Marketing received two 2018 ADDY awards from the American Advertising Federation Space Coast Chapter for the production of a Press Event Video Invitation for client Sea-Doo watercraft. The two 2018 ADDY awards received for this project included; Judge’s Choice Award and Gold Addy for the category of Card, Invitation or Announcement.
Produce an invitation that disrupts normal in-mail and introduces the brand’s new model year campaign and key messaging. The goal was to create an invite that intrigued and demanded invitees to attend the event and learn about the new product.
Press Event Video Invitation Project Strategy
LOOK Marketing would design a physical, video book invitation that would be sent by express mail to targeted editors. The book visuals would include key message copy and high level event details including location and dates over imagery of the actual event location. The auto playing video included a brand hype reel and a personal, event invitation message to to engage media through a sensory experience of visual, audio and tactile modes. The three sensory modes would work together to help convey Sea-Doo’s 2018 story theme of “Escaping the Everyday” with Sea-Doo.
Targeted North American and international marine media and regional vertical and general press received the video invitation. The invitation set the tone for the Sea-Doo “Escape the Everyday” Press Event. It immediately pulled invitees into the world of Sea-Doo by sharing a unique, adventure-themed video.
The video began with auto play when the book was opened. It opened with vintage clips of Sea-Doo watercraft, sharing the news that 2018 marked 50 years of Sea-Doo revolutionizing the personal watercraft industry and followed by teasing the 2018 adventure-ready platforms.
A glimpse of everyday epic adventures being lived out by Sea-Doo riders around the world would follow the 2018 launch reveal. The video then invited them to attend the made-for-media event to experience their own epic adventure on the Colorado River aboard the all-new 2018 Sea-Doo models. The video invitation culminated with imagery of the natural beauty of the epic event location, and how the PR team would ensure a production and fun event.
The video invitation generated exceptional results. 91% of the media targeted by LOOK attended the press event. Feedback from the media also noted the invitation strongly influenced their decision to attend. Three mainstream media noted that the invitation alone intrigued them enough to attend, where a traditional letter or e-mail invite would not have. Four boating media noted this was the best press event invitation they had received in years. This invitation was the first step in a complete brand immersion that carried the key messages from invitation to published articles. #lookatus
Event Invitation Project Awards
ADDY: Judge’s Choice Award
ADDY: Gold Award-Card, Invitation or Announcement
Select Published Media Generated By The Event – (three of the 21 published articles)
Jul 14 2018
With the cover and a multiple-page spread in fashion glossy V Magazine featuring the world’s top supermodel, Gigi Hadid, LOOK Marketing secured a big public relations win for our client Sea-Doo. The culmination of months of LOOK Marketing’s behind the scenes PR and logistics work resulted in over 75 million people across the world being exposed to the Sea-Doo brand from this publicity campaign – just in the first day and a half. The V Magazine cover and article excerpts were shared by Gigi Hadid to her nearly 55 million social media fans, as well as picked up and published by dozens of top media sites including the Daily Mail.
Making It Easy For Those Involved
LOOK has years of PR experience activating influencer and celebrity projects, some opportunities simply come our way more than others. This opportunity came about through a friend of friend of a friend and we simply took the opportunity and ran with it. We made our client’s involvement in the project very easy for V-Magazine. The easier we can make it for them the easier it is for them to say “yes” to us.
Behind The Scenes
We helped pick the right Sea-Doo model for the look the creative team wanted. We worked with a local Miami vehicle wrap company to deliver the unit and help with the Fendi wrap graphics. For the actual shoot, we made the Sea-Doo portion as turn-key as possible. It also helped that Gigi Hadid was a genuinely nice person, with a great work ethic, and admitted adrenaline junky. She listened intently to our instruction on-set and did indeed ride aggressively for a full four hour shoot.
To date (mid-July) the effort has generated over 456 million impressions from being featured in 38 different outlets. The biggest hits have come from Gigi’s own social media posting. Again we helped Hadid and photographer Mario Sorrenti have a great experience and they shared their appreciation with more posts. #lookatus
Aug 23 2017
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.
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
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.
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.
Feb 15 2017
We’re thrilled to have secured a huge public relations win for our client BRP Sea-Doo at the New York Boat Show! ABC News‘ Charli James interviewed LOOK Marketing’s founder and Sea-Doo watercraft expert Tim McKercher about the 2017 SPARK TRIXX. With this publicity driven coverage, Sea-Doo’s 2017 product lineup was shared with an online audience of nearly 20 million people. (Interview starts at 20:02.)
Jan 14 2016
It’s a busy time for LOOK as we enter 2016. We are assisting with PR and event leveraging at North America’s largest boat shows, planning some big event marketing and big time visual merchandising projects and immersing our newest spark plug and social media specialist, Carmen Natschke into our world. There is a lot going on and everything we can do to be more efficient is appreciated.
During the New York Boat Show we were passing time by talking to some sales managers and they were explaining their boss’, “one word answer Friday,” policy.
Avi Laub is a regional sales director for BRP in the North East and has a rule for his team who send him e-mails or texts on a Friday. They can only send a question that can be answered in one word – yes, no, or maybe. “I don’t want to dick around on a Friday,” Avi exclaims. “This forces people to think through their question at a deeper level, forcing them to be more clear and concise. Or ideally they figure out the answer before they ask the question.”
Avi concludes, “If I can’t answer with Yes, No, or Maybe, they need to go back and rethink their question…on Monday.”
We like the idea and the result even more. It’s the simple second grade, “do you like me” note strategy. But lets not save this policy for Fridays only. It’s kind of like the wasted, “Weekends are made for Michelob,” campaign, isn’t it good enough for everyday of the week? Think things through and this is very relevant for your branding and communications. Avoid throwing stuff at a wall and hoping it sticks. Think your strategies through, integrate efforts and use logical tactics to make true progress.