An open letter to the marketing industry from an experiential agency CEO

Dear friends of experiential marketing, 

With everyone isolated at home right now baking bread, binge-watching Tiger King, and lamenting how March felt like an epoch that spanned years, I have had a lot of opportunity to reflect on a response to what is happening in the world, and in our industry, while on walks with my pup, Brooklyn. 

As the days and weeks of isolation go on, we are seeing businesses pivot and organizations flux. Unemployment is high and owners are stressed. There isn’t a playbook for this kind of scenario and while we can’t solve every problem, what we can do is stay positive, stay busy, and stay authentic. 

Our belief is that experiential marketing has seen exponential growth over the past several years for a very important reason — humans crave live experiences. They crave engagement, interaction and real-life moments. Although VR/AR and online platforms make it easier to create exciting digital experiences, nothing replaces being shoulder-to-shoulder in an outdoor venue with thousands of people swaying to the music. Digital can’t replace the picture in your head of thousands of iPhone lights seemingly floating in the darkness and the goosebumps you get while a band takes you on a magical journey. 

As an agency, we have delivered sneakers from drones, built eight-foot gumball machines, and worked on some of the biggest and most magical music festivals on the planet. We have engaged consumers in so many immersive ways and facilitated the release of every emotion a human can have. Now is the time for us to push the boundaries, elevate your brands’ messages, and bring even more emotion and love to what we do. 

We’re making a commitment to stay true to who we are as a business and as an agency family. We’re not going anywhere and we don’t think experiential marketing is either. When this is over, people are going to want to celebrate together in person and with community, and live experiences will be the way in for brands. 

If I take off my business hat, I can say that what is TRULY most important to me is that you all continue to create, dream, and bring live experiences to your consumers faster and better than ever. Whether your next project is with The Pineapple Agency or another agency, I am challenging you to keep fighting. The world needs us right now. We are not just marketers, we are shaping our world’s narrative. We bring life to brands, and more importantly, we bring life and light to humans. 

Virtual cheers,

Justin Moss
CEO, The Pineapple Agency

The Pineapple Agency Expands Denver Headquarters

Experiential marketing and creative events agency actively hiring several new marketers to lead brand activations and campaigns

Creating memorable, immersive experiences that capture today’s consumers attention is what we do — it’s what we live for. Since The Pineapple Agency was founded in 2014, we have pushed the creative boundaries on what is possible, from drone deliveries launched from yachts to an 8’ tall gumball machine that dispenses tennis balls. We have worked countless hours to create multi-dimensional communications and experiences around brands, bringing huge results to the table—greater awareness, brand buzz, enhanced perception, and, ultimately, increased sales. And we’re just getting started…

Today, we’re excited to announce The Pineapple Agency is growing. Earlier this year, we moved our headquarters into a 5,000 square foot facility located at 1195 South Lipan St. in Denver. We are now expanding into another office at this location, increasing our Denver footprint to 8,000 square feet in total!

We are also actively looking for fresh talent to add to our creative team. In 2019 alone, we’ve increased our headcount by 50 percent and grown our revenue by 50 percent this year. We were also named one of Colorado Inno’s 50 on Fire, highlighting those companies who are crushing it across the Colorado tech and startup ecosystem. The crazy growth we’ve experienced with clients like Rivian Automotive, Anheuser-Busch, P&G, Converse, Insomniac and Live Nation means we’ve actively looking for idea generators and natural problem solvers to join us. If you’re a creative and share our drive to deliver top-notch results for our clients, drop us a line with your resume at jobs@thepineappleagency.com

Founder and CEO Justin Moss said, “I am so excited to grow the agency and bring on new team members, who will take us into 2020 and beyond. Pineapple is dedicated to helping brands reach consumers, but it’s not always about a huge event. It’s about what the brand wants customers to feel, what they want them to learn, the message they walk away with. That engagement is what keeps brands relevant in a competitive and crowded world. We have exciting projects in the works with clients like Laura’s Lean Beef, Anheuser-Busch + Denver Broncos, Insomniac, and many more. We are constantly iterating and evolving to stay ahead of the marketing trends — to keep things unforgettable, different and meaningful.” 

Wanting to learn more about what The Pineapple Agency is up to?

let’s chat.

Light bulb on chalk board

Partner with Experts to Make your Clients Fall in Love with You all Over Again

As marketers it is in our nature to seek out and provide our clients with the very best to help them reach their goals. We know our stuff and we use what works. We look at targeting, impressions, reach, and conversions. We analyze anything that can be clearly measured and have even devised ways to encapsulate the less measurable to the best of our abilities. Why? Because we want our efforts to deliver; we want to provide our clients with a path to success.

It takes a lot of work to become an expert within any marketing discipline and it is that expertise that our clients value.  Companies are finding great returns by forging a relationship and an emotional connection to their audience through live, interactive experiences, other wise know known as Experiential Marketing. Reports from Forrester to Freeman are citing 2018 as the year of Experiential Marketing. So what do you do when your clients curiosity, interest and marketing budgets are placing favor on Experiential Marketing? Solution: partner with an expert.

Experiential agencies, the one’s who have made it their sole purpose to design, build and execute memorable experiences that engage the senses and emotions of an audience, are available to help you. The best experiential campaigns are designed in partnership with the brand at the core and the brand keepers involved. They begin long before the actual event and extend long after the site is cleaned up through strategic planning and integration into the larger picture of the companies branding and advertising.

One in three CMO’s plan to direct up to 50% of their budgets into experiential advertising according to the 2017 Freeman study. We all know that consumers attention is getting harder and harder to capture with the average time to create an impression down to a record 6 seconds. Consumers are getting more and more demanding for control over who and what they see, hear and talk about. Blame it on the digital age, search, and on demand content, but consumers of all ages want to cut down the clutter in their lives and take back the power to control their own content.

What is it about Experiential that’s so darned alluring to consumers and marketers alike?

First, it doesn’t push itself into consumers lives. It invites participation by serving up a desirable experience; connection, a deeply rooted human need. Consumers get to choose if they want in. The power shift in that is immense in the eyes of the consumer and in that move alone you’ve gained a win.

Second, experiential is, by in large, fun! It’s entertaining. Who says you can’t have meaning and entertainment all in one, certainly not an experiential marketer, we live to craft just those very moments.

Third, let’s face it, we live in an age of stuff. The amount of product available for consumption is ridiculous. Most of us have more stuff than we’ll ever need and the next greatest comes out before the glory of the last greatest can even wear off. At the same time, our lives are being co-opted by screens and our interactions are largely impersonal. Never-the-less humans are social creatures. We need emotional, personal connection. Experiential marketing fulfills a longing, a need that’s deeply rooted. Once that longing is satiated, a new fill in the blank sounds like a great idea.

Experiential marketing boasts some pretty attractive statistics.

  • 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (EMI & Mosaic)
  • 65% of the consumers surveyed said live events helped them have a better understanding of a product or service, vastly surpassing digital efforts and TV advertising as methods of recognizing and learning about a brand. (EventTrack)
  • 65% of brands say that their event and experiential programs are directly related to sales. (EMI & Mosaic)
  • 70% of users become regular customers after an experiential marketing event. (EventTrack)
  • 75% of companies with event budgets between $50-100 million say they expect an ROI of more than 5:1 for live event and experiential programs. (EMI & Mosaic)
  • 98% of users feel more inclined to purchase after attending an activation. (EventTrack)
  • 76% of marketers say their event and experiential marketing initiatives are integrated with their other marketing campaigns. (EventTrack)
  • 79% of US marketers generate sales using event marketing. (Statista)
  • About 34% of consumers surveyed said they would make a post about an experience on their social media pages. (EventTrack)
  • 33% of consumers from the above survey said they would take photos or videos during an event. (EventTrack)
  • 79% of brands say they will execute more event and experiential programs this year compared to last year. (EMI & Mosaic)

If you listen closely and ask the right questions, you’ll see just how much the allure of experiential is beckoning your clients. Our advice, embrace it and bring in a partner to collaborate. You’ll celebrate the outcome.

Ready for experiential?

Let’s chat.

Justin Moss, Owner of The Pineapple Agency

A Guy, a Dream, and the Birth of an Agency

Justin Moss, Owner of The Pineapple Agency

Justin Moss is a dreamer of the day.  A man of action who looks at things with wide eyes.  This, is a great thing.  After all, a man can’t change his surroundings and make his dreams a reality if he can’t see them.  His wide eyes lead him to create things others wouldn’t dare.  A perfect example of Justin’s dreamer mentality can be traced back to his time in Boynton Beach, Florida.

Justin was a man on a mission, conducting business to bring about the next big event.  Moss, along with his business partner Todd Ross, founded Shutdown Productions, a production company that put on live events.  Moss and Ross put together Beyond 2002.  It was billed as “The Ultimate 3 Day Music and Extreme Sports Festival.”  It was an eclectic blend of rock, rap and techno mixed with Extreme Sports.  A crazy, cool blend of hipness and creativity.  Sort of like the guy himself.

Justin wanted to put something together that he would go see.  He wanted fest-goers to have an experience they would never forget.  He wanted to inject his brand of energy and “juice” into this project.  He employed his vast bag of tricks to entertain the crowd, get the job done and leave the audience with a personalized experience.  Unbeknownst to him, this is where The Pineapple Agency was conceived.

Event marketing isn’t just about the event itself.  It’s about the spectacle.  It’s about showcasing the brand.  It’s about seeing the faces of consumers as they step into their own personal experience.  Justin gets that and he owns it.  He wants The Pineapple Agency and its clients to create brand advocates. Fans who will remember their experiences and remember how they experienced them.  It harkens back to Beyond 2002; Giving the people what they want, when they want it.

His experiences give him the credibility and knowledge to know how to move the crowd and keep them coming back for more.  His Ideas are never too wild or outlandish.  Outside the box thinking leads to one-of-a-kind solutions.  They spark the innovation needed to move the needle and shift the conversation to what brands are doing and how they’re doing it. 

The Pineapple Agency delivers big, bold campaigns for brands, inspired by Justin’s big, bold experiences.  The experiences today may be different, but the dream lives on through Justin and Pineapple.

Want to learn more about Justin and his team?

Let’s chat.

Social media on phone in city

The Benefits of Combining Social With An Experiential Marketing Strategy

The business world is more competitive than ever. While the internet facilitates and simplifies many aspects of marketing for consumers, it has also leveled the playing field in a way that’s made it even trickier to stand out from the competition. Furthermore, it’s made consumers even fickler than ever. After all, if they don’t like the messages they’re seeing, they can simply click their way to greener pastures. As a result of these and related phenomena, experiential marketing strategy has quickly become one of the most effective ways to stand out in such a noisy marketplace of goods, services, and brands. When combined with social media, experiential marketing strategy can take your brand to places you’ve never dreamed.

The Benefits of Combining Social With An Experiential Marketing Strategy

On its own, experiential marketing is an excellent way to engage directly with consumers. By giving them a way to actively participate in the evolution of a brand, you simultaneously enhance loyalty and influence their future buying decisions. What’s not to like about that? Nothing, of course! Still, unless you’re a very large, visible brand, getting people involved in your experiential marketing events can be difficult. That’s where social media comes in. The key is engaging consumers where they are, and currently, most of them spend copious amounts of time on social media.

Social Media Marketing Evolved

The marriage of social and experiential has been a winning combination for some time. There have been some pretty great examples in recent years, for example, for Fashion Week 2014, Marc Jacobs set up the Daisy Marc Jacobs Tweet Shop, which only accepted “social currency” as payment. By social currency, the brand meant mentions on major social media channels. Consumers were instructed to tweet about the brand using the hashtag #MJDaisyChain and could then use those posts as currency with which to make purchases from the shop. Talk about a seamless blending of social media and experiential marketing!

Fortunately, you don’t need to have the clout or resources of Marc Jacobs to make the most of experiential and social. A very popular experiential marketing technique is to hold a pop-up event for a brand. It must be engaging enough to compel attendees to want to participate. The question, though, is how to ensure event awareness. The usual tactic is to hold the popup somewhere where there’s guaranteed to be a ton of foot traffic–preferably of the desired target demographic. By using social media to raise awareness, pop-up events have a better shot at being successful and garnering the desired attendance.

In addition to marketing special experiential events, social media can also be used to engage consumers after events to keep your brand top of mind with engaged consumers. For example, consumers can be encouraged to share their experiences on social media in exchange for coupons or other offers after the event. When it comes to experiential, social can truly aid in its effectiveness. We like to think of social as the peanut butter to experiential’s apples. There’s nothing wrong with taking a dip and seeing how sweet it can be for your events!

Want to talk about how The Pineapple Agency can create a dynamic experiential marketing strategy for you?

Let’s chat.

Marketing strategy

5 Stats That Show How Marketing Is Evolving

Raise your hand if you’ve heard that only about one-third of marketers have a documented content strategy, or that B2B brands that blog receive 67 percent more leads. Now, kindly put your hand down. You work in an open office and look mental.

On an average day you see hundreds of marketing stats that are all seemingly the same. We decided to try and share ones that are both relevant and eye-opening.

Below, you’ll find 5 statistics that highlight the complicated and ever-evolving world of marketing. Hint: they all involve content and digital.

  1. 56% of display ads are never seen by humans. (Google 2014)
  2. 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (VentureBeat 2015)
  3. 74% of readers trust educational content from brands – as long as it doesn’t push a sale. (Kentico 2014)
  4. More than 92% of millennials regularly watch digital video. (eMarketer 2015)
  5. Content marketing will generate $300 billion by 2019. Yes, billion. (Marketing Mag 2015)

At the end of the day, this is just a list of numbers. Our theory is that you should take these statistics and consider them in terms of a much larger story, the story that is your marketing strategy. The marketing industry is rapidly changing, companies need to create a strategy that is measurable, curate content that is relevant and useful for their audiences because digital video is about to take over the game.

Learn more about The Pineapple Agency!

Let’s chat.

Pop-Up, and They Will Come – Pop-Up Retail Shops

Photo credit: hubspot.com

Living in the era of Amazon Prime has spoiled us. In a world where almost anything can be shipped right to your door in two days, just the thought of getting in the car, driving to a brick-and-mortar big box store, and wasting countless minutes trying to find that one thing you need is enough to make you want to sink even deeper into those couch cushions, let that next episode auto-play on Netflix, and put it off till tomorrow.

In this retail paradigm shift where large traditional stores are starting to lose customers to online retailers, pop-up stores are beginning to, well… “pop up” all over the place. Many online retailers are beginning to realize that a foray into flash retailing can be the ticket to earning new customers, creating buzz, and establishing a connection with your fans in a way that only face-to-face marketing can.

What is a Pop-Up Shop?

Sometimes referred to as temporary retail, pop-up stores, or flash retail, pop-up shops are temporary and/or mobile retail spaces that are placed in high-foot-traffic areas, and can sell any kind of merchandise. Pop-up stores usually last between one day and up to a few months.

Why Start a Pop-Up Shop?

  • Make sales: A huge percentage of all purchases are still made offline. Having a physical location opens up another channel for sales. Plus, the convenience of a pop-up shop can also lead to impulse purchases.
  • Generate impressions: Open a shop in a visible location with good foot traffic, and you’ll earn thousands and thousands of impressions every day.
  • Be creative: Make your shop unique and eye-catching, and you could earn valuable social shares, viral buzz, and attention from traditional media outlets.
  • Engage with customers: A pop-up shop is actually an experiential activation in disguise! Having a physical location lets you engage your customers face to face and generate meaningful and memorable interactions.
  • Lower costs: Pop-up shops allow you to have a physical presence without investing a lot of money, time, and other resources into a full-blown physical storefront. This allows you to prove your concept in a low-risk environment.

What Kinds of Pop-Up Shops Are There?

There are a lot of ways to pop your shop. Here are a handful of options available to make your pop-up store as unique and memorable as your brand.

Photo credit: trendhunter.com

1. Mobile Vehicle: Mobile Vehicles are the most flexible option. By putting your store on wheels, you can set up shop anywhere you want, establish a following on social media as you live-tweet your location, and really make a lasting impression. A custom vehicle wrap allows your shop to be a billboard for your brand both while you’re parked and on the move.

2. Street Level Space:This space is usually in line with full-fledged retail stores, meaning you get big-league exposure without the big-league commitment. However, it can be hard to get a hold of this type of space, since landlords prefer long-term tenants. You’ll need to move quickly to secure a street level space, and be willing to pay extra for it.

3. Kiosks/Booth Space: Found in malls, shopping centers, and markets, kiosks are a small and nimble option that allows you to capitalize on built-in foot traffic. With little setup and initial investment, this option is great for a first foray into the world of pop-up shops.

Photo credit: geekwire.com

4. Store-Within-a-Store:This win-win option allows you to join forces with a local retailer and occupy some unused space in their existing store. Making sure you pick a good partner is crucial – you don’t want to be competitors, but you’ll want to make sure that you share a similar customer base. Assuming you choose the right type of store to partner with, you’ll gain access to their regular flow of customers, and in return, they’ll get to offload some of their rent.

Photo credit: tigercontainers.com

5. Pop-Up Exhibit: Pop-up exhibits are more pricey, but allow for a truly unique design, presentation, and experience for customers. Pop-up exhibits can be made out of shipping containers or similar structures, or can be completely custom built.

Chobani ad for Chobani flip #breakyoumake

Experiential Campaign: Chobani’s #BreakYouMake

Chobani Flip Experiential Campaign

Chobani recently launched a “Break You Make” experiential campaign to promote their new ‘Flip’ yogurt line.

The Chobani Flip includes a portion of Chobani yogurt, along with a sidecar of seeds, nuts, and chocolate to mix in with the yogurt. With this play, Chobani hopes not only to stay atop of the yogurt category, but also to break into the overall snacking segment of the market. Reinforcing the importance of taking healthy breaks, the grassroots campaign included TV, digital, social, and experiential efforts.

Several 30-second TV spots kicked off the positioning of the campaign. One of a nurse, the other of a farmer, the TV commercials showed American workers enjoying their unique on-the-job snacking experiences. The cleverly strategic choice to use a farmer reinforces Chobani’s strong brand values regarding the use of locally sourced and natural ingredients.

As an additional element to this campaign, Chobani declared June 3rd as the first national “Break You Make” day across the US. The experiential campaign came into play with in-store sampling and a mobile truck tour surrounding the day. Trying to get the product into as many consumer hands as possible, in-store displays and sampling stations were set up at grocery stores nationwide. Chobani decked out multiple sampling trucks and began rolling them out in Denver and Charlotte.

The campaign’s social and digital efforts further reinforced the strategy. Chobani’s social media team continually surprised engaged fans on Twitter, Facebook, Instagram, and Tumblr. The company also organized a takeover of the very popular PopSugar.com

Chobani Flip Experiential Campaign

Lastly, the company dished out research results on what people think about break time. Among the results were that most Americans need only 11-30 minutes of free time to feel truly refreshed. While most people don’t consider taking a break at all during the workday, the results show that dedicating a few minutes each day to take a real break is totally possible.

Overall, the #BreakYouMake experiential Campaign, in our opinion, thus far has been a great success. Chobani touched multiple platforms in different ways all while still integrating their message flawlessly across them. Backed by their research, Chobani was able to bring awareness to the obvious need of taking a break. Thus far, the campaign has achieved 80 million social media impressions.

Want to learn more about experiential?

Let’s chat.

NCBA tradeshow booth

Why You Should Consider a Custom Trade Show Activation

NCBA Booth

Think back to the last trade show or convention you attended. Remember the massive amount of people? The crowded hallways? The hundreds of companies with booths that all looked almost exactly the same? Now, be honest: how many companies do you actually remember from that event? After a while, all the exhibitors just start to blend together, don’t they?

The terrifying prospect of being “forgettable” is becoming a reality more and more companies in the trade show and event marketing space. Without changing your strategy, you could be spending money every year on an activation that is not earning the highest possible return on your marketing investment.

If your company is considering purchasing booth space at a trade show, we highly recommend creating a custom trade show activation that sets your company apart from the rest, and creates an experience that attendees will remember long after they leave the show.

We believe in thinking outside the booth. We help our clients by not only fabricating a beautiful trade show booth, but also by working with them to create a comprehensive strategy that weaves their trade show experience into their existing marketing/sales strategy. By doing this, we can engage our client’s audience before, during, and after they have visited the activation space.

For a trade show activation, we place the highest importance on the DURING portion of the strategy. This is the critical time to stand out from the other companies in attendance, and to create a meaningful connection with the event attendees. With trade shows, just as with everything we do, we engage the audience’s five senses (sound, sight, touch, smell, and taste) as much as possible.

Sensory experiences have been scientifically proven to affect the deepest part of our brains, allowing for strong, intense connections between senses and perceptions. In other words, our senses have a great influence on our brand perceptions, associations, and our purchasing decisions.

To see the full power of engaging the audience’s senses, check out our latest custom trade show activation for the National Cattleman’s Beef Association (NCBA) here. We hit all five senses hard, creating a unique in-person trade show activation that engaged with nutritionists and dietitians. By focusing on two of the most powerfully memory-linked senses, (taste and smell) we were able to attract 1,200 hungry attendees in the first 90 minutes of the event by giving out homemade chili to those who stopped by the booth.

If you’re interested in creating a custom trade show booth, please feel free to contact us by phone, email, or interact with us on our blogFacebook, or LinkedIn page. We would love to help you create a trade show activation that sets you apart from the competition and helps your company generate a higher ROI.

Want to learn more about experiential marketing?

Let’s chat.