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Makai, Inc.
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An Engagement Marketing agency that develops experience-centric programs that drive demand & word-of-mouth promotions where consumers live, shop, work & play.
An Engagement Marketing agency that develops experience-centric programs that drive demand & word-of-mouth promotions where consumers live, shop, work & play.

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Retail Brands Take Center Stage in Partnerships with Broadway
by Makai Inc.


Retailers have found a new marketing niche on Broadway, establishing immersive brand experiences on or near the stage in ways not previously explored.

According to Forbes, well-known brands like Bloomingdale’s, Ann Taylor and Brooks Brothers have been weaving in branded content with Broadway’s cast members and creative teams. These partnerships allow these brands to connect directly with people who are likely to have interest in their products, while also extending their reach beyond any one theater or audience.

Bloomingdale’s, for example, has created a furnished lounge for cast members of the show “Dear Evan Hanson.” Working off the show’s signature color, the retailer developed the Bloomingdale’s Blue Room, which serves as the show’s social media headquarters and a place to entertain various guests before the show starts. It also features open architectural elements inspired by the show.

For its part, Ann Taylor has built on the issue of women’s empowerment through online interviews with the star and director of “Waitress,” the first show in Broadway history to feature women in the top four creative positions. In October, the retailer hosted an in-store event at Rockefeller Center, where Director Diane Paulus and star Jessie Mueller were on hand to share their stories and answer questions from the audience. They then put on a live a performance, and Ann Taylor went on to offer its email list subscribers a 30 percent discount on “Waitress” tickets.

Meanwhile, the male cast members of “Falsettos” have been outfitted head to toe with Brooks Brothers apparel. The Broadway Style Guide covered the reveal this past fall.

What this all means for experiential marketing

These efforts reflect what many forward-thinking experiential marketers have known for a few years: Not every event needs to make a gigantic splash. Instead, partnerships like the brands outlined in this article and Broadway provide highly targeted opportunities for retailers to reach consumers, using interactive, interesting and immersive experiences.

These types of short-term events can be customized to a specific segment of a brand’s target audience, emphasizing quality over quantity. The three retailers in these recent examples all cater their products to higher-end clientele—the types of people likely to attend Broadway shows.

To that end, experiential marketers must carefully analyze data and trends to find the best opportunities to connect with their consumer base. Information gathered through a company’s loyalty program, for example, can inform marketers as to the kinds of events in which customers may wish to engage. These preferences change over time, and so it’s important to stay on the data to ensure brands continue to provide relevant experiences. The opportunities are EVERYWHERE – it is just finding the right ones and tailoring them to fit the brand objective.
www.makaiinc.com



Post has attachment
Retail Brands Take Center Stage in Partnerships with Broadway
by Makai Inc.


Retailers have found a new marketing niche on Broadway, establishing immersive brand experiences on or near the stage in ways not previously explored.

According to Forbes, well-known brands like Bloomingdale’s, Ann Taylor and Brooks Brothers have been weaving in branded content with Broadway’s cast members and creative teams. These partnerships allow these brands to connect directly with people who are likely to have interest in their products, while also extending their reach beyond any one theater or audience.

Bloomingdale’s, for example, has created a furnished lounge for cast members of the show “Dear Evan Hanson.” Working off the show’s signature color, the retailer developed the Bloomingdale’s Blue Room, which serves as the show’s social media headquarters and a place to entertain various guests before the show starts. It also features open architectural elements inspired by the show.

For its part, Ann Taylor has built on the issue of women’s empowerment through online interviews with the star and director of “Waitress,” the first show in Broadway history to feature women in the top four creative positions. In October, the retailer hosted an in-store event at Rockefeller Center, where Director Diane Paulus and star Jessie Mueller were on hand to share their stories and answer questions from the audience. They then put on a live a performance, and Ann Taylor went on to offer its email list subscribers a 30 percent discount on “Waitress” tickets.

Meanwhile, the male cast members of “Falsettos” have been outfitted head to toe with Brooks Brothers apparel. The Broadway Style Guide covered the reveal this past fall.

What this all means for experiential marketing

These efforts reflect what many forward-thinking experiential marketers have known for a few years: Not every event needs to make a gigantic splash. Instead, partnerships like the brands outlined in this article and Broadway provide highly targeted opportunities for retailers to reach consumers, using interactive, interesting and immersive experiences.

These types of short-term events can be customized to a specific segment of a brand’s target audience, emphasizing quality over quantity. The three retailers in these recent examples all cater their products to higher-end clientele—the types of people likely to attend Broadway shows.

To that end, experiential marketers must carefully analyze data and trends to find the best opportunities to connect with their consumer base. Information gathered through a company’s loyalty program, for example, can inform marketers as to the kinds of events in which customers may wish to engage. These preferences change over time, and so it’s important to stay on the data to ensure brands continue to provide relevant experiences. The opportunities are EVERYWHERE – it is just finding the right ones and tailoring them to fit the brand objective.
www.makaiinc.com



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He did not need a movie to show is incredible talent. Watch some commercials starring Robin Williams in the last 4 centuries.

http://bit.ly/YXrOZE

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The British yellow press newspaper Sun puts their readers in the right mood for the upcoming start of ‪#‎soccer‬ season. Bringing back some serious memories, huh? ‪#‎BRAGER‬
http://bit.ly/1nN9NSw

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It's finally ‪#‎Friday‬!
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Cats are not only the best friend you better never annoy, but also make great commercial stars.
http://bit.ly/1szu0D8

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The Little Debbie activation at the OC Fair was a great success. Waiting people enjoyed our delicious cakes.
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Facebook is planning to remove messages from its main app. You would have to download the messenger app.

http://on.mash.to/UIVuHn

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FXX's ad for the Simpsons Marathon, airing August, 21st predicts the end of the world as we know it.
http://bit.ly/1nBvMBl

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All the keyword research and backlinking might be useless after all.

http://on.mash.to/1r2QaLJ
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