Brett Hyman
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Articles by Brett Hyman
Embrace Flexibility: Abandon "Return to Office"
Our entire lives used to be oriented around a 9-to-5 work block where personal priorities were treated as secondary – family, relationships, and even your own well-being revolved around this rigid time window. You had to ask for permission to take care of yourself. However, 2020 caused us all to experience remote work, and it allowed us to take control of our time, place, and priorities. We reoriented our lives around ourselves and found a better way of living and working.
A new way to think about experiential PR
For years, public relations was a reactionary play in experiential marketing. A brand or agency would build, promote and deliver a creative marketing activation and then use PR to amplify it after the fact — think a “here’s what happened” blurb accompanied by photos of famous attendees holding products. In reality, celebrity- or influencer-centric post-event coverage rarely delivers meaningful results because, well, it doesn’t scratch consumers’ itch for inclusion.
Why Audio Is the Future of Customer Engagement
Technology enables brands to connect with consumers like never before, and changing strategies to best utilize tech is a necessity. Bynder's 2021 State of Branding Report found more than one-quarter of those surveyed were most concerned with how to successfully reach their audiences in increasingly crowded digital channels. This worry drives innovation, but just because a marketing strategy is new doesn't mean it's effective. Think of Google+ accounts. Keyword-stuffed blog posts.
Council Post: How Viral TV Will Shape Brand Experiences In 2022
Founder & President of NVE Experience Agency, a world-class brand experience and event production agency. getty Much has been said about the jump in TV watching and online streaming that was brought on by the Covid-19 pandemic. Confined by lockdowns and work-from-home policies, millions of people turned to at-home activities to pass the time, with TV shows unquestionably reigning as one of the most popular sources of entertainment.
Council Post: A New Era For Live Events: Bringing Brand Experiences To A Post-Covid World
Founder & President of NVE Experience Agency, a world-class brand experience and event production agency. getty As the world slowly opens up, it’s been said that we are entering the 21st Century’s very own Roaring '20s. It’s an exciting idea, but what exactly does that mean? I’d define the Roaring '20s as the pent-up demand of people who wish to seek deeper, more meaningful connections with their community through experiences.
How brands can fill the ‘experience void’ while customers are stuck at home
Three months into the coronavirus crisis, isolation has taken its toll. In addition to the direct impact of the virus, people are grappling with a loss of connection. With many social gatherings and events on hold for the foreseeable future, we’ve had to seek out new ways to connect—from Zoom calls and video chats to live-streamed events. Somehow, though, these virtual interactions still feel like a poor proxy for what we earn in each other’s company.
Six Things Brands And Agencies Need To Know Before Making Augmented Reality Campaigns
Photo: Getty At NVE, we’re always looking for ways to enhance our experiences with new technology. Augmented reality (AR) has helped us achieve the seemingly impossible, like recovering lost LA street art. But AR campaigns are difficult and must be approached with care. We launched a campaign for El Pollo Loco that celebrated Hispanic Heritage Month and showcased painted-over murals that were only viewable via AR in their original locations.
Political Candidates Are Using Influencers in Campaigns
In 2016, college voter turnout was only 48.3%, but now it’s expected to nearly double as 80% of Gen Z college students prepare to cast ballots in 2020. Gen Z is about to make big waves in the next election, but the scope of that impact won’t just be shaped by the information it concerns. It will be driven by where that information comes from.
Experiential Marketing | 5 Ways to Overcome Challenges & Build Meaningful Brands
Memories elicit emotional responses. If we didn’t have those moments stored in our brains, our histories would be characterless and bland. Brands and marketers have long recognized the potential of experiences to tie products and services to personal journeys—by making memories. My company has been doing this for 14 years.
Transcend Your Product To Become A True Cultural Touchstone
by Brett Hyman , 5 minutes ago A mere 20 years ago, brands were simply merchants selling stuff, and a sufficient marketing strategy consisted of quality ads. But as the cost of attention has skyrocketed, traditional ads have become much less effective. Today, CEOs need to understand the true value their companies bring to communities — and how to leverage that value to grab people’s attention.
How to cultivate your employees' hidden talents
By Brett Hyman4 minute Read How do you find an employee with the skills to head up the VR division of your agency? How do you hire a lawyer who specializes in AI? You don’t. In a world where job requirements are constantly changing, an employee’s raw potential is more important than his or her résumé. According to Claudio Fernández-Aráoz, senior adviser at executive search firm Egon Zehnder, competency-based hiring is becoming obsolete in today’s volatile business landscape.
Why Brands Must Build Micro-Communities As Cures For Social Isolation -
By Brett Hyman Facebook’s recent TV commercial showcasing the social network’s Groups capabilities shows us that the digital age has not eliminated our desire to spend time together in the physical world. The spot’s tagline, “Let’s find more that brings us together,” should be an anthem to consumers and brands alike—bringing people together and creating a sense of inclusion is what society needs now, more than ever.
The Untrends: 8 Marketing Trends That Will Never Die
The marketing world is filled with trends and buzzwords and bull…oney, so we combined our more than 20 years of experience—geeze, when did that happen??—to pinpoint the elements of marketing, communications and branding that will never go out of style regardless of hot new mediums, industries, technology or data points. These are the trends that are not trends at all. 1) Be different. This is one of the oldest tricks in the book and still goes unnoticed by the majority of marketers.
Why Brands Should Become True Patrons of Art and Culture
Glossier opened a particularly vibrant pop-up in Miami on March 27. In preparation, designers took note of the city's bright style and Art Deco feel. The space included tropical accents reflecting fruit carts in the streets of Little Havana. Visitors' first impression of the shop was a massive wall mural outside. Toronto-based artist Jacquie Comrie covered the wall in bright, captivating colors that mirrored both Miami's vibe and the artist's particular style.
Three Steps to Amplify Your Brand Message Beyond the Walls of Your Event
The lure of cultural tentpoles is nearly impossible for brands to ignore. What is a cultural tentpole? "A major happening that captures the public imagination before and after the main event, with an apex in the middle. A graph drawn of this trajectory will look a bit like...a tentpole," according to Braze.
Your Strategy Needs a Soul, Now More Than Ever
Classic business strategy has always been the path to achieving an organization's vision, while staying true to its purpose and values. Traditional approaches draw on examples of success from the past, which business strategists used to provide organizations with roadmaps that solve challenges and guide them to where they want to be. But today's problems and tomorrow's opportunities cannot be solved with yesterday's solutions.
Mergers May Mean More Money, but You Can't Put a Price on Freedom
You may be tempted by that flashy merger deal, but here are a few reasons you should think twice before diving in. For many companies, a merger is a clear path to greater revenue and success. If it wasn’t, M&A activity in marketing wouldn’t have reached $33 billion in 2018 -- a 144 percent increase compared to 2017, according to data from R3.
Mergers May Mean More Money, but You Can't Put a Price on Freedom
M&A You may be tempted by that flashy merger deal, but here are a few reasons you should think twice before diving in. Image credit: PeopleImages | Getty Images Brett Hyman Guest Writer President of NVE Experience Agency May 28, 2019 5 min read Opinions expressed by Entrepreneur contributors are their own. For many companies, a merger is a clear path to greater revenue and success.
BizBash and the Event Leadership Institute Launch First Event Innovation Forum-Los Angeles
Join Thousands of Fellow Followers Login or register now to gain instant access to the rest of this premium content! Join Thousands of Fellow Followers Login or register now to gain instant access to the rest of this premium content! After revamping the conference at the BizBash IdeaFest New York last year—and successfully taking the new concept to the recent show in South Florida—BizBash and the Event Leadership Institute are bringing the Event Innovation Forum to the BizBash IdeaFest Los...
3 Steps To Break Through The Noise Of A Cultural Tentpole
by Brett Hyman , Yesterday With only a few months to go before Coachella Valley Music and Arts Festival 2019, fans are already buzzing with excitement. But the performances might not be the single most memorable element of the festival. Coachella has become a destination for brands to provide meaningful consumer experiences by leveraging its massive pool of attendees.
3 Steps To Break Through Noise Of Cultural Tentpole
by Brett Hyman , 5 minutes ago With only a few months to go before Coachella Valley Music and Arts Festival 2019, fans are already buzzing with excitement. But the performances might not be the single most memorable element of the festival. Coachella has become a destination for brands to provide meaningful consumer experiences by leveraging its massive pool of attendees.
These Brands Have Mastered The Digital-To-Physical Experience
Millennials are known for loving the crazy amount of convenience, personalization, and meaningful engagement that digital experiences offer. But people still crave the human element of in-person experiences, and they continue to prefer brands that meet them face to face. The most successful companies offer the best of both worlds: the convenience of digital with a personal touch.
What Does The Next Generation Of Creative Agencies Look Like?
Running a successful creative agency has always been about adapting, whether that's to digital trends, client preferences or financial pressures. But increasingly, agencies are also being forced to adapt to a new kind of creativity -- one that's a result of strategy, design and production coming together. An agency's value no longer exists in the tactical realm.
Impressive Isn't Always Impactful in Experiential Marketing
In June, a 123-year-old tradition attracted hundreds of thousands of attendees to New York’s Long Island, and brands such as American Express, Lexus and Deloitte flocked. Each engineered a multifaceted experiential activation at the 2018 U.S. Open golf tournament -- inviting affluent consumers into specialized relaxation spaces or hooking them up to virtual reality golf simulators. Jeff Swensen | Getty Images It was an impressive spread, to be sure.
Six Tips To Scale Your Agency Without Slowing Down
Launching an agency takes a huge leap of faith -- not only in yourself but also in your offering. So, when things start going well, it can feel like a weight has lifted. But now isn't the time to get comfortable. In fact, starting your agency may have been the easy part. Now, you have to scale. As the CEO of an experiential marketing agency and event production company, NVE Experience Agency, we have scaled rapidly since inception, continuing to grow each year.
Taking Experiential Marketing Beyond Events and the Tradeshow Floor
In a world where consumers are more likely to shell out for concert tickets than buy their favorite band's merchandise, there's no doubting the power of experiences. Consumers today want a brand they patronize to enrich their lives, not just fill their closets or decorate their walls. That's why brands were predicted to increase their spending for experiential marketing 11% in 2017—nearly double from just two years ago.
More Than 4 Walls: How to Transform Your Company Into a Community
Focus on the supporting pillars of your company to create a diverse community grounded in collective purpose. If you've spent any amount of time in the startup community, you're all too familiar with the words "company culture." Entrepreneurs pour lots of time and resources into offering the perks they think will draw and keep talent.
Five Misconceptions About Influencer Marketing
Influencer marketing has never been more popular, and, as such, there are a multitude of questions that remain unaddressed. These questions have fueled several misconceptions around influencer marketing, including influencer selection, FTC guidelines and measurement. Given the lack of clarity, it’s no wonder that CMOs, who are the stewards of any brand’s marketing efforts, have reservations regarding influencer campaigns. Here, the five most common misconceptions are addressed: 1.
How to Integrate Experiential into a Larger Business Strategy
To combat advertising fatigue, more companies are turning to experiential marketing—creating powerful memories for participants while connecting with the people who genuinely want to interact. Outdoor Voices, an athleisure brand, leveraged the power of experiential via pop-up shops to allow its target customers to immerse themselves in the brand story as well as touch and see merchandise for themselves.
Trek Bicycle Increases Brand Consideration with Digital Advice
Trek Bikes integrated a digital advice technology in the form of an interactive, intelligent Bike Finder that helps its website visitors choose the right bike with ease. This decision has proven to improve the digital customer experience, increase brand consideration and maximize conversions. Digital has undoubtedly changed the purchase path for consumers as it now includes more channels, more touchpoints, more choices, and more options.
First Female Iteration of Johnnie Walker Debuts
In a bid to attract more women to its brand Johnnie Walker Black Label has unveiled Jane Walker, the first female iteration of the iconic scotch whiskey. The new packaging shows a smart looking woman wearing a black top hat, coat and high boots striding across the label, a look almost identical to the Striding Man, who for more than a century, has been a Johnnie Walker icon and an important part of the brand’s history.
The Era of Conversational Marketing is Here
Leading brands and experienced brand marketers are increasingly deploying messaging apps and chatbots to meet their conversational marketing needs.
3 marketing trends that will get the boot in 2018 — plus 4 more brands should focus on
As marketers, we're used to fighting the fear of missing out — always connecting, watching and following the conversation to ensure we're not whiffing on valuable opportunities. But when it comes to trends in marketing, it's important to realize the distinction between the ones worth exploring and the ones that may have run their course. After all, marketing trends evolve — not because fads die, but because companies discover better ways to attract and retain consumer attention.
Sassy Lime-a-Ritas Dish on Social Advice Column
In recognition of National Margarita Day (who knew?) Anheuser Busch has introduced “The Ritas,” or what it terms are three glamorous geriatrics who give zero … fruits about, well, anything really. The Ritas These sassy ladies have done it all, seen it all and aren’t afraid to say what you—and everyone else—are thinking. And they’ve just begun offering up advice to the masses through the #RitaSays campaign, a modern day advice column.
United Airlines Pumps Massive Olympics Marketing into Social
United Airlines is well underway with its 2018 Olympic “Superheroes” campaign, but the massive amount of content it is pumping out is striking. Forty pieces of social content around the Olympics are flowing on Facebook where United has 1.1 million followers, and on Instagram, where 513,000 fans follow the airline. Video is an important component of the campaign and United is turning that content around faster and more efficiently after ramping up in-house video capabilities, Digiday reports.
How to Approach New AI-based Marketing Technologies
Is your boss telling you to put new tech before anything else? Does this sound like your to-do list: develop an AR or VR then quickly launch a Chatbot to interface with Facebook Messenger. And don’t forget to get on that Alexa Skill—ASAP. It’s a conundrum that many marketers face. Andrew Stephen, a Forbes contributor, has been researching how marketers should approach new AI-based marketing technologies and not get caught up spending wasted time and money on the latest new “it” tech.
Three Ways Brands Finding Purpose Are Also Finding Profit
Femvertising. Purpose-driven branding. Micro-niche marketing. No matter what you call it, it’s undeniable that brands are increasingly pushing themselves to find purpose beyond their products and services. Only 10-40 percent of B2C brands and 50 percent of B2B brands have an emotional connection with their audiences—Google And let’s face it—it’s a delicate step for a brand to stand up for a cause it believes in that’s greater than profit.
Lucky Charms Boots One Charm in Favor of a Magical Unicorn
The results are in. Lucky Charms ran a contest on Twitter using the #NextLuckyCharm to let consumers choose the next Lucky Charm marshmallow. Players voted by selecting from dozens of emojis that ranged from hearts to avocados to umbrellas. The winner? A magical unicorn with a flowing purple mane and purple nose. This is the first time in 10 years that General Mills has added a new marshmallow to its Lucky Charms cereal.
Subway Launches "Make It What You Want" Campaign
Subway has debuted a multi-channel marketing campaign to push forward its “Make It What You Want.” campaign. The campaign launches across TV, social and digital channels in the U.S. and began with a 60-second broadcast ad called “Anthem.” The spot debuted last week during NBC’s evening broadcast of the Olympic Games and features live action and user-generated content that shows people living life and how Subway fits into those experiences.
Is It Time to Overhaul Your Marketing Solution? - Chief Marketer
Are your legacy platforms really serving your needs? Here’s three red flags that signal it might be time to overhaul your marketing solution. The Personal Touch is Missing Big name martech providers can fall short on the human touch. Growing a company to such a large scale requires making sacrifices, which usually come in the form of replacing personalized customer service with automated responses via digital channels.
Mapping Content to All Points in the Customer Journey - Chief Marketer
By all accounts, brands will more than double-down on their strategic and financial commitments to content marketing in 2018. This includes accelerating the cadence of blog posts, guides, ebooks, infographics, microsites and videos as a means of finding, converting and retaining customers. As a result, marketers need a clearer understanding of customers’ interests, as content marketing strategies are much more likely to thrive (and be ROI effective) when guided by comprehensive data and analysis.
Lay's Mission To Spread Smiles Across America - Chief Marketer
Lay’s potato chips is on a cheerful mission to get people to smile more. The Smile with Lay’s campaign is a major initiative that pivots on the release of a massive number of specially designed bags released this week that, when purchased, spark a donation up to $1 million to Operation Smile, the medical service organization that helps children suffering from a cleft condition. A consumer “tries on” one of the 40 different smiles appearing on Lay’s potato chip bags.
McDonald's Epic Big Mac Ring is Contest's Grand Prize - Chief Marketer
Yes, it’s true. Valentine’s Day was Wednesday. It’s also true that McDonald’s is giving away the most audacious, over-the-top bling ring likely ever created by a burger joint—just for that special day. The McDonald’s Bling Mac Ring. What will they think of next! The “Bling Mac” ring, worth $12,500, is an 18K gold, delectable seven layers of champagne diamonds and orange sapphires cooked up in the shape of a big, juicy Big Mac.
How to Use Gamification in Experiential Marketing Campaigns
Whether consumers download a mobile app, respond to an email survey, or engage with a new brand at an event, they have come to crave (and expect) some sort of incentive or reward from nearly every brand interaction. But that's not because consumers are greedy. The competitive landscape of our digitally driven age has trained consumers to look for value before buying in.
How to Add Meaning and Purpose to Marketing - Chief Marketer
Ensuring your marketing campaigns include purpose and meaning has become even more important to create meaningful relationships with consumers and shoppers to build trust and loyalty. Meaningful marketing is the new norm and the key stakeholders—the brand, the shopper and the retailer—each play a critical role in achieving positive brand health and those important consumer relationships. Here are three ways big brands are making an impact. One of the 40 varieties of Lay’s potato chip “smile” bags.
3 Ways to Transform Your Brand's Customer Experiences - Chief Marketer
No matter the sector, brands can use experiential to affect the customer experience. Here’s three tips. 1. Build trust through transparency Consumers can tell when brands are trying to hide something, so brands shouldn’t keep their agendas secret. By 2020, the consumer experience will be more important than price and product. Experiential activations provide a platform for brands to really show their cards to consumers and foster long-term loyalty.
Moët & Chandon Finds Love with Snapchat - Chief Marketer
Valentine’s Day is just around the bend and, for many, that means it’s time to share a bottle of champagne with the one you love. Moët & Chandon is stepping in to help celebrate by launching its second Snapchat game on Valentine’s Day. The mobile game is part of the brand’s “Love Unconventional”campaign that will run through Mother’s Day. A limited edition bottle features unique “Love Unconventional” characters.
AI Opportunities to Solve Digital Marketing Challenges - Chief Marketer
The term Artificial Intelligence (AI) may bring to mind scenes from a sci-fi movie, but in reality it’s already transforming many industries, including marketing. AI is gaining widespread traction as a way to solve seemingly impossible problems and accomplish tasks that previously could only be achieved with great effort, time and resources. In a marketing context, AI has the potential to make marketers better at what we’ve been hired to do.
PRxPR Raises Money and Awareness For Puerto Rico
The PSAs feature real Puerto Ricans, not actors. Several Puerto Rican advertising and media pros have created PRxPR, a non-profit that has so far raised over $1 million for Puerto Rico hurricane relief. The organization’s first PSA aired in December, with the second airing last month and the third set to debut in March on several major network and cable outlets including CBS, NBC, ABC, CNN, Fox and Univision.
4 Tips to Growing a Multimillion-Dollar Business With Zero Debt and No Investors
Despite the New York Times' report that we're in the midst of a "startup slump," a staggering percentage of startup leaders would say otherwise. When First Round asked founders whether they think now is a good time to start a business, 94 percent gave a resounding "yes," according to the State of Startups 2017 report.
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