Introducing Espresso, the Brand Infiltration agency
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Introducing Espresso, the Brand Infiltration agency

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Marketing used to be really simple. These days, it's anything but. Espresso is an integrated marketing agency that understands things aren't "business as usual". That's why we've introduced Brand ...

Marketing used to be really simple. These days, it's anything but. Espresso is an integrated marketing agency that understands things aren't "business as usual". That's why we've introduced Brand Infiltration—a progressive approach to integrated marketing that blends digital, experiential and classic marketing tactics with social media savvy and an uber-rigorous commitment to metrics. Infiltrators go beyond clever copy and pretty pictures to actually solve our clients’ business problems in the most inventive, relevant, effective way possible. We're more sharp-shooting than "spray and pray". Learn more about us in this overview presentation—or visit us online at www.brandinfiltration.com

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    Introducing Espresso, the Brand Infiltration agency Introducing Espresso, the Brand Infiltration agency Presentation Transcript

    • Infiltrate! Digital savvy. Massive impact. No bullsh*t.
    • Once upon a time, marketing was really simple.
    • There was The Product.
    • And The Target Audience.
    • A copywriter would come up with The Message.
    • An art director would come up with The Creative.
    • A media planner would do The Buy*. *The Buy = maximum reach = as many eyeballs as your budget allows!
    • Mix ‘em all together and...
    • $ Mix ‘em all together and... VOILA!
    • $$ $$ $$ $ $$ $$ $$ Mix ‘em all together and... $ $$ $$ VOILA! $ $$$ $ $$ $ $ $
    • Unfortunately, this happened…
    • Information overload Times Square Billboards http://www.flickr.com/photos/reflexer/1589723652/ http://www.flickr.com/photos/mattmendoza/3248177419/
    • And this happened…
    • Pecado venial http://www.flickr.com/photos/paco_calvino/509970213/
    • #11 - Swakopmund http://www.flickr.com/photos/opeyre/455591380/
    • And this…
    • Comcast TiVo DVR - To Do List http://www.flickr.com/photos/stevegarfield/2125870635/
    • And as a result this…
    • La, La, La, Not Listening! http://www.flickr.com/photos/benandjenn/2419628201/
    • And this…
    • Only 18% of TV ad campaigns generate positive ROI. Source: Connected Marketing: The Viral, Buzz and Word of Mouth Revolution by Justin Kirby and Paul Marsden fuck you. http://www.flickr.com/photos/undergrounder/2583601660/
    • These days, marketing is a bit more complicated.
    • D i s p l a y
    • BROADCAST D i s p l a y
    • BROADCAST D i In-store s p l a y
    • BROADCAST D Out-of-Home i In-store s p l a y
    • BROADCAST D Out-of-Home i Mobile In-store s p l a y
    • grassroots BROADCAST D Out-of-Home i Mobile In-store s p l a y
    • Experiential grassroots BROADCAST D Out-of-Home i Mobile In-store s p l a y
    • Experiential grassroots BRANDED ENTERTAINMENT BROADCAST D Out-of-Home i Mobile In-store s p l a y
    • Experiential grassroots BRANDED ENTERTAINMENT BROADCAST D Ambient Out-of-Home i Mobile In-store s p l a y
    • Experiential grassroots BRANDED ENTERTAINMENT BROADCAST D Ambient Out-of-Home i Mobile In-store s p DIRECT l a y
    • Experiential Guerilla grassroots BRANDED ENTERTAINMENT BROADCAST D Ambient Out-of-Home i Mobile In-store s p DIRECT l a y
    • Experiential Guerilla grassroots BRANDED ENTERTAINMENT BROADCAST D Ambient Out-of-Home i Mobile In-store s Social media p DIRECT l a y
    • Experiential Guerilla grassroots BRANDED ENTERTAINMENT BROADCAST D Ambient Viral Out-of-Home i Mobile In-store s Social media p DIRECT l a y
    • PRESENCE Experiential Guerilla grassroots BRANDED ENTERTAINMENT BROADCAST D Ambient Viral Out-of-Home i Mobile In-store s Social media p DIRECT l a y
    • PRESENCE Experiential Guerilla grassroots BRANDED ENTERTAINMENT Applications BROADCAST D Ambient Viral Out-of-Home i Mobile In-store s Social media p DIRECT l a y
    • PRESENCE Experiential Guerilla grassroots BRANDED ENTERTAINMENT Applications BROADCAST D Ambient Viral Out-of-Home i Mobile In-store s Social media p DIRECT l a Undercover y
    • PRESENCE Experiential Guerilla grassroots BRANDED ENTERTAINMENT Applications BROADCAST D Ambient Viral Out-of-Home i Mobile In-store s Buzz Social media p DIRECT l a Undercover y
    • PRESENCE Experiential Guerilla grassroots BRANDED ENTERTAINMENT Applications BROADCAST D Ambient Viral Out-of-Home ? i Mobile In-store s Buzz Social media p DIRECT l a Undercover y
    • It’s less about saying things...
    • …and more about building things.
    • …and more about building things.
    • …and more about building things.
    • …and more about building things.
    • …and more about building things.
    • Things that connect...
    • Things that connect...
    • Things that connect...
    • Things that connect...
    • Things that connect...
    • Things that entertain...
    • Things that entertain...
    • Things that entertain...
    • Things that entertain...
    • Things that entertain...
    • Things that surprise...
    • Things that surprise...
    • Things that surprise...
    • Things that enlighten, serve, & simplify...
    • Things that enlighten, serve, & simplify...
    • Things that enlighten, serve, & simplify...
    • Things that make life easier —or just more fun.
    • Things that make life easier —or just more fun.
    • Things that make life easier —or just more fun.
    • Things that make life easier —or just more fun.
    • Things that make life easier —or just more fun.
    • It’s the era of creating great experiences, not great ads. Blue Man Group Tour - Splashing
    • It’s the era of Brand Infiltration™.
    • Brand Infiltration™: A progressive approach to integrated marketing that blends digital, experiential and classic marketing tactics with social media savvy and an uber-rigorous commitment to metrics.
    • Brand Infiltration™: The act of going beyond clever copy or pretty pictures to actually solving our clients’ business problems in the most inventive, relevant, effective way possible.
    • Brand Infiltration™: “Sharp Shooting” not “Spray & Pray.”
    • A Closer Look at Brand InfiltrationTM
    • A Closer Look at Brand InfiltrationTM Insight Infiltrators AKA Stalkerati use social media monitoring to glean meaningful insights on products, brands, and consumers.
    • A Closer Look at Brand InfiltrationTM Tactics Insight Infiltrators believe in Infiltrators AKA fishing where the fish Stalkerati use social actually are — not where media monitoring to they might be. Through glean meaningful digital, experiential, and insights on products, classic channels, our brands, and consumers. goal is to drive massive impact. Of course, clever copy and pretty pictures never hurt.
    • A Closer Look at Brand InfiltrationTM Tactics Insight Measurement Infiltrators believe in Infiltrators AKA Infiltrators are metrics fishing where the fish Stalkerati use social maniacs! We look actually are — not where media monitoring to beyond clicks and they might be. Through glean meaningful impressions to zero in digital, experiential, and insights on products, on value: How do our classic channels, our brands, and consumers. programs impact goal is to drive massive conversions, brand impact. Of course, clever awareness, and copy and pretty pictures ultimately, sales? never hurt.
    • FACT: We’re not like the other guys.
    • MOTTO: Us “Attract, engage and infiltrate!”
    • MOTTO: Them Us “Spray— “Attract, and pray.” engage and infiltrate!”
    • FOCUS: Us Winning new biz for our clients.
    • FOCUS: Them Us Winning Winning agency new biz awards. for our clients.
    • CREATIVE: Us Nothing less than amazing!
    • CREATIVE: Them Us Must. Make. Us. Look. Good. Nothing less than amazing!
    • MEDIA STRATEGY: Us Focus on most relevant, most targeted audience (i.e., quality > quantity).
    • MEDIA STRATEGY: Them Us Get the most eyeballs Focus on most relevant, (i.e., quantity > quality). most targeted audience (i.e., quality > quantity).
    • DIGITAL: Us Breathe it. Live it. Love it!
    • DIGITAL: Them Us Yes, eventually. Breathe it. Live it. Love it!
    • SOCIAL MEDIA: Us Breathe it. Live it. Love it!
    • SOCIAL MEDIA: Them Us We can make you a nice Breathe it. Facebook page! Live it. Love it!
    • IMPACT: Us MASSIVE! Recent example: 33% lift in sales (Samsung Slyde promotion)
    • IMPACT: Them Us “Just look at all the awards MASSIVE! we’ve won!” Recent example: 33% lift in sales (Samsung Slyde promotion)
    • MEASUREMENT: Us Quantitative, qualitative, and constant!
    • MEASUREMENT: Them Us “Right… have we mentioned Quantitative, qualitative, all the awards we’ve won?” and constant!
    • Also, we have a 100% No Bullsh*t policy.
    • Of course, if you like bullsh*t, we’re probably not the right agency for you.
    • “Damn, the team at Espresso is Amazing at Life™!!!”* *Actual client quote.
    • Ready to stop wasting money on “great ads” and start building great experiences?
    • Ready to start Infiltrating?
    • brandinfiltration.com BOSTON TORONTO c: 617.771.8362 c: 416.564.1416 e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com t: @mzkagan t: @infiltrators
    • PHOTO CREDITS All photos taken by David Cyr or purchased from iStockPhoto.com, except as noted below. Times Square Billboards http://www.flickr.com/photos/mattmendoza/3248177419/ Pecado venial http://www.flickr.com/photos/paco_calvino/509970213/ #11 - Swakopmund http://www.flickr.com/photos/opeyre/455591380/ Comcast TiVo DVR - To Do List http://www.flickr.com/photos/stevegarfield/2125870635/ La, La, La, Not Listening! http://www.flickr.com/photos/benandjenn/2419628201/ fuck you. http://www.flickr.com/photos/undergrounder/2583601660/