Introducing Espresso, the Brand Infiltration agency

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.

Things that connect...

Things that entertain...

Things that surprise...

Things that enlighten, serve, & simplify...

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/

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Introducing Espresso, the Brand Infiltration agency

by The Espresso Group on May 05, 2009

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Introducing Espresso, the Brand Infiltration agency — Presentation Transcript