Author archive for Loree Stark
Connecting with Indie Consumers
There are few marketing challenges more difficult than connecting with “indies ” consumers who consciously avoid mainstream marketing and pledge allegiance to brands that bubble below the surface. But the problem is: If your brand has the bucks to buy their attention it’s probably not high on the indie consumer’s list of companies to patronize....
Giving Your Event a Gallery Vibe
Brands from Lexus to Red Bull are creating exhibits that borrow their look and feel from big-city art galleries. The goal? A sophisticated yet uncomplicated ambience. Starbucks incorporated the look for one component of a pop-up environment last year in New York City. And Rolex USA activates its title sponsorship of the Monterey Historic Automobile...
Boeing’s Customer Experience Center Takes Flight
For decades the model remained the same. Now the rules are being rewritten. The commercial manufacturing category has long relied on a selling strategy that is still relatively intact across the Fortune 500 today: Invite clients to a showroom at headquarters flick on a PowerPoint and do your best to get visitors to sign on...
Lessons Learned from the Cartoon Network Bomb in Beantown
When the Cartoon Network set out to promote “Aqua Teen Hunger Force” with a 10-market guerrilla marketing effort the company never could have imagined the publicity the stunt would get.