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Wednesday Wisdom: Sally Davis- Winning at Point of Purchase #7

Logobrand’s Sally Davis continues her Winning at Point of Purchase insight series. Relationships…  LTM a brilliant sales team? Retail is a business built on relationships and you have to maintain a regular presence in store to create real leverage?  Yes – it has benefit, but what’s different about your reps relationship with the store to […]

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Wednesday Wisdom: Sally Davis- Winning at Point of Purchase #6

Logobrand’s Sally Davis continues her Winning at Point of Purchase insight series Promotional Compliance: The Holy Grail The reason you invest in promotional campaigns is to increase visibility, drive sales and penetration. Your buyer can promise you the world with best intentions, but the problem is you can’t and they can’t control how a store […]

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Guest Blog: The role of measurement within Experiential… one size does not fit all – Paul Stanway – XYZ Agency

Why do brands continue to invest multi million pound budgets into flagship stores and retail sites when respected e-commerce surveys and forecasts suggest double digit growth of online purchase in the next few years? Many brands have flinched at this prospect, downsizing or closing their large stores, yet some of the world’s most successful and […]

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Wednesday Wisdom: Sally Davis- Winning at Point of Purchase #5

Logobrand’s Sally Davis continues her Winning at Point of Purchase insight series.   Free Display Space…. FMCG brands certainly want it all from us agencies! More, more more! You, the retailers and your agency have something in common:  To Drive Sales Store managers want to maximise their sales just as much as we do. But […]

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Wednesday Wisdom: Sally Davis- Winning at Point of Purchase #4

Logobrand’s Sally Davis, continues her Winning at Point of Purchase insight series. Rocket your NPD into Retail Orbit NPD & innovation is a major area of investment for all FMCG brands, with 1,000’s of new products appearing on shelf every month all fighting for fixture space.  The pressure is immense to hit that golden rate […]

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Blog: That’s The Ridgeway done – Frank Wainwright

The Ridgeway, Britain’s oldest route. This June and July it has passed from some kind of warm and heady floral trail to a dusty bleach blond escarpment. It has been my backdrop for 5 days as I have zigzagged my way all over it – a 3 day walk from Avebury to Ivanhoe Beacon – […]

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Throwback Thursday – A tribute to 2014

We take a look back at 2014, we didn’t do nearly as well in the World Cup but our FM and BE teams took home their own trophies. In honour of Harry Kane’s blinder of a Hat Trick we will kick off by looking back at Circle Agency, who scored three FMBE golds in 2014. Most […]

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Throwback Thursday: When it was 2016, it was a very good year!

Here’s  a look back at the agencies and brands that rocked the 2016 FMBE Awards and celebrate their winning campaigns in this week’s throwback Thursday. Outsourced Sales Performance of the Year Channel Assist’s work with Panasonic was a unanimous winner for this category. The feedback and testimonials for the instore training for Panasonic Viera, from […]

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Guest Blog: The best engagement strategies are made of this – Elevate

Elevate discusses terms of engagement with Field Marketing and Brand Experience Magazine Two hundred million people classify their Facebook relationship status as “single.” So, grasping the potential, Mark Zuckerberg announced that a dating service is coming to the social media site. Long-term relationships, not hookups, are the goal of the service. But, numbers for other dating sites […]

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Throwback Thursday – Most Effective Sponsorship Activation

We take a look back at how a  sponsorship activation can be mutually beneficial for all parties involved and result in agencies winning an FMBE trophy. Leith Links – Irn Bru 2015 (Commonwealth Games 2014) – Gold  Irn Bru enjoyed second tier sponsorship of the 2014 Commonwealth Games hosted in Glasgow. Irn Bru enlisted Leith […]

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Guest Blog: Why instore shopping is still an event – Andy Tow, Retail Marketing Group

Andy Tow, managing director Retail Marketing Group reveals five brand ambassador attributes that will take a CX strategy to the next level Whether it be in anticipation of a baby or to celebrate moving into a new home, purchasing new goods can represent a new chapter in our lives. There is a significant opportunity here for retailers and […]

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Guest Blog: Fieldwork vitally important to market research – Protel Fieldwork

Protel Fieldwork shares Gabriela’s case study with FMBE Magazine Marketing graduate, Gabriela Boyadzhieva, knows just how valuable fieldwork is to good market research – but she didn’t gain that insight from the classroom. It wasn’t until she took a job at Protel Fieldwork, a Coventry-based agency with a national reach, that she fully understood the […]

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Guest Blog: The pros and cons of licensing costumed characters – Hamilton Sargent, Blackjack Promotions

Hamilton Sargent, Contentainment & WDFG Account Manager at Blackjack Promotions offers his top tips on licensing costume characters for campaigns and explores the pros and cons of using off-the-peg or creating your own. We’ve all become used to seeing costumed characters promoting products in shopping centres, railway stations, airports and other public spaces, and brands […]

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Retail Execution in Ireland – Gordon Neil, Development Director, McCurrach

McCurrach Development Director, Gordon Neil shares his insight into the stark differences between the UK and Ireland FMCG retail market, and gives us some tips on how he thinks both field marketing agencies and suppliers should think about Ireland.   “I thought it would be good to talk about retail execution in Ireland because, given […]

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Guest Blog: Crossing the line! Now more than ever getting the in-store experience right is crucial – Victoria Satterly

Mentally strong. Physically strong. Incredibly motivated. Empowered with knowledge. You could be forgiven for thinking that I’m talking about an elite level athlete. I’m not. The above actually describes the traits needed by brand promoters located in-store at retail locations across the UK. It seems like every day we’re being told about the latest retailer […]

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Throwback Thursday: Stand and Deliver – Displays and Stands that have scooped an FMBE gold

The annual Field Marketing and Brand Experience Awards are now open for entry. FMBE takes a look back at some of the gold winning Most Effective Stand or Display Unit entries over the years. This is a category open to both Field Marketing and Brand Experience entrants, which always sees an exceptionally high standard of work […]

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Guest Blog: Why retailers need to leverage the power of experiential to connect and convert – Charlotte Johnson, Live Consultancy

According to recent Eventbrite research, 3 out of 4 millennials would rather buy an experience than something desirable. Today people do not connect with just products they connect with emotional experiences – the product is a result of an experience or connection. When we need something, we tap in the palm of our hand and it arrives tomorrow. When […]

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Photo Friday 23/03/2018

Sylvanian Families unveils world’s smallest fashion show    Lagerfield, Wintour and The Queen doppelgängers watch the mini marvels strut their stuff  at Hamley’s, London on Thursday March 22nd.    

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Guest Blog: Introducing Zaptic

Who are Zaptic? Zaptic is a UK-based SaaS business. We offer a solution for the field marketing industry which has been implemented by brands, retailers and agencies and has attracted investment from Silicon Valley, including former Microsoft executives, responsible for bringing Excel and Word to the world. Why did the product come to be? Zaptic […]

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Guest Blog: Soap & Glory case study – Elevate

When Soap & Glory decided to roll out their first ever UK national tour, they approached Elevate. That was in 2015 and since then the relationship has gone from strength to strength. Being the first major piece of experiential Soap & Glory had engaged in, high expectations were set. As an experienced staffing agency, Elevate […]

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Blog: Women’s Sport – A golden opportunity for live agencies – Michael Brown, MKTG

Women’s sport is an ever-evolving narrative. The lives and achievements of those athletes without a Y chromosome stand poised to smash the dominance of male sporting endeavour in the hearts, minds, wallets and purses of UK sports fans and casual audiences alike… and with good reason. British female teams are the holders of two world […]

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Guest Blog: The key to getting people to talk about your event on social media? Don’t use a hashtag – Joe Stevens, Bigdog Live

I noticed something interesting at a recent event. Two brands – let’s call them brand A and Brand B — with two very different strategies for generating social buzz around their presence at the event. Brand A had a well-designed poster asking fans to share a selfie with a short and snappy branded hashtag for the chance […]

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Guest Blog: 2018 is the year of tech in retail, but don’t forget the customer experience -Stuart Parker, Retail Marketing

From virtual reality to voice recognition, modern technology is changing the world at an unprecedented speed. Unsurprisingly, this has transcended into the retail industry with the rapid advancements in artificial intelligence (AI) and big data. In fact, 2018 is predicted to be the year that technology revolutionises the sector; a claim that drives intrigue about […]

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Guest Blog: A Stich in Time: Slaughterford 9 – Francis Larkman

Weetabix On the Go trialled its vanilla flavour protein drink to Slaughterford 9 runners last week. Why? Well, as this blog by event participant Francis Larkman shows, there’s little more authentic association for a brand than strongly ingrained and meaningful community events. Comparatively, we are all terrible runners. Running is like that. Because there can […]

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Guest Blog: Iceland wins supermarket plastic battle – Adoreboard, Conran Design Group

Plastic packaging, especially some of the shadier exported landfill recycling practices, and the impact on our oceans is on everyone’s agenda at the moment. Industry comment and opinion is rife about the topic, but how does the UK consumer feel about the actions being taken by some of the most criticised users of plastic: supermarkets? […]

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Guest Blog: People buy from people – the power of strategic staffing, Carina Filek, Elevate Staffing

Carina Filek, managing partner, Elevate Staffing UK & US discusses promotional staff selection in the beauty and cosmetics sector. Engaging and on-brand promotional staff are key to successfully carrying out any sampling, guerrilla or experiential marketing campaign, but they play a particularly important role for any company operating in the beauty and cosmetics industry. In […]

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Guest Blog: 10 Tips For running a successful pop-up Hannah Rowlands, Sanrio

Hannah Rowlands, Marketing & Digital Manager at Sanrio, shares her top tips for running a succesful pop- up with Field Marketing and Brand Experience  Magazine  Plan, plan, plan Plan for all eventualities! The weather, staff sickness, regulations and health & safety (especially if you’re popping up in a larger store), is there particular rules you will […]

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Guest Blog: Field force planning, David Jones – CACI

When I started out in the area of field force planning, some 25 years ago, there was no attention paid to the amount of driving a rep (or merchandiser) did getting to their first call, or returning home in the evening after their last. It was just expected, with the company only generally concerned about […]

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Guest Blog: The power of demos – Carina Filek, managing partner, Elevate Staffing UK & US

There’s nothing quite as powerful as getting potential customers to try out a product or service. You can have the best and most sophisticated marketing strategy ever, but ultimately, there’s no substitute for actually putting an item into a consumer’s hands. According to 80% of attendants from Event Marketer 2017, live demonstrations and free samples […]

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Guest Blog: Looking Beyond the Event – Provision Events

Provision Events (PVE) is celebrating another successful experiential activation at Happy Valley racecourse in Hong Kong that has driven footfall, engaged visitors with the event sponsor and most importantly, added to their growing portfolio of iconic images that have been picked up by the world’s media throughout 2017. The Happy Valley activation encouraged visitors to […]

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Guest blog: Traditional retailers must return to the personal approach – David Buckingham, CEO, Ecrebo

Before the days of supermarkets and megastores – and long before the internet, shopping was almost always a personalised experience. It would not have been unusual for the grocer, butcher or draper to greet customers by name and give individual recommendations based on what they had bought previously. How retail has changed. Paradoxically, it is […]

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Guest blog: Why promotional staff will make or break your brand campaign – Carina Filek, Elevate Staffing

It’s a tough market for FMCG companies. New brands are looking to make a stunning impact and established brands are trying to recapture their share of a market. Often they need a killer product sampling campaign to cut through the noise. Staffing is one of the most critical elements of any marketing strategy in the […]

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Guest blog: The human experience – Yasmin Bartlett, senior staffing executive, Sense

Brand ambassadors, the real people behind experiential campaigns, have never been more important. Sense’s Yasmin Bartlett explains why… Experiential marketing is becoming increasingly innovative and sophisticated, embracing social media and new technologies. However, the importance of real people in experiential should never be under-estimated. In a world where 92% of consumers believe there’s a disconnect […]

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Guest blog: Reaching the ‘selfie-aware’ – how brands should approach students – James Rix

Considering targeting ‘The Student Market’? Think again, says James Rix, founder of Street PR, who recommends a far more targeted, authentic strategy to engaging your loyal customers of the future. Students are often defined in narrow inaccurate terms as an homogeneous group. The reality is that they are varied and changeable – and that includes […]

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Insight: Medium-sized creative agencies are feeling the squeeze finds New Business Barometer from JFDI

Agencies with 51-150 employees are at a competitive disadvantage when it comes to new business opportunities, found the second annual New Business Barometer by JFDI in partnership with Opinium Research. Responses from agencies across 16 core disciplines from tech and experiential to design and branding confirm that medium-sized companies are feeling the squeeze when competing […]

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Guest blog: Maximising efficiency through tailored marketing solutions – Mike Watson, IO Integration

In a relatively short space of time, consumer tastes and demands have shifted dramatically. We now live in a world that is so much more connected and socially active than any time previously, and this has changed how brands must market themselves. Simply put: a one-size-fits-all approach to marketing has never been less relevant or […]

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Guest Blog: Keep Black Friday shopping free of fake goods – MarkMonitor

MarkMonitor, the global leader in enterprise brand protection is advising online shoppers to be more vigilant leading up to Black Friday. In the annual search for bargains and discounted goods, consumers are more at risk when it comes to unintentionally buying counterfeit goods. The last weekend in November is designated ‘Cyber Weekend’ and stretches from […]

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Guest Blog: No time to waste/Giving up my weekend for Grenfell – Phoebe Le Saint, Sense

Sense Senior account executive, Phoebe Le Saint, tells the story of her recent volunteer work organised through the company’s ‘No Time To Waste’ initiative and explains why other businesses should follow the example. Those who were lucky enough to survive the terrible Grenfell Tower fire lost their homes and possessions overnight, leaving them stranded on […]

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Guest Blog – Don’t get lost in the traditional vs digital debate – Ian Reynolds, KBH

With research triggering fresh concerns over brand safety, Ian Reynolds, managing director of KBH On-Train Media, says we need a more balanced view of brand engagement across traditional and digital channels. For anyone already reflecting on the big stories of 2017, there’s no doubt that brand safety will secure a place not far from the […]

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Guest Blog: Testing Technology and Roadshow ROI – Robin Carlisle, Mobile Promotions

Robin Carlisle, managing director of live events agency Mobile Promotions, shares his tips on event technology In today’s fast-paced society in which every experience and enquiry demands an immediate reaction, we are a nation that expects to remain connected to the wider global online community wherever we go. Technology has to seamlessly bridge the gap […]

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Guest blog: The airside challenge – Fiona Tindall, head of domestic retail, Blackjack Promotions

The space beyond airport customs and security checks is a foreign land for many brands and retailers, says Fiona Tindall, head of domestic retail, Blackjack Promotions For the world’s airports, retail revenues are becoming increasingly more important – according to the latest figures from research company GlobalData, the total spent by consumers in airport retailers […]

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Guest blog: Working with Maserati -Helena Sieroslawski, Strategic Operations Manager – iMP

  Three years ago we were approached by Tebays print and events agency to assist them in forming a nationwide team of premium brand ambassadors to support their partnership with Maserati. The brief was to create a team that would complement and maximise the impact of Maserati’s new range of cars on display at events […]

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Guest blog: How golf is providing a new brand experience, away from the Fairway – PVE

Provision Events (PVE), the sponsorship activation experts, provide innovative fanzone experiences at some of the biggest events in sport.  From the Open Golf and Ryder Cup, through Wimbledon, the Solheim Cup and the Olympics, PVE are the go to guys for engaging sport fans.  Recently however, a different type of activation has been taking PVE […]

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Guest Blog: LFW, how brands can take advantage – Emily Buckman, global strategic consultant, Urban Airship

Gone are the days when London Fashion Week (LFW) was for the elite. The proliferation of smart devices means consumers can now not only live stream all the runway shows while on the go but also gain backstage access to the event. Brands like Topshop are now taking consumers backstage with exclusive interviews and previews […]

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Guest blog: Brands and the power of entertainment – FRUKT

New research carried out by marketing agency FRUKT reveals the true power that brands can generate by effectively allying with entertainment. A survey of 1000 music, film & TV and gaming fans across the U.S.A. and U.K for the ‘Press Play: Brands and the Power of Entertainment’ report that shows 71% of the participants stated […]

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Guest blog: Putting the people in personalisation – Fiona Tindall, Blackjack Promotions

Pop-ups are proving to be the key to delivering hyper-personalised customer retail experiences, says Fiona Tindall, Head of Domestic Retail at Blackjack Promotions Personalisation is the latest weapon in the store wars, as the retail industry adapts to cater for the ‘experience economy’. Margin, for retailers and for the brands they sell, is being driven […]

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StreetPR invests 2% of turnover into quality control

On top of carrying out its usual checks on ongoing campaigns, StreetPR has made a public commitment to staff quality by announcing the launch of a new team dedicated to closely monitoring the behaviour and performance of its brand ambassadors. Representing the face of a brand and being its key point of direct consumer contact […]

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Guest Blog: Serving tennis fans to Wimbledon Village – Michael Hamilton-Brown, StreetPR

Surprisingly not all towns benefit economically from nearby major events, says StreetPR Client Manager Michael Hamilton-Brown, who suggests a great way adjacent locations can help maximise the attention of visiting crowds. Major sporting, music and cultural events have got so big and so corporate these days that pretty much every element is totally controlled. From […]

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Guest Blog: How female influencers are reversing the gender pay gap – Amelia Neate, Influencer Champions

Two weeks ago, the BBC, rather controversially, released the annual salaries for its TV and radio talent earning more than £150,000 per annum. And the country hasn’t stopped talking about it since. The report revealed a staggering difference between its highest paid male, Chris Evans who earns up to £2.2 million and its highest paid […]

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Guest Blog: How brands can use live activation to stand out in festival season – Natalie Wright, Initials

Glastonbury, Latitude, Reading and Leeds. Festivals have become household names. Nowhere is this truer than in the UK, where for a few blissful days, whether it’s a mud bath or bathed in glorious sunshine, revellers unite to share a unique experience that removes them from their day-to-day lives. Festival-goers become part of a tribe that […]

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Guest Blog – Creativity, personalisation and DMPs, The essentials of modern-day marketing – Anoma van Eeden, CMO, Relay42

Earlier this year, thousands of people were minding their own business on a London street when it was suddenly illuminated by a 200-metre-high hologram. The hologram itself took the form of The Rolling Stones’ iconic ‘tongue’ logo, and was part of a marketing campaign for the band’s new album, but the most impressive part was […]

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Guest Blog: Why robots won’t ever make good brand ambassadors- James Rix, Co-founder and CEO, Harrix Group

Everyone’s obsessed with robots right now – and most of them haven’t got anything good to say about them, except for a small number of researchers (if that’s quite the right word) who seem to be working on robot sex toys. Leaving sex aside for the moment, what’s really scary about robots, according to lots […]

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Guest Blog: Clintons explores father’s day through the ages

From besuited aloof figure ‘enthroned’ beside the fireplace to plumper, friendlier figure who serves as barbecue attendant, taxi driver, informal lender and butt of many jokes. Archive analysis of Father’s Day cards by Clintons, the national gift and card retailer, shows the extent to which dads’ roles have shifted in the modern home. Depictions of […]

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A night with the Italian Ambassador and Prosecco DOC

  Prosecco is big business. New figures revealed that last year, a third of all Prosecco produced was consumed in the UK and Prosecco’s popularity in France has increased by 75 per cent over the last year. Which is good news for Italians, as I found out at the Italian Embassy last week where I […]

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Guest Blog: Build & Burn Exhibition Stands: The Sustainability Myth- Alan Jenkins, Quadrant2Design

By Alan Jenkins, managing director of Quadrant2Design, exhibition stand design and build contractors, based in Poole, Dorset. How exhibiting companies unwittingly contribute to the shocking waste of resources involved in tradeshows and events by using ‘Build and Burn’ exhibition stand solutions. Visit any corporate website and you’ll read the usual platitudes about the organisations’ commitment […]

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Guest Blog: Inspiration through brand experience- Sam Moqbel, Mars Events

 Consumers are experiencing brand messages more than ever. And in more tactical, more technological and apparently more efficient ways than we ever have. As leaders shaping the landscape for new experiences, how can we ensure engagement and certify that our brand messages reach the people that we’re trying to talk to? Data can help with […]

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Guest Blog: 8 things we learned at Blitz|GES Connection

Blitz|GES hosted its annual Connection seminar and showcase at London’s Science Museum on Thursday 27 April. Over 250 corporate event managers and organisers made their way to the Blitz|GES Connection for the chance to network and engage with some of the latest technology trends in live events. Here are some of our top takeaways from […]

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Blog: Troxy hosts immersive Secret Cinema X experience

On Friday 14th April Troxy, London played host to Secret Cinema X Tell No One- an immersive preview of Chan-Wook’s ‘The Handmaiden.’ The event saw attendees, dressed to the nines in evening gowns and black tie, gathering in the streets of East London for an evening shrouded in mystery.  Guests weren’t told what film would […]

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Insight: Technology for Marketing, the IDM and Pure360- Marketing teams will need to change to keep up with technology

Technology for Marketing, the Institute of Direct and Digital Marketing (IDM) and Pure360 have released ‘The Marketing Team Structures Report 2017’. The new research reveals how marketers are resourcing and restructuring to cope with the technological challenges of the years ahead. According to the marketers surveyed, a third (33%) of marketing teams expect to become […]

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Marketing to the Advertisers – Who made an impact at Ad Week Europe

Advertising Week Europe is a four-day event head quartered at The Picture House in Piccadilly, London. It provides brands with a brilliant platform in which to connect with high calibre speakers and attendees. As well as speaking at the event and sharing their knowledge with delegates, brands such as Snap Inc, LinkedIn, Yahoo and Shutterstock […]

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Guest blog: Daniel Siden, CEO, Lightvert- What impact will virtual and augmented reality have on the OOH advertising industry?

The earliest recorded leasing of a billboard occurred in 1867, marking the start of the out-of-home advertising industry. Fast forward to the present day and traditional billboards are going digital, as growth in LED advertising displays outstrips the old fashioned paper kind. According to a report by PWC “87.5% of the revenue growth in the […]

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Guest Blog: Top tech on show at MWC 2017-Adam Jones, Freeman

Technology is now integral to the delivery of any successful brand experience, which makes Mobile World Congress the place to visit for education and inspiration around the latest developments, which we can then embrace to enhance the events we deliver for our clients. Here is a snapshot of what I uncovered during my visit to […]

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Guest Blog, Fanomena- Ambush Marketing: friend or foe?

Ambush marketing is a special marketing practice. We’ll explain what hides behind the term. 1.Definition The term ambush marketing originates from the noun “ambush” or its verb “to ambush”, which means “to lure somebody into an ambush”. So, we’re actually speaking of a person who is waiting for his victims while he’s hiding somewhere. In my […]

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Guest Blog: Why you should take notice of OOH’s rising effectiveness – Oli Ford, Kinetic

Like many media practitioners I looked forward to hearing the updated findings of Binet & Field’s The Long and Short of It report towards the back end of 2016. I was encouraged (and relieved) to hear that broad reach is still crucial for effectiveness, with out-of-home (OOH) media playing an important part in achieving this. […]

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Buster’s Garden at John Lewis

Every year the anticipation builds to see what John Lewis will do for a Christmas advert – and this year for the first time the advert has come alive thanks to a virtual reality installation in its Oxford Street store. Much like the Coca-Cola truck tour, The John Lewis Christmas advert has become synonymous with […]

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Event Review: A Look Back at Supermalt at the Carnival

(first published in FMBE Magazine Autumn 2017) Following on from last summer’s “Got It” Notting Hill Carnival experiential activity, The Bank Agency, brought Supermalt to the carnival once again, with an immersive experience in the heart of the festivities. Promohire had wrapped and supplied a bespoke vintage Citroen H-Van. Promohire had modified the van to […]

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Guest Blog: Launchpad lessons from Event Tech Live 2016- Robin Carlisle

Event Tech Live kindly asked me to join an esteemed panel of judges to pick the winner of the Launchpad Pitch; a new area for 2016, championing start-up companies and providers of exciting new event technology. With 22 forward-thinking businesses all battling it out with just five minutes to present their pitch, I wanted to […]

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Guest Blog: How brands should have galvanised Brits on Bonfire Night- Stuart Galvin, smp

  As the final embers of Bonfire Night fade, marking the start of the run-up to Christmas, it’s clear that brands could make much more of this major occasion. While the Donald Trump effigies that perished across the UK helped ignite a more modern protest, Bonfire Night remains one of the most politically important annual […]

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Unboxing Day

A press release arrived today. It was about the YouTube phenomenon called unboxing. Don’t know about unboxing? This is product launching with mass appeal, involving video channel hosts who do nothing but get rich by taking tech and toys out of its packaging and looking surprised about it.   It is serious business. In 2014, […]

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Guest Blog: 5 ways your brand ambassadors could land you in hot water -James Rix, Founder, StreetPR

Face to face marketing is an incredibly powerful tool, and there has been an explosion in the number of campaigns using brand ambassadors, handing out samples, leaflets and coupons on the streets, at busy travel hubs, in shopping centres and at festivals and music and sporting events. Unfortunately, due to recent changes in the law, […]

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Review: Inside the immersive KitKatchocolatory

An invitation to the new KitKatChocolatory ahead of its official opening, isn’t one you turn down. WeAreFearless had worked closely with Nestlé to bring the KitKatChocolatory shop, which had already been in situ in Japan and Australia, to their European fans. Located in the bustling heart of Westfield Stratford’s ‘The Street’, you couldn’t miss the […]

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Guest Blog: Brands branch out for deeper customer experiences,-Susan Poole, Head of Planning, ZAK

It’s no news that tighter consumer purse strings have played an enormous role in consumer decision-making. But so too has trust. Trusted brands are leveraging trust in innovative ways. Some are expanding into new categories while others are tapping into the concept of offering ancillary goods and services alongside their standard fare. Using a trusted […]

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Guest Blog: The Life Span of a Pop-Up- Billy Smart, Mobile Technik

Pop-ups – a one off gamble or long term investment? Billy Smart, brand development manager of Mobile Technik explores the longevity and true value of a pop-up. The story of the pop-up began with the street-food market, with pop-ups presenting a more affordable option for traders and customers alike. In 2015, reports from EE predicted […]

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Event: Wolf Brand Experience and Appleton Estate

Wolf Brand Experience and Appleton Estate rum have been traveling the length and breadth of the country in a branded Appleton Estate Van to educate foodies and drinks connoisseurs about the rum and encouraging the public to look at rum differently. The activation included the bus complete with on-board bar and fully trained mixologists, a […]

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Guest Blog:choosing the right charity partner- Michelle Warner,Goose Live Events

Michelle Warner,Marketing Manager at Goose Live Events, shares with Field Marketing and Brand Experience Magazine the three steps to choosing the right charity partner. With so many worthy causes to choose from these days, it’s easy to take a scatter-gun approach to choosing a charity partner. But there is a danger that an absence of […]

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Taste of London- Top five brand activations

The good people at Switchedon Communications invited me back to Taste of London in Regent’s Park for the second year running to see what the country’s top foodie brands had to offer. A Taste of London Session is four hours and the plethora of foodie activations can mean getting around the event in this time […]

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Propercorn’s Institute of Flavour

The Institute of Flavour, an immersive collaborative experience with Propercorn and flavour-based experience design experts, Bompass and Par, lived up to expectation and didn’t disappoint. On a mission to find the next new flavour, Popcorn brand Propercorn, invited their loyal fans to help them create one, with the aim to demonstrate that delicious food doesn’t […]

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Guest blog: Activating Activation- Danielle Pinnington, MD at Shoppercentric

Danielle Pinnington, MD at Shoppercentric, explores grocery trends using findings from their latest research  Over the last 12 months the big four retailers have all signalled a desire to prioritise EDLP over Hi-Lo, which means promotional activity in-store is likely to fall back from the rather chaotic peak of the last few years. For shoppers this is […]

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Insight: Private label under pressure in UK supermarkets as discounters grow – according to new IRI report

Supermarkets continue to lose private label sales to the discounters, as their value share of private label fell in the UK, according to a new report – ‘Private Label in Western Economies’ – launched  by IRI, a provider of FMCG market intelligence and predictive, actionable insight. The report, which analyses private label sales trends and […]

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Insight: Robin Carlisle and Frank Wainwright -Data Collection and Event Sharing

Following last months FMBE symposium, Frank Wainwright, FMBE Awards Director and Robin Carlisle Managing Director of Mobile Promotions, discuss data collection and event sharing. Frank Wainwright B2B events are certainly on an experiential growth curve. Blue screens are gone. There is more and more emphasis on content sharing, networking, emotional connection and collective thought. The […]

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Insight: Spaceandpeople – Experiential roadshows are on the rise

Experiential marketing roadshows are on the rise, Q4 saw an increase in the number of bookings across all Spaceandpeople venues. Healthy living and health related products were particularly dominant this quarter. As bodybuilding and protein supplement experts USN demonstrated by taking their new ISOCO Coconut water across 5 venues in the UK with great success. […]

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Guest Blog: Pete Davis: Make participation your ultimate goal

Rather than just looking to reach their target audience, brands should aim to get them more deeply involved, says Pete Davis, managing director at  Get Me Media. If brands struggle with one thing in the audience engagement stakes, it’s getting people actively involved. They can develop highly creative and striking cross-channel ad campaigns, target consumers […]

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Insight: Study finds middle-aged shoppers are the most ethical

Ethical shoppers are more likely to be middle-aged, a new study has found. In a survey of supermarket consumers researchers found that young and old shoppers were less likely to purchase fairtrade and organic goods at supermarkets, with the findings going against the commonly held view that people become more ethical as they get older. […]

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Insight: research by Apadmi shows retailers need to invest in mobile to avoid the demise of the high street

Investing in mobile apps will bring customers back into retail stores, and help avoid the estimated loss of 900,000 jobs and thousands of stores in the next decade – according to the UK mobile app developer. The latest research by Apadmi, of 1,000 UK smartphone users, found that mobile apps can drive consumers back to […]

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