ZAG Marketing: Event Marketing Company

Case Study Gallery

Challenge:

Build on Smoothie King’s dedicated customer base by introducing the brand to a broader audience, educating them about Smoothie King’s unique point of difference and providing them with the perfect opportunity to experience their delicious smoothie drinks. Drive traffic back to the local Smoothie King® franchise stores in droves.

ZAG Solution:

ZAG developed a grass roots sampling campaign for Smoothie King® centered around a high-impact, customized, mobile smoothie kitchen. Traveling to large, consumer-connected events in key franchise markets, ZAG’s team of full-time, fully trained field managers set up an interactive, 60’ x 20’ event experience complete with call-to-action branding, engaging games and contests, music, giveaways and a product education center. Most importantly, consumers are treated to freshly made (on-site) Smoothie King™ smoothies and buy-one-get-one coupons that drive consumers back to the store level.

RESULTS:

• Program reached the right demo at the right time and in a way consumers embraced
• Nearly 80,000 freshly prepared samples and 60,000 coupons were distributed during a 60 day period
• Program has been renewed and expanded upon since year 1
• Program has become an instrumental part of Smoothie King’s marketing plan
• Franchise partners love the program and continue to see measurable increases in store traffic

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Challenge:

Build a fledgling brand from a cult following to a category leader using hand-to hand sampling alone. Increase consumer base significantly and create broad appeal for this niche product. Drive sales through the roof.

ZAG Solution:

Send armies of well trained brand ambassadors to flood major, strategic, food festivals and other large consumer events where “street foods” are the delicacy of choice. Utilize strong call to action branding, well trained staff and a carefully conceived pitch to influence people in a place and at a time when they need Brushpicks™ the most – while they’re eating foods like roasted corn, barbecued ribs, kettle corn and cheese steak sandwiches. In addition to saturating each market with red-shirted samplers, custom designed, “take one” displays were strategically placed at all food vendor booths and vehicles for additional exposure.

RESULTS:

• Program has been running for 4 consecutive years
• Program has been single-handedly responsible for double digit sales growth with clear data to show correlation between sampling activity and sales
• Brand became category leader after only 1 year of the program
• More than 10 million consumers have been reached on a one-to-one basis

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Challenge:

Introduce a complex educational toy to “tweens” and their parents in a way they’ll understand, embrace and become excited about. Then, figure out a way to turn that excitement into sales and additional word of mouth advertising.

ZAG Solution:

Create an event footprint that draws consumers into a high-impact, branded environment and immerses them in a cartoon-like world where all of the images and messaging are totally compelling and fun. Once engaged, consumers are educated about FLY™ Pen via a trained emcee who keeps the instructional chat fun and informative yet brief. Then, as excitement for the product is built, consumers are sent into a product arcade room where they apply their newfound knowledge by trying the product for themselves. Brand ambassadors supervise while tweens and their parents were converted into brand enthusiasts on the spot. In addition, kids were handed instant-win game pieces that could be redeemed using the FLY Pen technology or by going online. These game pieces also doubled as coupons to drive additional traffic to the website and stores.

RESULTS:

• Over 500,000 consumers participated throughout a 3
  month period
• Consumer sales spiked in event markets beginning the
  same weekend
• Brand re-tooled its advertising based on promotional tactics used at events

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Challenge:

Use trial and awareness tactics to increase exposure for Bengay’s newest product innovation while driving measurable results. Build a new user base among the 35 – 49 year old set by changing their perceptions of the brand.

ZAG Solution:

Develop a highly efficient trial & awareness program that uses the largest and most strategic, nationwide events to connect with this new consumer base at “the point of pain”. Update the brand’s image using young, vibrant sampling staff, eye-catching equipment, signage and apparel. Saturate U.S.A.T.F. events, stadiums, arenas, marathons and lifestyle events and educate consumers about how and why they should use this product.

RESULTS:

• Program helped drive sales beyond client expectations
• Over 3MM consumers reached on a one-to-one basis to date
• One of the most successful launches in category history
• Program has been renewed 3 times to date

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Challenge:

Educate and impact sales associates at key retail accounts and convert them into enthusiastic torch bearers for two of JVC’s latest technologies – HD-ILA TV and Everio Camcorder. Engage and educate consumers during high traffic times at stores on these same technologies.

ZAG Solution:

Create a modern-day “whistle stop” tour for the JVC brand whereby two, 45’ customized, concert tour buses and fully trained teams travel simultaneously to participating stores rallying the sales troops and providing hands-on experience & training with the featured products. Turn the buses into mobile training facilities and travel to as many stores as possible during a 100 day product launch period. Construct a 20’ x 40’ enclosed pavilion outside the bus that can accommodate large crowds of consumers and give them an educational experience in a relaxed, uncluttered and relevant way.

RESULTS:

• Dealer’s bought-in to program at an astounding rate
• Helped contribute to one of JVC’s most successful product launches in history
• Continues to generate excitement, brand awareness and sales
• Tour was extended in year 2 due to high dealer interest

Click on logos below to view case studies

Click on logos below to view case studies

Our work ranges from elaborate, large-scale, national marketing tours to highly efficient, consumer-connected sampling campaigns. Working within a wide-range of venue types such as lifestyle, music, sports and retail; and among every demographic profile, our team understands the psychology of the consumer and knows how to translate their behavior into viable, experiential marketing solutions that drive measurable results.

See examples of how ZAG Marketing has solved for a variety of marketing challenges using its own brand of grass roots, experiential tactics.