Posted by Lauren Sujkowski on Thu, May 17, 2012
As a thank you to the greatest fans in the NBA, the Knicks took over Vanderbilt Hall in Grand Central Terminal and threw a three-day playoff celebration. Featuring a 70' branded court, prize-filled ticket tubes and a jumbo projection screen, the fan central event offered chances for fans to win tickets, meet alumni players, be part of a live MSG Network broadcast and join the official watch party for the May 3 playoff game.
Posted by Lauren Sujkowski on Thu, Mar 29, 2012
At one station, taekwondo champions Diana Lopez and Mark Lopez showed off their moves, while TV screens displayed highlights from past competitions. Photo: Diane Bondareff/Insider Images for Duracell
By Beth Kormanik | Posted March 26, 2012, 3:39 PM EDT
- DURACELL'S "RELY ON COPPER TO GO FOR THE GOLD" LAUNCH
On television, where most people watch the Olympic games, it can be tough to grasp how fast a triathlete runs or how high a basketball player jumps.
At least, that was the reasoning behind the Duracell event Wednesday at
Stage 37, which debuted the battery brand's “Rely On Copper to Go for the Gold” Olympics Games program. Outfitted to look like a stadium, the evening launch brought athletes and their training gear to the site to interact with the media.
“This is our way of launching a significant Olympic sponsorship,” said Kurt Iverson, global external relations manager for Duracell. Although parent company Procter & Gamble is a longtime sponsor of the international sports competition, this summer marks the first time Duracell has sponsored U.S. Olympians. The company is hoping to underscore its involvement in athletic pursuits, especially as competitors rely on battery-powered devices for training, from stopwatches to the scoring sensors used in fencing.
For the campaign, Duracell looked for elite athletes who stood a good chance of making the Olympic team and who also have compelling personal stories. “Part of the goal was to get well-known athletes to encourage fans to send messages and to capture their road to the Olympics,” said Iverson.
Consumers can send videos, pictures, and texts through Duracell’s Facebook page and YouTube channel, and the brand even has a Twitter hashtag,
#givepower.
At the event, producer
Synergy Events created an environment designed to get guests from the media to interact with Duracell-sponsored Olympic athletes and a handful of celebrities. A decorative wrap lining the walls of the room turned the space into an arena-like scene, with a blue sky, green field, and stands packed with cheering fans, and four stations representing different sports were spread around the perimeter.
The largest section invited attendees to show off their basketball skills. The hoop also tested jumping ability, measuring the vertical leaps against Team U.S.A. member and Dwight Howard’s mark of 12 feet, 6 inches. (Howard had an N.B.A. game that night and did not attend, although he sent a welcome message via video.) In other spaces, triathlete Hunter Kemper brought his training bikes and treadmill, sibling tae kwon do sensations Mark and Diana Lopez demonstrated some moves, and gold-medal-winning swimmer Summer Sanders displayed her Olympic hardware. TVs in each section played highlights from the athletes’ competitions.
In the center of the room, furnishings included six high-top tables, low black seating with Olympic-medal-hued pillows, and trash cans decorated as copper-top batteries.
“Great venue,” said Kip Olmstead, Duracell’s marketing director for North America. “This is the way I plan to redecorate my basement.”
Dishes from
A Sterling Affair included ballpark foods like cheeseburger sliders, waffle fries and pretzel bites with mustard, as well as deep-fried Oreos and chocolate-dipped whole apples.
Celebrity guests, arranged through the
Narrative Group and
Platinum Rye Entertainment, included actors Joe Manganiello of
True Blood and Chace Crawford of
Gossip Girl, and Megan Hilty of
Smash, plus ESPN’s Michelle Beadle. Outasight, whose song "Tonight Is the Night" reached No. 14 on the U.S. pop charts, performed at the event.
originally appeared at
BizBash
Posted by Keith Green on Thu, Mar 01, 2012
Are you frustrated by a lack of progress in your b-to-b development efforts? You are likely not alone. At Synergy Events, we plan and execute signature brand experiences for PR agencies, global brands and sports leagues, which is just a fancy way of saying we put on some very cool consumer and media events for our clients. So even though our experiential marketing events are ultimately designed to reach the consumer, we strictly sell business to business.
Anyway, it’s not easy out there no matter who you are targeting. In my role as VP of Communications & Agency Partnerships at Synergy, I have discovered things that have worked (and not worked) for me when making B-to-B outreach. This list is part philosophy, part tips. I hope you enjoy it, feel free to leave feedback and share your best tips. Thanks!
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Most people seem to utilize email to communicate their pitches, but make sure phone calls and other forms of communication (i.e. social media) are part of your tactics.
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Never send an email without personalizing it and make sure you spell my name correctly. It is rare that I don’t delete a sales email (and I receive plenty) that is not personalized.
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Make every effort to utilize the “V4” or “Vouch For” principle. What does this mean? Try and find a common connection with the person you are pitching and whenever and however possible, get a referral. The adage “It’s who you know” is very critical when selling B-to-B.
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Keep your email pitches and phone messages short, memorable and offer value. Everybody is busy and overwhelmed with the amount of data we consume and messages we receive every day.
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Although your messages should be kept short, it is critical to tell the person you are pitching why you are contacting them. If you don’t tell me why you are contacting me, I am not calling you back or responding to your email. This sounds simple, but you’d be amazed how many people do this-it tells me they don’t believe in what they are selling or feel the need to dupe me into a conversation.
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The same thing applies for a pitch started via LinkedIn. If you do not know somebody or don’t know them very well, give the person some context why you would like to connect. It takes 30 seconds to write a short note and LinkedIn limits your characters anyway.
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Your sales pitch should not be part of a blasted document sent via Constant Contact or similar email delivery system.
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Be cognizant of the time when you are making outreach. For example, I almost never make sales calls on Monday mornings or the morning after a long holiday.
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Along the same lines, know your industry. I know when the budget and sales cycles are for our industry and many of our clients, (fiscal years vary) so be aware that your timely outreach could benefit both you and your client.
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Don’t be bashful and don’t give up. While I was at the Philadelphia 76ers, I worked for the energetic Pat Croce. He once said something that stuck with me: “If you don’t ask, the answer is ‘no.’”
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Along the same lines, I just talked to a former colleague yesterday who also sells B-to-B. We talked about how selling B-to-B can be such a process. He agreed and shared that he just landed a huge deal this week with a company that he started conversations with in February… of 2007!
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Do you believe in karma? If you do and you are a person who also gets pitched, show some love in return. Although it often takes time, if a person pitching me follows my philosophy, I will return the email or call, even if I have no interest or need what the person is selling. There is nothing wrong with a short email back stating “I don’t have a need right now” or “I don’t see a fit for our company.” It allows the person to move on and is generally greatly appreciated.
Lastly, check out the attached video. It offers a slightly different perspective by sharing some statistics on B-to-B marketing. I agree wholeheartedly about the part that marketers and decision makers heavily utlilize search engines to find what they need. Although it generally happens a bit more sporadically, we've received a legitimate, in-bound inquiry for our services each of the past five weeks. (Thanks, HubSpot!).
Posted by Lauren Sujkowski on Thu, Feb 02, 2012
The newest member of the beloved M&M’S® family made her bi-coastal debut on Monday, January 30. Ms. Brown, the sixth character to represent the M&M’S® brand, was unveiled in style at the M&M’S® flagship store in Times Square and by Neil Patrick Harris at The Grove in Los Angeles. Although she is the most recent character to be revealed, Ms. Brown has been around since the chocolate candies’ inception.
According to Mars Chocolate North America, Ms. Brown has her own distinct personality, which is rooted in her wisdom, high intelligence and sharp wit. Her unmatched knowledge of milk chocolate vaulted her to the position of Chief Chocolate Officer – a position she’s excelled in for seventy years, helping make M&M’S® one of the most popular milk chocolate candies in the world.
Following the successful launch of products like M&M’S® Pretzel Chocolate Candies, as well as witnessing the admiration her fellow characters enjoy from fans around the world, Ms. Brown decided now was the time to come out from behind-the-scenes and remind the world that M&M’S® are not your average milk chocolate.
“We’re very excited to introduce Ms. Brown to the world,” said Debra A. Sandler, Chief Consumer Officer, Mars Chocolate North America. “Now is the time for Ms. Brown to step into the spotlight – and there’s no bigger spotlight than Super Bowl Sunday.”
M&M’S® unveiled the first images of Ms. Brown during special events at The Grove in Los Angeles, as well as M&M’S® World in New York City on Monday, January 30, 2012 where fans also had the opportunity to watch the reveal event live on Facebook at www.facebook.com/mms.
Following the Super Bowl ad, which was created by BBDO New York, Ms. Brown plans to stay in the national spotlight throughout 2012 to showcase M&M’S milk chocolate credentials. She’ll be featured in a series of television, print and digital ads, in-store displays, promotions, as well as on Facebook and Twitter.
To learn more about Ms. Brown, visit www.facebook.com/mms or follow her on Twitter at www.twitter.com/mmsbrown.
Images courtesy of Mars Chocolate North America and Gothamist.com.
Posted by Lauren Sujkowski on Fri, Dec 23, 2011
Design Intern – Spring 2012
Company Overview:
Synergy Events is an award-winning event marketing agency that specializes in mobile marketing tours, PR events, PR stunts, product launches, and sponsorship activation programs. Our partners include industry leading brands, PR agencies, fortune 100 companies, and professional sports leagues and governing bodies.
Job Specifics:
Synergy Events is currently seeking a dynamic, energetic, motivated graphic design student to learn our company culture, design language, contribute the company’s DNA and gain valuable design experience. This is a very hands on position within a growing department. Interns will work with our Design team in developing, creating, and preparing graphic solutions for company and client needs.
Job Requirements:
-Proficiency in the Adobe CS 5 Creative Suite.
-Experience with 3ds Max or Softimage XSI - not required but a BIG plus.
-A strong visual vocabulary
-An innate design sense (color, typography, layout hierarchy, etc…)
-Keen organizational and time management skills
-Close attention to detail
-Strong pre and post-production skills (Readying for print, cutting, mounting, etc…)
-Excellent oral and written communication skills
-An awareness of current design trends
-Website design/coding – not required but a BIG plus
Follow-up:
If interested, please send a cover letter, resume and PDF of (or link to) digital portfolio to: Kelly Gayara at kgayara@synergyevents.com
Please type ‘Design Intern’ in the subject field of the e-mail. We will try to follow-up on all emails, but cannot guarantee a response.
www.synergyevents.com
Posted by Lauren Sujkowski on Tue, Nov 22, 2011
One of the most trusted brands in America may have a new look, but the formula has never changed.
Ivory, most famously known for its purity and floatability, announced its official Facebook page, Facebook.com/Ivory, to compliment its new ad campaign and modern branding at a launch event at the Metropolitan Pavilion on Monday, Nov. 7. The white-walled Gallery served as a perfect backdrop for the soap that is 99.44% pure.
The media-only event included guest appearances by Mario Lopez, Abby Elliot, Katrina Bowden and Ivory spokeswoman Melissa McCarthy. As guests made their way down the white carpet, they were greeted by hors d'oeuvres and cocktails specially created to reflect Ivory’s three scents: original, lavender and aloe.
McCarthy joined members of the Ivory brand team to convey their excitement about reintroducing a simple, reliable product to consumers who are looking for little, cheap ways to pamper themselves in a down economy.
McCarthy, the Emmy-winning actress best known for her breakout role in Bridesmaids, related her personal experience with Ivory soap from childhood through parenthood to a crowd of 100 attendees.
“It reminds me of my sister and I taking crazy baths when we were really tiny,” said McCarthy. “Then I see my own little girls in the tub together, wrestling and fighting over a bar, and I think ‘ah, it’s just like me and Margie.’”
Ivory soap fans will be able to ‘dish’ with McCarthy on the newly launched Facebook page where she will host honest and open conversations about everything from marriage to parenting, including hiding from kids in the bathroom.
Event guests were able to explore the new page at Ivory computer kiosks. They also tested their carving skills on two 600 pound blocks of Ivory soap and received customized photos of themselves in a larger-than-life soap dish.
The Facebook page and Soap Dish were developed by Citizen Paine in Irvine, Calif. The ad campaign was designed by Wieden & Kennedy, based in Portland, Ore. Synergy Events created and managed the event for Citizen Paine.
Posted by Stan Phelps on Tue, Oct 25, 2011
According to the Online Etymology Dictionary:
stunt (n.) 
“feat to attract attention,” 1878, Amer.Eng. college sports slang, of uncertain origin. Speculated to be a variant of colloq. stump “dare, challenge” (1871)
A PR stunt is a daring or challenging feat to attract media attention. Pioneered by the likes of PT Barnum and mastered by folks like Richard Branson, the stunt has become a tool to generate publicity [lots of it].
So what can we learn from the the 12 most outrageous stunts? Let’s have a look:
1. Frozen Grand Central
The group ‘Improv Everywhere’ masterminded this stunt in Grand Central Terminal. It inspired a number of ‘flash mobs’ in its wake. 28+ million YouTube views later:
2. British Airways can’t get it up!
In the words of Richard Branson:
“We have fun competing, and we sometimes do it with a smile. When British Airways managed to sponsor the London Eye, the giant Ferris wheel on the banks of the Thames, they called a massive press conference. There was just one problem: They couldn’t get the wheel up; it was lying on the ground.
So we scrambled and got an airship [blimp], and as the wheel lay on the ground with the press watching—they had been kept waiting for seven hours—the airship flew over the wheel with a huge sign saying “BA can’t get it up.” This is the stuff that makes people smile. It is done in a tongue-in-cheek way, but it is very much part of the Virgin brand. It is this kind of fun-spirited competition that helps build a brand.
Lesson: Timing is everything. Speed trumps genius and opportunity favors the bold.
[Photo Credit: www.virgin.com/img/aboutvirgin/howitallworks/zepplin.jpg]
3. Panda’s in Paris
The WWF placed 1,600 papier mache panda bears in front of the Eiffel Tower. The number represented the number of pandas alive in the world and drew attention to the issues about their native environment in China.
[Photo Credit: hc gilge]
Lesson: Strength in numbers. Bring an idea or a number to life in a compelling way.
4. Dr. Pepper and Guns N’ Roses
Dr. Pepper promises to give everyone in America a taste of the Doctor assuming GN’R released it’s long awaited ‘Chinese Democracy’ by the end of 2008.
Lessons: Take advantage of an existing meme (online theme). Fans had wondered if the album (17 years in the making) would ever be released.
NOTE: If you make the offer . . .
Be sure to have the ability to make good on it. The brand drew significant scrutiny on its fulfillment.
[Photo Credit: KMazur / Getty]
5. Best PR Job in the World
Queensland Tourism took out a bunch of classifieds advertising ‘the greatest job in the world’.
According to Tourism Queensland, “To date it’s generated more than $70 million in publicity value through TV, radio and newspaper coverage, as well as special online discussion groups, bulletin boards, blogs and websites with applicants critiquing their competition, having detailed discussions and swapping ideas and tips.”
Lesson: Make it social and let consumers spread the word
6. Face from Space
How do launch a new logo for KFC in a way that transcends language? You build the world’s largest logo near Area 51 in Nevada. You then shoot it with the Google Earth satellite. This program generated over 600 million global media impressions.
Here is the timelapse of the build: [Watch the end of the video for an almost cautionary tale involving filming with a helicopter]
[Disclaimer: This was a project I was personally worked on at Synergy Events]
Lesson: Create a strong visual to transcend language
7. Taco Bell buys the Liberty Bell
Playing an April Fools prank in 1996, Taco Bell took out a full page in The New York Times and five other major newspapers, resulted in public outrage and hordes of press.
The ad read:
“In an effort to help the national debt, Taco Bell is pleased to announce that we have agreed to purchase the Liberty Bell, one of our country’s most historic treasures…”
All in good fun. Right?
Lesson: Play off of a holiday in a tongue and cheek way.
8. Michael Jackson and HIStory on the Thames
Sony created a 33 foot tall Michael and floated it under Tower Bridge in London. It was one of 10 statues placed around Europe to launch the late King of Pop’s Double CD HIStory.
Lesson: Build it ‘larger than life’ and they will cover it.
9. Jerry Seinfeld and the launch of Bee Movie
Head to the biggest film festival and create history by launching yourself from a famous hotel, across four lanes of traffic and the beach to land on a pier. Seinfeld did the flying with Chris Rock emceeing the action:
Lesson: Leverage a celebrity for a built in media hook. Making a grand entrance or reveal is essential.
10. Oprah and the G6
Every member of the audience (276 to be exact) receives a new car courtesy of Pontiac.
Lesson: Go over the top with a clever ‘Branded Act of Kindness’
11. Whopper Freakout
What happens when you take an American Icon off the menu for one day? Roll video:
Lesson: People don’t know what they’ve got . . . till its gone.
12. How to launch the name of your new company?
The folks at GRASSHOPPER sent 5,000 FedEx packages containing a total of 25,000 chocolate covered grasshoppers to the most influential people in America.
Lesson: The road to mainstream media can be driven through online influencers
Any other PR stunts that deserve an honorable mention in the comments?
This blog post originally appeared on 12 Most.
Posted by Keith Green on Wed, Sep 14, 2011
Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.
These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event in New York City.
The World Financial Center is located in lower Manhattan on the Hudson River near Battery Park in the Financial District. The World Financial Center attracts more than 1 million consumers per month.
Here is Synergy’s brief video overview of the World Financial Center:
Things we like about events at the World Financial Center:
Additional tips when considering an event: at the World Financial Center:
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The World Financial Center is busiest in the summer months
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Accomodates a large footprint with more than 20,000 square feet of event space
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Downtown location can be challenging for media
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Foot traffic is strongest during commuting hours and lunchtime
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Next to ferry and North Cove Marina
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High income demographic with both commuters and Battery Park residents
- Requires 90 days of advance notice to book
- Home to some of world's most powerful financial institutions
Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including the World Financial Center and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, signage and much more.
Posted by Stan Phelps on Thu, Aug 11, 2011
Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.
These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event in New York City.
South Street Seaport is located in lower Manhattan on the East River just below the Brooklyn Bridge and next to the Financial District. The iconic wooden Pier 17 and cobblestone streets of Fulton Market attracts over 5 million visitors per year.
Here is Synergy’s brief video overview of South Street Seaport:
Things we like about South Street Seaport events:
Additional tips when considering a South Street Seaport event:
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Seaport attracts a mix of tourists and NYC residents and is busiest in the summer months
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Easy access for media, but location downtown can be challenging
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Traffic: Foot traffic is steady and is best during lunch and dinner hours
Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including South Street Seaport and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, and signage.
Posted by Keith Green on Fri, Jul 29, 2011
Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.
These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event.
Madison Square Park is an urban oasis located in the Flatiron District between 5th and Madison between 23rd and 26th in lower midtown. The park is property of the City of New York and is governed by a partnership between Park & Recreation and the Madison Square Park Conservancy.
Here is Synergy’s one minute video overview of Madison Square Park:
Things we like about Madison Square Park events:
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It's not a commercial space and therefore you are not competing for attention with other brands during your event.
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The Park tends to be a destination rather than a thoroghfare with elements such as a dog run and playground. Consumers are willing to stop and engage.
Additional tips when considering a Madison Square Park event:
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The park is governed by the Madison Square Park Conservancy. They will need to review a complete plan for your event before granting approval. The conservancy tends to be selective.
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The Shake Shack is located at the southern end of the Park and tends to get long lines during the lunch and dinner hours.
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You are not allowed to execute events on the grass.
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Cost: medium-to-high site fee.
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Traffic: Foot traffic is steady but light
Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including Madison Square Park and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, and signage.
