Attack!’s Andrew Loos Elaborates on ‘Experiential’ at AdWeek

Andrew Loos of Attack! Marketing pays a visit to AdWeek to answer a few questions about the company and its focus on bringing ‘experiential’ and ‘presence’ marketing to life.

What do you mean by ‘presence marketing’?

What is the difference between ‘experiential’ and ‘presence’ marketing?

Why Attack!?

These are just half the questions Andrew Loos, Co-founder and CXO of Attack! Marketing, takes time to answer. Learn more by watching the AdWeek interview!

 

Love to hear what you have to say about ‘presence’ marketing or MadMen, comment here!

Brands Dissolving Away from Relevancy

There are numerous brands that undergo sudden and rapid growth at the hands of a strong and innovative leader. Many of the world’s most recognized brands still carry the name of their founders or leaders, who raised their company up and out of obscurity. However, companies that have had the benefit of finding such a capable leader always face an obstacle that can single-handily undo all of their hard work. This obstacle is the moment when a leader leaves.

In a recent article on CommPro, Christian Jurinka, Co-Founder and Chief Engagement Officer of Attack! Marketing, takes a brief look at this moment and breaks down what happens to a company that is unable to recover and loses the essence of its brand. Christian argues that the Martha Stewart brand is facing the danger of the “Denial of Risk and Peril” Stage. Read more about why the Martha Stewart brand is in danger of completely falling out of relevancy on Christian’s CommPro article!

 

Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in ExperientialTalent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.

 

 

 

Improve Communication with Your Clients

From nationwide advertising agencies to world recognized brands, Andrew Loos, CXO of Attack! Marketing, has worked and partnered with countless clients from both worlds. In a recent article for Forbes, Andrew emphasizes that clear communication is the key to working smoothly with other agencies, departments, or CMO′s. In order to pave a clear path for communication, he offers three pieces of advice:

Be informed, and keep your client just as informed,

Don′t be afraid to push back if you have good reason to,

Keep your client updated on what you are doing, especially when you are in the field.

In this article, Three Ways to Improve Your Communication with ClientsAndrew Loos elaborates deeper into each tactic and gives an example of how to apply it to your own experience.

Do you have any other tips to opening a clear channel for communication with clients? Let us know here!

 

Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in Experiential, Talent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.

How to Get the Most Out of Your Technical and Creative Staff

As an agency that specializes in both experiential and promotional services, the Attack! Marketing staff are constantly faced with challenges that demand a strong level of coordination between the creative and technical departments. Christian Jurinka, Chief Engagement Officer at Attack! Marketing, has weathered his staff through almost all of these challenges since the agency′s founding in 2001. In a recent article for The Next Web, Christian Jurinka breaks down his experience and gives out advice on finessing between these two key departments. One of the five recommendations Christian gives is to,

″Tell the story, not the task.″

Christian Jurinka illustrates that over-explaining and over-instructing how to accomplish a task not only limits a department′s creativity, but also restricts them to a singular point of view. Instead, if a manager can clearly communicate the goals of a project and the reasoning behind its purpose, both creative and technical departments are able to approach problems from various angles, eventually finding the best and most efficient path or solution. Additionally, giving employees the freedom to take ownership and contribute deeply will spark a stronger personal investment, which will draw the most of their potential. The rest of Christian′s recommendations can be found in his article, How to Manage Technical and Creative People When You′re in-between the Two.

Comment on your own tips to managing creative and tech departments here!

 

Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in Experiential, Talent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.

How to Woo the 3 Types of Experiential Consumers

Jennifer Houston, Vice President of Client Services at Attack!, describes that there are three types of experiential consumers that participate in every marketing activation: the non-loyalist, the underground eye-roller, and the tastemaker. Non-loyalists are sample/freebie focused and are generally uninterested in the product itself. The underground eye-rollers are independent and tend to avoid the mainstream. And the tastemakers are the elite class of early adopters that love being ahead of the curve.

Knowing this, how is a brand supposed to make non-loyalists look past the samples and actually consider the offered product? How can brands attract underground eye-rollers, who are generally repulsed by large activations and popular products? And lastly, how can brands distinguish themselves from the clutter and sell their product to the tastemaker?

As Jennifer Houston elaborates further in her article on Chief Marketer, brands have to appreciate the existence of these three types of experiential consumers and play to their weaknesses as extremists. Exclusivity, honesty, and brand experience are factors that should exist in every campaign. However, Jennifer Houston pulls from her experience and highlights which elements are more essential to each type of consumer.

The three consumers mentioned above are by no means the only types of consumers you will encounter in any given activation. What other types of experiential consumers have you come across?

Let us know in your comments on the Chief Marketer article!

 

Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in Experiential, Talent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.

Think Like a Big Company

Andrew Loos, co-founder of Attack!, has built a nationwide marketing agency from one broken party loft in Los Angeles. For entrepreneurs and small businesses, Andrew′s start is more than familiar to some. However, Andrew′s success since then is a dream held by most. This morning on the Washington Post, Andrew Loos gives some insight into his own mentality when growing his experiential marketing agency: think like a big company.

Entrepreneurs, start-up companies, and small businesses are faced with many limitations due to size, resources, and capabilities. However, Andrew argues that simply because something is not possible now, does not mean your company shouldn′t prepare or pursue it. Whether it is an exceptional person you would like to hire in the future or a creative business idea that isn′t currently appropriate, it is important to make room in the future for both.

Additionally, even if you are a small company without a target on its back, Andrew elaborates that it is beneficial to act like there is. Constantly keep tabs on your industry and competitors. Remain agile and flexible to change. Don′t be afraid of transforming to better accommodate your consumers or a different market. Most of all, don′t be afraid of acting big.

Read more about How Thinking Like a Big Company Can Help You Become One on the Washington Post…

Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in Experiential, Talent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.

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The Best Advice from Business to Life

When Attack! co-founder, Andrew Loos, had the opportunity to share with Inc.com the best advice he had ever received, he pulled out three words-of-wisdom that he held with him ever since he took his first swings at Little League.

″You get out of something exactly what you put in.″

″Don′t let it get personal.″

″Adjust.″

These three pieces of advice were passed down from his father. Andrew Loos further elaborated in the article on how he applied each of these small quips to everyday life as well as to running his company and working with global brands.

Read More About the Best Advice I Ever Got at Inc. Magazine…

 

Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in Experiential, Talent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.

Malibu Rum on Halloween

Experiential marketing with Malibu Black Rum Liquor Promotion. Consumer engagement involved.

A portrait of the how the liquor was prepared in the experiential activation. The placement and premium distributions allowed trial and consumer engagement.

Brand ambassadors distributing liquor samples through consumer engagement

Brand Ambassadors and promotional models recorded thoughts and feelings of samplers who tried the Malibu Black Rum samples.

 

Attack! teams up with Malibu Rum to promote Malibu Black Rum in several cities of Connecticut for liquor promotions. Brand ambassadors focused on consumer engagement at these events, while they gathered the thoughts and feelings of the samples that were being distributed. The night life crowd embraced the power of the rum, which were accompanied by festive Halloween brand premiums like black beaded necklaces, and posters for decoration.

Lawless DVD Released with New Twist

Brand Ambassadors involved in consumer engagement with premium distributionBrand Ambassadors distribute branded collateral in a experiential marketing event. WMLawlessDVDRelease3

When 2012’s Lawless was released to DVD, Attack!’s street teams hit classic car shows in Columbus, OH and Pamona, CA to get attendees amped about the film. To spark interest about the new DVD, brand ambassadors distributed over 2000 tire gauges to car enthusiasts. The unique handouts combined the car show attendees’ love for all things automotive with Lawless’s action-packed plot involving bootlegging brothers. Set in the 1930s, a gas station provides the front for the gang’s illegal activities. Many people had seen the movie and thought “Lawless did a great job of portraying gangster films in an older time period.” While prohibition and distilleries were also central to the plot, one man wanted to know: “Did you bring any moonshine?!”

Attack! Takes Over L.A. Area for BeWell Expo

The aim of BeWell Expo is to provide a two-day weekend event where the beauty and wellness community meets to educate consumers through interactive demonstrations, lectures, workshops and more. To promote the expo and recruit prospective VIP attendees, Attack! street teams hit the greater Los Angeles area and distributed over 2,200 complimentary VIP passes to excited folks. Attack! gave recipients a chance to express themselves by writing why they were eager to attend the expo. While some people wanted more passes for their friends, others asked, “This is only happening over the weekend? Why not every day?” With over 1 million attendees, the expo has become a yearly event not to be missed!