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.
Hayes Valley Farm is an urban farming project in San Francisco whose mission is to serve as a community and agricultural hub for residents to connect with one another, grow their own food, and learn about sustainable ecological systems. We put the following question about how to utilize experiential marketing in promoting their events to our industry panel.
“What kind of guerrilla or experiential tactics could we use to promote Hayes Valley Farm to the local community? We′re hoping to get lots of kids to go, and being able to get more people at our events.”
In Newark, New Jersey Attack! Marketing projects Ferrero Rocherâ€™s seasonal holiday chocolate product launch.Â Brand Ambassadors served as in-store demonstrators educating shoppers of different variations of the holiday favorite to consumers, while collecting feedback on which selection they desired most. The people of New Jersey got to taste the sweet sensation of, as they say in French,Â chocolat.
The folks over at Sebastian Professionals believe style should be unique, fierce, and make a statement. Attack! kept their companyâ€™s philosophy in mind when we coordinated a four day activation during the week of Fourth of July.
We didnâ€™t just want our attendees to be aware of Sebastianâ€™s products, we wanted them to build a preference for Sebastianâ€™s products by the end of our activation! To establish a long-lasting, deep commitment to the product family, we developed a program that was Â filled with cocktails, product demonstrations, and branded merchandise.
We also had fabulous hairstylists lead a hands-on workshop for participants with promotional models and mannequin heads to discuss the current trends in styling.
What best way to conclude this fierce and stylish week than with a yacht party complete with fireworks!
The Bundaberg Summer Sampling Program was a blast! We stationed Attack! street teams in high traffic areas like parks, beaches and shopping centers to distribute samples and educate curious samplers on the Australian-made non-alcoholic adult premium beverages by Bundaberg Brewed Drinks. Our brand ambassadors drove all over the Los Angeles County area in their Bundaberg vehicles to peak the palates of locals and make Bundaberg their drink choice for summer!
Markets: Atlanta, GA; Boston, MA; Cleveland, OH; Dallas, TX; Denver, CO; Lafayette, IN; Amherst, OH; Minneapolis, MN; New York, NY; Orange County, CA; San Antonio, TX; Vancouver, BC
Sharkies were developed by a triathlete who noticed what was missing from the energy rejuvenation market: organic sports chews.Â At Tough Mudder obstacle course races (â€œThe Toughest Event on the Planet!â€), where participants try themselves against a 10-12 mile course designed by British Special Forces veterans, Attack! Stationed samplingÂ tents, supplying competitors with energy and encouragement.
Why choose Tough Mudder?Â First, itâ€™s an ideal place to demonstrate a product thatâ€™s all about convenience and on-the-go usage.Â Â Plus, presence at an event that represents the â€œultimateâ€ in fitness testing provides positive halo effects and social/viralization possibilities, especially since participants in these types of events are often key influencers in the fitness community, with some being trainers or coaches themselves.Â And the Tough Mudder event schedule provided complementary penetration in important Sharkies markets.
Markets: New Orleans, LA; Houston, TX, San Diego, CA;Â Los Angeles, CA; Fresno, CA; Salt Lake City, UT;Â Chicago, IL
The U.S Armyâ€™s Strength In Action Tour was intended to reach out to young people all across the U.S.A. and promote a healthy and active lifestyle.Â As executed by Attack!, tour attractions included a squad ofÂ brand ambassadorsÂ who led those youngsters in athletic competitions, fitness demos, even rock climbing and the chance to experience a flight simulator.
Recipient of a recent PROMO Magazine PRO Award, the tour was cited for showing â€œwhat life in the Army would be like, an experiential strategy drives a high level of pre-qualified candidates and dispels any preconceived notions candidates might have.â€Â The campaign also worked in concert with the Armyâ€™s existing support of NASCAR and other sponsorships, delivering a tangible example of what â€œArmy Strongâ€ represents as a personal growth and career path.
Markets: Santa Barbara, CA; Denver, CO; Miami, FL; Chicago, IL; Detroit, MI; Minneapolis, MN; New Brunswick, NJ; Buffalo, NY; Cincinnati, OH; Philadelphia, PA; Austin, TX; Madison, WI
Attack! splashed into bars and clubs all across the country to launch the popular Spanish spirit Licour 43.Â A sweet, light-bodied yellow liquor thatâ€™s enormously popular elsewhere, its heritage actually dates back to the days of the Roman Empire, and we leveraged that heritage as part of the brand story we articulated as part of the sampling engagement.
Attack! contemporized the brand for American audiences by deploying brand ambassadors using iPads, branded event apparel and more to get the product in front of patrons, and drive on-prem and off-prem trial.Â Our brand ambassadors and the targeted venues were carefully chosen to provide the right lifestyle matchups, and give Licour 43 the right kind of brand-appropriate exposure with the right segment.
Markets: Lantana, FL; Pompano, FL; Boca Raton, FL; Miami, FL; Pembroke, FL; Ft. Lauderdale, FL; North Miami, FL; Hialeah, FL; Deerfield Beach, FL
Matrix went on the Attack!, pardon the double entendre, when we executed in-salon promotions to drive product awareness with local stylists and their customers, all across Florida.Â Brand ambassadors distributed product samples and coupons to eager customers, while teasing enthusiasm from the stylists themselves with sales support in the form of an in-salon sweepstakes!
As part of a special merchandiser, the sweeps gave entrants the chance to win an all-inclusive trip to New York City to meet celeb stylist Nicholas French.Â Other brand ambassador and event support included a Matrix-specific iPad application that made data collection as easy as, well, keeping your hair vibrant and beautiful with Matrix!
Attack! stationed brand ambassadors near Prospect Park to intrigue park goers in the newly launched lifestyle website Hooplaha. The website is maintained by its members who post inspiring photos, positive quotes, uplifting stories and things that they do happily in their everyday lives. Attack! promoted the website by distributing flyers, signing people up for the website on the spot and most importantly encouraging people to smile.
Once people who registered for the site found out they were eligible to win a prize for just signing up, they really started smiling!