Oct 11 2021
Pull the parking brake, it’s a global pandemic. Cancel events, outlaw large gatherings, and figure out how to market your goods and services in other ways. How do brands with products that center around hands-on use engage with customers? How do we continue to create experiences that stimulate the senses and create positive memories in unknown parameters? We adjust, we prepare. we pop the brake, and we charge on.
Pop the Brake on Events
The parking brake was certainly pulled tight on any and all events and ‘back-up’ tactics where quickly put into play. Virtually everything virtual was ramped at warp speed and that helped fill the void…kinda. ‘Virtual’ was the next best thing to an actual ‘event,’ and as good as technology is in replicating an experience it can not nor ever will truly replace a real, in-person experience. The tickling of the senses causing infusion of emotions and that is what makes ‘being there’ so special. Being there is tangible, sensational, and memorable. There is no replacing a live event.
Events generate the timeline of your life. Events create the most vivid and lasting memories. Birthday’s, weddings, vacations, first car, concerts, games, experiences. Our client’s products greatest attribute is providing a memorable experience. A virtual experience simply isn’t enough to move you physically or emotionally, or even remember. With more knowledge and some fresh science our clients and LOOK popped the parking brake and activated Sport Mode on our event planning and production. Committed to curating real memories. Together we committed to offering brand promise delivering, experience events. With experiential event marketing being one of LOOK Marketing’s core services and passions we worked diligently with our spirited and driven, and incredibly safety conscious clients to create safe experiences.
A Clean Plan
The strategy was to be very grass roots; small, limited numbers, intimate, at a distance, and be super clean. Clean in every way. A reservation system was implemented with time in-between guest visits to sanitize EVERYTHING. Our staff was diligent about wearing branded n95 masks, gloves, and we had sanitizer kiosks everywhere you looked in the footprints. And everything was outdoors.
The events focussed on quality personal engagement. Start with personal concierge service preparing the guest for the experience prior to arrival via personal phone, text and e-mails. Customize the experience on-site to fit the guests’ expectations. Give them a well-designed, immersive experience on the product just long enough to fall involve with it. Follow the trial with answering every questions guests have and knocking down every purchase barrier that pops up. We activated a dozen teams with tight, nimble event packages with a plan designed to maximize the experience while respecting and implementing every reasonable tactic to minimize contraction. Our 26 specialists (our Spark Plugs) on 12 different teams were ultra diligent at minimizing transmission risks.
What Really Happen
This event strategy worked. LOOK at the results. Our 52 on-water event activations saw a guest-to-sales conversion rate higher than any other comparable tour for the brand of the past 20 years. Our 186 on-road event activations saw total participation numbers fall short of the pre-tour goals. That’s okay. We crushed the most important KPI, sales. The personable approach of our ultra engaging specialists and get-a-way designed on-product experiences led to direct sales of 43% ABOVE target.
As of this writing we are packing up to produce our final consumer event of the year at Biketoberfest in Daytona. After this weekend our 2021 experiential event production total will top 238. Thousands of experiences curated with out one known contraction. Crisis brings out the best in creative thinking and creates opportunity for those courageous enough and prepared to charge on.
Support events. Go to events. Do events. LOOK what can happen. . . a new memory. And remember, wash you hands.
Sep 08 2021
We’re looking for a marketing communications and PR professional who has passion and the magical ability to generate earned media in recreational product, lifestyle, machinery, and hospitality industries. Our ‘Spark Plug’ must be a good storyteller and have a passion for machines and experiences that move you physically and emotionally. We’re looking for a good person that will make our clients job easier and makes them say, “WOW.”
Our PR Spark Plug will be a strong point person to help lead our earned media and special project efforts to ensure people LOOK. Based on Florida’s Space Coast, we launch marketing efforts that span across North America. The brands we represent are strong, led by smart people and solid backing and support… It’s a cool gig for a pro with white-collar smarts and blue collar work ethic and deep pride. You need to love the accelerator and leading the pack, in business and life.
Description of the Communications & PR position responsibilities:
- Plans, develops, and maintains promotional communications activities and projects to keep the public informed of our clients’ stories, accomplishments, programs, and point of view; to include preparation and distribution of information, content creation leadership to ensure the public message/image is aligned with client strategies.
- Manage the client accounts – proactive, regular client communication, coordinate and execute assignments/projects, timelines and deadlines, ensuring agency exceeds KPIs and client satisfaction.
- Manage development and implementation of strategic pr/communications plan, continuously contributing new and creative ideas that gives client and agency an edge.
- Create mini plans for key initiatives, while keeping timelines and efforts organized through overlapping priorities.
- Deliver top-tier results, proactive media relations, securing impactful placements.
- Draft written materials, including press releases, memos, talking points, pitches, statements, Q&As, and more.
- Showcases a firm understanding of social media and recreational product trends.
- Identify and formulate partnerships with external brands to enhance client visibility and extend their PR reach, as appropriate.
- Lead client calls guiding strategic discussions and reporting on results.
- Present at in-person client and stakeholder meetings.
- Ability to pitch and collaborate with all editorial mediums on earned coverage opportunities.
- Holds established marine, powersports and lifestyle media relationships with the skills to develop new relationships using traditional and digital tools.
Education, Experience, Knowledge and Skills Required:
- Bachelor’s degree in PR, communications, marketing, business, or relevant focus
- 4+ years PR, communications, or journalism, or relevant field.
- Excellent interpersonal and communication skills, a leader and team player.
- Proficient in Microsoft Office for Mac and Google Drive Apps
- Possesses excellent writing skills, with strong attention to detail, AP level.
- Detail and results-oriented with the ability to be creative while maintaining precision.
- A proven understanding of social media platforms such with an eye for emerging trends and a high comfort level with integration and content creation.
- Availability to travel, while juggling day-to-day tasks necessary to keep projects moving forward.
- Must be a Passionate and Experienced water sports enthusiast
- Strong planning and multi-project management ability.
- Licensed, safe driver
- Physical requirements – Able to work in non-climate-controlled environment. Able to lift 50 pounds if necessary. Safety sensitive situations.
Cherry on top:
- Can back up a boat trailer
- Has a motorcycle endorsement
- Habla español. Parle francais.
- Well-travelled, worldly, knows stuff
- Knows the difference between Cajun grouper and blackened salmon.
- Has run a 5K
- Work Remotely: Limited, 4:1
- Location: Melbourne, Florida
- Salary: $55K-$65K per year
- Profit Sharing Bonuses
- Paid Holidays and Vacation
- Additional financial and quality of life perks
LOOK at us:
LOOK Marketing is an award-winning, strategic marketing agency offering integrated communications and go-to-market services based on Florida’s Space Coast. Our team offers strategic brand building, promotional marketing efforts in the areas of storytelling, public relations, content creation, video production, retail and show merchandising design, and experiential event marketing. LOOK clients are global and local leaders in their segments, and they all sell fun… Passion rules, that’s how we roll.
LOOK Marketing is based in Melbourne, Florida with project-based staff in 14 states and two Canadian provinces.
Please send your pitch to email@example.com
Oct 07 2020
CAN-AM Spyder RT Experience Specialists
LOOK Marketing is searching for our next team of Spark Plugs to lead our experiential event execution of Can-Am Spyder RT Experience on the West Coast. We’re looking for engaging, driven, reliable, safety minded, handlebar vehicle loving human experience specialist.
The ‘West Coast’ Team will travel to BRP/Can-Am on-road dealers from San Diego to Seattle as Can-Am On-Road Specialists. The team will conduct dealer product training and provide an exceptional on-road experience for current and potential Can-Am Spyder RT owners/consumers. The ideal contracted candidates will be road warriors with a passion for travel and sharing that passion for the road with others.
DESCRIPTION OF THE SPECIALISTS’ RESPONSIBILITIES:
On-Road Experience Specialist Teams (two specialists per team)
- Manage mobile event package (Ram 2500 Crew Cab truck and 28’ enclosed Triton event trailer with four 2021 Can-Am demo units) maintaining event equipment and safely driving truck/trailer package from three-day dealership activation to dealership activation, this includes through Southern California traffic.
- Strategically manage tour team travel and ride logistics
- Lead group rides – specialists must have a motorcycle endorsement and have extensive experience (personal or professional) riding motorcycles or Can-Am on-road vehicles.
- Provide product training to dealership staff – we will train you.
- Strategically manage on-site operations at brand dealerships – brand-defining set-up, strategically design on-road experience, as a team.
- Manage registration and data capture equipment and lead post event reporting
- Engage consumers as a brand specialist – with expert product knowledge – we will train you.
- Portray the Spyder RT life – a tinge of gray and some experience wrinkles, with a few 1000 miles experience behind handlebars a plus.
- Must be a people person and enjoy living on the road for extended periods of time.
- Physically capable of lifting event equipment up to 100 pounds and working outside in occasional cold and hot conditions.
- Must have some Powersports Industry knowledge and MacGyver skills
West Coast Tour
- We are looking to fill our ‘West Coast’ tour that will run between January 25 – June 30. This includes a half week of product and safety production training in Florida January 17-20. Events are Thursday-Saturday with Sunday-Wednesday being travel, preparation and/or off days.
Experience Specialist Compensation:
- Team Specialists $1100-$1300 per week based on experience and ability
- All expense paid
- Performance bonuses
Integrity, Energy and Passion are required in that order! The experience specialist must be motivated to live and work in an ever-changing environment and deliver projects at an award-winning level our clients expect and deserve.
Get ready to leverage your passion for the road, meeting new people, sharing your love for recreational products. Dig into your creativity, and business acumen to take both our business and your career to new places. LOOK recognizes that talent is the key to its success. Bring your passion for providing exceptional customer experiences and join a dynamic team that values the entrepreneurial spirit!
Please forward your pitch and resume for our on-road Experience Specialist to Info@look-marketing.com.
Jul 28 2020
Internship with us and Learn
LOOK Marketing is accepting ‘pitches’ for our Spring and Summer Marketing Internship. You’ll work directly with our team of Spark Plugs to develop strategies and execute tactics to help our world class clients’ engines roar. Your opportunities for real world experience are at LOOK Marketing. No cliche internship here. You’ll work on and contribute to real projects. This is not a, ‘get me coffee,’ or take out the trash semester time filler. We are looking for the Spark Plugs with fire.
LOOK is an award-winning creative idea agency that has hosted over half a dozen young marketers with paid internships. As a result, some of our LOOK internship alumni have gone on to their dream jobs. Likewise others have joined our agency engine, such as Tyler Fischer, working into full time positions at LOOK. Space Coast is our home located near downtown Melbourne, Florida and we are looking to help launch your marketing, advertising, sales, and business career with real world experience.
Be LOOK’s Spark Plug Intern
We are specialists in numerous marketing promotion and communication services and you will be immersed in our integrated efforts. Our core services involve media & public relations, content creation and video production, experiential marketing and event planning, visual merchandising design, strategic branding, and creative ideation.
Do you have fire? Can you be our newest Spark Plug? Integrity, Energy and Passion are required in that order! Our interns must motivated to work in an ever-changing environment and have the mind-set to deliver projects at an award-winning level our clients expect and deserve.
Please forward your pitch and resume for LOOK’s Spark Plug Internship to Info@look-marketing.com.
Mar 09 2020
How do you take an ordinary task and make it shareable. Spinning the everyday into something remarkable is what separates thumb-swiping social media from phone spinning, turn-up the volume, “you have to see this,’ content gold. Our professional friends at Sea-Doo are committed to sharing the Sea-Doo Life with the masses and we work hard to help them showcase their already cool watercraft in ways people want to share. LOOK has been helping Sea-Doo leverage ‘people of influence’ for decades and today we call this influencer and ambassador marketing. This tactic allows brands to control the message and distribute Social Media content through people that are revered on phone screens on your street or around the globe.
Everybody’s Doo’in It.
It does help to represent a product everybody wants. We’ve had the opportunity to work with dozens of A-list celebrities over the years. All that personally want or already own a Sea-Doo and love sharing their experiences. Leveraging those short moments of opportunity is key to making our encounters bigger than life. DJ Khaled fits that description. DJ Khaled loves riding watercraft in his hometown of Miami and has big social reach. The marketing team made a deal with him and part of that was a custom Sea-Doo to match his latest album art theme. This custom Sea-Doo is one-of-a-kind and fits DJK’s personality.
When DJK’s custom Sea-Doo GTX was done, we decided a special delivery was more appropriate than simply trailering it to his house and unveiling it in his driveway. This was a gift. A big gift. A special gift. A gift worthy of being special delivered via water in a giant gift box. And this would certainly be remarkable, and shareable. This was an opportunity to disrupt the waterfront of Miami and create engaging social media content. Our design and fabrication team went to work.
DJ Khaled is no newcomer to pitching products a he’s sent ‘gifts’ (and gifs, but that’s a different blog) all the time, so how do you deliver this gift in a sharable manner? The way we did it. Do you think he would have posted his new Sea-Doo on a trailer in his driveway? Maybe, but it probably wouldn’t have received over 650,000 views and certainly wouldn’t have allowed us to create a social buildup using instagram stories that showcased the Sea-Doo Life being a step above. This was an incremental Social Media content driven effort. And it worked.
Addy Award for BEST Branded Content & Entertainment and Social Media Single Execution
We’re a proud group at LOOK. We believe in ensuring our client projects deliver above the set objective. We want to win and win big. Sea-Doo is the global leader in watercraft fun and we work tirelessly with passion to ensure that status grows. Along the way we enter some of our favorite projects in award contests and they have been well received by advertising and marketing industry experts. The DJK Sea-Doo ‘Gift Box’ activation won a American Advertising Federation Silver Addy award for best Social Media Single Execution and a Silver Addy at both the local and District level for Branded Content & Entertainment for Online.
Like a giant gift box being pulled through a canal, when you want people to LOOK your way we can help. LOOK Marketing is a Space Coast creative idea and strategic marketing agency focussed on delivering WOW. We thrive on helping our clients win in their long term businesses. If they happen to become industry rock stars along the way, we’re glad to be the roadies. #lookatus
Feb 23 2020
.You only get one chance to launch a New product
If you tell buyers your product is good, what can you do to prove it? Produce an immersive experience. Prove to them your promises are real and better yet, let them discover it for themselves. LOOK Marketing, a Space Coast creative idea and strategic marketing agency, recently won awards for Best B2B activation and Best Event for our Sea-Doo ‘More Than Donuts Experience.’
The other key opportunity a new product launch provides is launching the go-to-market creative campaign in a manner that’s remarkable. For 2020 our professional friends at Sea-Doo launched a new family oriented watercraft with the creative campaign focussing on donuts as the key visual. We took the donut creative theme and built the experience around that. The event guests would not only see the campaign but live it, smell it, taste it, and feel it.
Proving it’s So Much More Than Donuts
The 2020 line of Sea-Doo watercraft was launched at Club BRP, the recreation product giant’s global dealer meeting taking place in Las Vegas. LOOK is the outdoor event marketing agency for the global leading Sea-Doo brand. We were tasked to produce the test ride experience where over 2400 dealers from around the world converge to see the new model year products. Here they would test ride the Sea-Doo to see if the product lived up to the promises and then place their wholesale order that accounts for $1billion in revenue for BRP. The Test Ride experience was key to the success of the new Sea-Doo GTI model launch with he dealer network. We had to prove this new watercraft expanded the on-board experience. We had to prove it was so much more than donuts.
Here’s our highlight video of the Sea-Doo ‘More Than Donuts’ Experience. This is our double award winning project.
We served nearly 900 pink frosted donuts to dealers from the famous Las Vegas Pink Box Donuts at our pop-up ‘Doo-Nut’ truck. The Doo-Nut stop also served as a social activation for dealers to share on their social pages. Followed by four experience stations that dealer guests participated in to gain strategic insights and first hand, or first butt, experience on the new watercraft. And all station were strategically designed for maximum efficiency to safely process the large number of guests, while offering a fun an immersive experience. An epic location like Lake Las Vegas with great weather also greatly contributed to the success of producing a Best Event.
Neptune Award and Addy Gold for BEST B2B and Best Event
At the 2020 Miami International Boat Show LOOK Marketing won two Neptune Awards. One for BEST B2B for the Sea-Doo ‘More Than Donuts’ Experience. The Neptune Awards are presented by the Marine Marketers of America organization to celebrate the best marketing campaigns and activations in the Marine Industry. These are LOOK Marketing’s fifth and sixth Neptune Awards, and includes wins in five different marketing categories. The ‘More Than Donuts’ Experience also won a Gold Addy from the American Advertising Federation (the AAF) Space Coast of Florida Chapter for Best Event.
Great Experiences are those that connect all the dots and tap into emotions. And it’s said the way to your heart is through your stomach. Delicious donuts help. And showing the new Sea-Doo GTI watercraft is so much more than donuts contributed to record orders.
Help your brand connect with your audience in a deeper, more emotional level. Give them an experience they’ll feel, remember and share. Share your brand’s experience. If you need help. #lookatus
Feb 14 2020
Public Relations is the marketing communications art of having people tell your story to audiences of people that you want to hear it. There’s science and best practices behind good PR and there’s also knowing what’s a questionable seed of an opportunity and fertilizing it properly to watch it grow it into a redwood forrest. In today’s media landscape that seed of a story can turn into a forrest in hours, or even minutes. That’s called PR gold, when your brand story goes viral.
In the later half of last summer we were sent a seed of a PR opportunity via e-mail for our BFF client Sea-Doo watercraft. Mr. David Pike of Jersey City, NJ sent an e-mail about an opportunity to do something unique on a Sea-Doo and that the media may pick up on. Now, as the PR agency for the global, industry leading personal watercraft brand for the past 15 years, we get dozens of, “great ideas” every year about how people can promote Sea-Doo through exotic, sometimes crazy rides. We do our due diligence on everyone of them. LOOK makes sure we don’t miss that hidden, golden nugget. Nearly all of the ‘pitches’ are passed on for various reasons; no plan, lacking physical skill, no experience, not thought out, doesn’t understand what the media are interested in, doesn’t understand brand positioning, or is simply so wacky you wonder what bar stool they were sitting on when the idea developed.
the golden seed.
David Pike was one of the rare idea guys that actually had a solid, and very doable idea. Pike is smart, business savvy, and simply found a better way to commute around New York City. And at the same time live the Sea-Doo Life. For years he was commuting 90-minutes each way from his home in Jersey City to his business, The New York Trolley Company, in Brooklyn, New York. That’s an hour and a half each way or three-hours out of each day lost simply getting from one point to another.
Pike, sick of the grind and losing his time looked at a map. He realized a straight shot across New York Harbor is less than three-miles. This is where his e-mail to us comes in. He figured out how to beat the NYC Commute by riding a Sea-Doo from his condo with a private marina in Jersey City, past the Statue of Liberty and to his office in Brooklyn. He would cut his commute down to 20-minutes door-to-door and do it with a smile as he lived the ‘Sea-Doo life’ everyday.
It all fit. David is a good looking, young entrepreneur with a young family and figured out how to make his life better by riding a Sea-Doo to work. Great story right? Right. After a few weeks of commuting via Sea-Doo the New York Media (the biggest in the country) were, ah hum, informed of his ‘system beating’ commute. Then ABC called and the 2:57 segment aired on Good Morning America and the ‘seed’ exploded. Pike on his Sea-Doo smiling and cruising by lady liberty was picked up by The New York Post, CBS Radio, Yahoo News, CNBC, the Wall Street Journal and more.
David’s NYC Sea-Doo Life Commute went viral…Public Relations Gold.
Neptune Award for Best Public Relations
At the 2020 Miami International Boat Show LOOK Marketing won two Neptune Awards. One for Best Public Relations. The Neptune Awards are presented by the Marine Marketers of America organization to celebrate the best marketing campaigns and activations in the Marine Industry. These are LOOK Marketing’s fifth and sixth Neptune Awards, and includes wins in five different marketing categories.
Great PR includes great story telling. David Pike’s Sea-Doo life was unique, engaging and relatable for so many New Yorkers. He had a great story to tell and the media of NYC loved sharing it. It would’ve been easy for us to delete his short e-mail as ‘another dude with a crazy idea,’ yet we studied that seed, fertilized it and low and behold it grew bigger than we ever expected. Every person and every brand has a story. Tell your story. And if you need help. #lookatus
Aug 02 2018
If you are looking for a way to improve your Facebook advertising, LOOK Marketing discovered a very cool tactic that will help make stronger customer connections. We’re going to show you how your customers are going to write your next Facebook ad for you, and it’s going to kill it. You’re going to LOOK and listen to what is important to your customers, and then use their words, literally, to talk to them in their own language. They’re going to tell you how to write copy that ‘s important to them.
In every aspect of business, simply listening to your customer will tell you everything you need to know to serve them. If you listen, people will tell you exactly what they want, making it easy to cut through the noise and deliver what they need. It comes down to data; doesn’t everything digital? But this tactic focusses on research of words and sentiment, not numbers. If you want to know what’s really important to people read their reviews of a product, experience, or service.
Here’s how to activate the “‘The Full Circle Conversation‘ Tactic.
THIS IS EASY AND IMMEDIATE ACTION RESEARCH
The first step is research. Look at your own company’s reviews. you will find these on your page home.
Look at the 3-star reviews as these usually share equal good and bad aspects and aren’t biased to one extreme or the other. You should also look at your competitors’ reviews as you can determine where you have a competitive advantage and exploit them. Another valuable source is Facebook Groups. Some larger brands have the reviews section turned off but Facebook Groups will provide mostly unfiltered insight. Large brand pages can also review fan posts to the page in which they ask questions or for brand feedback, both positive and negative. Keep in mind if one person posts a concern, that same concern is probably shared by exponentially more fans.
The goal here is to listen to what people are saying. To find out what is truly important to them, which can many times be something very different than you thought. Look for trends but even if the comment is referencing a one-off occurrence, it’s probably not a one-off occurrence and is an opportunity to win over a customer. Let’s look at some examples.
THEY WILL WRITE THE Facebook ad COPY FOR YOU
We are going to show examples of how this works for three different kinds of businesses, a restaurant, a retail product, and a service business.
The first case uses an example of a local, Melbourne, Florida family restaurant. We look at one of their 3-Star reviews. There are positives and a clear opportunity to win them over to a 5-star advocate. If this is your restaurant you have an opportunity. First is to revisit your recipes, second, now you know what people want.
Here’s what the sample Facebook ad from LOOK Marketing could be. A scrumptious image of a chili dog and side of slaw with the following copy and call to action, “Are you looking for food with a lot of flavor? We recently updated our menu, including a flavorful new chili dog with slaw. Click here to put in your to-go order now.”
We literally used the customer’s words in the ad copy. We are speaking their exact language. They will feel that we get them and that we are speaking directly to them. On the flip side, a competitor could do this same thing playing on your weakness, or you could play off one of their reviews if your restaurant can offer a ‘more flavorful chili dog.’
Our second example comes from one of our global marine industry client pages, Evinrude Outboards. This isn’t a review but it includes two questions from a visitor post to the page. We know many others may have the same questions. This presents an opportunity to create an on-point ad that will focus on one of the product’s big competitive advantages.
One of Evinrude’s advantages is there is no special break-in procedure for new engines. Apparently we aren’t doing a great job promoting that. Obviously it’s important to new buyers and tells us we need to promote it more and this is our opportunity.
Here is what the sample Facebook ad from LOOK could be. An image of a new engine and boat on a trailer leaving an Evinrude dealership with the following copy and call to action, “Do you know what the break-in period is on a new E-TEC G2? What if we said there isn’t one. Find out how now (link to product page).”
This post actually generates two opportunities to give customers the information they want. The second Facebook Ad could be; A POV image taken over the shoulder of a person looking at two different Evinrude E-TEC G2 engines with the following copy and call to action, “Do you know what the difference between the E-TEC g2 and the E-TEC G2 H.O. is? We go into every detail in our comparison guide here (link to comparative guide).”
Our third example is a service oriented business, a local Brevard County health care provider. To grow their business they could look at their local Space Coast competitor and use this Facebook Ad tactic.
Here’s what the sample Facebook ad from LOOK could be. A stock video clip of a clock with the hands spinning fast, coupled with the following copy and call to action, “Patients’ time is just as valuable as the doctors. You don’t want to wait 45 minutes for your appointment. See our doctors with minimal wait time. (link to appointment page).”
Look for reviews, listen to what’s important to your customers and use their words again. Try this tactic in you Facebook advertising and LOOK for strong returns. If you want more tips on successful Facebook Advertising and learn how LOOK marketing is applying this tactic to organic (unpaid) social media posting, contact us now. Now go create a ‘Full Circle Conversation.’ #lookatus
Feb 25 2018
LOOK Marketing was awarded their fourth Neptune Award by the Marine Marketers of America during the recent 2018 Miami International Boat Show. LOOK Marketing received the award for Best B2B Marketing for the excellent work performed for the Club BRP/Sea-Doo Dealer Test Ride Experience. The experiential event resulted in the highest wholesale orders of Sea-Doo watercraft in over a decade.
“Being recognized by the Marine Marketers of America for industry best work for the forth time in four years is a humbling honor,” said LOOK president Tim McKercher. “We are very thankful to do award-winning work for client BRP/Sea-Doo, the global leader in watercraft sales. LOOK is proud to have won four Neptune awards in four different categories, showcasing our integrated capabilities.”
LOOK delivered the objective of the Sea-Doo Dealer Test Ride Experience. The event design and execution provided an engaging and exciting experience for global dealers that led to wholesale orders for 2018 Sea-Doo watercraft.
The Experience – Dealers began the experience with a brief, expectation-setting video during a bus ride to the product trial site. Once on-site LOOK executed a brand message “Escape the Everyday” immersion with ambassador and product expert engagement. Dealers learned about the new models’ innovations and key messages with interactive product walk-arounds and brand immersive meals. The event culminated with rides on the new watercraft models. The experience format design showcased product strengths and capabilities. Nearly 900 dealers from around the globe test rode the new 2018 Sea-Doo models. The 900 dealers in attendance experienced over 2100 individual rides incident free over the two-day event.
Learn more about LOOK Marketing, the LOOK team or any of the services offered by contacting us firstname.lastname@example.org
Aug 23 2017
This is a first person perspective from our summer 2017 intern Tyler Fischer, a Business major from Florida State University. LOOK threw Fischer into the deep end of the social media and digital marketing pool and he didn’t flounder for a second. Here is his take on his summer in Melbourne, Florida with LOOK Marketing.
For the past 14 weeks, I’ve had the pleasure of interning with the award-winning agency, LOOK Marketing. I am incredibly grateful to have worked for such a fantastic agency and expand my knowledge of the marketing field. As a marketing student at Florida State University, it was extremely valuable to relate academic learnings to real world integrated digital marketing. Some of the tasks included; managing an Instagram account, monitoring Public Relations, developing monthly reports, and helping anywhere I could prove useful. As my time with LOOK comes to an end, below are some insights I have gained through this experience.
I Thought I Knew Social Media
Growing up with social media platforms, I considered myself fairly knowledgable of digital marketing. However, I quickly learned that I was barely scraping the surface of social media. LOOK challenged me with leading an Instagram page for a major boating industry client. I took this page on as if it were my own; I immediately began researching everything related, linked, and loosely associated to the client’s brand and lifestyle, including its history, competitors, and audience. My posting is based on my own interests and are only seen by friends. In contrast, a client’s Instagram profile requires a completely different mentality. Your audience is potential customers and owners, they are the people who are going to talk about the brand to their peers.
As I managed a big brand’s Instagram page, I was given access to extensive analytics. I was tasked to advance plan a month’s worth of content, learn what content yields the best output using analytic tools, develop monthly reports including actionable tactics, and generally grow the page and audience. It was fascinating to see followers engage with the content that I had created. With access to these tools, such as Iconosquare and Percolate, I was able to stay organized and make smart digital marketing decisions. As social media continues to be a staple for today’s fast changing digital world, I’m confident with my skills to grow and keep up with social media for clients.
The Constant Task Of Content Generation
A few weeks in to my internship with LOOK, I started to see social media differently. My mentors encouraged me to look deeper into the content of the pages I followed and to note the techniques and strategies that top companies were using. Quickly after starting to manage this social media channel, it was surprising to learn of the constant need for content. I had initially assumed that content must be flooding in from followers and photo shoots, but it’s not the case. I would spend hours scrolling through hashtags and followers’ pages in search of potential pictures and videos to use. A majority of the UGC is not usable for various reasons, but finding a good one equal to striking gold.
For our client, Wellcraft Boats, new user-generated content was minimal, as the brand was literally relaunched only three years ago, so it was vital that I find as many owners of these new model boats online and engage with them. Through this process, we started to find pages that post great photos and videos and leveraged this content. Through our engagement strategy, we saw an increase in people sharing their photos with us.
Although this was the case for a smaller page, it was insightful to see how the larger pages operate; larger clients like Sea-Doo watercraft and Evinrude Outboards, which have a huge online presence, have a lot more content at their disposal due to larger budgets and higher engagement by their fans. I also learned the more you ask, the more you receive. It became a norm for our Instagram posts to end with a phrase like, “Tag us in your photos for a chance to be featured.”
After a few weeks of posting to Instagram, I learned that the quality of content directly influences the success of a page, and part of the quality involves delivering the message to our desired audience. We could do this through strategic timing, quality, relevance, and a well-planned, strategic editorial plan. One of the best pieces of advice my mentor gave me throughout my internship was to take a step back and look at the whole picture; does the content of all these posts together tell the brand story we want to communicate? Providing value to these followers is extremely important; if there is no value, there are no followers.
Some Communicate More Than Others
I believe good communication is the key to success, and after my experience with LOOK, this statement goes far beyond success. Communication is the key to everything. Whether the communication is with clients, your audience, or your team, the more there is, the better. I had the chance to work with a ton of great companies and see how each one communicates differently. For example, some clients would communicate often with feedback, expectations, upcoming events, etc. However, some would provide much less, which wasn’t necessarily a bad thing, it just required a different approach. With less client direction and hands-on involvement, there is more freedom to post what I saw as valuable to fans. This meant there were minimal approval processes, which meant there was always a lingering uncertainty.
Getting to experience both ends of the spectrum was extremely valuable. It taught me how to handle different types of clients. Another aspect of communication I have come to appreciate is working with a small team. LOOK truly treated me as one of their own and included me in a variety of tasks that I may not have been exposed to in a bigger team. This meant I could give my opinions and ideas on projects, participate in calls with multiple clients, and have real responsibility within the agency.
After talking to my friends who had been interning at large corporate organizations, I found it was rare for them to engage with their higher-ups. I am grateful to have had the chance to work closely with the founder and his expert team; at any point during the day, I could talk with Tim, ask questions, and gain insights on anything and everything. Ultimately, being able to communicate fluidly played a huge role in my ability to get the most out of my time as an intern.
Why LOOK Marketing
Interning at LOOK Marketing was an amazing experience. I was provided with the experience needed to grow professionally and personally. Working with a smaller team allowed me to take on real responsibilities under their direct guidance. I was able to ask questions frequently, make mistakes, and learn from the experience as a whole. Every member of the LOOK team provided valuable expertise. I know I was learning from some of the best digital marketing minds on the Space Coast.
Aside from my team, LOOK as a company is a cool place to work. LOOK has neat equipment like drones and SPX water cannons at our fingertips. Awesome clients like Sea-Doo, Evinrude, Wellcraft, and many more made this an intriguing experience especially with my interest in action sports. Not to mention LOOK Marketing also shoots its own content for client use, which I participated in. One shoot involved riding a Sea-Doo through the crystal-clear water of Silver Springs while drones flew overhead for Boating Magazine. My summer highlight with LOOK was a solo mission down to the Keys to deliver a Sea-Doo unit to be used in a shoot for Sea Ray boats. The highlight was pulling a Sea-Doo up onto a 3-million-dollar yacht, which I luckily accomplished first try.
Although my time with LOOK Marketing was short, everything I have learned here will stick with me. LOOK Marketing has provided me with valuable experience and a tremendous amount of new knowledge. It’s exciting to take the next steps in my education with this added knowledge.