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 12 2021
Looking for a professional Dealer Support Specialist who has passion for the Power Sports and Personal Watercraft Industry and loves to help people, specifically helping dealerships with their PWC and on-road vehicle business by spreading the Powersports and boating love among all.
We are in search for our next Spark Plug to give more power to our growing Power Sport/Motorsport dealer support services. As the ‘Specialist’ leading our recreational product dealer support project in Florida your work will ensure our manufacturer client’s Florida dealer network continues to grow market share and their PWC and on-road business.
The Dealer Support Specialist will focus on helping dealerships with every aspect of their PWC and on-road business for our manufacturer client through regular on-site visits. The Florida Specialist will be a liaison between dealer and manufacturer’s customer service, technical support, warranty claims, sales, and marketing departments.
DESCRIPTION OF THE POSITION RESPONSIBILITIES:
- Help select Florida dealerships with their brand specific PWC & on-road business – all aspects – by conducting in-person dealership visits.
- Employee training (Product training on Unit and PA&A, Rider Education Program, Sale Process support, Program and Promo, Financing Programs, etc.): On-water, On-road or In-dealership
- Train and support dealer service departments: Technical service and warranty support
- Showroom and retail space optimization
- Special event support: Dealer open house events, VIP customer test-rides, Rider Education Program Schools open house
- Report insights, successes, and challenges to Manufacturer on a weekly basis to next step actions.
Knowledge and Skills Required:
- Must be a Passionate and Experienced PWC operator
- Must have dealership experience
- PWC/boating/powersports industry experience.
- Motorcycle or 3-wheel vehicle endorsement.
- Strong understanding of technical elements and jargon
- Licensed safe driver and experienced driving with a trailer.
- Strong planning and multi-tasking ability.
- Proficient in Microsoft Office and Google drive Apps
- Detail-oriented with a critical eye for quality and accuracy.
- Customer service oriented
- Problem solving skills (‘McGyver’ skills big plus)
- Ability to foster collaborative and fun cross-functional teamwork with enthusiasm and creativity
- Weekday travel through out Florida
- People person
- Physical requirements – Able to work in non-climate-controlled environment. Able to lift 50 pounds if necessary. Safety sensitive situations.
The cherry on top – nice to haves, but not deal breakers.
- Habla español.
- Bachelors degree
- Has run a 5K
- Well travelled… knows stuff.
- Can back a boat trailer into a Miami boat ramp, first try
- Knows the difference between blackened Mahi and Cajun Grouper
- Specialist Salary based on experience and ability.
- Profit Sharing
- Company vehicle and demo units
- Paid Holidays and Vacation
- Multiple, additional financial and ‘quality of life’ perks
Please forward your pitch and resume for our Powersports and Marine Dealer Support Specialist to Info@look-marketing.com for consideration.
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.
Nov 14 2017
Making the marketing magic happen!
A glimpse behind the camera with a few out-takes from photo shoots we produced for Florida-based client Arnott Motorcycle Air Suspension.
LOOK Marketing’s founder Tim McKercher (learn more about Tim here) is an avid motorcyclist – he owns a Ducati Monster G20 and a few other motorcycles. He brings his enthusiasm and knowledge of motorcycling to the agency’s commercial motorcycle photography and videography projects. Like some of the photos and videos we’ve shot for Arnott’s print marketing materials and and digital platforms. Some of those can be seen in our portfolio and on Arnott Motorcycle Air Suspension’s:
- Social Media Channels
- Promotional Materials
- Product Catalog
- Brochures and Posters
Mar 06 2016
Melbourne, Florida – LOOK Marketing won their second, “Best of Show” Addy in consecutive years in addition to five Gold and five Silver Addy awards for a diverse list of marketing projects for three global marine and motorcycle brands. The “Addy’s,” is sponsored by the Space Coast Chapter of the American Advertising Federation and is one of the largest and most prestigious national competitions recognizing creative excellence in advertising.
“LOOK is humbled to have executed work that has earned, “Best of Show” honors two years in a row from the Space Coast AAF,” said LOOK Marketing president Tim McKercher. “We are more proud of winning five Gold and five Silver Addy’s for a diverse mix of work exemplifying our drive to provide completely integrated marketing efforts.”
2016 ADDY awards includes:
BEST OF SHOW
GOLD ADDY: Internet Commercial
GOLD ADDY: Internet Commercial Campaign
GOLD ADDY: Motion Graphics, Animation or Special Effects
Client: BRP/Sea-Doo watercraft
Project: Sea-Doo, “Next Level,” The Science of Fun video series
LOOK, in collaboration with Fiction, brings ultra targeted creative that tells the Sea-Doo new model story in a manner that talks directly to the intended, performance audience. This explains the science behind the NEXT LEVEL of performance watercraft riding fun.
GOLD ADDY: Internet Commercial
Client: Rec Boat Holdings/Four Winns boats
Project: Four Winns TS 222, “Lake Hawaii”
LOOK, in collaboration with Fiction was challenged to show how the new Four Winns wake surf boat powered by new Volvo Forward Drive system can bring the surf lifestyle to land-locked watersports fans with an endless wave machine for the models launch at the Miami International Boatshow and digital world.
GOLD ADDY: Social Media, Multiple Platforms
SILVER ADDY: Integrated Advertising Campaign – Regional/National – Consumer
SILVER ADDY: Integrated Branded Campaign
Client: BRP/Sea-Doo watercraft
Project: Ultimate Sea-Doo Beach Party Sweepstakes with Devin Super Tramp
This campaign was developed and executed in partnership with Cramer-Krasselt. We asked fans to, “Show Us How You #SPARKSOMEFUN” to win the Ultimate Sea-Doo Beach Party that would be filmed by YouTube star videographer Devin Super Tramp intended to create something to talk about and promote – a share-of-voice tool for the Sea-Doo SPARK and full line of Sea-Doo models leading into the selling season. The effort must have a “hook” element for media and consumers and should be integrated across multiple mediums to maximize limited budget.
SILVER ADDY: Out-of-Home Installation
Client: BRP/Can-Am off road, Spyder and Sea-Doo watercraft
Project: Club BRP 2016 Global Dealer Meeting Showroom
LOOK in conjunction with Upstaging Inc. designed and executed a 30,000 sq/ft showroom showcasing the 2016 line of Can-Am off road, Spyder, and Sea-Doo vehicles with related accessories and soft goods in their respective brands’ positioning.
SILVER ADDY: Single Event
Client: BRP/Sea-Doo watercraft
Project: #SeaDooNEXTLEVEL Global Dealer Test Ride Experience
LOOK produced three watercraft segment trial experiences simultaneously to accommodate test rides for 1800 BRP dealers in two days to launch the 2016 Sea-Doo line in Nashville, TN.
SILVER ADDY: Sales Kit or Product Information Sheets
Client: BMW Motorrad USA
Project: BMW Motorrad In-Store Design Guide
LOOK produced developed, designed, and produced visual merchandising design guide book to guide BMW Motorrad dealers on proper visual merchandising practices in respect of set brand standards.
Thank you to BMW Motorrad USA, Rec Boat Holdings and BRP/Sea-Doo marketing team for allowing LOOK to work with leading global brands – Derek Sorenson and Jordyn Baker of BMW Motored USA, Julie Tourville, Kim Turcotte, Marc-Olivier Drouin, Hector Rodriguez of BRP, and Julie Johnson of Rec Boat Holdings. Next Level Video Talent – Henrique Rosa, Allen Walker, Christian Stiebinger, Jacques Mayrand, Kim Ross, Patrick Raffelsberger, Erminio Iantosca, and Anya Colley. Lake Hawaii Video Talent – Arlene, Rossi, and Elle Klein. The Fiction crew of Josh McWilliams, Matt Staker, and Nick Sambrato and Jordy Klein. – Social Media – Dave Racine of Cramer Krasselt and Devin Grahm (Devin Super Tramp). And of course the LOOK team – Cody Hawkins, Bianca Blottie, Christos Meimaroglou, Michele Chenard, Paulo, Pauline Gilliam and Mark Quavillon.
LOOK Marketing is a multi-faceted, award-winning marketing agency that builds strategic Marketing Communications plans for both international and national clients. Based on Florida’s Space Coast, LOOK’s agency services includes; branding, public relations, social media management, digital marketing, lead generation, web and TV advertising, and video production, to experiential marketing and visual merchandising design for a variety of B2B and B2C brands. Clients include BRP, Sea-Doo watercraft, Ski-Doo snowmobiles, Can-Am off-road, and Can-Am Spyder, Arnott Air Suspension, Red Bull North America, Rec Boat Holdings and BMW Motorrad USA. For the latest insight and expertise in branding, advertising, and dominating the digital marketing world, contact LOOK Marketing at 321.409-0519 or e-mail email@example.com
Dec 03 2015
It’s scary. It’s such an uncomfortable situation.
Growing a business, buying a building, taking your driving test, going on a first date…they all involve a heightened level of emotions, all of them. At some point, at some level, one of those emotions is fear – being scared – and thinking about the possible negative outcomes of a decision or action. Being scared of failure.
Being scared is normal. It’s good to realize fear yet if you give it too much space it can paralyze you…or your business. The manner in which you react to being scared is what separates you from growing and progressing or stagnating and becoming obscure. You can sit back and watch the action from a Space Coast park bench, safe from everybody or jump into the middle of the action where you can see, smell, touch and feel everything and everybody can see, smell, touch and feel you (and your brand).
Two clichés come to mind when talking about playing it safe or pushing forward.
“The best things in life happen outside of your comfort zone.”
Scared of having a baby? Scared of buying your first house? Scared of jumping from the high board? Scared to swing at a curveball? Sure, but once you get past the fear and do it, it’s great. You just did something and controlled the outcome.
Take this to business. Are you scared of quitting your job to go to a new job? Scared of changing vendors? Scared of new technology? Scared of going on your own? Scared of new processes? Advertising more? New markets? Expanding? Firing? Hiring? These are all things that are scary to some level but necessary for growth. You can obviously lower the fear level with education and preparation but there is still that sense of fear that raises your heart rate when it’s time to make the final call. Or you can go the other route and do nothing and wait for something to happen.
This brings us to our second favorite cliché. We love this one as it comes from the brilliance of legendary college football coach Lou Holtz. Coach Holtz was one of the greatest pep talk speakers of all time in the locker room and now a mega popular motivational speaker in business world.
“Your business is like a tree, it’s either growing or dying,”explains Holtz. It really is that simple. Bottom line is you can’t do nothing.
It’s okay to be scared. Look at the situation, put your business in the best position to succeed and charge on. No matter what do something, the discomfort will pass and the bliss of success will take its place.