polite 2010 v1
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POLITE IN [email protected]TRANSCRIPT
Introducing… POLITE IN PUBLIC
THE POLITE WAY TO ADVERTISE REVOLUTIONARY Having revolutionized the event photography and marketing space in the U.S. over the past three years by giving the humble photo-booth its biggest revamp ever – branded photos retouched and airbrushed before they print – we’ve tried to embed the happiness of the consumer at the heart of everything we do.
TURN-KEY POLITE IN PUBLIC delivers turn-key marketing campaigns encompassing creative, experiential and online-driven execution.
EXPERIENTIAL LONGEVITY The “mobile photo-studio” provides a direct-to-consumer take-away that outlasts anything else in the experiential field – a printed and digital photo that can be kept indefinitely.
Everything else, no matter how useful, will eventually be discarded.
THE PHOTO MARKETING PROCESS : PROCESS ELEMENTS : 1.0 MOBILE PHOTO STUDIO
• 100% Custom Creative Solutions
2.0 ACTIVATION
• Data Capture
• Printed Photos
• Trained Operators
• Themed Props
3.0 ONLINE ELEMENTS
• Online Image Hosting
• LiveBooth© - Instant Uploads
• Client-Hosted Web Galleries
4.0 POST-EVENT
• Data Capture
• Online Competitions
• ROI Reporting
1.0 - MOBILE PHOTO-STUDIO (MPS)
1.2 - CREATIVE CAPABILITIES
Magazine covers created easily using overlay technology
Product integra5on & photo duplica5on
Mul5ple-‐layers create “underwater” effect
1.1 – CREATIVE PROCESS CUSTOM BACKGROUNDS
• Our backgrounds are 100% customizable – clients can design they’re own or provide us with a brief. We require a three week lead time on most background deliveries.*
STOCK BACKGROUNDS • We have a catalog of over 250 backgrounds clients may choose from online at the link below. • www.politeinpublic.com/catalog/printed/
GRAPHIC OVERLAY • Our technology allows us to place a graphic overlay – a Photoshop file – that is printed on the photos. These generally include graphics such as brand logos, copy, small images or design elements.
* Check 2010 corporate pricing guide for applicable fees
BACKGROUND The background is a physical fabric that when stretched onto our frames, creates a 3D look when printed
OVERLAY The overlay is a Photoshop file that features all copy, logos, graphic design elements, URL’s etc.
2.0 – ACTIVATION TRAINED OPERATORS We provide two trained operators to keep the traffic flowing through the POLITE IN PUBLIC booth. Addi5onal promo5onal staff can be hired on request.
UNLIMITED PRINTING We can print over 1000 photos in a 4-‐hour ac5va5on. Remembering that each photo can have up to 5 guests or more in at any one 5me, we o^en have thousands of people though our booths during busy ac5va5ons.
ON-‐SITE DATA CAPTURE For premium packages, PIP includes an on-‐site data capture op5on that collects consumer name and e-‐mail addresses for clients to use for post-‐event marke5ng. This can be done manually or using LiveBooth© technology.
BRANDED PHOTOS We print 700 or more photos at each event -‐ photos can be tailored to include brands, logos, company web addresses, call-‐to-‐ac5on’s for consumers and more!
REVERSE-‐SLEEVE ADVERTISING Photos given on-‐site can include a 6”x4” printed adver5sement -‐ slipped into the back of the photo sleeve.
ON-‐SITE TV ADS As we include a 42” digital display at certain events so guests can see their photos instantly, we can also include client adver5sements or messages that rotate within the photos and relay informa5on to a cap5ve audience.
3.0 – ONLINE ELEMENTS : IMAGE HOSTING :
Client-‐Based Micro-‐Site Clients may choose to have photos on their website, thereby thereby monitoring direct ROI a^er a campaign. We can provide simple HTML that embeds a scroll-‐gallery onto a clients page, which may be customized however you like. Images remain “hosted” on the POLITE site, so client servers remain free.
POLITE IN PUBLIC Image HosCng Post-‐event, all images are uploaded to the POLITE IN PUBLIC website where each event is given it’s own landing page.
3.1 – SOCIAL NETWORKS : SOCIAL NETWORKS :
We specialize in placing instantly branded photos organically in social media. What does this mean? When people look good – they
want their friends to know about it!
Facebook IntegraCon The POLITE IN PUBLIC website features an integra5on tool linked in agreement with Facebook.
Using this tool, when consumers login to their Facebook profiles, they’re automa5cally logged into the POLITE site – which means consumers can “tag” themselves and their friends direct from the POLITE website. They can also “push” photos to their profiles instantly.
Social Networks Using the above tools, our conversion rates can be as high as 90% with web-‐targeted campaigns, with an average rate of between 35-‐55%.
LIVEBOOTH©
PHOTOS SENT INSTANTLY TO FACEBOOK &
EMAIL!!
CONSUMER DATA
CAPTURED ON-SITE!!The POLITE IN PUBLIC LiveBooth – Data
Kiosk & Digital Distribu5on System – allows consumers to select and send photos instantly to Facebook and e-‐mail accounts. With the Facebook integra5on system built-‐in to the POLITE IN PUBLIC interface, consumers can also tag friends in photos – meaning clients can achieve organic distribu5on of branded photos and messages instantly.
MECHANIC
• Consumers get their photo taken in the booth and receive printed copies as usual
• Photos are then streamed LIVE to an on-‐site touch-‐screen panel in under 45 seconds
• Consumers select the photos they wish to send and enter details including name, e-‐mail address and Facebook login details, then click “SUBMIT”
• Photos are sent instantly!
ADDED BENEFITS
• The touch-‐screen interface can include customizable Colors, Logos, and Event Specific Graphics for brands
• POLITE IN PUBLIC can collect specific User Data, with 3 customizable fields and a 32 character limit – what do you want to know about your consumers?
CASE STUDY: ADIDAS
“We want the customer to star in the ad.”
CAMPAIGN OBJECTIVE Emulate exis5ng adver5sing assets by integra5ng the customer into branded media. Make viral.
BRIEF To support the ADIDAS Football World Cup Football “Hero” campaign – POLITE IN PUBLIC leveraged ADIDAS’ Official Sponsorship of the 2010 FIFA World Cup by engaging customers in flagship ADIDAS retail stores in Sydney and Melbourne.
ACTIVATION Replica5ng ADIDAS “Hero” outdoor and print ad campaigns – POLITE IN PUBLIC created in-‐store photo opportuni5es for customers to become their favourite ADIDAS World Cup Hero.
Selec5ng from five World Cup Hero op5ons, customers had their photo printed on the spot giving them a one-‐of-‐a-‐kind ADIDAS memento of the 2010 World Cup.
RESULTS Integrated Consumers: The ADIDAS WC ac5va5on has successfully emulated the “Hero” ad campaign, culmina5ng in over a thousand customers “starring” in the own ad. Viral Reach: The online measurement of this viral marke5ng push has yet to be evaluated, but conversion rates are over 60%. Sales: ADIDAS stores found the ac5va5on the perfect moment to engage customers to “try on” new spor5ng amre, resul5ng in increased sales.
ADVERTISEMENT PHOTO
LEVERAGING EXISTING ADVERTISING
CASE STUDY: MALIBU RUM
“Get in the Mali’Bu’Oth!”
CAMPAIGN OBJECTIVE Increase Malibu sales Australia-‐wide.
BRIEF Spearheading the Malibu 09/10 Summer “Get your Island On” promo5on, POLITE IN PUBLIC delivered 60 on-‐premise ac5va5ons around Australia. The “Get your Island On” Summer Promo was a three 5ered ac5va5on program with the “Mali Bu’oth” being the centrepiece for all GOLD level “Malibu Beach Party” ac5va5ons.
ACTIVATION The “Mali Bu’oth” was the driving sales force being the “Get your Island On” ac5va5ons. In order to have their have photo taken consumers were asked buy one of three Malibu cocktails at the bar. A^er drink purchases, consumers were given Malibu-‐branded lanyards and directed to the “Mali Bu’oth” set-‐up where they were able to have as many photos as they liked. As well as receiving their 6x4” magazine-‐quality print photos were also streamed online to the Malibu Rum Australia Facebook page where consumers were free to download, comment on and tag themselves in photos taken from around the country.
RESULTS Units Sold: 180-‐780 units of Malibu sold per event on premise depending on venue size and loca5on. Unit Volume Increase (%): 1700% volume increase in nightly unit sales (average night units between 14-‐60 units). Program Extension: The “Mali Bu’oth” program originally scheduled 45 events and was extended to 60 on the back the sales volume generated.
PHOTO ADVERTISEMENT
INCREASING ON-PREMISE SALES
CASE STUDY: MALIBU RUM – FACEBOOK FANS
FACEBOOK FAN PAGE
• 4970 Fans
The Malibu Rum Australia Facebook page was inundated with new “fans” and consumers commen5ng on and tagging themselves in photos – providing post-‐event secondary engagement for the brand.
Follow-‐up opportuni5es now exist for Malibu’s new database of fans – a direct porthole of engagement with their key demographic.
INCREASING ON-PREMISE SALES
THE CONSUMER JOURNEY • Consumer excitement building: Promo5onal staff show examples of photos; previous customers with lanyards show friends (word of mouth); projected images on TV’s or screens en5ce interest
Engagement
• Consumers enter booth and are given props. Operators “pose” them accordingly and shoot
Par5cipa5on
• Consumers are directed to either a LiveBooth screen or given printed manual data forms or “compe55on entries” which boost data collec5on. LiveBooth technology sends photos instantly to FaceBook and e-‐mail
Data Capture
• Photos are put into sleeves and auached to lanyards. Consumers collect their photos, put their data forms in the box or click “submit” on LiveBooth screen.
Comple5on
Ongoing
15-‐25 seconds
60 seconds
< 2 minutes