Timot McGonagle Marketing Communications and Events that Capture the Brand Experience

Innovative Tools to Brand Your Marketing Communication Experiences


March 02, 2007

Whether it is a product or a service, it’s imperative to research all the elements of the brand. This includes all design and promotional materials.  We must learn the details in order to create an accurate multi-layered experience.

No detail is too small as we attempt to capture the complete message from magazine ad to the final consumption of the product or service.  Our goal is to create a continuous flow.  Every exposure potential customers have to the brand should be informative, beautiful, sensual and consistent.

Deconstruction

Once we learn the details of a brand, we deconstruct it into all of its individual parts.  This can include colors, textures, graphic elements or advertising media.  We then highlight these elements utilizing the latest technology to literally reassemble the brand into a virtual experience.

The Tools

Technology provides us with many exciting options to customize a marketing communication experience.  Visuals of the brand can be screen printed onto fabric, décor and food elements.  Images can be sandblasted or etched onto translucent or mirrored surfaces.  Fabric can be designed and woven with any custom detail.

Video provides many of the most exciting options.  Projection and flat screens can be incorporated into the design in innovative ways.  Placed intermittently around an event space they become moving décor.

Projectors are now manufactured within intelligent light fixtures (High End’s DL1 and DL2 are examples).  They allow for moving images to be pivoted and projected around the room.  Utilizing the latest media servers and programs, these fixtures can be combined into sequential moving images that can be wrapped around three-dimensional objects. Neutral set elements come alive with an infinite projected palette. (For photo examples:  www.timotart.com/portfolio/theorb)

Additionally, we take logo and package details and animate the graphics into video loops that play like a moving canvas.  Advertising and product/service documentary footage can be used in the same way.  As a bonus, these moving fixtures also break the light into multicolored, prismatic shards before the literal images ever hit a surface.

We further expand the kinetic effect by incorporating special effects to highlight the stages of the experience.  We utilize chilled fog as moving floors and laser grids as pulsing walls and ceilings.  We have even made ballrooms snow.

We separate, reassemble, support, and celebrate the individual components of the brand.  Thus we draw focus to how these elements come together to make the brand or service lasting and memorable.

CHROME-"Industrial Luxe"


February 27, 2007

By Timot McGonacle

Partnering with Total Event Resources out of Chicago, we created a celebration for the grand opening of a 250,000 square foot truck center outside of Nashville.   We were given a pristine industrial space upon which to create.

We began the evening with a  shuttle property tour for the guests that ended at the entrance to the truck repair center.  Beyond a custom detailed gunmetal tractor, the opening was framed in richly draped voile accented with color changing LEDs.

Guests entered what should have been a 28 bay repair center.  Instead, they discovered an “industrial Luxe” cocktail and dining area.

The Manifestation of a Theme

Early in our process, we were struck by the scale and scope of the facility coupled with visual impact of the trucks and many of the parts and accessories.

Following an extensive site tour, we researched accessory catalogues and inventories.  We visited the old dealership and hand picked tractors in the corporate logo colors to have detailed and delivered to the new location.

Our clients were pleasantly surprised by our focus, and it reinforced their own pride in their work.  They became emotionally invested in the theme and gave us total access to their inventory.

Chrome hood ornaments decorated the cocktail tables. Branded with the manufacturer’s logo, an ice sculpture of a big rig and trailer anchored the seafood buffet.  The caterer filled the truck bed with chilled shrimp.  Even appetizer trays were decorated with chrome accessories.

Wheel and bolt covers became the dinner table centerpieces and were surrounded with a ring of white orchids and votives.   Rentals and tabletops were all in silver.  The walls and ceiling were texture-mapped in projected cogs and gears.  Pin spots on the tables highlighted the reflective quality of the silver.  The room literally glistened

We chose over a dozen big rig trucks in colors that matched the corporate logo. They framed the cocktail and dinner space. We projected dealership logo onto the entrance floor and custom printed it onto white chocolate dessert picks.  The  150 VIP guests enjoyed cocktails, a ribbon cutting ceremony, a four-course meal, live jazz and a motivational speaker.

The evening would inspire the client and the guests to rediscover the intrinsic beauty in their everyday products by reinterpreting them through the requirements of an event.

(For Photo Examples: www.timotart.com/portfolio/rush)

A Marketing Metaphor


February 26, 2007

By Timot McGonagle

During my early career I worked as an account executive for an international cosmetics firm.  I carry the knowledge gained with me to this day.

The cosmetic industry was one of the first to realize that they were selling image and experience as much as product. Customers were buying into the glamour and lifestyle the company created.

New lines were dramatically unveiled at the annual sales meeting. We learned that every element of the packaging had a subtle meaning that supported the larger brand image The excitement was infectious as we carried the message back to our home territories, our accounts and ultimately our individual customers.

A Marketing Metaphor

Today, when I approach the challenge of creating a marketing communication experience for a corporation, I immediately turn to the product and the experience surrounding that product.  The metaphor I use is “Back into the Box.”

Imagine taking the box from one of the client’s products?  The exterior is covered with elements both literal and subliminal to communicate the brand message. You slit the side of the box, turn it inside out and close it again. All the information once on the outside is contained within.

Now cut a door into this box.  You are left with the prototype for your event and a space filled with a brand experience.

Where’s the box?

“Back into the Box” goes beyond a literal interpretation. If your client sells a service rather than a physical product the analogy still holds. You must discover tangible elements around the service.

I always request copies of all related media, advertising and press releases.  This request includes photos or renderings of store installations and/or POP displays.  Anything qualifies that will help me to understand the client’s goals.  I want to immerse myself into the product or service in order to come away with the subtle details that will make for a great event.

The Twofold Advantage

Companies spend millions on product development and marketing.  As a producer, with both marketing and design degrees, I value that investment. I feel a responsibility to honor the hard work of the product development and marketing departments.

This dedication provides a twofold advantage.  First, I get a head start on the physical design of the event.  Color, texture, pattern, media and even catering choices become easier.  It is a pleasant challenge to come up with innovative ways to incorporate the company message.

Secondly, by closely aligning your production to the overall company message you become a literal and experiential extension of the brand. In this day of multiple television channels and countless media options, more traditional advertising must be augmented with experience. 

Marketing communication and event environments provide an unusual level of audience control with the advantage of immediate feedback.  Your target audience leaves with a more complete knowledge that bonds information with experience.

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