Serving Time
You can’t get more tongue-in-cheek than a life-size virtual mermaid challenging mallgoers to “kiss like a fish.”
That’s just one of Entertainment Marketing, Inc.’s promotions making waves in the past year. Until recently, the 18-year-old shop maintained a relatively low profile as it fine-tuned its music tour/entertainment/experiential marketing services. “For years we were about being the best event management company,” Executive VP Chris Ferraro says. “But our focus has shifted and we’re concentrating on working with brands from a 360-degree perspective.”
 |
| MOST WANTED: (clockwise) Chris Ferraro, Bob Haugh, Willa Reynolds, Todd Winking, Jeff Stelmach, Cory Isaacson |
The shift means EMI — staffed by 250 — has evolved into a full-service agency offering strategic brand development, sales promotion and sports marketing.
The agency’s founder and former CEO, Mitch Berk, sold his remaining shares in EMI to Chicago-based private equity firm Svoboda, Collins LLC at the end of 2002.
“We are positioned to take off,” says Cory Isaacson, VP-business development. “The future of experiential marketing isn’t figuring out the best and most efficient way to execute by looking at the universe of opportunities — but by creating one.”
With client Coty Cosmetics, Chicago-based EMI created Mya the mermaid to help launch My Ocean by Club Med fragrance. Mya visited malls and summer festivals and lured passersby from her glass projection screen to participate in a kissing contest. The promo scored a 2002 Bronze Reggie Award and gave the brand a double-digit trial-to-purchase conversion rate.
“What I find with EMI is peace of mind and great creative knowledge and execution,” says Tracy Young, marketing director at New York City-based Coty.
Sometimes that means seeing things in black and white. The agency worked with Eastman Kodak Co. and the House of Blues to drive trial and awareness of black-and-white film among young people. EMI got the House of Blues to break its strict no photographs-allowed policy for a series of concerts. Fans were given rolls of film to take pictures. In the three measured markets, sales and share increased 16% and 8%, respectively during the promotional period.
EMI’s net revenues took a 16% dive in 2002, which Ferraro credits to a planning — not activation — year from the client-side. Big growth and activity is slated for 2003. Among new clients is Target Stores — look for a guerrilla marketing campaign soon. EMI has also helped Brown-Forman Corp. with a three-year plan to revamp its on-premise organization.
“It’s completely new for us and already exceeding our expectations,” says Sean O’Connor, managing director for retail strategic alliances at Louisville, KY-based Brown-Forman. The first promotions, focusing on Finlandia and Jack Daniels, break next month.
Other core work includes a 14-year run with Anheuser-Busch.
Time for some jailhouse rock.
