good ice marketing - overview & capabilities
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Good Ice Marketing - Overview & CapabilitiesTRANSCRIPT
Good Ice Marketing
WHO ARE WE
Catalyst for star+ng and sustaining conversa+ons
• We create recogni1on (What do people see when they see you?). – Do you get no1ced? When you do get seen, what do people think?
Do they understand what you are about? – We help you think through these ques1ons and posi1on your
brand in your consumers psyche in a compelling way.
• We drive engagement (Are people talking about you?) – Leveraging unique social plaDorms, social media, and brand
champions, we help you connect with your target. We put your brand in the conversa1on, make the conversa1on viral, and then steer the message towards who will be most impacted.
Good Ice
Quite simply, we are passionate lifestyle mavens who look at our world with an eye for crea+ng connec+ons. We are concierges, matchmakers, cultural anthropologists, and catalysts.
Develop Brand Growth & Innova1on Strategy WE what DO
What we do • Consult with beverage
brands looking to grow their penetra1on with a key focus on urban and trend‐seMer markets.
How we do it • Keen understanding of on
and off premise approaches as well as leveraging social media.
• Partner with brand teams to craQ the right strategic plans.
• Help iden1fy white space opportuni1es for growth that the brand may have overlooked.
Engage Influencers WE what DO
What we do • Ac1vely build bridges with extensive network of influen1al people.
How we do it • Inspire 1mely “conversa1ons” at the right moment for the deepest connec1on.
Design Memorable Experiences WE what DO
What we do • Produce signature events that allow a brand to build real connec1ons.
How we do it • In‐house produc1on team experienced in producing events with brands of all sizes
Connect Like Minded Brands WE what DO
What we do • Create partnerships between
fashion retailers and beverage brands with signature programs like Cocktail Couture
How we do it • From sponsorship, to product
drops, to a full bar program we put the right brand in your store or at your event to enhance and create a memorable experience
• We work with some of the best mixologists to create brand and event specific cocktails
• We train the bar staff or brand ambassadors to get your message right
Clients WE what DO
SEIZE SUR VINGT
William Grant & Sons, Inc
McCann Erickson
jpcenney Fashion’s night out
2011
Good Ice Marketing
Create a Food & Beverage Program to Support jcp’s FNO launch of Miss for a Must
Task
Results: • Designed a signature cocktail and mocktail that re‐enforced jcp’s strategic message and met objec1ve of delicious, fun, and fit with theme
• Procured a liquor permit in record 1me
• Delivered on promise to provide delicious sweet and savory hors d’ouevres
• Provided aMrac1ve and hospitable staff
Food • Bar snacks:
– KeMle Chips with Basil & Sea Salt
– Assorted Savory Nuts • Canapés:
– Cannellini Cros1no with Lemon and Truffle
– Steamed Lobster and Watercress Shu Mai
– Tarte Flambee Caramelized Onion, Applewood Smoked Bacon and Fromage Blanc
Desserts • Mini strawberry tarts
• Mini lemon tarts
• Mini pistachio cakes
• Chocolate truffles
Bar The Faux Pas Fixer and the Faux Faux Pas Fixer
Menu
The Faux Pas Fixer and the Faux Faux Pas Fixer
Cock tail
Faux Pas Fixer Zu Bison Grass Vodka Sparkling White Wine Laird’s Apple Jack Hibiscus Syrup Plum BiMers
Agave Fresh Lime Juice
Faux Faux Pas Fixer Apple Cider
Hibiscus Syrup Plum BiMers
Source Sparkling Water Agave
Lime Juice
ShiMing Percep+on The jcpenney brand lacks significant brand affinity amongst fashion forward men in New York City. To build affinity, Good Ice Marke1ng targeted fashion and lifestyle bloggers, as well as other influen1al New Yorkers, to shiQ the way they currently view the brand to one of heritage and style. This group was cri1cal to reach given that they are publicly known for being early adopters, and that they influence menswear trends.
With an eye towards crea1ng the conversa1on, the purpose of the event was to open the door to greater awareness and apprecia1on.
Jcpenney – MaMers of Style VIP Influencer Event
Work
New State of Menswear Menswear bloggers and influencers care about the details, whether it’s the slightly rolled pant cuff, the contrast s1tching on a leather wallet, or the heQ of a good overcoat. In order to shiQ their percep1on of jcpenney – it needed to be proven that MaMers of Style was about pulling the details together.
So the ul1mate Boys Club was designed at the Ace Hotel as a place where men could explore a new no1on of jcpenney in an aspira1onal and spirited sefng amongst influencer peers.
Here’s how it was done…
Insight Work
The influencer event showcased that jcpenney pays aOen+on to the details by: • Collabora1ng with highly‐regarded menswear figures • Hand delivering invites • Crea1ng four individually styled rooms at the Ace Hotel to represent each of the MaMers of Style trends
• ThoughDully cura1ng aMendees
The Set‐up Work
The influencer event was held at 6:00pm on October 27th at Liberty Hall in the Ace Hotel. Four separate lounges were created and designed to represent each of the four MaMers of Style trends.
Play by Play: Venue and Lounges Work
Hand‐made custom invita+ons were designed and personally delivered to 65 key influencers, crea1ng immediate buzz across social networks.
Play by Play: The Invita1ons Work
Each lounge also had a custom cocktail and food pairing that closely 1ed to the theme of the MaMers of Style trend.
Play by Play: Drinks & Food Work
A partnership was formed with NYC based menswear blog, Street E+queOe, whose sartorial style meshed with the contextual direc1on of jcpenney’s MaMers of Style. The partnership extended the credibility of these highly‐respected bloggers to jcpenney,
increasing the authen1city and appeal of the event for other key influencers.
Play by Play: Co‐Collaborators Work
The MaMers of Style aMendees was a who’s who of New York sartorial influence.
Over 200 tastemakers aMended, including: • Jermaine Hall ‐ Editor in Chief of Vibe Magazine • Wendell Brown and Nic Screws ‐ Esquire • Adriaan Zimmerman ‐ Co‐Founder of BroBible.com • John Wiseman and David Pessah ‐ Thrillist.com • Sian‐Pierre ‐ founder of SwaggerNewYork.com • Edwin Bragg ‐ GQ • Marcus Samuelsson ‐ Food Network/Restaurateur • Hyun Kim ‐ founder of LTD Magazine; and • Representa1ves from Antenna Magazine, ABC
News, and ESPN
Street E1queMe and Friends
From leQ: Elan Miller (entrepreneur) Lenny PlaM (Actor, One Life To Live), Naomi Piercey (Men’s Health Girl Next Door), Sheila Marikar (Journalist, ABC), and Nic Robuck (Actor, One
Life To Live)
Results: The Influencers Work
Adriaan Zimmerman Founder, Bro Bible
Marisa Zupan, The Significant Other. Jake Gallagher and Mariah Kunkel, Quite Con1nental.
Emily Cavalier, Midnight Brunch. John Wiseman, Thrillist. Alexis Anderson, Pure Wow. Jose Mejia,
Cool Hun1ng. Troy Brooks, Quality Inspires
Joshua Kissi, Street E1queMe. Jian DeLeon, Complex/Valet Mag
Results: The Influencers Work
The MaMers of Style event resulted in a rich conversa+on across the social web and expanded the reach of the event beyond the aMendees.
Results: Buzz Work
Influencers saw each other twee1ng about #maOersofstyle and were conversing about the event, even before it happened.
Results: Buzz Work
Influencers live tweeted updates from the event to their followers.
Results: Buzz Work
• Event was covered by ABC News, Guest of a Guest, and fashion & style bloggers • Reach of the blog posts is over 14,500 and con1nues to grow • Tweets from influencers reached over 225,000 followers
John Simon Daily
Drop Lab
Quality Inspires ‐ Influencer Event Quality Inspires ‐ Invita+on
ABC News
Results: By the numbers Work
Lifestyle Mavens T ea m
Karl Franz Williams – Founder & CEO. Influen<al insider, innovator, accomplished marketer
Nikoa Evans‐Hendricks – Managing Partner. Retail marke<ng expert, entrepreneur, community leader
Kevin Patricio – Strategist. Highly regarded food and beverage expert, writer, mixologist, chef
Ashley Tyson – Ac+va+on Expert. Trend catcher, Lower East Side hipster, cultural curator
Jaimi Alexander – Social Media Strategist. The “Mayor”, queen of tweets, viral film maker, socialite
