Latest news with #experientialmarketing
Entrepreneur
08-08-2025
- Business
- Entrepreneur
Building Culture at Scale
INCA Productions didn't set out to disrupt - they set out to do things differently. Nearly three decades on, they've redefined what creative production can look like when intuition, independence, and trust lead the way. This is the story of how quiet conviction built an industry heavyweight. You're reading Entrepreneur United Kingdom, an international franchise of Entrepreneur Media. London based INCA Productions has spent nearly three decades at the forefront of experiential marketing and event production, delivering culturally resonant work for brands including Chanel, Netflix, Apple and the British Fashion Council. But the journey began with a desire to shake things up. "INCA Productions was launched 28 years ago," says Nina Ferguson, who co-founded the company alongside Charlotte Clark. "I was driven by a desire to do things differently, to be in control of my own destiny and to create the kind of work culture I believe brings out the best in people." The pair weren't interested in replicating existing agency models. Their focus was on culture, creativity and building something that felt more human. "I wanted to build something that was both creatively fulfilling and structurally sound, where values like trust, autonomy, and collaboration were the foundation of how we operated," says Ferguson. Clark echoes that sentiment: "We were inspired to create something new, something fresh. We felt there was a space in the market for an agency that was both culturally connected and creatively approachable." At the time, production companies were often large and rigid. "What was missing was agility, a nimble, responsive mindset that could still deliver to the highest creative and technical standards," says Clark. "From day one, it was essential to us that we remain culturally attuned while executing with precision and quality." What also set INCA apart was their commitment to people. "Equally important was our desire to empower the brilliant people around us, to build something that gave space for creative ambition and individual expression, especially for the phenomenal women we had surrounded ourselves with," says Clark. "INCA has always been about championing talent and encouraging people to explore the full potential of their ideas." That belief has translated into some of the most ambitious and talked-about productions in recent years. "We worked with the British Fashion Council to transform the British Fashion Awards from a 250-person dinner at the V&A into the most prestigious fashion awards in the world, now hosted at the Royal Albert Hall," says Clark. Other landmark moments include a five-day takeover of central Manchester for Chanel, the first consumer and VIP rave for Netflix's Squid Game Season II with a headline set from Peggy Gou, and a desert experience in Las Vegas for the Glenfiddich and Aston Martin collaboration during Formula 1. INCA even created the first-ever rotating stage at the Serpentine Summer Party, in collaboration with artist Es Devlin. Today, they're pushing into traditionally male-dominated sectors like gaming, finance, and automotive. "INCA is breaking ground in traditionally male-dominated industries such as automotive, sports, gaming, finance and tech," says Ferguson. "We're gearing up to produce the highly anticipated NAT Gala during New York Climate Week." Still, the early years weren't without their hurdles. "One of the hardest things was defining what we actually did in a way that resonated with others," Ferguson says. "We had a strong vision, but translating that into something people both understood and were prepared to pay for was a process of trial and error. We overcame it by being open to experimentation and not being afraid to fail. That willingness to try, learn, and iterate became one of our biggest strengths." Clark reflects on a different kind of challenge. "One of our biggest challenges was leading clients to be brave, but feel confident in their decisions," she says. "We have been super lucky to work with people like Anya Hindmarch, Natalie Massanet, Yana Peel and Caroline Rush, who did not need to be pushed, they all asked for that bravery, they asked for us to break ground and celebrated the results." Unlike many agencies, INCA didn't rely on investors to get started. "We didn't raise any external funding," Ferguson explains. "Instead, we started with a small loan from Charlotte's friend and a lot of resourcefulness. It meant making hard choices early on, but it also gave us complete control over our direction and values." Clark adds: "Nina has said it all, the loan was for three weeks and was for £2,000. That's all the money that we have ever borrowed." With any long-standing business comes inevitable setbacks. "There were so many, and they were rarely easy," says Ferguson. "But we handled them with grace and a positive mindset. We had a deep belief in ourselves and in the way we were doing things. Being a tight-knit team helped immensely, we were each other's support systems and constantly reminded one another that when a door closed, there was always another way through." Clark adds: "Failure and setbacks have been the source of our greatest learnings. Being humble and quick to act when something is not going according to plan is a key part of successfully executing live events. We have built a team of phenomenally resourceful people that have the ability to pivot in multiple situations, even when a hurricane hits, when a terrorist threat grounds the skies to a halt for an international event or just when the client changes their minds on site." Looking back on their journey, both women offer advice to those hoping to scale a business to seven figures. "In today's world, almost anything is possible," says Ferguson. "But you can't do it alone, your team will define your success, so choose your partners and collaborators wisely. Invest in people who share your vision and values. Trust yourself, especially your instincts. That inner voice will guide you through the noise and take you further than you might expect." Clark adds: "Focus on your product or service, hone in on your perfect delivery, refine, refine and refine. Over deliver and stand out from the crowd. Be brave, get it right and hire people who know more than you do in any specialist field. Learn and be open to new ideas, yet always draw your focus back to your core goal that has to be more than just a turn over. Make a plan and be prepared to deviate from it in order to get to your goal and profit is king, not just turn over. Give back to your team, your clients and those who need help the most. From our experience it has only served us well."
Yahoo
26-05-2025
- Business
- Yahoo
Non-Alcoholic Beverages Event Sponsorship Benchmarks Report 2025: Optimize Campaigns with Real-World Metrics and Consumer Analysis
Unlock experiential marketing success with our comprehensive benchmarking report in the non-alcoholic beverage sector. Gain insights on consumer engagement, ROI, demographic reach, and more. Optimize campaigns using over 50 detailed tables and proven strategies. Essential for marketing professionals. Dublin, May 26, 2025 (GLOBE NEWSWIRE) -- The "Event Sponsorship Benchmarks for Non-Alcoholic Beverages" has been added to offering. Discover the power of experiential marketing in the non-alcoholic beverage sector with our comprehensive benchmarking report. This essential resource provides an in-depth analysis of performance metrics, drawn from extensive industry data, to offer key performance indicators (KPIs), best practices, and strategic insights crucial for planning and executing successful marketing campaigns. The report focuses on critical metrics such as consumer engagement rates, cost efficiency, demographic reach, brand awareness, and return on investment (ROI), providing a robust framework for evaluating and optimizing campaigns. It guides marketing professionals from the initial stages of planning to execution and performance evaluation, ensuring a holistic approach to experiential marketing. Inside, you'll find detailed sections on measurement methodology and theoretical frameworks that underpin experiential marketing effectiveness. The document delves into ROI modeling and consumer behavior analysis, setting industry-specific performance standards. By addressing these areas, marketers can better understand the impact of their efforts and identify opportunities for improvement. With over 50 detailed tables and extensive analytical commentary, this report is an invaluable tool for both strategic planning and operational implementation. The benchmarks included are based on real-world campaign data, providing reliable standards for performance evaluation across various industry categories and consumer segments. Whether you're in the planning phase or looking to refine ongoing campaigns, this report offers actionable insights to enhance your marketing strategies. By leveraging this detailed analysis, you can ensure your campaigns not only reach but resonate with your target audience, ultimately driving brand awareness and profitability in the competitive non-alcoholic beverage market. Key Topics Covered: 1. List of Tables1.1 Interactions per Activation Hour1.2 Interactions per Event Day1.3 Cost per Interaction1.4 Sampling/ Interaction Type1.5 Interaction Benchmarks by Industry Category1.6 Cost per Event Day1.7 Cost per Event Day Benchmarks by Industry Category1.8 Gender Prevalence Overall1.9 Gender Prevalence Benchmarks by Industry Category1.10 Age/ Generation Prevalence Overall1.11 Age/ Generation Prevalence Benchmarks by Industry Category1.12 Parental Status Prevalence Overall1.13 Parental Status Prevalence Benchmarks by Industry Category1.14 Consumer Brand Awareness Overall1.15 Consumer Brand Awareness Benchmarks by Gender1.16 Consumer Brand Awareness Benchmarks by Generation1.17 Consumer Brand Awareness Benchmarks by Parental Status1.18 Consumer Brand Awareness Benchmarks by Industry Category1.19 Consumer Recommend Intent/ Advocacy Overall1.20 Consumer Recommend Intent/ Advocacy Benchmarks by Gender1.21 Consumer Recommend Intent/ Advocacy Benchmarks by Generation1.22 Consumer Recommend Intent/ Advocacy Benchmarks by Parental Status1.23 Consumer Recommend Intent/ Advocacy Benchmarks by Industry Category1.24 Consumer Purchase Intent Overall1.25 Consumer Loyalty Benchmarks by Gender1.26 Consumer Purchase Intent Benchmarks by Generation1.27 Consumer Purchase Intent Benchmarks by Parental Status1.28 Consumer Purchase Intent Benchmarks by Industry Category1.29 Current Customers/ Buyers Purchase Intent Benchmarks by Gender1.30 Current Customers/ Buyers Purchase Intent Benchmarks by Generation1.31 Current Customers/ Buyers Purchase Intent Benchmarks by Parental Status1.32 Current Customers/ Buyers Purchase Intent Benchmarks by Industry Category1.33 Win-Back Consumers Purchase Intent Benchmarks by Gender1.34 Win-Back Consumers Purchase Intent Benchmarks by Generation1.35 Win-Back Consumers Purchase Intent Benchmarks by Parental Status1.36 Win-Back Consumer Purchase Intent Benchmarks by Industry Category1.37 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Gender1.38 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Generation1.39 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Parental Status1.40 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Industry Category1.41 Sample Impression Benchmark Values by Media Channel1.42 Word-of-Mouth Averages: People Told1.43 Sample Experiential Revenue Model1.44 Metrics Required for Experiential ROI Modeling1.45 Derived Return-on-Investment (ROI) Benchmarks1.46 Derived ROI Variation by Product Price and Event Budget1.47 Derived ROI Benchmarks by Industry Category1.48 Direct ROI Benchmarks Overall1.49 Direct ROI Benchmarks by Industry Category1.50 Full Database Overview: Generation Exit Interview Counts by Gender1.51 Full Database Overview: Parental Status Exit Interview Counts by Gender1.52 Full Database Overview: Industry and Venue Classification Counts1.53 Full Database Overview: Consumer Interview Counts by Geographic Region and State2. Introduction to This Report2.1. Some Legal Context2.2. This Report and Other Reports Available3. Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns3.1. Designing a Winning Marketing Campaign3.2. Selling to Stakeholders3.3. Negotiating Better Venue/Sponsorship Agreements3.4. Validating a Proposal's Performance Promises and Budget3.5. Managing Campaign Performance4. Experiential Measurement Best Practices - The Theory4.1. Measuring Experiential and Event Marketing4.2. How Event Marketing Drives Purchase Behavior4.3. How to Generate Consumer Insights with your Event Marketing Data5. Metrics and Definitions for this Report5.1. How to Choose the Most Appropriate Benchmarks5.2. Table Structure and Data Anonymity6. Event Marketing Reach6.1. Introduction6.2. Event Marketing Efficiency6.3. Cost per Event Day6.4. Event Marketing Reach Quality6.5. Benchmarking Event Marketing Reach Quality7. Event Marketing Impact7.1. Introduction7.2. The 4-Stage Purchase Cycle and Event Marketing Impact7.3. Event Marketing Impact Metrics - Consumer Awareness7.4. Event Marketing Impact Metrics - Advocacy and Purchase8. Event Marketing Return-on-Investment8.1. What is ROI and What Drives It?8.2. The ROI Model8.3. Using ROI Modeling to Develop Campaign Strategy8.4. Return-on-Investment Benchmark Calculations9. Appendix9.1. Full Benchmarking Database Profile9.2. Benchmarking Definitions, Methodology and Analysts' Notes9.3. Terms of Service For more information about this report visit About is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends. CONTACT: CONTACT: Laura Wood,Senior Press Manager press@ For E.S.T Office Hours Call 1-917-300-0470 For U.S./ CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Skift
20-05-2025
- Entertainment
- Skift
Experiential Marketing for Events: Strategies, Examples and Best Practices
Get these four things right, and your experiential marketing campaign will drive engagement, brand loyalty, and measurable ROI for your event. You already create memorable moments. Experiential marketing takes those moments and turns them into powerful brand stories that people talk about, share, and remember. It turns your audience into active participants instead of passive observers. Around 70% of consumers become repeat customers after a great brand experience. For event professionals, this is a huge opportunity. Let's break down exactly what makes experiential marketing work, the best campaign examples, and how you can use it to create unforgettable brand experiences. 5 Examples of Experiential Marketing Done Right Let's start with some killer examples of brands that nailed their experiential marketing. 1. Airbnb's Floating House on the Thames Photo Credits: Mikael Buck/Airbnb The Idea: To celebrate unique stays, Airbnb built a fully functional, floating house on the River Thames in London, complete with a bedroom, bathroom, kitchen, and even a garden. Guests could book a stay or win an overnight experience. Why It Worked: It wasn't just an ad, it was an experience that embodied Airbnb's brand. The campaign generated global media coverage and reinforced Airbnb as the leader in unique travel stays. 2. Taco Bell's 'Taco Bell Hotel' Photo Credits: The Bell: A Taco Bell Hotel & Resort The Idea: Taco Bell transformed a Palm Springs hotel into a Taco Bell-themed paradise for superfans, offering exclusive merchandise, Taco Bell-inspired food and drinks, and even taco-themed spa treatments. Why It Worked: The brand's playful, over-the-top concept created a buzz-worthy, memorable experience that generated massive social media attention and increased brand loyalty among its passionate fan base. 3. FX's 'Alien: Earth' Immersive Experience Photo Credits:for FX; Courtesy of FX The Idea: At SXSW 2025, FX launched an immersive activation to promote its upcoming series "Alien: Earth." Attendees were scanned for "parasites," given official credentials, and embarked on a mission to investigate a mysterious spacecraft crash site, encountering alien specimens and interactive storytelling elements. Why It Worked: This activation transformed a sci-fi narrative into a tangible, interactive experience. By engaging attendees in a multi-sensory journey, FX created a memorable event that generated buzz and deepened audience engagement with the upcoming series. 4. Spotify's 'Wrapped Universe' Experience Photo Credits: Photo byfor Spotify The Idea: Spotify launched an immersive, multi-day event in Los Angeles called Wrapped Universe, featuring interactive rooms themed by genre, personalized listening experiences, and surprise performances by artists like Kesha, HAIM, and Normani. Why It Worked: It transformed a digital tradition into a real-world celebration. Fans got to literally walk through their year in music, making it highly emotional, shareable, and deeply personal. 5. Red Bull's 'Stratos' Space Jump You can't talk about experiential marketing without mentioning Red Bull Stratos Photo Credits: Red Bull The Idea: Red Bull sent Felix Baumgartner 24 miles above Earth to skydive from the edge of space, breaking world records in the process. Why It Worked: It was bold, visually stunning, and perfectly aligned with Red Bull's 'gives you wings' ethos. Over 8 million people watched it live, making it a global media phenomenon. The Magic Formula: What Makes an Experiential Marketing Campaign Work? Not every event marketing activation is a hit. Some experiences go viral, get people talking, and actually drive results. Others fall flat and fade into the background. So what makes the difference? It really comes down to four key things: 1. Emotional Connection Attendees won't remember facts. They remember how something made them feel. A great activation sparks excitement, nostalgia, curiosity, or even a little FOMO. Example: Coca-Cola's 'Share a Coke' campaign turned a simple bottle into something personal by adding people's names. Suddenly, buying a Coke became an emotional moment as people hunted for their names, shared bottles with friends, and even proposed with them. 2. Participation The best campaigns don't just give people something to look at. They pull them in. Hands-on demos, immersive spaces, live challenges. If people can interact with your activation, they're more likely to remember it. Example: Nike's 'Reactland' invited customers to step onto a treadmill, put on a pair of Nike React shoes, and control an avatar in a video game world. Instead of just hearing about how comfy the shoes were, they got to experience it in a fun, memorable way. 3. Memorability If it doesn't stand out, it won't stick. Unique, unexpected, and well-executed experiences leave an impression and improve event marketing ROI by staying top of mind long after the event. Example: Globetrotter, an outdoor gear brand, built a rain and wind chamber inside their store so shoppers could test jackets in actual storm conditions. Now that's a shopping trip you won't forget. 4. Shareability Sharing content on social media is largely an emotional response. If your activation provides them a moment they want to capture: a reveal, a surprise, a visual twist, they'll do your marketing for you through user-generated content (UGC). Example: Refinery29's '29Rooms' is basically an Instagram playground. Every room is designed for maximum visual impact, so people naturally want to take photos and share their experience. Get these four things right, and your experiential marketing campaign won't just make an impact. It'll keep working for you long after the event is over. Types of Experiential Marketing: Finding the Right Fit for Your Event The best experiential marketing strategy depends on the brand, the audience, and the kind of interactive experience you want to create. Here are some of the top ways brands are making an impact: Live Brand Activations Photo Credits: Spotify These bring a brand's message to life in real-time. Think interactive booths, surprise performances, or guerrilla marketing pop-ups that pull people into the brand story. Example: Spotify's 'RapCaviar Pantheon' turned top hip-hop artists into actual statues displayed in museums like works of art. It was a bold statement about hip-hop's cultural impact, and it got people talking. Pop-Ups & Immersive Installations Photo Credits: Samsung Temporary, high-impact spaces designed to grab attention. Whether it's an Instagrammable lounge or a mind-blowing demo zone, these experiences create serious buzz. Example: Samsung's immersive installation at CES 2023 that let attendees interact with the brand's foldable smartphones in a 360-degree experience. It showcased the flexibility of the tech in an interactive environment, drawing huge crowds and media attention. Product Demos & Sampling Photo Credits: Whataburger Letting people try before they buy is one of the easiest ways to build trust. But the best demos go beyond just handing out freebies, they create an experience. Example: At SXSW 2025, Whataburger marked its 75th anniversary with the Whataburger Museum of Art, an immersive pop-up gallery featuring over 200 fan artworks. Visitors explored interactive exhibits like the "Day Dot Room" and snapped photos at the "Table Tent Mugshot Wall," while sampling signature items like the Monterey Melt from a branded food truck. Interactive Tech (AR, VR, Gamification, AI) Photo Credits: IKEA When done right, tech can take an experience to the next level. Augmented reality try-ons, virtual brand experiences, and gamified activations create engagement in a way that traditional marketing can't. Example: IKEA's AR app lets customers see exactly how a piece of furniture will look in their home before they buy it. No imagination needed, just point your phone and see it in place. Hybrid & Virtual Experiences Photo Credits: Fortnite Not everyone can attend in person, but that doesn't mean they should miss out. Virtual events, livestreams, and interactive digital activations help brands engage audiences no matter where they are. Example: Travis Scott's 'Astronomical' concert inside Fortnite blurred the lines between gaming and live events. Millions of people showed up virtually, making it one of the most talked-about brand experiences of the year. The key to choosing the right approach? Start with the feeling you want to create, then build the experience around that. How to Plan an Experiential Marketing Campaign That Actually Works Experiential marketing isn't about throwing money at flashy activations and hoping for the best. The best campaigns are intentional, strategic, and built around a clear goal. Here's how to make sure yours hits the mark: Step 1: Define Your Goal Before you get caught up in the creative ideas, ask yourself: What do we actually want to achieve? Is it brand awareness? Lead generation? Social media buzz? Customer loyalty? Your goal should shape everything else. A product sampling campaign looks very different from a content-driven, social-first activation designed to go viral. Be specific. 'Driving traffic' isn't a goal. 'Increase booth visits by 25% and capture 300 new qualified leads and track event engagement metrics through QR scans and UGC shares' is. Step 2: Know Your Audience Photo Credits: AIRBNB Who are you trying to reach, and what kind of experience will resonate with them? A high-energy gaming crowd? Luxury fashion enthusiasts? B2B decision-makers? If you're targeting Gen Z, think interactive, digital, and highly shareable. If it's a B2B audience, make it educational and valuable. If it's a lifestyle brand, focus on creating an emotional connection. Example: Barbie (2023 movie) nailed their audience with an immersive, culture-spanning marketing campaign. Knowing they had a nostalgic millennial crowd and Gen Z to impress, they went all out. They launched interactive selfie generators, brand collaborations with everything from Crocs to Airbnb (yes, the Malibu Dreamhouse was real), and viral memes that took over TikTok and Instagram. It wasn't just a movie release; it was a cultural moment that blended humor, style, and meta commentary, hitting every demographic sweet spot. Step 3: Create an Experience That Stands Out Photo Credits: Salesforce Once you know your goal and audience, it's time to get creative. The best experiential marketing campaigns: Are unexpected and memorable Invite participation (not just observation) Spark emotion - whether it's excitement, nostalgia, or curiosity Have a clear brand connection (it's not just about being cool, it needs to make sense for your brand) Example: Salesforce's Dreamforce event turns a standard conference into an immersive brand experience. With interactive product zones, wellness areas, and themed environments like 'Trailhead Forest,' it blends learning, networking, and entertainment. The result is deeper engagement and lasting brand impact, far beyond a typical B2B event. Step 4: Build In Shareability Your audience can be your biggest marketers if you give them a reason to share. What makes something shareable? Visual payoff or reveal moment Clear branding in photo zones Easy call-to-action (hashtag, challenge, exclusive offer) Bonus for sharing (VIP access, content unlocks) Example: HubSpot's INBOUND conference uses bold stage design, interactive art installations, and branded photo ops to fuel social sharing. Attendees snap and post everything from keynote moments to custom neon signs with event hashtags, turning the conference into a content engine that spreads far beyond the venue. Step 5: Measure & Optimize Experiential marketing isn't just about 'was it fun?' It's about 'did it work?' Track key success metrics: Foot traffic & participation numbers Social media engagement (shares, mentions, UGC) Lead generation or sales impact Brand sentiment (what are people actually saying?) No campaign is perfect from the start. Run a debrief while the experience is still fresh. Capture what worked, what didn't, what surprised you, and refine your strategy for the next activation. What to Avoid: Common Mistakes in Experiential Marketing Photo by AnnaStills/Adobe Stock Even with a great idea, execution can break down fast. Here are the key pitfalls that separate a buzz-worthy experience from one that misses the mark and how to avoid them. 1. Designing in a Bubble Too often, campaigns are built around brand priorities instead of audience context. If your activation doesn't align with where it lives (event setting, crowd mood, surrounding noise), it won't land. Fix it: Start with the moment. What does your audience need right there? A break? A surprise? A sense of belonging? Let that guide the concept. 2. Leading With Spectacle Instead of Strategy A showy activation might get attention, but without a purpose, it's just noise. Fix it: Anchor every creative choice to a goal. Want leads? Build in data capture. Want conversation? Make the message clear and worth repeating. 3. Skipping the Operational Details Poor signage, long waits, confused staff, or tech that fails mid-demo can ruin the experience, no matter how creative it is. Fix it: Run a test walkthrough. Train staff. Stress test the tech. Make sure the logistics support the concept, not undermine it. 4. Collecting Data Without a Plan Capturing email addresses isn't enough. If you're not collecting meaningful insights or building toward something, you're wasting the touchpoint. Fix it: Use the experience to learn something actionable: preferences, intent, feedback. Tie it to your follow-up strategy. 5. Measuring the Wrong Things Foot traffic and impressions are surface-level. They don't show whether the campaign moved people to care, act, or return. Fix it: Track what matters: behavior change, sentiment shift, qualified leads, conversion. Build metrics that tie back to the business. 6. Letting the Story End at the Exit The event might be over, but your audience is still listening. Many campaigns don't do anything to continue the relationship. Fix it: Have a re-engagement plan: personalized follow-ups, exclusive content, or social recaps. Make sure the story continues after the experience. 7. Treating It as a One-Off If the activation doesn't connect to the rest of your marketing, you lose momentum and potential. Fix it: Integrate. Repurpose content from the event. Make sure messaging and insights carry through to other campaigns, digital channels, and sales. The Future of Experiential Marketing: What's Next? The experiential marketing landscape is always evolving. What worked five years ago won't necessarily work today. Here's where the industry is heading, and how to stay ahead: 1. Hybrid Experiences Are Here to Stay What started as a necessity during the pandemic has evolved into something far more immersive. With advancements in AR, VR, spatial computing, and AI, hybrid experiences are no longer just live-streamed events, they're layered, surreal, and increasingly indistinguishable from reality. Expect more activations that mix physical experiences with digital overlays, letting audiences step into branded worlds that feel both real and imagined. Photo Credits: GUCCI Example: Gucci's 'Gucci Garden' inside Roblox let users explore a virtual art space, buy digital clothing for their avatars, and even attend virtual events. It expanded the brand's reach beyond traditional audiences. What This Means for You: If you're planning a live activation, think about how to extend it digitally, through livestreams, AR experiences, or virtual engagement. 2. AI & Personalization Will Take Center Stage Consumers expect experiences tailored to them. AI-driven activations that adapt in real-time will become more common. Photo Credits: BMW Example: At CES, BMW created an AI-powered car experience where visitors could interact with a virtual assistant that learned their preferences and responded in a personalized way. What This Means for You: Look for ways to make your experiences feel more personal, whether it's through AI, interactive content, or custom-tailored engagement. 3. Sustainability Will Be a Key Factor Consumers care about sustainability more than ever, and brands that don't align with these values risk being left behind. Expect more eco-conscious activations. Photo Credits: Patagonia Example: Patagonia's 'Worn Wear' initiative has evolved into a series of ongoing pop-up events that encourage consumers to buy used Patagonia gear or trade in their old items for store credit. These events not only highlight the brand's dedication to reducing waste but also create a community around sustainable fashion. What This Means for You: Consider how your activation can be sustainable, from using eco-friendly materials and reducing waste to creating experiences with a long-term brand equity. 4. The Rise of Experiential Retail Shopping isn't just about buying anymore, but about the experience. More brands are turning their stores into interactive destinations. Photo Credits: Nike Example: Nike's House of Innovation stores feature customization zones, product testing areas, and even AR-powered shopping. What This Means for You: If your brand has a retail component, think beyond just selling. How can you turn your store or space into an experience? Why Experiential Marketing Matters Now More Than Ever In a time when attention is fragmented and digital noise is constant, people crave moments that feel real. Experiences that speak to them directly. That makes them part of something. Experiential marketing works because it's not about broadcasting. It's about connecting. And for event professionals, that's the goal. The best experiential campaigns are grounded, intentional, and audience-focused from start to finish. So, whether you're planning a major brand activation, a small pop-up, or a virtual experience, the goal is the same: Make it meaningful. Make it memorable. And make it something worth talking about. Published on 23rd October, 2018 | Last Updated on 20th May, 2025
Entrepreneur
13-05-2025
- Business
- Entrepreneur
Former Trader Joe's Employee Grew Her Side Hustle to $20M
This Side Hustle Spotlight Q&A features siblings Jaime Holm and Matt Hannula. Holm is the founder and VP of design, and Hannula is the CEO at Tinker Tin, which spearheads experiential marketing and advertising projects for companies like Lexus and on Hollywood sets like the infamous trailers of the Manson family in Once Upon a Time in Hollywood. Holm started Tinker Tin as a side hustle more than a decade ago while working at Trader Joe's and recalls taking phone calls about the business in between stocking bananas; eventually, she had so many inquiries that she quit the job to focus on the venture full-time. Responses have been edited for length and clarity. Image Credit: Courtesy of Tinker Tin. Matt Hannula and Jaime Holm. When did you start your side hustle, and how did you get it up and running? Holm: I started Tinker Tin 13 years ago. I had just gotten married and was reminiscing about the time I spent living in a camper and surfing in Australia before my now-husband and I started dating. I was perusing the internet to see if there were any campers or funky vans to rent in California for a road trip. At that point, the U.S. had things like RV America and maybe one other company that rented modern-day RVs, but that was it. I told my husband we should find an old, funky trailer, fix it up and rent it out like I did when I was in Australia. He liked the idea. (He had worked on hot rods in high school.) Related: She Quit Corporate Life to Pursue a Side Hustle With Her Sister. They Saw Over $100,000 During Launch Weekend — and Now Have an 8-Figure Brand. From there, we got our first camper for $800 and became the first vintage trailer rental company in the U.S. We pivoted fairly quickly from camping rentals to renting these vintage trailers out to Hollywood studios for movies and commercials. We started getting calls for branded trailers for cosmetic companies' road shows, such as LUSH or Pacifica, and we did activations for Facebook, Pepsi, Williams Sonoma, New Belgium and many more. The companies would always ask us to build a retail display to pair with the trailer to showcase their product. Early on, the companies stopped asking for the trailer rentals and started solely asking for us to design and build another retail product display, and then another. It went from one to hundreds to thousands, to not just a single retail display SKU, but then to designing and building entire retail stores. That's how we went from being inspired by vintage camping to a full-fledged design and manufacturing company. If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you'd done it differently? Holm: I might hire for key positions faster. We are a zero-debt company, so we saw slower growth in the beginning and [had] some burnout from having a skeleton team for longer than we probably should have. Once my brother became an owner in the company and our CEO, and I was able to step back and focus on what I do best without juggling the entire company — that is when our true growth took off. Matt was able to implement lean manufacturing principles, our combined vision and so much more to streamline our growth. Hannula: When scaling a business, talent is so important. Sometimes, it is hard to get good talent early on, especially paying for it, but if I could have interviewed folks longer, asked more questions, run personality tests, etc., we would have saved so much stress, time and money (actual cost and costs from mistakes and underperformance). I also wish I had fired faster. When running and scaling the business, it often felt like a death sentence to fire someone because I "thought" I needed them. But really, getting rid of a bad seed or poor talent is the exact thing I should have done early on to help scale better, faster and more efficiently. Image Credit: Courtesy of Tinker Tin Related: These College Friends Started a Side Hustle Out of 'Sheer Frustration.' It Did $1 Million in the First 9 Months and $20 Million in Year 4. When it comes to this specific business, what is something you've found particularly challenging and/or surprising that people who get into this type of work should be prepared for, but likely aren't? Hannula: The devil is in the details, especially in manufacturing. There are so many moving parts that make or break manufacturing. Tying it into building a product specific to a client adds another complexity. We always say here at Tinker Tin, "Do the right things, right." Focusing on what we should be doing and how to do it correctly. There is no room for big mistakes in manufacturing because it's not just a lost sale — it's a lost product. The pain compounds when mistakes happen, and being aware of these mistakes early on is very critical to success. You can burn cash flow very quickly by not getting it right. One missed screw could render a product useless. Can you recall a specific instance when something went very wrong? How did you fix it? Holm: In the beginning, when we were looking to expand our retail client base, we would design beautiful stores, retail displays and more for free. These decks were gorgeous, and the clients were so happy! As young entrepreneurs, we didn't want to scare them away with design contracts or large manufacturing limits out of the gate. We got word that some of the retail clients were shopping out our designs in China or using the decks for their board of investors to make them look good, but would never circle back with us. This was a big fail on our parts, but it also gave us a lot of confidence in our capabilities. Instead of taking a scarcity approach, we treated this process as R&D and were able to restructure, knowing our worth and value add to our clients was bar none. Hannula: I could write a book called The Million Things That Went Wrong, VERY WRONG! The one that comes to mind was when we first started producing large quantities of product in Mexico. Logistics matters in Mexico, and having trustworthy logistics partners through the entire supply chain is as critical as it gets. Long story short, we had a bad partner within our supply chain that ended with us losing a semitruck of product worth over $250,000 for about two weeks. The supply chain went silent. We pulled in the sheriff, the Department of Justice and the CIA in local offices to shed light on the entire situation. Luckily, because I own a cybersecurity services company, we were able to run very detailed information searches on the entire supply chain and received valuable information that brought the criminals back online. After this event, we fired our entire supply chain. A supply chain that took over a year to develop, and we got rid of it instantly. It was painful but 100% necessary in order to have the confidence that it will never happen again. How long did it take you to see consistent monthly revenue? How much did the side hustle earn? Holm: Luckily for us, it was fairly quick out of the gate within the first year. Our industry didn't exist, so it was a big fish, small pond scenario that worked in our favor. In year one, we made a couple hundred thousand. Our side hustle turned into a real business that supported our family in the first year, which was not what we had anticipated or planned on. Related: This 34-Year-Old Was 'Wildly Un-Passionate' About His Day Job, So He Started a 9-Figure Side Hustle: 'Be an Animal' What does growth and revenue look like now? Holm: We started with one employee on payroll and an entire family of volunteers. We grew year over year, and 13 years later, we are a $20 million company with no debt, and three of us in the family are full-time now — no more volunteers. Hannula: When I came onto Tinker Tin in 2018, we had done $650,000 the year prior. Now we're at $20 million — and just scratching the surface. Manufacturing is not a space that everyone is jumping into. We are fresh and focused on building a manufacturer of tomorrow. We near-shored a while back because we saw the issues and tensions with China bubbling up over a decade ago. We plan to continue to bolster our domestic manufacturing presence in the U.S. and Mexico. Image Credit: Courtesy of Tinker Tin What do you enjoy most about running this business? Holm: We hang our hat on "beauty at scale," and this is something I absolutely love — to be able to design a retail display that is not just a pretty rendering, but translates into a physical product that looks better than the digital. These days, everything looks prettier online versus in person, but I believe in the tiny details, the tiny "whys" throughout each project. It keeps me excited. Hannula: Every day, there's a new problem to solve. For some, this is stressful, exhausting and just plain terrible, and although I feel those emotions, I enjoy all of the challenges. An entrepreneur buddy of mine once said, "Pressure is a privilege," and I couldn't agree more. The pressure of running a successful business is one of the greatest privileges one can experience. Creating something for yourself that you can control and choosing to do all the things that suck and getting the reward for all the things that go well is just an incredible feeling. As Jaime always says, it's all about the journey, not the finish line. Related: This 17-Year-Old High School Student Has a $20,000-a-Month Side Hustle — and It All Started With a Skill He Learned in Class What is your best piece of specific, actionable business advice? Holm: Don't let your hobbies take a back seat, and if you don't have any hobbies, do not let your business become your hobby. Hobbies are your inner fire-starter that help the hard work days feel less hard. They help regulate your nervous system, can motivate or inspire new ideas and can help you mentally check out and re-check in with yourself and your truth. Losing your sense of self in your business helps no one, especially the business. Having a hobby allows you to separate yourself from your work in a way that invites you to step into your creative side more fully. Hannula: It is maybe cliche, but I have not experienced any better advice than working your ass off. If you can force yourself to work your ass off day in and day out, you will crush it. Every success takes time and hard work. No one ever hit a home run without swinging the bat. The more you swing the bat, the more effort you put into it daily, weekly, monthly, yearly (it's not overnight), [the more] you will succeed. Also, you have to commit! 100%. If you have an idea and try it for a couple of months or a year, that's probably not enough time. If you have an idea and you hit hard and commit and don't do anything else, you might be successful quickly, but you will be successful in the long run.
