Special events are crucial to building brand awareness for a product, company or non-profit. Hosting unique events are a fantastic way to attract new customers and build consumer awareness.
Did you know . . .
Allen Marketing Communications, Inc, a Special Event Management Service company based in New York City, offers six ways that unique events may help your company or non-profit.
1. Special Events Foster Trust
Hosting events, especially for new and established groups or businesses, demonstrates your legitimacy, which is a frequently ignored benefit. You not only exist, but you also have the resources to organize events!
“The majority (60 percent) of executives believe that events are the most important marketing channel for achieving corporate objectives,” according to Bizzabo.
Whether the event is big or small doesn't matter. It only matters if people can relate to your brand and your mission.
2. Special Occasions Enable You To Stand Out From Your Competitors
Special events don't come off the shelf. A competent special event provider will create and execute a completely unique strategy for your event, whether it be a training day, a product launch, a corporate outing, or something else different.
These events are an important and integral component of your marketing efforts. You may successfully develop trust and familiarity with your staff and consumers by hosting distinctive special events that express your brand in a compelling manner.
3. Pre-Event Promotion
Special Event Management Service companies are experts at organizing special events to get media attention for their brands. It's nearly certain to attract and garner press attention when some of the largest businesses in the world launch flashy, provocative, and immersive marketing initiatives.
Press coverage for an upcoming event will ensure that people are aware company and what your brand stands for
Social media is a very effective marketing tool to generate consumer awareness for an upcoming event. It is important to post content two or three times a week to inspire first time and repeat customers to attend your event.
4. Special Events May Improve Your Organization
Special events need a lot of time, money, preparation, and organization. a lot more than a typical event. Although this might be challenging to manage and carry out, the long-term benefits are certain.
Running unique events also aids in your professional development. As a company, you develop the ability to be flexible and adaptable, to think imaginatively, and to keep the big picture in mind.
Timing is everything. It is important to allocate four to six months lead time to organize and plan a successful event
5. Special Occasions May Improve Your Community
Special events need financial commitment, careful preparation, and organization. The events are also about developing stronger relationships with your clients, customers, suppliers, and locals that live and work close to your place of business. Of course, all of this will eventually help your company by providing you with a clientele to work with and a steadfast, expanding presence in your neighborhood.
Location is key for having a successful event. It is important to select a centrally located, easily accessible venue for the general public and press to attend your event.
Sales promotional items such as pop up displays, banners, kiosks, t-shirts and tote bags also help to build brand awareness for your company or service.
Attendees at your events may enhance the larger community by fostering connections while also promoting goods and services. Therefore, exceptional events serve more purposes than only product promotion.
6. Return On Investment
Organizing an event is a huge financial undertaking for any organization. It is important to have measurements in place to collect data from the attendees so the host company can follow up and nurture these relations.
One simple way to collect data from individuals attending an event is to offer a sweepstakes. The general public loves enter to win sweepstakes. It is an easy to collect information about individuals who have opted in for more information about a company.
Research shows that “68 percent of respondents said they use events to generate qualified leads for the top of the funnel.” Other events planners use surveys to measure level of audience satisfaction.
Our talented team of event planners are here to help. Give us a call.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Functional beverages include traditional and nontraditional ingredients such as “antioxidants, amino acids, herbs, vitamins, minerals, probiotics, prebiotics, fruits, vegetables, botanical flavors and super-fruit extracts” to give consumers health benefits (Source: Tantobeverage.com). The Covid-19 pandemic has sparked interest in functional beverages as consumers incorporate these beverages into their diet to reap the health benefit and to stay healthy.
According to Precedence Research, "The global functional beverage market was valued at US $129.31 billion in 2021 and projected to be worth around US $279.4 billion by 2023 with a CAGR of 8.94 percent from 2022 to 2030." The functional beverages category ranges from "plant-based milks, ready to drink teas, energy drinks, enhanced waters, sports drinks and meal replacers and probiotic drinks," according to Intelligent Blends.
Allen Marketing Communications, Inc., a boutique food and beverages public relations agency based in New York City, spotlights the top five functional beverage trends.
As consumers increasingly become health conscious, various needs and dietary restrictions demand to be met. Intelligent Blends ”at the same conclusion that there is a rising interest in plant-based options. Both found hydration brands are gradually using plant-based ingredients, such as lettuce and sweet potato water, in their formulations.”
Large, well-known companies are innovating their beverages by fusing their old popular products with electrolytes and juice derived from plants. Such innovation is propelled by the growing expectations of consumers to be supplied with improved products. While on the topic of plants, innovators are also looking at another plant to explore the protein benefits.
Mood Boosting Beverages
Today, there is so much that is going on in the world, it’s so easy to be affected by anything and everything. It’s no wonder people are searching for beverages that provide mood-boosting and relaxing benefits in addition to digestive and immune system benefits.
Everyone is on a different path in life, so naturally we all live pretty unique lives, thus, we all prioritize health benefits a little differently. For some people, “they may also want to improve their cognitive health, which is noted to be especially popular amongst middle-aged and elderly people,” according to Intelligent Blends.
Green tea and yerba mate have been shown to boost one’s mood naturally. These ingredients are often used in “Nootropics refer to brain stimulants, brain productivity enhancers, and focus and attention boosters. Nootropics are supplements that help to improve cognitive functions, such as mood, memory, creativity, or motivation,” according to Intelligent Blends.
In order to get the most mental and health benefits please all demographics, it will be crucial to consider all ingredient combinations.
There are certain ingredients that are buzzwords and are particularly popular amongst the newer generations. Innovators are finding ways to experiment and incorporate CBD into functional beverages. As it is not FDA approved, there is still information to be collected on whether certain unregulated ingredients can be beneficial.
On the other hand, Beverage Industry anticipates, “nearly 80 percent of the future hemp allocation will go towards grains (for plant-based protein), not CBD, [because] hemp seeds contain more protein than … almonds, chia seeds, and flax seeds.”
Beverage Industry reports “it has been additionally revealed that hemp seeds exhibit, “impressive emulsification and foaming properties helpful for plant-based milk, creamers, and meal replacement beverages.”
Be ready to see functional beverages become prevalent among distribution outlets. As of right now, Global Newswire notes “key distribution channels for functional beverages are supermarkets, hypermarkets, health stores, online retails, department stores, and convenience stores.”
Research shows, “functional beverages are a novelty that people prefer to purchase in-person. This growing market will only make healthy eating more widely available than ever.”
Intelligent Blends also has found that, “consumers are reaching for drinks that are packed with vitamins, minerals, probiotics, and other immune boosting ingredients.” Both claim back the notion that people are striving to be more aware of what they are putting in their body.
Caffeine Please, but Hold the Crash
As people want to avoid the negative consequences frequently associated with caffeine, stimulants other than caffeine are becoming more popular. “Functional drinks such as ready-to-drink tea (RTD) are regarded as beneficial hydration beverages” according to Linchpin. It offers benefits of refreshment and stimulation without the potential drawbacks of coffee, “that could make someone jittery or crash.”
Although coffee and other caffeinated beverages will continue to be consumed, many people are looking at long lasting health benefits, and in turn choose non-caffeinated liquids.
It’s no secret people are more health conscious and wish to find new ways to lead their health-focused diets thanks in part to the Covid-19 pandemic. Health conscious consumers are turning to functional beverages and exploring different ingredients, alongside their benefits, to fit their new lifestyle.
Functional beverages will continue to be on the rise as long as companies continue to do their research on their target audience and experiment with different ingredients for innovative flavors and health benefits. Our talented team of food and beverage public relations professionals are here to help companies grow in this thriving category of the beverage market.
By Rania Perales at Allen Marketing Communications, Inc.
Today's consumers research products online before making a purchase. Therefore, it's critical that your company can be found online.
If you are successful in achieving this aim, your firm will experience an increase in traffic and leads. By enabling potential customers to locate the information they require through search engines such as Google, Bing, and others, search engine optimization, also known as SEO, can help you increase the online exposure of your goods or services.
What Justifies Hiring SEO Services?
Businesses trying to expand their online presence can benefit greatly from hiring SEO companies. Our boutique travel and lifestyle public relations agency based in New York City has teamed up with Yukti Digital to tips on what you should consider before employing an SEO company:
How To Select The Appropriate SEO Agency For Your Company?
Selecting the SEO company that is best for your organization can be difficult. Given the abundance of choices, it's crucial to whittle down your selection and take into account all of the aspects that are significant to you.
There are several factors to think about, including the budget, the goals, and the long-term ambitions. But don't worry, we've put together a list of the top five considerations you should make while searching for a trustworthy SEO firm such as Allen Marketing Communications, Inc. to support the expansion of your online organization.
1. Conduct Research, Contrast Various SEO firms, and Read Reviews
Before selecting an SEO agency to aid in the growth of your online business, research is essential. Compare different SEO companies and read client reviews to discover more about a company and its business practices.
This research can help you find a reliable company that can support the growth of your business. You may rely on a number of reliable SEO companies to grow your online business. These businesses hire seasoned SEO experts who can support you in achieving your business goals.
2. Request Recommendations from other Companies that Have Utilized SEO services
It can be beneficial to request recommendations from other companies that have used SEO services when searching for an SEO agency. This will give you a better understanding of the caliber of work the agency is capable of producing. In order to receive feedback on their experiences working with the firm, you may also ask for references from previous clients.
Referrals are a terrific place to start when you're ready to start looking for a reputable SEO company to help you expand your online business. However, why even bother seeking recommendations in the first place?
Asking for recommendations from individuals you trust is a smart idea for a few reasons, including the following:
3. Specify Your SEO Objectives In Detail And Communicate Them To The Business
Setting clear objectives for your desired outcomes is crucial while searching for an SEO firm. The business that best meets your demands can then be chosen by you. Additionally, you should confirm that the organization is keen to collaborate with you to reach your goals and is aware of them.
The SEO expert should be able to provide you with a thorough action plan that will help you accomplish your objectives. A trustworthy business will be upfront and truthful about its costs and level of service, and it will be eager to assuage any concerns you might have.
4. Decide On Your Budget In Advance
Before looking for an SEO firm, you must decide on your budget. There are still ways to get high-quality SEO services without spending a lot of money if you have a small budget.
You should initially sign up for free services like Google Analytics and Google Search Console before looking for an SEO company. These services give you access to a variety of insightful data and help your SEO company choose the best approach for boosting organic website traffic.
The next step is to arrange SEO strategy meetings with a variety of companies to learn more about the job they offer, how much it will cost, and whether it fits within your budget.
5. Examine The SEO Firm's Track Record Of Success By Asking For Case Studies Or Samples Of The Work They've Completed
Before selecting an SEO company, be sure that they have a proven track record of success. To obtain a sense of the kind of outcomes they can produce, request case studies or examples of prior work. Although outsourcing your SEO needs isn't always possible, it's undoubtedly something you should think about.
You can learn whether or not an agency is successful by asking for referrals from reliable people who have used them in the past, such as friends and family. Try not to solely depend on these sources when making your choice, as they are prone to bias. However, if numerous of the references highlight the same unfavorable characteristics of the SEO firm, you ought to give hiring that firm some thought.
Ensure that they are familiar with B2B marketing strategies in general and how to apply them successfully.
6. Keep In Regular Contact With The Business To Make Sure Your Objectives Are Being Met And That You Are Satisfied With The Outcomes
It's essential for business owners to stay on top of their SEO objectives and make sure they are satisfied with the outcomes. This can be accomplished by keeping in regular contact with the SEO firm you engage in. You can ensure that your goals are met and that your investment is being utilized to its best potential by doing this.
Make Your Decision
Selecting the ideal SEO service in NYC for your company might be challenging endeavor. When you take into account all the processes, including long-term objectives and financial considerations, the procedure becomes much more challenging. We anticipate that our list will be useful to you as you choose a B2B SEO professional or agency to work with.
Let professionals know if you need assistance putting these principles into practice because it all sounds intimidating task.
To work with you to develop a tailored SEO strategy or marketing strategy that increases sales by taking into account the mindset of your target audience, contact a team of SEO specialists.
By Sanjay Poddar, owner, Yukti Digital, consultant to Allen Marketing Communications, Inc.
Coined by author Ruth Warrington, “sober curious” and the movement itself is defined as, “having an option to question or change drinking habits to promote health and wellness benefits,” according to PureWow. It’s about starting the conversation with yourself first and feeling empowered to open your eyes to the choices that are best for you.
In fact, Millennials and Gen Zers are leading the way with the sober curious movement. This may be due to the rise of both generations breaking generational traumas and in turn wanting to be the best version of themselves in all aspects, including health.
According to the 2020 Cocktail Trends Report, “low- to no-alcoholic beverages are the number one trend and have seen more Google searches than the previous year.” In this blog, Allen Marketing Communications, Inc., a boutique food, beverage, and lifestyle public relations agency based in New York City, spotlights key insights as it pertains to the sober curious movement.
What is a Mocktail?
Let’s begin with the basics. A Mocktail is simply a cocktail-style beverage prepared without alcohol. This non-alcoholic beverage is designed to mimic the presentation and sophistication of artisan cocktails, many even going as far as recreating the complex flavor profiles of different liquors.
A Shirley Temple can be referred to as a Mocktail, but it just doesn’t hold the same visual effect as a cocktail. A well-crafted Mocktail on the other hand does, but we’ll touch on this trend later.
What Is Inspiration for the Sober Curious Movement?
During the initial stages of the lockdown, alcohol sales skyrocketed because everyone stocked up on their favorite liquors. Suddenly, there was a shift in people’s attitude towards alcohol and, “alcohol consumption dropped worldwide as the appeal of drinking at home, weight gain, and health concerns began to set in for many people,” according to Symrise.
It is generally hypothesized that due to the pause of all social events and gatherings, the “social element of drinking disappeared,” as concluded by Synergy Consultants. This means that while people have been away from their favorite establishments with liquor galore, they finally have had the time to step away from their old drinking habits and evaluate their relationship with alcohol.
Of course, there always is the exception. Many took the lockdown as an opportunity to virtually drink with their friends, but recovering from a hangover is never enjoyable, much less without your friends.
Non-alcoholic consumption is quickly catching up. Symrise found that, “all over the world, low to no alcohol consumption is projected to increase by 34 percent.”
How To Let Go What No Longer Serves You?
As previously mentioned, sober curiosity starts the conversation, and in turn “helps break a stigma long associated with sobriety—i.e., you don’t have to be an alcoholic to be sober,” Sarasota Magazine. This rising trend allows for those who want to make better health choices to segway into healthier lifestyles.
According to Roland Foods, a Nielson report found “22 percent of consumers have been planning to cut their alcohol intake and when questioned on this, “people noted going out less and losing interest in alcohol as the top two reasons.”
Very well Health notes, “the evidence is clear that alcohol increases the risk of heart disease, liver damage, breast cancer, Alzheimer’s, and dementia.” Yet, we continue to associate alcohol, “with both celebrations and self-care.”
Top Five Mocktail Trends
Millennials and Gen Z are enjoying their sober curious lifestyles by ordering Mocktails. Here are some trends to keep an eye out next time you decide to go bar hopping with your group of friends.
Presentation and Prep
With each new creation, mocktails are becoming popular just because they’re more Instagrammable. This achievement can be credited towards the prep work and presentation. Finishing touches like garnishes, herbs, spices, fruit infusions, are what ultimately sell a drink because it completes the experience.
One form of prep work is crushing ingredients, such as fruits, herbs, and/or citruses at the bottom of the glass. This is called muddling and its main purpose is to release the juices and/or activate the flavors to achieve the desired taste.
Alcohol Free Bars
Mocktails, also commonly referred to as zero proof drinks, are paving their way in the food and service industry. Symrise” found that there is a rising market for non-alcoholic versions of beer, wine, and spirits, which has led to the creation of more complex flavors and styles.”
And it’s true, there is a rising trend. Major beer, wine and spirits companies are rolling out alcohol free line extensions.
Mocktail Special Menus
Around the months of Dry January or Sober October, establishments can offer Mocktails for a limited time only, while others have year-round placement. It just all depends on the business.
Many restaurants are expanding their selection of mocktails, frequently providing alcoholic and alcohol-free versions of the house or specialty cocktails. “It’s more about mimicking the experience than the taste,” Symrise noted, “which can be achieved with spices and extracts that recreate the familiar burn of a strong liquor.”
People who are interested in the mocktail trend, but want to pursue at their own pace can do so from the comfort of their own home. Similarly, to cocktail kits, mocktail kits are monthly subscriptions that offer customers different supplies to stock their bar with bitters, infusion jars, sugar cubes, syrups, assortments, etc.
Those who want to improve and control their own non-alcoholic experience, but don’t have the budget for a monthly subscription can tune in to YouTube. You’d be surprised at the amount of tutorials you can find there.
Alcohol Free Spirits
Mentioned previously, it’s all about the experience when it comes to cocktails or mocktails. This is why capturing the sensation of alcohol is key in delivering the full experience and mocktails have come such a long way.
Before, when people opted out of drinking, their choices were limited. Water, sodas, and juices being some of the only options.
Today, the options are endless and alcohol-free spirits look very similar to the branding and packaging of alcoholic spirits. With production improving and not tasting like sparkling flavored water, it also doesn’t ostracize those who don’t want a drink.
The sober curious movement presents endless opportunities for wine and spirits companies to add new product extensions and reach Millennials and Gen Zers embracing this trend. Our food and beverage and lifestyle public relations specialists are here to help marketers reach this market.
By Rania Perales at Allen Marketing Communications, Inc.
Social media and influencer marketing has given marketers a completely new opportunity to connect with their customers and spread the word about their goods and services. Without a doubt, in the digital era, the benefits of social media marketing has emerged as a crucial component of the marketing mix for the majority of businesses.
A creator who publishes material on social media is referred to as an influencer because they have the power to impact the actions and attitudes of their followers. A social media influencer frequently specializes in a particular area, such as food, fitness, beauty, or travel. However, some content producers also publish a variety of different kinds of content and refer to themselves as lifestyle influencers.
However, for brands to be successful with influencer marketing, they must align their resources, priorities, and tactics. Finding a few well-known individuals on social media, pitching them your product, and then waiting for the orders to come in is not the only option.
In order to get the return on investment (ROI) your business expects from your collaborations, you can make sure that your social media and influencer marketing experts such as Allen Marketing Communications, Inc. take into account these seven aspects.
1. Identifiable Key Performance Indicators (KPIs)
Probably, your company has marketing objectives. Do they match your social media and influencer marketing objectives?
First, decide what you want the social media marketing and influencer campaign to accomplish -- more followers, boost engagement, , encourage email signups and obtain sales?
You can find the key performance indicators you need to measure in order to track ROI by responding to these questions. Absolute clarity regarding your goal will also make it easier to partner with the right influencers for the job.
2. Cooperation Between your Influencers and Your Brand
Selecting the right influencer can seem like a difficult undertaking. Even though you may already have a list of producers you respect, you might not be sure if they are reaching your target audience, creating content that aligns with your brand or operating within your budget.
Does this influencer reach my target audience should be your first consideration when vetting influencers. In order to make the partnership as seamless and genuine as possible, you move on to find more areas of synergy if the response is yes.
Successful brand-influencer collaborations seem to fit together naturally. So that you can make sure the messages you're developing together resonate with the correct people, you should be able to recognize commonalities in your communication styles and your shared moral principles.
3. Reputation of the Influencer
You are not required to collaborate with the leading influencer in your field of expertise. A person with millions of followers posting stuff on your behalf may be good, but it's also incredibly pricey.
The number of followers they have isn't always the most significant factor. It's their reputation.
An ideal influencer generates high levels of engagement, is recognized as an expert in their field, works in a niche that closely aligns with your company's objectives, and is dedicated to creating a plan that benefits both of you.
Consider These Elements When Determining an Influencer's Credibility:
Are they regarded as an authority in your field?
Does your audience connect with their message?
Do their followers routinely engage with their content in a favorable way?
4. Achieve the Ideal Harmony Between Direction and Creative Freedom
It can be tempting to micromanage the influencer, especially when a campaign's success means a lot to you. However, doing so could lose some of the most important advantages of working with influencers.
Utilizing the platform of a person to whom your target audience already has a connection is the goal of influencer marketing efforts. You run the risk of your campaign's success if you deny them the freedom to engage their audiences in their own tried-and-true ways.
To ensure that the material has a real feel, give influencers the opportunity to add their own flair. You can direct the conversation by giving them the main ideas and the call to action you want them to take, but give them the freedom to use their understanding of their platform and audience.
5. Select the Appropriate Social Media Platform for Your Campaign
You can have a fantastic product and an effective campaign plan, but to get the best results, you must align them with the right platform. Think about the demographic you want to reach and where they are most likely to spend their time when selecting your platform.
For instance, whereas Millennials might choose to communicate on Instagram, and older audiences tend to lean toward Facebook, Gen Z spends its time on TikTok, YouTube, and Snapchat.
But age cohorts are not the main factor in choosing the appropriate channel. It also matters what kind of material you want influencers to promote.
Consider using Instagram Stories to produce dynamic, personal content with verbal calls to action. YouTube is an excellent option for extended tutorials or reviews.
Certain platforms are best suited for certain types of content; for example, Instagram Stories provides the ability for a Swipe Up, which makes it simple to link users directly to a website or e-commerce platform.
6. Assess the Level of Engagement
The easiest way to gauge how interested and responsive an influencer's audience is to their material is to look at their engagement rate. Knowing the average amount of engagement an influencer receives will provide you with a starting point for the level of response you may anticipate from your campaign.
It's crucial to put engagement ahead of follower count because a detached and inattentive audience is more significant than a large one. Engaging with a micro-influencer in your particular area, where you can anticipate higher levels of engagement and total influence, may make more sense from an ROI perspective.
Before choosing an influencer partner, it's crucial that you take the time to compute and examine their engagement statistics. When comparing their sponsored posts to their organic content, you should also take into account whether there is a noticeable difference in engagement. This difference may reveal which products are a poor fit for their brand and provide insight into whether you'll experience comparable or higher success rates.
7. Successful Measurement
If your campaign has been successful, you want to know. The only way to achieve this is to be clear about what you want to track in advance and to maintain this focus throughout your campaign.
That entails spending effort creating a measuring ecosystem, which should include:
A benchmark for your reach, audience, and normal engagement
UTMs to track website referrals to yours
A dashboard or tracking system for analytics measurement
It can take some time to organize data and make sure you're measuring the right things. Suppose you deal with an influencer marketing agency. In that case, you can assign this kind of analysis to them as they almost certainly already have a clear understanding of what needs to be tracked and the technology to automate it.
Make sure you're getting a fair return on your investment while using marketing methods. That still holds true whether you're doing email marketing, influencer marketing, or more conventional, non-digital avenues.
Fortunately, there are many ways to analyze and evaluate the benefits of social media marketing and the results of your campaign using a influencer marketing by Allen Marketing Communications, Inc., allowing you to refine them and maintain building stronger connections and tactics.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.