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Thursday, 06 September 2018 18:54

Gen X - An Overlooked Consumer Force

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Gen X - An Overlooked Consumer Force

Posted by Allan Vargas

web team Allan

 

Gen X - An Overlooked Consumer Force
By Eric A. Becher, Ph.D.,Director
With all the hype about Millennials, Generation Xers are often overlooked by marketers regarding their consumer power. They are the third largest population in the U.S. with 60 million adults falling between the ages of 35 and 55. More importantly, they are the largest influencers with 47% of Gen Xers supporting an aging parent and a grown child. Even more surprising is that they spend more than 31% of their total income giving them more spending power than any other generation (American Express). They are also expected to double their percentage of the national wealth by 2030 (Deloitte).

Born between 1960 and 1980, Gen Xers are also using digital ways of communicating and shopping utilizing their smartphones and laptops more than their millennial counterparts. At 70% they dominate the marketplace in terms of tablet use (Cook + Schmid). They have over 6 million Gen Xers with either a household income of $250,000 or more and a net wealth of $1,000,000 or more making them a powerful and influential consumer force. 50% of the entire Gen Xer population and 67% of the wealthier Gen Xers plan to travel for vacation each year; 33% of the Gen Xers and more than 50% of the wealthier Gen Xers plan on purchasing what would be considered a luxury item; and 40% are brand loyal.

Gen Xers often feel neglected by marketers and it is important for companies to maximize their efforts towards this generation. Companies benefit from a multi-platform approach to marketing their products to this generation. The 4DV Cause Marketing Team is uniquely positioned to help consumer and corporate interests come together by engaging Gen Xers through the targeted media efforts and messages. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message.


For more information, please contact us This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

 

Thursday, 09 August 2018 19:38

EXPERIENTIAL EVENTS – RESTRICTED BRANDS

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EXPERIENTIAL EVENTS – RESTRICTED BRANDS

Posted by Allan Vargas

web team Allan
4DV Marketing
by Allan Vargas
Restricted products are controlled substances that require special license and ID verification before dispensing. For us in this industry it is usually alcohol and tobacco. These products are regulated ATF and the FDA. 
For our teams this can be a daunting responsibility. Particularly if our Brand Ambassadors have never done this type Marketing. It is our responsibility to insure that that our brand teams are comfortable, knowledgeable and confident in what they are doing in case of an inspection. Here are some things we at, 4DV Marketing, feel important to securing these objectives:
 
  • Insure you have the proper licenses, paperwork and the booth is set up correctly.
  • Before the start of any event review with the whole team comportment, event objectives, safety and what to do in case of an FDA/ATF inspection.
  • The onsite manager, in our case the Market Coordinator is responsible for the management of the inspection. Once the agents identify themselves to any BA they are politely turned over to the Market Coordinator to manage the inspection. MC is to text the duty manager informing of the inspection. MC is to greet agents in a positive way. Ask for ID. Get a picture copy of ID on phone. Log time of day of inspection.  Be polite, answer their questions, present the appropriate documents if asked. If you do not know an answer say you do not know but will get the answer for them. Ask for specific feedback at the end of visit. 
  • MC is to immediately prepare a report to send the Duty Manager detailing the inspection. Duty Manager to contact 4DV principals with results. Depending on seriousness, a decision will be made of when to contact the clients. (Non-emergency on Monday morning after event)   

For more information, please contact me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
 

 

Monday, 02 July 2018 12:53

Millennials – A Powerful Consumer Force

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Millennials – A Powerful Consumer Force

Posted by Allan Vargas

web team Allan
4DV Marketing
by Eric A. Becher, Ph.D. Director – Cause Marketing

Although there is some debate about the exact age range of millennials, there is no debate as to their buying power. With over 80 million millennials somewhere between 18 and 40 years of age in the U.S., they average $200 billion in purchases every year (Forbes 2017). They also exert a great deal of influence on the buying tendencies of older generations. Given their general skepticism about traditional advertising, millennials rely on social media for purchasing decisions more than previous generations and strongly champion causes they believe in.

Some other statistics that should influence your marketing decisions include:

·     They control 25% of spending dollars in the U.S. and will increase to 65% by 2032 (Goldman Sachs 2017)

·     They are brand loyal with over 60% of millennials purchasing goods from the same company

·     91% of millennials want to buy from a company that gives back to social causes (Applied Psychology, University of Southern California 2018)

·     87% are willing to purchase products with an environmental or social benefit

·     Almost two-thirds of millennials use two or three devices for social media

Millennials see it as important to support corporations and brands who support their community. Companies benefit from a multi-platform approach to marketing their products and the causes they support. The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message.

For more infomation, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

Cause Marketing: What Stories Should We Tell?

Posted by Allan Vargas

web team Allan
4DV Marketing
by Eric A. Becher, Ph.D. Director – Cause Marketing

Nearly two-thirds of Millennials and Gen Z express a preference for brands that have a social point of view and stand for something. As such, it’s becoming more and more important for brands to align themselves with causes that demonstrate that they too want to make the world a better place for all.

The most important step is deciding the cause with which to align and in doing so, the most important things to remember are to choose from the heart; meaning it’s a cause the company and employees feel good about. The other is that the cause be related to the business in which you and/or the product operate. The next step after deciding upon the affiliation is communicating it to the target consumer. One way of doing this is by sharing stories that resonate with the audience. In doing so the narratives must take the following into account:

• Does the story educate the audience about the social cause and how it affects them?
• Does it highlight ways to contribute to stop the issues related to the social cause?
• Does it provide a way for target consumers to contribute and help eliminate the problem if it already exists?

But that’s not all, they must grab their attention and draw them in and this can be accomplished by developing messages based on the following:

• Achievements, Announcements and Celebrations
• Historical Stories
• Profiles
• Research Findings
• Programs/Events
• Future Initiatives and how to Get Involved

Regularly weaving a series of stories into the brand’s communications not only illuminates the social cause but can keep the target audience actively engaged. These stories can not only be told through social media, but through events where the audience can actually experience the message. The engagement yields great benefits for the corporate entity and the brand.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message. Millennials see it as important to support corporations and brands who support their community. They see their dollar as a vote.

For more infomation, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Thursday, 10 May 2018 01:31

Cause Marketing: Caring and Creating

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Cause Marketing: Caring and Creating

Posted by Allan Vargas

web team Allan
4DV Marketing
Posted by Eric A. Becher, Ph.D. Director – Cause Marketing Initiatives

Simply defined, cause marketing occurs when a for profit company partners with a nonprofit charity or social cause for the benefit of both. Charities seeking a bigger audience or social causes needing a bigger platform to share their vision often do not possess the staff or the tools to create an effective Cause Marketing plan – one that can create social awareness while increasing brand awareness and ultimately sales for the for the sponsor company.

The statistics for these types of relationships are astonishing:

• Cause sponsorship is predicted to reach $2.14 billion in 2018 (ESP Sponsorship Report).

• Cause Marketing is good for business considering that 92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue (2017 Cone Communications CSR Study).

• 33% of consumers are now choosing to buy from brands they believe are doing social or environmental good (Unilever Consumer Study).

• Gen Z consumers see their wallets as the primary way to get engaged in social cause efforts with 90% saying they would buy a product with a social or environmental benefit (2017 Cone Gen Z CSR Study: How to Speak Z).

The first major example of cause marketing occurred in the 1980’s between American Express and the Restoration Fund created to refurbish the Statue of Liberty. The launch of a new marketing campaign coinciding with the cause marketing efforts created amazing results. Credit card applications grew by 45% over the previous year and the Restoration Fund raised more than $1.7 million for the project. Since then, countless nonprofit organizations and companies have partnered to make a difference by working together. Businesses have extended their brand and are seen as a caring contributor in their communities while nonprofits have increased reach and sustainability.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right nonprofit at the right time with the right message.
If you would like to discuss further, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Friday, 04 May 2018 01:26

4DV Marketing - Allan Vargas

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4DV Marketing - Allan Vargas

Posted by Allan Vargas

web team Allan
4DV Marketing

My name is Allan Vargas and I am the Managing Director at 4DV Marketing. I am writing to personally thank you for reading our News Letters and to give a special thanks to those that are following us. 4DV Marketing has been in operation for 16 years and everything covered in our newsletters is the reflection of experiences we have had during this time. We consider ourselves lucky in that we can wake up every morning to do something we truly love. For this we must thank our clients!

I began my career working with major CPG companies and have held titles from Manager to President. I have worked both in Domestic and International markets. I have always wanted to open my own shop taking the best of what I had learned and applying it to my own company.

When we created our company, we wanted a group of diverse people with a range of skills and cultures with one singular passion: creating unforgettable experiences. The beauty of the range of our people here at 4DV Marketing is that each of our world views is built into who we are as a brand and as an agency.

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We know the ins and outs of creating comprehensive consumer experiences. Through our unique 4-part approach and our experiential and digital solutions, we help our clients choose the best pathway to success: customer loyalty and increased sales.

We are prepared to meet any challenge be it from finding the proper way to promote restricted products to executing Cause Marketing events, both domestically and internationally.

Thank you again for reading our News Letters and following us. If you would like more information or want to chat you can reach me at 305.924.1050 or email me directlyat This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

Experiential Events: Brand Ambassadors – Training

Posted by Allan Vargas

web team Allan
4DV Marketing

For us at 4DV Marketing pre-event training is essential! All BA's need to be briefed on all products but most especially on those being showcased during the event. Briefing must include product features and benefits, as well as an overview of the brand's marketing objectives and company goals...

At the pre-event briefing, BA’s should be shown how to display the product and how to refill the display as needed. They must know how to answer basic questions guests may have about the product.

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BA's should always make guests approaching our booth feel welcome with a friendly greeting (i.e., Hi! How are you? Have you ever tried XXX?). The objective is to invite them in without being intimidating or overwhelming. In doing so BA's should keep the following in mind:

• Be sure that body language is friendly (i.e., do not stand with arms crossed over chest, smile, etc.).
• Start conversations with guests by finding out out what they’re most interested in as it relates to the product.
• Acquire thorough knowledge of the product so you can confidently answer all questions
• Never eat, drink, sit down, or engage in unnecessary conversation with other booth personnel.
• Use of personal cell phones, iPads, etc. is forbidden and doing so can lead to expulsion from the event.
• No friends or family personal visits. 

Team leaders will ensure that adequate BA training occurs prior to every event. They will also provide specific details on expectations for BA's based on each individual event.

Friday, 09 March 2018 06:07

Experiential Events: GeoFence – Beacons

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Experiential Events: GeoFence – Beacons

Posted by Allan Vargas

web team Allan
4DV Marketing

I like BEACONS as a way to stimulate sales. Beacons are your silent salesman just as good space management is. Beacons are similar to a lighthouse: it repeatedly transmits a signal that other devices can see. Instead of emitting visible light, though, it broadcasts a radio signal that is made up of a combination of letters and numbers transmitted on a regular interval. A Bluetooth-equipped device like a smartphone can “see” a beacon once it’s in range, much like sailors looking for a lighthouse to know where they are.

728b60e8 623e 47e0 92ce cb40870b8558BEACONS in my opinion work best with APS. If your company AP is already available, then it is easy to just add the BEACON technology. The positive part is that if you have a controlled brand (tobacco or liquor and if your consumer has the AP they are already qualified to receive the message)
 
Beacons can send location-based messages and drive engagement with your consumers. They can connect the physical with the digital at events, bar crawls, Retail Stores, C-Stores, liquor stores or Kash & Karry’s.

497c8160 49c5 4f47 adad 910deb49cf2fUse of beacons of beacons are relatively inexpensive. The main expense will be development of an APP and the communications plan. Want to know more contact me at This email address is being protected from spambots. You need JavaScript enabled to view it.
 
Source:kontakt

Tuesday, 30 January 2018 06:04

Experiential Events: Why GeoFencing - One Option

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Experiential Events: Why GeoFencing - One Option

Posted by Allan Vargas

web team Allan
4DV Marketing

A GeoFence can be looked as a virtual perimeter that you can draw around any location on a map, and then target consumers that enter that location. GPS and/or WIFI are used to connect. (WIFI being the most economical.)

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GeoFencing can send location-based messages and drive engagement with your consumers. They can connect the physical with the digital at events, bar crawls, Retail Stores, C-Stores or Kash & Karry's.
GeoFencing has many opportunities for your industry. In the case where you have a controlled brand - for that brand the consumer has the option to opt in/out. In the case of GeoFencing you opt in by accepting the notification sent when you enter the GeoFence and opt out if not interested. This can be used to ID guests who support your brand, dislike your brand or are under age. There is no APP needed in this format.   ca6b85b5 e02b 470a 9286 1bb4a12608de  
 

Experiential Events: Why BA’s are critical in forming Affinity Groups for your brand.

Posted by Allan Vargas

web team Allan
4DV Marketing

Today we are living in the digital age. Here at 4DV Marketing, we understand that successful event staffing requires more than just a fancy app – it takes a human connection. That’s why we take the extra steps to really get to know our staff. Sure, someone may have an exceptional resume and killer headshots, but it’s hard to tell if someone is the right fit for a program based on just those things alone.


Not only do we screen and interview our brand ambassadors prior to hire, we provided the appropriate training and we also meet them face-to-face at events and any other chance we get! Why? It is because their interaction with your consumer helps the brand sell today and in the future.


We asked some of our 4DV BAS to chime in on their onsite event experience and what they love most about working with 4DV Marketing!

A. Vargas

 BA Comments:  
 fa216fe2 3d32 465e a263 8e00bab0bc93  “I am so thankful for the opportunity to work with you guys. You have turned me into an amazing BA with your individualized training. I am now being offered Team Lead jobs thanks to you!”
Amanda H
 “I have worked for many brands/ clients over the past 12 years and I really enjoy working and representing the 4DV bc not only am I prepared but I have a strong support of management who are there to help and guide me through it all. I usually accommodate my schedule when I'm asked to work for this brand bc I truly do enjoy working for the company. The team always goes above and beyond when it comes to this brand and it make me want to keep growing and be the best that I can be for the brand.”
Alex A.
 71aee24d 50e9 4a12 bca5 20e07f8d9f97
 78297a1f 07c6 4630 8120 6e572343c577  “I love working with the 4DV team because all the Brand Ambassadors genuinely share the same goal revolving around helping the consumer. I have not found this genuine spirit of customer service at other events working for different agencies. There is a very collaborative, supportive environment among everyone that allows us to be creative and productive.”
Elaina C.
 “I’ve worked with 4DV for 3 years, their staff is easily accessible and they always make sure you have what you need to work the event. I always look forward to having a fun weekend working with the team! Thanks, 4DV!
Sam M.
 db2a2710 2140 4ba5 8e28 73cb6af08a24
 51111fa4 5f0a 40ef a5ab 99b1bd6efcc9 “I’ve been in the industry for 11 years and worked with a several promotional companies, and all I must say is I love working with FDV! Everything you want and need as a BA is met with this company. 4DV’s staff is always available and so personable! A++! “
Christiane P. 
 “Working with 4DV over the years has helped mold me into a high quality, trained professional Brand Ambassador that is not only the face of a brand but a complete representation of the company.”
Annika A.
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