OUT OF THE BOX BUZZ

OUT OF THE BOX BUZZ 150 150 Chute Gerdeman

OUT OF THE BOX BUZZ

Today, the direct-to-consumer relationship requires disruptive brand deployment. Private events, pop-ups, and full on festivals no longer serve as publicity stunts; instead, activations to drive engagement, desirability, and demand. Influencers, ambassadors, and athletes deliver hard-hitting hype to fuel a FOMO mentality.

AN EVOLUTION OF FOOT TRAFFIC WILL FACTOR THESE IN THE FIELD MOMENTS THAT DOMINATE SOCIAL CHANNELS AND IGNITE AN EXCLUSIVE AURA.

PRIVATE EVENTS

Once reserved for retail’s elitist consumers, brands are now making private events accessible to their most loyal and fanatic followers. Whether it’s introducing a new seasonal collection or announcing a brand partnership, these events feel like intimate moments to connect on a more personal level. From the invite to the event, every detail is considered to create a curated experience. Photo ops, exclusive swag, getting pampered, and rubbing elbows with athletes and ambassadors, these are the premier events that will be talked about longer after they’re over.

POP-UP SHOPS

Giving new meaning to limited time offer (LTO), the pop-up platform that has generated buzz for years has transformed into a brick-and-mortar extension. Short-term leases are generating a big boost of short-term sales, encouraging consumers to sample, shop, and get social. Brands pushing all the buttons and poof they’re gone. This experiential shopping style is catering to consumers’ need for instant gratification and one-of-a-kind experiences. From Adidas’ limited edition shoe launches to Patagonia’s purpose-driven pop-ups, this is advertising with ROI in a new age.

FITNESS FESTIVALS

Not a far cry from Coachella, fitness festivals are all the rage and the ultimate mashup of fitness and fun. Whether you’re trying to find your true north at Wanderlust, testing out your extreme biking skills at the Mountain Sports Festival, or pushing your endurance at Pacific Crest, these multi-day events bring together education, fitness, food, art, and music. No longer just a logo on a sideline sign, brands are cultivating these events to connect a community of like-minded sporting spirits and celebrate personal adventure.

VIRTUAL CONNECT

The power of social connection is not to be underestimated. Whether brands are creating individual interactions or organizing mass moments of sport, meaningful experiences can exist only in the virtual world when done right. It’s all about empowering action, which makes digital a logical footprint and fit for sports retail. From performance tracking to community connection, fitness today is an enhanced tech experience. Nike has successfully demonstrated this over the years with their series of virtual races. Thousands and thousands of participants sign up to toe the line independently but share their experience virtually with a community at large. The world is a whole lot bigger in the sense of connection, and those who capitalize on that are set up for a win.

HOW WE THINK SETS US APART

A collection of insights research and observations across retail, restaurant, c-store and grocery. Helping brands provide a better experience for their customers. Enjoy.

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