NONBOX Adds Key Executive and New Service To Its Marketing Portfolio

 Experiential, Marketing
May 252011
 

May 25, 2011 – Portland, OR – NONBOX is pleased to announce that Jeff Guettler has joined the marketing and communications services firm as Vice President, BrandExperience. Jeff has an extensive background in integrated experiential marketing which allows consumers actual experiences with the brand/product/service that drive sales and increase brand image and awareness. Guettler, formerly president at TAOWMarketing, has managed integrated experiential marketing strategies for such clients asFORD, Red Bull Air Races, Invista, Applegate Farms, and others.

“With the addition of Jeff to NONBOX we will now be able to provide this marketing service to our clients,” said NONBOX partner, Steve Karakas. Guettler added, “Experiential marketing is the difference between telling people about features of a product or service and letting them experience the benefits for themselves. It’s very effective.”

Guettler has served as business development and marketing manager for a Global 50corporation, facilitating high-profile corporate investment, financing, growth and go tomarket strategies for branded consumer goods clients. Over the past 15 years, his work has included strategic behind-the-scenes negotiations with such notable companies asProcter & Gamble, Pepsico, NIKE, Columbia Sportswear and others.

About NONBOX. NONBOX is a marketing and communications firm founded in1999 in Portland. It provides a full spectrum of communications services including brand development, strategy development, interactive, creative development,media buying, video and motion graphics. The firm focuses on companies in the consumer footwear and apparel, technology and sports marketing fields.

 Posted by Steve Karakas on May 25, 2011

Your Mom Hates This

 Marketing, Stuff We Like
Jan 172011
 

A screenshot of the advertisement website. Click to view it for yourself.

While I’ll admit to being new to the industry, I’d like to think I know good marketing when I see it.  Lately advertisements have been especially effective at drawing me in because they are starting to branch out from the norm.  They seem to be tailored to me and what makes me laugh/cry/intrigued/want to take action, etc.

Your Mom Hates This.com is an online advertisement for Dead Space 2, a sequel to the popular video game from EA.  The image to the left and the website title basically say it all: “your mom hates this”, and therefore, you should love it.  What makes this campaign so great, in my eyes, is that they found out exactly who their target was and went straight for the jugular.

This game isn’t for moms.  It is for 18 – 20-somethings who love this stuff, and in turn, love watching their moms hate it.  Being part of that target audience, and admittedly enjoying watching my mom cringe once and a while, I will say that this campaign did exactly what it was supposed to: make me more interested in this game!

I laughed, marveled at how cool the game looked, and then laughed some more knowing just how awful these mothers thought it was.

So bravo EA, as off-putting as this campaign may be to some, I feel that it’s a direct hit to the hearts of potential consumers!

Check out the link above and tell me what you think of their site in the comments.

 Posted by Ken Westfall on January 17, 2011

NAMM 2011. Art and business out in full force.

 Marketing
Jan 032011
 

Mick Thomson of Slipknot signs autographs at the Seymour Duncan booth.

NAMM is the largest gathering of the music industry.  Anaheim NAMM show provides the right mix of Southern California rock and roll culture, great weather (in January) and show business.  Everybody in the music industry is there from giants like Gibson and Fender to small companies providing guitar picks or the latest breakthroughs for stacking drums in the retail environment.  This show is not for the public–just manufacturers, retailers, distributors, etc.

At first glance you can definitely tell there is a music culture.  Whether it’s young rocker types full of tattoos and black tee shirts or aging rockers still trying to get a re-charge from the environment, you can tell there is a definite culture on display.  Some of the people you see at the show are best seen in dark club environments at night so those who are there for shock value are more shocking in broad daylight than usual.  We kept running into what we presume was a band walking the floor.  They had paid careful attention to approximating a Marilyn Manson style look including white contact lenses.

Make no mistake, there is a lot of business being done at this show.  This is where retailers from all over come to see cool stuff and book their orders for the upcoming year.  Fender makes no bones about the sales activity.

Fender is open for business at NAMM.

They have a “closing room”.  nonbox had real business at the show as well.  We were happy for client Seymour Duncan’s 35th anniversary.  We met with management from start up Audio Optics and met with a very large player in the industry.

As you walk the show floor you can take in artists performing live.  You never know who you’ll see.  It could be Slash, Yngwie Malmsteen or the star of tomorrow.  It’s loud, frenetic and electric.  Many companies engage artists to endorse their products and autograph sessions in the booths have people lined up for the opportunity to meet a hero and snag a photo op.  The show is huge and it takes a lot out of you to just walk the floor.  Check out a video we compiled from a previous show.

 Posted by Steve Karakas on January 3, 2011
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