Introducing NFM Group Experiential Marketing and Advertising - Pittsburgh

Agency OverviewNFM Agency Overview

The NFM Group


Hello. Nice to meet you.

Agency OverviewNFM

We’re the NFM Group; a diverse and seasoned team of specialists with more than 100 years of collective experience.

We understand that every idea is only as good as its execution.

By becoming a valued-‐extension of our clients' marketing departments, we employ time-‐tested tactics to create unforgettable campaigns.


Our featured services.

Agency OverviewNFM

Employee Engagement

Our team-‐building events foster appreciation for the company, fellow coworkers and the brand.

Visual DesignWe uncover the personality of a brand to aptly communicate its message visually.

Media Planning, Buying

On average, our media buys exceed the industry standard by 25 percent.

Sports Sponsorships and Promotions

We have negotiated and invested hundreds of millions of dollars in sports sponsorships.

Vendor Development ProgramsOur VDPs have averaged sales increases of 22 percent for our clients.

Experiential Marketing

We create powerful, memorable and engaging events for our clients.

PromotionsWe ignite customer loyalty, establish and strengthen relationships and ultimately

drive greater profitability.

Grand Openings

We bring experience of running over 4,000 grand openings since 1986.

Celebrity EngagementWe have nearly 30 years of high-‐profile relationship experience at our clients' disposal.

Hiring Events We generate high-‐volume, experiential hiring events, where clients can interview,

hire and engage employees.


Our Highlight Reel.

Agency OverviewNFM

Sears

• At a glance• Grand openings and reopenings (over 2,100)• Celebrity appearances and activation (over 3,000)• Product and department launches• Sports sponsorships and promotions• Brand strategy• Media planning and buying• Experiential events and promotions• Creative design and production• Employee engagement events and promotions• Register-‐to-‐win / sweepstakes

• Case in pointSears NFL Workshop for Women: We facilitated a partnership with the NFL through local team sponsorships then created a national in-‐store promotion supported by radio and television. The promotion culminated at Super Bowl. Thousands of women entered throughout the country at Sears locations. Over 1,200 winners were hosted by celebrities to participate in an instructional football workshop taught by NFL players and coaches.

The season-‐long promotion yielded approximately a 300% return on investment for our client. The good-‐will fostered between Sears, the NFL and their female fan base was priceless.

Agency OverviewNFM

Sears

Photo Credits: Jaguars.com and jsonline.com

Agency OverviewNFM

LUKOIL

• At a glance• Full service• Grand openings (over 350)• Celebrity appearances and activation (over 300)• Credit card launch• Sports sponsorships and promotions• Media planning and buying• Brand strategy• Experiential events and promotions• Creative design and production• Social media engagement• Employee engagement events and promotions• Register-‐to-‐win / sweepstakes• Community relations

• Case in pointLUKOIL’s Three Cars in Three Months: We created a summer-‐long promotion with Philly’s top radio stations, strategically selected to target three distinct demographics of the gasoline industry. Each radio station hyped the register-‐to-‐win promotion that was activated digitally and at site level. We leveraged the promotion to include added-‐value media and the cost of the vehicle giveaways.

Over 100,000 entries were submitted, gas sales increased dramatically and LUKOIL Credit Card applications saw a drastic increase. LUKOIL received a 395% return on their investment for this particular promotion.

Agency OverviewNFM

LUKOIL

Agency OverviewNFM

• At a glance• Grand openings and reopenings (over 400)• Celebrity appearances and activation (over 1,000)• New market launches• Sports sponsorships and promotions• Media planning and buying• Brand strategy• Experiential events and promotions• Seasonal events• Creative design and production• Social media engagement• Employee engagement events and promotions• Branded hiring events• Register-‐to-‐win / sweepstakes• Community relations

• Case in pointGiant Eagle Cookies, Ready to Dunk!: Setting a world record for dunking cookies: who knew that was even a thing? We felt it was the perfect vehicle to launch Giant Eagle’s line of store-‐branded packaged cookies, while generating major social media activity and press attention.

We developed a lunchtime event to attempt to break the Guinness World Record previously set at 1,796 people. A unique social media hashtagwas used and an integrated marketing campaign was launched.

At the end, 2,152 Pittsburghers set a new world record. The event was a trending topic on Twitter and Facebook, it made front-‐page news, and sales and coupon redemption rates exceeded expectations within the first week.

Agency OverviewNFM

Agency OverviewNFM

• At a glance• Brand strategy• Product launch• Social media engagement• Creative design and production• Sports sponsorship and promotion• Celebrity activation

• Case in pointWhat would you do for a #KlondikeThrowback?: Piloted in Pittsburgh (the city where Klondike’s was introduced), we partnered with two other hometown favorites, Giant Eagle grocery stores and the Pittsburgh Pirates. We released a series of short videos featuring a variety of Pirates players and personalities who were each asked the question “What would you do for a Klondike Bar?” Their comical responses were posted weekly. Fans were encouraged to share what they would do for a Klondike bar using the #KlondikeThrowback for the chance to win exclusive prizes. We kicked it off with a themed, in-‐store media event and an integrated media campaign.

The launch of the promotion generated immediate local media attention, and product sales exceeded expectations from the first week.

Agency OverviewNFM

Agency OverviewNFM

• At a glance• Grand openings (over 40)• Chain-‐wide events (1,149 store participations)• Brand strategy• Creative design and production• Experiential events and promotions• Social media engagement

• Case in pointTotal Wine & More Discovery Series: We helped to build and execute Total Wine’s first national retail promotion, the “Discovery Series”. This year-‐long schedule of themed, in-‐store experiences featured wines, spirits and craft beers from several national and international regions. A consistently branded experience was activated at each location that included product-‐specific promotional materials, tastings and educational events.

Store participation reached 100%, sales increased across the board among featured products and the promotion was extended for a second year.

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ITALY

Agency OverviewNFM

• At a glance• Grand openings (14)• Celebrity appearances and activation (over 250)• Chain-‐wide events (over 100 store participations)• New market launches• Brand strategy• Experiential events and promotions• Seasonal events• Creative design and production• Social media engagement• Employee engagement events and promotions• Branded hiring events• Register-‐to-‐win / sweepstakes• Community relations

• Case in pointDestination Market District – Find Your Foodie Career: A massive store opening = a massive need for new employees (over 1,000, in fact!). We created a themed hiring event that brought the brand to life with music, lighting, videos and décor. We added merchandise displays, wrapped vehicles, celebrity guest speakers, cooking demos, sampling and entertainment to make the event as distinctive as the brand itself. Costumed brand ambassadors promoted event hashtags to encourage social media participation.

The above theme was carried into a team-‐member engagement celebration the week before the store opening for an evening of dinner, motivation and praise.

The hiring event generated a 3:1 applicant-‐to-‐offer ratio, attendance topped expectations by 50% and earned media value exceeded the cost of the event.

Agency OverviewNFM

Agency OverviewNFM

• At a glance• Full service• Grand openings (1,100)• Celebrity appearances and activation (over 500)• Sports sponsorships and promotions• New market launches• Brand redesign and brand strategy• Experiential events and promotions• Creative design and production• Register-‐to-‐win / sweepstakes• Community relations

• Case in pointCome to the Sun: Stock earnings were decreasing, oil prices were rising, market competition was fierce...all seemed rather gloomy.

So we asked customers to “Come to the Sun”, a strategic marketing strategy that was developed and launched to reimage and rebrand Sunoco.

Focused on the customers demand for cleanliness and service, the campaign included sports marketing, direct mail, bus wraps, radio, television, out-‐of-‐home, community tie-‐ins and store signage.

A 30% increase in overall sales ultimately increased stock value and heightened brand awareness. NFM also received several creative achievement awards for this campaign.

Agency OverviewNFM

Agency OverviewNFM

• At a glance• Full service• Grand openings (1,100)• Celebrity appearances and activation (over 500)• Sports sponsorships and promotions• New market launches• Brand redesign and brand strategy• Experiential events and promotions• Creative design and production• Register-‐to-‐win / sweepstakes• Community relations

• Case in pointShades for a Buck: With more than 1,000 newly rebranded and reimaged fuel and convenience locations throughout the US, Sunoco needed to invite consumers throughout the country to “Come to the Sun”.

In the spirit of goodwill we created a summer-‐long sales promotion in which customers could purchase sunglasses for one dollar from Sunoco. A percentage of the proceeds supported various local, regional and national environmental causes.

Sunglasses sales exceeded projections by 27% and we received an Addy award for the radio creative.

Agency OverviewNFM

Agency OverviewNFM

Celebrity Engagement

• At a glance• Michael Jordan• Martha Stewart• Emeril Lagasse• Rachael Ray• OJ Simpson• Dick Clark• Betty White• Whoopi Goldberg• Mariah Carey• Paula Abdul• Mario Batali• …and about 1,900 more

• Our ApproachCelebrities are powerful marketing tools. Quite simply, we know how to use them.

They can stand alone as the beacon of your brand, or they can be the chain that links together all of the components of your marketing mix.

We’ve strategically aligned over 2,000 celebrities with our client’s brand initiatives over the past 29 years in every way imaginable.

We manage all aspects of celebrity engagement from relationship development to contract negotiation to travel coordination.

Agency OverviewNFM


Our PartnersActive and Alumni

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• 84 Lumber Classic

• A&L Motors

• APLUS Mini Markets

• Asbury Heights Senior Living

• AVB -‐ Associated Volume Buyers

• Brookside Lumber

• Call for Action, Inc.

• Canon U.S.A

• Catholic Charities, Inc.

• CBS Multimedia, Inc.

• Christian Leaders Fellowship

• Cleveland Cavaliers

• Coca-‐Cola

• Co-‐Go’s Convenience Stores

• Dick’s Sporting Goods

• Diocese of Pittsburgh

• Duquesne Dukes Basketball

• East Haven Development

• FOX Sports Net Pittsburgh

• General Electric

• Frito-‐Lay Challenge for Children

• Giant Eagle Supermarkets

• GetGo Cafe’s and Fuel Stations

• Getty, Inc.

• Graybar Electric

• Jennerstown Speedway

• J.J. Gumberg

• Johnsonville Sausage

• Infinity Radio Group

• Interep Radio Stations

• K-‐Mart

• Lennox Industries, Inc.

• LUKOIL Oil Company

• Market District

• Matsushita

• Meadows Race Track

• MGR Resources

• National Pork Board

• Phar-‐Mor

• Pittsburgh Penguins

• PNC Bank

• Prestige Bank

• Robert Wholey & Co.

• Rosedale Technical Institute

• Rusmur Floors

• Sandcastle Waterpark

• Scrubology Inc.

• Sears, Roebuck and Co.

• Simon DeBartolo Group

• Smithfield Foods

• Specialty Tradeshows

• St. Francis Health System

• Sunoco Northeast

• Sunoco MidAmerica

• Sunoco Food markets

• Three Rivers Optical

• Total Catholic Education Conference

• Total Wine & More

• Trebuchet Consulting

• United Paramount Network Channel 19

• University of Pittsburgh

• United States Marine Corps

• Veka, Inc.

• Western Pennsylvania Lutheran Synod

• YMCA


Our Storyboard

Agency OverviewNFM

How do we make it work?Consistency. Every NFM campaign ends distinctively, but we get there using the same proven process that has sustained our business for nearly 30 years.

Understand•We work with our clients and do independent research to fully understand your goals before we proceed.

Execute•Our team employs the unique information from step one to create a one-‐of-‐a-‐kind campaign.

Measure and Report•We let our clients know their exact return on investment.

Agency OverviewNFM

Who makes it happen?Our finely tuned orchestra of full-‐service marketing professionals consists of project managers, event and media experts, writers and designers who are passionate about personal performance but driven by client success.

But enough about us. We’d love to get to know you.

Agency OverviewNFM

The information contained in this document is confidential property of NFM Group and is intended solely for the use of the named addressee(s). Access, copying or re-use of the information

herein or any of the creative concepts, media / marketing proposals, or information contained therein by any other person is not authorized without the expressed written consent of NFM.

Typing

[email protected]

Talking

412.325.6412

Walking

The Waterfront Building

200 First Avenue

4th Floor

Pittsburgh, PA 15222

Posting

nfmgroup

@experiencenfm

experiencenfm

nfmgroup

Introducing NFM Group Experiential Marketing and Advertising - Pittsburgh

Marketing

Transcript of Introducing NFM Group Experiential Marketing and Advertising - Pittsburgh