FIELD + EXPERIENTIAL MARKETING CAPABILITIES

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TRG has been a consumer activation agency for 20+ years. But what’s that really mean?

It means we work at the place where today’s consumers live and make purchase decisions, at the intersection of essential disciplines:

  Field and experiential marketing

  Shopper marketing and sales promotion

  Digital, social and mobile marketing

It’s where you want a partner able to to tell your brand story and activate engagement through the right experiences in the right places at the right times, using the right tools.

THE ACTIVATION INTERSECTION THE ACTIVATION INTERSECTION THE ACTIVATION INTERSECTION

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20+ YEARS OF CLIENTS & CATEGORIES

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We recruit, train and deploy brand-smart street teams, guerilla marketers, trade show staff and more.

That includes blue-chip brand ambassadors, market managers, trade show models and samplers.

FIELD MARKETING

+ STREET TEAMS

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Strategy, planning, staffing and production of immersive, memorable brand experiences.

Includes P.R./media stunts, lifestyle-targeted take-overs, pop-up stores, mall events, tours + more.

EXPERIENTIAL MARKETING

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At TRG, we pride ourselves on putting the right feet on the street, at the right times, in the right places to deliver one-to-one engagement with your audience.

Our field marketing expertise includes a nationwide network of 3000+ Brand Ambassadors — true professionals who transform passive customers into passionate brand advocates.

A NATIONWIDE NETWORK

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DELIVERING QUALITY ENGAGEMENTS

TRG recruits people who’ll create quality engagements for client brands, because that drives success:

  75% of consumers say that participating in a live marketing experience makes them more receptive to the brand’s advertising

  75% said they would be extremely or very likely to tell others after participating in a live marketing event, extending impact through word-of-mouth

  8 out of 10 consumers who participated in experiential marketing in the past said that they’d told others about their experience

  76% of Fully Engaged customers have had in-person interactions, versus 48% of Actively Disengaged customers

Sources: Jack Morton Worldwide survey and Constant Contact Spring 2012 Small Business Pulse Survey

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To drive optimal field marketing results, TRG leverages local talent and localized insight:

  Recruiting field personnel who intimately know the turf where your brand is battling it out

  Researching every local market, partner, venue or opportunity

HYPERLOCAL FOCUS

HYPERLOCAL ADVANTAGES

  Promotes credibility and authenticity   Delivers valuable localized business intelligence   Enables effective grassroots programs   Allows quick adaptability to local opportunities

and challenges

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TRG benefits clients with our huge experience in developing, staffing and executing programs that speak to ethnic and multicultural audiences.

We know where and how to engage specific audiences, with authenticity that benefits your brand.

TOUCHING EVERY AUDIENCE

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We staff and execute against every type of event and experiential touchpoint:

STAFFING CAPABILITIES

  Market Managers

  Brand Ambassadors

  Bilingual Staffing

  Trade Show Models

  Product Sampling

EVENT CAPABILITIES

  Trade Shows

  Mobile Tours

  Mall Events

  Experiential & Event Marketing

  Street Teams

  Local Store Marketing

FOR EVERY KIND OF EXPERIENCE

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DIGITAL + SOCIAL INTEGRATION

TRG amplifies the impact of any in-the-field program through seamless integration of digital and social media tactics:

  Mobile/social executions such as photo/video uploads, augmented reality, geolocation, NFC and more

  Promotions and rewards to encourage participation, social forwarding and influencer behaviors

  Can be attached to any field execution: sampling, demos, experiential, stunts

  Integrates with a brand’s own marketing/CRM/eCRM platforms

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DEALING IN THE DETAILS

Any firm that places reps in front of consumers in your name needs to be able to maximize efficiency and minimize exposure for you:

  TRG has expert legal counsel on call to make sure any program meets every federal + local regulation

  We’re one of the few agencies in this space able to handle all hiring paperwork, insurance, bonding and tax requirements, and keep scrupulous records

  Our 38,000-foot warehouse and turnkey fulfillment operations let us source-and-ship samples, premiums, costumes or kits to any field marketing team anywhere

  Our real-time reporting capabilities keep you on top of every program

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TRG works with you during early planning to create metrics that measure against your objectives:

  Purchase (whether trial, on-site, downstream, return purchase)

  Trials/Demos

  Conversion Actions

  Social Media Analytics

  Media Impressions

  Partner Impressions

  PR Impressions

TURN UP THE VOLUME ON RESULTS

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OTHER TRG TOOLS

Beyond field and experiential marketing, TRG provides totally turnkey solutions for every phase of activation marketing, either as part of integrated programs or à la carte.

360° ACTIVATION EXPERTISE

SWEEPSTAKES + PROMOTIONS

RETAIL STRATEGY + SHOPPER MARKETING

SHIPPING + FULFILLMENT

STRATEGIC PARTNERSHIPS + ALLIANCES

FIELD MARKETING

+ STREET TEAMS

EXPERIENTIAL MARKETING

PRINT PRODUCTION

DIGITAL + SOCIAL MEDIA PROMOTIONS

Explore them in depth: click our website image below!

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CASE STUDIES: EXPERIENTIAL + FIELD

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CHALLENGE   Phelps Total Marketing and SoCal Gas turned to

TRG to get the word out about Solar Heated Water options for California homeowners…with a tour that’s currently hitting locations all across SoCal!

SOCAL GAS SOLAR-HEATED WATER TOUR

INTERIOR DESIGN CONCEPTS

SOLUTION   TRG concepted, designed, staffed and is executing an

experiential education tour hitting the road during Summer 2014

  The SoCalGas Solar Heated Water Tour is educating consumers on the benefits of installing solar water heating systems in their homes, both to their own pocketbooks and to the environment

  Using an expandable pod system equipped with a demonstration solar water heating system powered by actual solar panels, as well as video displays, infographics and more, the tour is driving engagement and activation at festivals, fairs, public plazas and other high-density locations

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SOCAL GAS SOLAR-HEATED WATER TOUR

  Trained Brand Ambassadors are handing out collaterals and premiums, conducting onsite sweepstakes and other interactions, and educating people on the options and advantages of solar water heating

  We’re capturing data from handraisers seeking more information

  Our tablet-based data capture module then ports that data to SoCal Gas’ email marketing dashboard

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FORD FUSION & RENT THE RUNWAY POP-UP EVENTS CHALLENGE Communicate the “affordable style” of the Ford Fusion and Rent the Runway via a truly hands-on experiential encounter with both brands! SOLUTION   TRG, Ford and Rent The Runway were able to delight stylish

women from coast to coast by hosting two elegant, sophisticated-looking outdoor "Test-Drive Style" pop-up events in New York and Los Angeles.

  Execution details?   Booking and permitting high-traffic venues - Columbus

Circle in New York and the Americana at Brand in Los Angeles

  Ford Fusion experience including a guided walk around and in-car experience

  Active Park Assist demonstration provided by Ford Fusion

  In-car photo booth, with the capabilities to post photo to social feeds

  Static car walkaround display   Styling station including dresses, accessories and

changing rooms   Manicure Station   Refreshment Station   Brand Ambassador casting and management

RESULTS   A positive, high-traffic event that satisfied both brands and

generated viral awareness far beyond the actual footprint

FORD FUSION & RENT THE RUNWAY POP-UP EVENTS FORD FUSION & RENT THE RUNWAY POP-UP EVENTS

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HALLMARK CHANNEL COUNTDOWN TO CHRISTMAS

SOLUTION We spread the word – and holiday cheer -- by partnering Hallmark Channel with 100 local independent Christmas tree lots in ten major markets across the country, from New York and Boston to Chicago, Atlanta and Seattle:   Families on the hunt for the perfect live Christmas tree could

visit a Hallmark Channel-branded lot with free giveaways, including information about entering the “Snow Much Fun” online sweepstakes for a chance to win a festive family trip to the North Pole

  Brand ambassadors wearing “Countdown to Christmas” beanies were on hand in our lots to hand out free plush reindeer antlers for the first 200 kids!

RESULTS   Every single pair of antlers ended

up on a deserving head…

  …and the “Snow Much Fun” online sweepstakes saw 579,090 entries!

CHALLENGE To raise awareness and tune-in for its annual holiday programming event, “Countdown to Christmas,” Hallmark Channel looked to TRG to deck the halls with a fresh-cut idea in field/experiential marketing.

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NIKON THE CHASE @ SXSW

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CHALLENGE Katalyst approached TRG to create a “stunt” at SXSW that would engage consumers with Nikon’s “The Chase” mobile tour, with a big social/online buzz constituent.

SOLUTION We developed a unique giveaway program that spoke to our 18+ target audience by leveraging Nikon’s celebrity face, Ashton Kutcher. “The Chase” was both on-the-ground and online, as he posted contest info on Vimeo and invited viewers to join him at SXSW – if they could catch him!   Clues to his location were “leaked” via Nikon’s Facebook and Twitter

feeds and on Ashton’s personal feeds.   To win prizes, participants needed to use FourSquare on their mobile to

check in at the actual locations we clued them to.   A full-force street team generated mass awareness and word-of-mouth

across various SXSW events.   Four local landmarks served as event stops, where participants could

(fleetingly!) catch a glimpse of Ashton.   “The Chase” ended with Ashton engaging participants on and off the bus

and handing out prizes like Nikon gear.

RESULTS   Rave reviews from our target audience, along with huge social media

buzz and a strong boost to Nikon brand perceptions – especially valuable at an event full of digital and entertainment tastemakers!

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BROOKSIDE FOODS GIVING BACK CHALLENGE TRG was asked to develop a promotional marketing initiative to generate brand buzz and sample Brookside's Super Fruits in the U.S.

SOLUTION A six-week charity tour from NY to LA, communicating the theme of “Giving Back With Chocolate.” In each market, our “Super Agents” distributed custom-made boxes of Brookside chocolate, while encouraging consumers to “pay it forward” with others, and made stops at two charities per market to donate cases of product, as well as cash. “Random acts of kindness” along the way included our “Agents” paying for people’s gas, groceries, lunch, tolls and more!

SUPPORT   One branded Brookside vehicle per market at six high-traffic locations, 10

“Super Agents,” 990,000 Brookside samples w/branded postcards   360° activation campaign: experiential, digital, media, PR, couponing and retail/

in-store   A “GBWC” microsite included tour information, a means to post tour stop

requests and a $15,000 Grand Prize sweepstakes overlay   Partnership with GOOD to develop an extra PR opportunity, as NPOs vied for a

$5,000 grant

RESULTS   1,150,000 overall consumer impressions   90+ charities engaged   85,000+ consumers expressed purchase intent after their encounter   202% boost in social media mentions   Over 16,000 webpages reposted our press release   28,000+ sweepstakes entries   100,000+ coupon printouts   120 submissions and nearly 10,000 votes for our GOOD overlay

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8TH CONTINENT SOYMILK CHALLENGE Help 8th Continent Soymilk compete with the big brands in a very competitive category.

SOLUTION

  Store events, street team intercepts, a revised website, promotional microsites, Facebook tabs, banner ads and account-specific overlays and more were integrated behind a series of cadenced promotions to re-position the brand.

  Sampling teams in key markets distributed thousands of trial samples.

  Field teams visited athletic events, charity events, MLB games, farmers markets, street fairs and festivals.

  Two (2) events/weekend with sampling, free giveaways, couponing.

  The big result?  6% year-over-year sales growth!

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T-MOBILE SIDEKICK BLINK 182 TOUR CHALLENGE Develop a brand alignment campaign for T-Mobile Sidekick to solidify its positioning among young, influential tastemakers.

SOLUTION With our design/fabrication partner Hatch, an organic traveling backstage experience was created at Blink 182 concerts, allowing our target audience to go hands-on with T-Mobile products.

SUPPORT   Consumers were invited to an exclusive backstage area that had an energetic, thoroughly-

branded vibe (a “Magenta Room” rather than “Green Room”) that drove positive associations with the brand

  Upbeat, attractive brand ambassadors connected with our consumers and walked them through interactive demos of products, apps and games

  An overlay sweepstakes captured consumer data by giving people a chance to win the ultimate – an opportunity to party with the band!

RESULTS   An estimated 5-6000+ run-of-tour “tastemaker”

visits to our lounge   Appreciable social media and viral activity was

driven around their encounters with the lounge, generating notably positive brand impressions

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ABC RED CARPET TOUR

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PARROT AR.DRONE BROOKSTONE

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PARROT A.R.DRONE X GAMES

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CHALLENGE Reach college students shivering in Chicago and drive them (literally!) to hit Macy’s for all their Spring Break needs

SOLUTION   We executed an integrated campaign on 10

college campuses, with events, digital and mobile

  We used warming huts at campus events, and provided buses to take students to our store event

  It culminated in an extravagant “Star Beach” fashion show and party at the iconic State Street store

  The tour was staffed with sharp, attractive college-age brand ambassadors, and combined beachwear chic with smart cold weather gear…all available at Macy’s, of course!

  Schools included Northwestern, Loyola, the University of Chicago, University of Illinois and others

  Results: connected with 250,000 students, attendance of 800 at store event and national press coverage by The New York Times and Chicago Tribune

MACY’S STAR BEACH COLLEGE EVENT

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ALLRECIPES.COM + SNAPPLE

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HALLMARK CHANNEL/MARTHA STEWART HALLMARK CHANNEL/MARTHA STEWART CHALLENGE Make viewers aware of Martha’s move to the Hallmark Channel.

SOLUTION

  Street teams and promotions at the national and grassroots level promoted awareness of the change

  Street teams found high-traffic locations to park our branded moving truck in New York and Los Angeles and distribute 50,000 Martha Stewart Show envirosax with Hallmark Channel and partner-branded/tune-in postcards

  Guerilla-style tactics were deployed at festivals, farmer’s markets, beaches, urban shopping districts and downtown districts

  Running clubs in 28 cities across the U.S. donned partner-branded market-specific running gear

  Running club participants showed off branded premiums on thousands of specially crafted social media posts

  Geo-targeted microsites generously promoted by cable partners allowed consumers access to tune-in information based on zip code or market-specific code on postcard

  95,024 consumers entered the Make The Move with Martha sweepstakes

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KERN’S NECTAR

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BANDAI AMERICA ZORD BUILDER TOUR CHALLENGE Support the Power Rangers Samurai TV show and drive sales of Bandai America products

SOLUTION

  TRG put its talents into Mega Mode -- and combined digital, mobile and a nationwide experiential marketing mall tour to test youngsters on their abilities as "Zordbuilders!"

  The iPad app and microsite let them show us if they were "The Ultimate Zordbuilder" by submitting their creations or uploading an image of actual toys

  These served as entries in a national sweepstakes awarding a Grand Prize "Power Rangers Party" at home for the winner and 25 friends...with appearances by the Rangers themselves, of course

RESULTS   Over 30,000 ZordBuilder iPad app downloads during

promotional period

  Over 2,800 contest entries

  A Fun Factory Simon Mall Tour made 22 stops across the country

  Attendance of 800,000 across all mall tour events

  Over 67MM impressions throughout the tour from events, advertising and marketing efforts

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PAUL FRANK’S ACADEMY OF AWESOME CHALLENGE Create renewed awareness around the Paul Frank brand and…   Distinguish Julius as a standalone PF character while introducing

other   Position the tour as a cross-country “block party” with an

environment encouraging consumers to “hang out” and interact with the PF brand

  Incorporate partners and/or retailers, where appropriate

SOLUTION A 50-stop tour supported Saban Brands’ mission of taking the beloved brand to the places and people designated as “awesome” as the “Academy of Awesome” leveraged…   A complete overhaul of the famous Paul Frank Winnebago, creating

a roadworthy lounge with brand-derived design and amenities   A complete event set at each stop included elements fashioned

with a “Mid-Century Modern” flair and extreme durability, including a Mobile Museum of vintage PF items, Ping Pong, custom silk-screened giveaways and performances by our “Battle of the Bands” participants

  A pre-promotion drove initial buzz, while an “Academy” microsite provided pertinent info, tracked the event, posted event photos and more

RESULTS   550,000 impressions from events, including visits to famous and

“awesome” local landmarks   1,175,000 over-the-road impressions   Nearly 28,000 unique microsite visitors

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POWER RANGERS 15TH ANNIVERSARY TOUR

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PBS KIDS BOOHBAH MALL TOUR CHALLENGE To promote the TV show and children’s property “Boohbah,” Ragdoll Ltd. and PBS Kids teamed up to sponsor a 10-city U.S. mall tour focusing on the program’s themes of fitness and exercise for preschoolers, with music as a part of each event and activity.

SOLUTION   The “Look What I Can Do!” tour was a multi-faceted show including full-video production,

premium items and specially designed Boohbah backdrops

  Engaged up up to 150 children per show in exercise with the televised Boohbahs and Boohbah assistants (staff) in New York, San Diego, Chicago, Philadelphia, Dallas, Washington D.C., Atlanta, Houston, Miami and Denver

  TRG managed every aspect of the tour including: travel, site & production coordination, all shipments, securement and coordination of participating children from local schools as well as walk-ups, distribution of all promotional materials, staff, coordination of press, as well as handling any last minute issues or surprises

RESULTS   Beyond helping thousands of kids across the country happy and physically fit, the tour received

both national and local press resulting in millions of impressions

  Print coverage from the NY Post, NY Daily News, Washington Post, Dallas Morning News, Houston Chronicle, Miami Herald and San Diego Tribune

  Local TV coverage in multiple markets on NBC, CBS, WB and FOX

  The tour was also extremely successful in improving broadcast relations with individual PBS affiliates. Example: our Dallas event sold out for 2 shows, and in response to parent feedback the local PBS station put the Boohbah television show back on the air in that market

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PBS KIDS TELETUBBIES TOUR CHALLENGE Promote Ragdoll’s 3rd Annual Teletubbies ‘Get Up and Go!’ International Day of Exercise.

SOLUTION   TRG developed and executed a tour and promotional campaign to drive brand

awareness, as well as awareness of their exercise video ‘Get Up and Go!,’ to the targeted market of toddlers, their families, day care centers and preschools – as well as leveraging key broadcast and retail relations.

SUPPORT   TRG was able to generate tremendous response through a multi-tiered program

consisting of:   Outreach to the local PBS affiliates, day care centers and preschools

  Creation and fulfillment of resource materials via distribution of a Resource Kit

  Launching an official Get Up and Go! Website allowing partners and caregivers to get involved on a local level

  Securement of 3rd party partnerships

  Production of 4 flagship events across the U.S. and Canada

RESULTS   Ragdoll was thrilled with the success of the campaign:

  Over 26,000 hits on the website

  Creation and mailing of 50,000 postcards

  Over 20,000 premium items fulfilled

  Secured sponsors: Stride-Rite, Nature’s Path and Speedo for flagship events

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THE STARTER WIFE INTEGRATED PROGRAM

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WECHAT CAMPUS MARKETING CHALLENGE Help WeChat, a social media platform with enormous popularity in China, gain U.S. traction through a test program aimed at college students that would help determine best practices for a larger rollout nationwide.

SOLUTION TRG picked UCLA as the optimum test campus for Q4 2013 – with a highly social student body projecting huge influence across other schools, and where incoming freshmen are highly-disposed to trying new social and assimilation tools. Our tactical mix?

  Recruiting a cadre of student influencers with large social footprints to drive brand awareness and trial, familiar with WeChat, campus life, and members of at least one large social group

  Retailer promotions: “WeChat StudyBreak” promotion awarded a huge pizza party through a local restaurant partner; a boutique awarded a $100 gift code to WeChat downloaders

  Partnering with UCLA’s undergrad advertising/promotion internship program to enlist 40 brand ambassadors to distribute premiums, encourage downloads

  A “WeChat Jeep” made the rounds on campus, supporting the brand and promotion

RESULTS   Generated broad WeChat brand awareness, authentic user buzz and

incremental WeChat downloads across key UCLA student groups, including dorms, fraternities and sororities

  Established a “go-to” team of Influencers and best practices for future programs

  Set up a model for cross-promotions and partnerships for those subsequent executions

Kristina Romaine Facebook friends: 3,000

  Social chair in her sorority (Pi Beta Phi).

  Very involved with promotional events on campus, as well as, marketing events for companies around Southern California.

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ROYAL PAINS GRASSROOTS PROGRAM