The best of offline brand initiatives. A summary of signs and cases relating to how brands are creating memorable moments and experiences offline.

1. snapshot
top 10 offline
experiences
The best of offline brand initiatives. A summary of signs and
cases relating to how brands are creating memorable
moments and experiences offline.
SIGNMESH.COMSNAPSHOTMARCH2017

2. introduction
signmesh is the latest tool inspiring the
world's smartest and most innovative
companies, to better understand today and
more effectively shape tomorrow.
In this snapshot we explore a handful of our
favorite examples of offline marketing by
businesses spanning several industries.
INTRODUCTION
In today’s digital age, brands are always looking for
new ways to stay ahead. Increasingly dynamic
markets means they need to think outside the box,
and even, outside the net.
We’ve compiled a short snapshot report of the best
examples by brands who’ve shown us the offline
marketing is still thriving - all you need is a little
imagination.
Some of the industries covered include:
— Beauty & fashion
— Tech & appliance
— Food & travel

3. experiential
retail
Pirch opens a flagship experiential store in
the heart of Soho, New York City.
1

4. TOPTENOFFLINETRENDS
soho customers
can experience
products before
they buy!
Pirch is a highly innovative
experience based store allowing
customers to try-out products
before they commit to purchasing
them. The experiences include
observing cooking classes and even
trying out the latest range of shower
heads.
The ROI is high, with Pirch already
generating $2500 per square foot,
and companies like Apple and
Tiffany and Co already considering
joining in on the journey.
Source: http://signme.sh/QUAB4exLN

5. service on
demand
The Benefit Brow Mobile, helping the
British with their brows. A bespoke brow
service is travelling across the British Isles,
directly reaching out to customers at
home.
2

6. bringing a new
level of customer
experience to the
field.
Benefit have developed an
ingenious way to bring normally
boutique beauty treatments to the
homes of their customers.
Pledging to travel the UK for 3
months, the Benefit Brow Mobile
squad will help their customers
tame their brows in a convenient
location.
TOPTENOFFLINETRENDS
Source: http://signme.sh/a9_uQjbkk

7. subway
therapy
Not long after the recent Presidential
Elections in the USA, Sonos found that
their designated patch of ad space had
been transformed into an art installation
‘Subway Therapy’.
3

8. actively
embracing an art
movement in
NYC
Their blank billboard was filled with
post-it notes of what New Yorkers
were feeling about the incumbent
President and congress.
Once Sonos realised some of the
notes were being taken down to
make way for their ads, they
transformed the space into a
collaborative endeavour.
Hiring a photographer to document
the wall, Sonos eventually
incorporated the installation into
their ad campaign, much to the
delight of the locals.
TOPTENOFFLINETRENDS
Source: http://signme.sh/93k4IktjI

9. a goodwill
dinner
Over the Christmas period KLM gave back
to travellers by creating an interactive
Christmas dining experience.
4

10. christmas dinner
games with
strangers.
KLM created a game ‘Bonding
Buffet’ last December, that united
travellers over the holiday period in
a fun and delicious activity.
The game required travellers to sit
on stools to lower the table, with the
table reaching eating height when
all spots were filled.
Over 20 nationalities participated
and enjoyed a complimentary
Christmas dinner, going on their
merry way with an extra bit of KLM
Christmas cheer.
TOPTENOFFLINETRENDS
Source: http://signme.sh/k8hf1z1RR

11. repair road show
from Patagonia
In a bid to encourage conscious
consumerism in fashion and supporting
their value of quality clothing, Patagonia
travelled the country in a recycled truck
offering free repairs to their garments.
5

12. clothing repairs
on the go.
Patagonia has recycled a Dodge
pickup truck, pimped it out with
recycled wine barrels as walls, solar
panels for energy and fuelled it with
biodiesel. The truck is touring the
country- spreading the message
about conscious consumerism by
offering free apparel mending
services and seminars.
Patagonia CEO Rose Marcario
speaks about the campaign: “Worn
Wear is a celebration of quality
products and their relationship to
our lives. It’s a simple but critical
message: keep your gear in action
longer and take some pressure off
our planet.”
TOPTENOFFLINETRENDS
Source: http://signme.sh/fohfbdtsN

13. Offline marketing can easily be deemed too traditional
for today’s young consumers, but actually ...
STATISTICS
67% 69%
of Millennials believe attending live
events & experiences make them
more connected to people &
communities.
80%
Sources: IBM Institute for Business Value, Vend HQ & Eventbrite Research
of Gen Z shop in a bricks-and-
mortar store most of the time.
And by the way, stores can save up
to 80% by opening a pop-up shop
instead of a traditional brick &
mortar store.

14. dial up your
valentine, marc
Marc Jacobs created a hotline service for
people needing a bit of tender loving care.
6

15. dial-up your
valentine.
Drawing on the 90’s sex chat
infomercials, Marc Jacobs created a
saucy ad campaign inviting lonely
hearts to call their love hotline 1-
844-LUV-MARC.
The hotline featured an automated
message that would give the caller a
10% discount code, which could be
used to purchase their next Marc
Jacobs treat, only valid on St
Valentines Day. Giving customers a
pleasurable retro service experience
that directed them to their digital
services and filled their hearts with
Valentine joy.
TOPTENOFFLINETRENDS
Source: http://signme.sh/FjLEOddgh

16. pop-up
k beauty
Nordstrom have hosted pop-up beauty
hubs throughout their US and Canadian
stores, featuring over 500 exclusive
products from Korea.
7

17. shop to pop.
Thanks to the growing demand for
Korean beauty products, Nordstrom
answered their customer’s prayers
by launching a series of pop-up
shops for a period of seven weeks.
Nordstrom found the demand for
the K beauty range was ever
increasing, so made the decision to
extend the length of time the pop-
up would generally be in-store.
TOPTENOFFLINETRENDS
Source: http://signme.sh/kbzocsHvi

18. amazon goes
brick-and-mortar
Amazon is set to expand their brick-and-
mortar stores thanks to customer demand
for tangible retail experiences.
8

19. browse at
amazon.
After opening the first brick-and-
mortar Amazon Books Store in
Seattle November 2015, Amazon
have announced they will build two
more branches in Portland and San
Diego, with plans to expand to
Chicago and Dedham,
Massachusetts.
The stores do not just sell books,
but also Amazon’s devices such as
the Kindle e-reader and Fire TV. The
aim of the real world stores are to
make products more tangible for
the customer, and heighten the
experience of shopping with
Amazon.
TOPTENOFFLINETRENDS
Source: http://signme.sh/9kLNeOG-C

20. knit for you
by adidas
Berlin’s Adidas store is offering
on-demand sweater services.
9

21. adidas on-
demand.
In the Bikini Berlin mall, customers
can have their personalized
sweaters produced in Adidas’ pop-
up store. Called “Knit for You”, the
store allows customers to design
their own pullover and have it made
from merino wool in a few hours.
The customer is involved in every
step of the production, a biometric
scanner measures the customer’s
size, the customer then chooses the
design at the “Creators Space”,
where their design is then projected
on to their body.
TOPTENOFFLINETRENDS
Source: http://signme.sh/9GXqzxcPo

22. online tools
enhancing offline
experiences
Marriott Hotels are looking to integrate a
personalized voice assistant for customers
to remotely control lights, curtains or room
temperature.
10

23. in-room voice
assistant at the
Marriott.
Currently the Marriott offers guests
an integrated digital service from
check-in to in-house notifications
for customers. Now the hotelier is
looking to add a personalised voice
assistant to serve their customer
digital needs, such as controlling the
lights, curtains, TV and in-room
temperature.
Voice assistants could complement
the already highly customer-centric
model, giving their customers more
flexibility in how they experience
and use their time at the hotel.
TOPTENOFFLINETRENDS
Source: http://signme.sh/d8ljmb-Id

24. what can
we learn?
Fresh and forward offline marketing ideas together with a supporting
online strategy, can impact your bottom line for the better, grounding
your business as innovative and customer focused.
LEARNINGS

25. While some ideas can and should be copied with pride, keep in
mind that what works for some, won’t work for others. Factors to
consider as a starting point include audience, values and end goals.
IMPLICATIONS
Combine online
Consumers don’t distinguish between
online or offline, they just remember
the experience. When broadcasted
online, fear of missing out (or FOMO)
drives attendance, so make sure you
plan them in parallel.
Take risks
Don’t be afraid to take risks. Often the
best ideas are initially dismissed in
favor of a safer option that’s already
been done.
Understand customers
Get to know the people behind the
demographic - their likes, dislikes,
desires and pain points. Offline
marketing is perfect for bringing your
brand closer to your audience.
implications

26. visit signmesh.com
want more?
request a demo
This report has been created with the signmesh innovation hub. A
tailored dashboard of curated insights and business cases to keep your
company ahead of the learning curve and inspire ongoing innovation.
REQUESTADEMO

27. The signmesh innovation hub is a service
brought to life in a collaboration by LHBS
Consulting and LOOP New Media. signmesh
helps to create a company culture of
innovation and keeps your team inspired and
up to speed.
Find out more about signmesh
www.signmesh.com
The companies behind signmesh
www.lhbs.com
www.agentur-loop.com
ABOUTSIGNMESH
about
signmesh