A New Age in Advertising with Experiential Marketing

In an era where ads are considered more of a nuisance than informative, companies are exploring more creative avenues to reach their consumers in effective ways. One approach that has gained traction in recent years is experiential marketing—events where consumers have hands-on and in-person experiences with brands. These experiential events allow direct engagement that inspires an emotional connection to users.

Photo: Jeff Swensen – Getty Images

 

It has become a recognized trend that millennials tend to spend more of their income on experiences in comparison to the product-oriented generations that came before them. With their eyes constantly seeking new activities, they invest their free time in taking trips, going to events, and socializing in public places. This modern pool of highly active individuals sets up a foundation for experiential marketing to be extremely effective for brands. The continuously growing social media landscape has also become a large aspect of why experiential marketing is so useful. The unique and artistic spaces created for events are often prime photo-ops for attendees. Interactive activities can inspire hundreds of pictures which users voluntarily post to their social media channels. Experiential marketing events often will include a custom hashtag promoted in marketing materials and signage that allow attendees’ photos to be grouped online to make them easily viewed by others.

 

Photo: Roots Productions

 

Experiential marketing campaigns can also provide a way for brands to learn more about their consumers. Analyzing consumer data and KPIs are a significant part of marketing and with experiential events, consumers are often willing to provide relevant information about themselves in exchange for the opportunity to experience a fun event. These events act as a modern re-imagination of the classic focus group style of market research that proves to be more effective as it generates both in-person and online engagement while making a positive impact on the participant.

 

Photo: NVE Experience Agency

 

Ultimately the most beneficial part of experiential marketing is the personal connection consumers are able to make with a company and more specifically, their brand. These events help illustrate the brand’s narrative and integrate consumers into the story. Their in-person memories of experiencing the event are far more impactful than a billboard they pass on the street or an ad before an online video. These opportunities for direct engagement create a relationship where after attending an experiential event, the consumer is more likely to develop brand loyalty than through traditional means of advertising. This two-way relationship where both brand and consumer are learning about each other is an invaluable method that has plenty of space to flourish within the marketing industry.

 

Photo: Experiential Marketing Summit

 

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For information on booking an event with Zocha Group, contact concierge@zochagroup.com

 

Toast to the 2018 Time Out LA Bar Awards

The Los Angeles bar scene has established a name for itself with talented teams creating innovative concoctions in one-of-a-kind spaces throughout the city. From craft cocktails to finely-curated beer and wine lists, each bar contributes its own identity to help build a colorful spectrum of options for LA citizens and visitors alike. Time Out helps to recognize achievements in the bar industry with their 3rd Annual LA Bar Awards, where nominees impress the masses through service, ambiance and taste.

Photo: Time Out

 

Time Out

Time Out makes it their mission to educate their thrill-seeking audience about how to live it up in cities across the world. For their US divisions in New York, Chicago, LA, Austin, San Francisco, Philadelphia and Miami, this includes an annual Bar Awards event that recognizes the scope of talent making strides in the industry. This year’s nominees range from favored neighborhood watering holes to expansive hot spots. A panel of respected industry experts gather to decide who will come out on top in categories of Best New Bar, Most Stylish, Bar of the Year and more.

 

Photo: Time Out Bar Awards

LA Bar Awards Nominees

NYC favorites arriving to LA to add a dash of East Coast flare has become a trend in the LA bar scene, as well as this year’s nominees. In West Hollywood, Employees Only opened with a buzz as the world-renowned brand finally spread its talents to Southern California, earning a nomination for Best New Bar. The Nomad Hotel’s Giannini Bar has four nominations, boasting a quality cocktail program on the level of its award-winning New York relative, The Nomad Bar. Miami’s acclaimed Broken Shaker brand, now with an NYC location, was welcomed with open arms to Downtown LA and snagged two nominations.

Newcomers aren’t the only ones being lauded as a number of veteran destinations also made the cut for this year’s list. The Roosevelt Hotel’s beloved bowling alley-bar hybrid The Spare Room received two nominations. Revered Los Feliz neighborhood spot Big Bar is acknowledged with three nominations including Bar of the Year. The category created for thriving classic favorites, Best Legacy Bar, includes famed whiskey bar Seven Grand and cherished Cole’s speakeasy-style hideaway The Varnish.

 

Photo: Employees Only LA

Photo: Giannini Bar NoMad Los Angeles

Photo: Broken Shaker LA

Photo: The Spare Room

Photo: Big Bar

Photo: The Varnish

OUE Skyspace

Nominees, press, and friends of the industry will all assemble for the invite-only event at OUE Skyspace in Downtown LA to hear the announcement of the winners on Monday, June 25th. For the second year in a row, the sky-high locale will give attendees a panoramic view of Los Angeles as they sip on handcrafted drinks and taste delicious passed appetizers. The event’s sponsors, William Grant & Sons, Hendrick’s Gin, Flor de Caña, and Segura Viudas IO, will lend their spirits to the bar for a night that’s sure to impress the seasoned industry guests. No matter the champions of this year’s event, each bar continues to make a quality contribution to Los Angeles’ reputation as a haven for creativity and style.

 

Photo: OUE Skyspace

Post-Event Update

The event was a success as the industry crowd mixed and mingled atop OUE Skyspace with panoramic views of Los Angeles. With many bar teams familiar with each other’s venues through industry connections, guests cheered each winner as if it were a win for themselves. Apotheke took home the award for Most Stylish and The Normandie Club was awarded Best Crew. The biggest title of the night, Bar of the Year, went to Accomplice. The night was full of drinks, bites, and good vibes as creativity in the LA bar industry was celebrated.

Check out the full list of nominees and winners:

Bar of the Year sponsored by Hendricks Gin: Accomplice

Big Bar
NoMad (Giannini Bar)
The Normandie Club
Pacific Seas

Photo: Accomplice Bar

Best Legacy Bar sponsored by Flor de Caña: The Spare Room

Jones
Musso and Frank Grill
Seven Grand
The Varnish

Photo: The Spare Room

Best Wine Bar sponsored by Segura Viudas IO: Bar Covell

A.O.C.
Bar Bandini
Esters Wine Shop & Bar
Mignon

Photo: Bar Covell

Best New Bar: NoMad (Giannini Bar)

Bibo Ergo Sum
Broken Shaker
Employees Only
Lono

Photo: Giannini Bar

Best Bar-Restaurant Program: The Ponte

The Hearth and Hound
Otium
Providence
Redbird

Photo: The Ponte

Best Crew: The Normandie Club

Big Bar
Harvard & Stone
The Spare Room
The Walker Inn

Photo: The Normandie Club

Most Stylish: Apothéke LA

71Above
Bibo Ergo Sum
Broken Shaker
NoMad (Giannini Bar)

Photo: Apothéke LA

Best Cocktail in the City: Cold Hollow at Bibo Ergo Sum

Yo LA Tengo at Everson Royce Bar
Mezcali Me Banana at Melrose Umbrella Co.
Sazerac at The Normandie Club
Russian Tea G&T at Rudolph’s Bar & Tea

Photo: Cold Hollow at Bibo Ergo Sum

Most-Instagrammable Cocktail: Cola at The Walker Inn

Pearl Diver at Accomplice
Banana Wintour at Big Bar
Cocktail Explosion at NoMad (Giannini Bar)
Donga Punch at Pacific Seas

Photo: Cola at The Walker Inn

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Check back on June 26th for a recap of the event and an updated list of the 2018 winners.

For information on reservations and accommodations in Los Angeles, please contact concierge@zochagroup.com.

Innovation and Growth at Techweek Los Angeles

This past November, Los Angeles was visited by Techweek—an innovation-focused media company with a goal to unite businesses, talent and entrepreneurs at their annual week-long conference. Traveling across the country to tech hubs like Chicago, Miami, and New York, the Techweek conference champions the growth of sustainable companies that are able to generate wealth alongside making a positive impact on the ecosystem of the industry. Speakers from burgeoning companies from around the world shared their expertise in what it takes to build a business in the modern tech landscape.

Photo: Santa Monica

 

Hero Companies

A common phrase heard throughout the week was talk of “Hero Companies,” which are the focus of Techweek’s guidance. These are companies which put sustainability and impact at the head of their brand’s mission. A Hero Company will foster creativity and innovation while simultaneously achieving efficiency in growth and profit. Speakers from Hero Companies were present throughout the week to offer advice to attendees in areas such as start-ups, artificial intelligence, fundraising, and more. 

 

Photo: Techweek Los Angeles

The Panel

A panel on Customer Acquisition included Grant Langston, CEO of eHarmony, in a discussion on how to acquire customers in consumer-facing businesses. Another dialogue on Startup Growth was presented by Oracle. Speakers touched on a variety of topics such as producing a customer acquisition strategy and maintaining brand credibility. A fireside chat hosted by Verisign included Brand Name Expert Alexandra Watkins, who educated attendees about brainstorming creative ideas for company names. During the Algorithm for Success panel, experts from immigrant communities discussed how to provide exposure to tech programs amongst immigrant youth, along with how immigrant accessibility to information via tech has become of increasing importance in recent years.

The Growth Financing panel was especially relevant for Hero Companies, as both of the companies that were represented are working towards making strides in the health and medical industry. Greg Drobnick, the Co-Founder of Heal, a website and app for patients to book house calls with doctors, was joined by Belinda Tan, Co-Founder of Science 37—a company that makes clinical trials more available to participants and pushes to accelerate medical discovery.  Both provided insight in how they gathered funding in the initial stages of their companies, along with how and where to properly spend investment money after funds are raised.

 

Photo: Techweek – Grant Langston, eHarmony

Founders and Funding

Another standout was the Founder and Funding dialogue, which consisted of an all-female panel of entrepreneurs from SheWorx, Stop, Breathe & Think, FitFabFun, and The Flex Company. Each at different stages of growth in their businesses, they touched on subjects of selling your vision, pre-seed funding, and venture capital.

Aside from panels, the conference also included a Startup Showcase, Women in Tech Breakfast, Hiring Fest, and a Leadership Development Bootcamp. Techweek’s Founder’s House was also a draw for attendees. The invitation-only cocktail event featured Augmented and Virtual Reality gadgets, complimentary massages, and personal chefs that enhanced the networking experience. Techweek’s many activities and speakers helped contribute invaluable information from Hero Companies all around the world to further educate members of Los Angeles’ tech industry, and proves to be an event worth attending in years to come.

 

Photo: Techweek Los Angeles Virtual Reality

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For more information on Techweek, contact concierge@zochagroup.com.

 

Photo: Techweek Los Angeles

Photo: Techweek Los Angeles

Photo: Techweek Los Angeles; Jason Brooks, Grant Langston, John Tabis, Khudor Annous, Steve Weiss

Photo: Techweek Los Angeles

Photo: Techweek Los Angeles; Chang Xu, David Oh, Erik Huberman, Cristina Escoda, Spencer Stephens

 

LA’s Newest Luxury Hotel Openings

With sunny skies, entertainment, and plenty of places to wine and dine, Los Angeles has continued to uphold its reputation as being one of the top travel destinations in the world. The market for new hotel options is booming alongside the fast-growing demand for places to stay in the city. A mix of both established veterans and up-and-coming brands have set their sights on LA hoping to capitalize on all that the West Coast locale has to offer.

Photo: Zocha Group

 

The Freehand

Taking over the historic Commercial Exchange building in Downtown LA, Sydell Group’s 226-room Freehand features both hotel and hostel options with trendy design and furnishings. The rooftop deck will be home to Broken Shaker, a hand-crafted cocktail bar concept that earned the achievement of being a James Beard Award semifinalist for their Miami Beach location.

 

Photo: Freehand LA

Dream Hollywood

Dream Hotel Group is bringing a new brand to Hollywood with the 182-room Dream Hotel. Partnering with TAO Group for Food & Beverage and Debut Hotel Group for management, the new project will have a strong presence in the nightlife scene with a restaurant, rooftop lounge, and lobby bar for convenient entertainment. New York’s Rockwell Group will contribute mid-century modern décor for sophistication and style.

 

Photo: Dream Hotel

Nobu Ryokan Malibu

Known for his world-renown venue Nobu, Chef Nobu Matsuhisa is expanding his brand to include a “ryokan,” or traditional Japanese inn. The highly-anticipated, beachfront lodging will feature 11 suites and five bungalows overlooking the waves of the Pacific Ocean. With limited accommodations, the venture will undoubtedly be one of the most exclusive stays in Malibu, opening alongside the Chef’s new sushi spot in the spring.

 

Photo: Studio PCH

Intercontinental Los Angeles Downtown

Once open, the Wilshire Grand Center will house the new InterContinental Los Angeles Downtown, altogether beating out OUE Skyspace LA to become the tallest U.S. building west of the Mississippi River. This 900-room, 73 story monolith will feature breathtaking views of the cityscape with a “sky lobby” for guests to congregate on the 70th floor. Korean Air and Hanjin Group have collaborated to create the hotel, office and retail space that will make its mark on Downtown LA.

 

Photo: Intercontinental

The James West Hollywood-Sunset

James Hotels, Denihan Hospitality Group’s luxury brand, will be contributing to WeHo’s hospitality options with their 286-room hotel slated for the corner of Sunset and La Cienega. Boasting panoramic views of the Hollywood Hills, the location will also feature a rooftop bar, meeting space, and two restaurants—one of which will be an Italian concept operated by Los Angeles veterans SBE.

 

Photo: The James Hotel

Waldorf Astoria Beverly Hills

Beverly Hills will become even more luxurious with the Waldorf Astoria brand opening their first hotel in the LA area. The design will feature streamline moderne architecture to unite modern sophistication with classic Hollywood nostalgia. Seated next to the Beverly Hilton, the property will have 170 rooms on 12 floors, along with fine dining by Michelin-star chef Jean-Georges Vongerichten in their lounge, cocktail bar, and rooftop.

 

Photo: Waldorf Astoria

Nomad Hotel

Already a hot spot in New York, the Los Angeles Nomad Hotel will be taking over the 1923 Giannini Place bank building in Downtown LA. Formerly a Bank of America headquarters, Sydell Group’s plans to revive the historic building to highlight the staunch exterior with an extravagant interior. The 12 stories will house 250 stylish rooms and a rooftop pool with landscape views of the city.

 

Photo: LA Times

Cambria El Segundo

For those looking for a place to stay near bustling LAX, Cambria El Segundo is one of Choice Hotels’ newest projects to reach the city. The 152-room, upscale lodging will be accompanied by a restaurant called Social Circle, along with all the amenities needed for stylish, modern travelling. The central location places the hotel near various shopping centers, business parks and also a METRO station.

 

Photo: Choice Hotels

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For information on booking a room or travel accommodations, please contact concierge@zochagroup.com.

 

2017 New Year’s Resolutions of Successful People

The New Year has arrived and a fresh start often means a new set of goals to accomplish over the next 365 days. While “new year, new me” is simple enough for many, entrepreneurs have plenty of inspirational resolutions that may encourage the rest of us to step up our game and embrace the blank slate of opportunity. From celebrities to CEOs, these go-getters share their plans for betterment in 2017.

 

Natalie Portman, Academy-Award Winning Actress:

“I think everyone needs to do what’s right for them. And every woman knows the pressures on appearance, but something that one of my friends did that I sort of copied which I liked was to make categories for resolutions, and it wasn’t one thing, so it was like, what do I want to do for my friends, what do I want to do for my family, what do I want to do for my community, what do I want to do for myself?”

 

Photo: Natalie Portman Handout

Tracee Ellis Ross, Producer and Actress:

“I think a New Year’s resolution would be to be gentle with yourself. I like to call it ‘gentle, gentle,” because sometimes you need that second reminder. So it’s like, make space for being soft with yourself.”

 

Photo: Creative Commons

Scott Lipps, CEO and founder of One Management:

“I vow to use more products this year! Very rarely do I use products other than soap and a bit of a moisturizer so this next year gonna take extra care of my skin! It’s all you’ve got!”

 

Photo: Natalie Brasington

Katia Beauchamp, Co-Founder and CEO of Birchbox:

“The year ahead is all about elevating my confidence and celebrating the incredible accomplishments of life. I’ve always been confident to an extent, but it wasn’t a well I could draw from in the hardest moments. I’ve realized that it isn’t about perfection — it’s about owning your strengths, having the humility to see where you need the strength of others, and being open and impressionable to change. It’s within my reach and I feel now more than ever that this type of confidence in everyone will be critical to the future we all want to see come to fruition.”

 

Photo: Elle

Danny Meyer, Founder of Shake Shack:

“My New Year’s resolution is once and for all to spend significantly less time reading and writing emails, and far more time being present and looking people in the eye.”

 

Photo: Amelinda B Lee

Zendaya, Actress and Singer:

“… My mom recently took a pic of me looking down at my phone when [we] were out to dinner. She captioned it, ‘dinner with @zendaya and her phone.’ Sorry, mom! I just start scrolling and tune everybody out. Seriously, I’ve gotta do a detox.”

 

Photo: Zendaya

Stephen Kaufer, CEO of TripAdvisor:

“My New Year’s resolution is to use the power and influence of TripAdvisor’s brand to aid in the humanitarian refugee crisis that we’re seeing in many parts of the Middle East, Africa, and Europe today. In addition to our commitment to organizations like Mercy Corps and The International Rescue Committee, I want to encourage others in the travel industry and around the world to take action and help provide refugees with critical access to information, essential education opportunities, and resettlement support. It’s one of the worst humanitarian disasters of our generation. Years from now, I want my grandkids to know that I joined with others and chose to help, if only in a small way.”

 

Photo: Stephen Kaufer

Helen Mirren, Academy-Award Winning Actress:

“Stop procrastinating. That’s my new year’s resolution for everybody, but mostly for myself. Don’t procrastinate, just don’t. I have my whole life and every year I have to make the same resolution because I always procrastinate.”

 

Photo: Helen Mirren

Sara Blakely, Founder of Spanx:

“I just joined Instagram this past fall (late to the party!) when I launched my book, ‘The Belly Art Project,’ to create awareness for maternal health. One of my 2017 resolutions is to use my social platforms to build awareness for organizations that empower women. Being philanthropic can be fun and isn’t always about making a financial contribution.”

 

Photo: Spanx

Neil Vogel, CEO of About.com:

“My almost-three-year old is obsessed with the guitar, so my goal is to learn to play guitar serviceably. Only then will I be on par with his other great hero, Spiderman.”

 

Photo: About.com

Gina Rodriguez, Golden Globe Winning Actress:

“My resolutions are again, they’re constantly, they’re daily, and they’re usually focused on self love and working on not turning the knife on myself, not tearing myself down, fighting fear, trying something that scares me at least once every day, and not allowing rejection or failure to stop me from trying…”

 

Photo: Hollywire

Drew and Jonathan Scott, HGTV’s Property Brothers:

“Both of our New Year’s resolutions include more travel… but specifically to places we have never been. As color will be big in 2017, we’re hoping to find vibrant inspiration in exotic parts of the globe we have yet to experience. Stay tuned.”

 

Photo: HGTV

 

Whether your sights are set on smaller personal goals, or your plans are to revolutionize your industry, this year provides a brand new start in making it happen. Take the advice from these noteworthy individuals for a prosperous and rewarding 2017.

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Start the year off right with a new experience, please contact concierge@zochagroup.com.