H&R Block Get Your Billion Back America Campaign
COMPANY NEWS, EVENT INDUSTRY, LIVE EVENTS
In early 2014, H&R Block launched an experiential marketing program that builds off their Get Your Billion Back America ad campaign. The tour puts the brand in the hands of consumers and rewards them with cash.
Developed in partnership with Ketchum, Decibel Management designed and created a custom, interactive kiosk composed of four computers, multiple touchscreens, cameras and ATM components.
The 20-foot-by-20-foot kiosk is set up in high-traffic locations where participants take a two-minute quiz which includes imagining what they would do with a billion dollars. As a reward, the kiosk dispenses up to $100 per participant.
This kiosk is definitely a first of its kind. It is part ATM, part photo/video booth and was built from scratch for the Get Your Billion Back events hosted by H&R Block. And it was built in 6 weeks, from concept to completion.
H&R Block Rewards Consumers With Cash
Marketing Daily
By Tanya Irwin
March 26, 2014
http://www.mediapost.com/
H&R Block has launched an experiential marketing program that puts the brand in the hands of consumers and rewards them with cash.
To build off the Get Your Billion Back America ad campaign, Ketchum, Decibel Management, M1 Interactive and CGS Premier created a custom, interactive kiosk composed of four computers, multiple touchscreens, cameras and ATM components.
The 20-foot-by-20-foot kiosk is set up in high-traffic locations where participants take a two-minute quiz which includes imagining what they would do with a billion dollars. As a reward, the kiosk dispenses up to $100 per participant.
The kiosk is definitely a first of its kind for us or for anyone, says Christina Lively, H&R Block director of brand strategy and integration. It s part ATM, part photo/video booth and was built from scratch for our Get Your Billion Back events.
The activation concept is based on a study H&R Block conducted last year that revealed that when taxpayers prepare their own tax returns, about one in five is leaving money on the table by not claiming all available tax credits and deductions, Lively says. These inaccuracies contribute to more than $1 billion in unclaimed money.
The kiosk program is available in Atlanta, Los Angeles, Kansas City and New York. The campaign includes four spots running on broadcast, digital and social media.
The reaction has been incredible, Lively tells Marketing Daily. We set out to surprise and delight consumers, and this activation did just that. Consumers can t believe that H&R Block is giving away real money and long lines formed very quickly in all of the markets.
About 600 consumers have gone through the experience, and thousands of others have been exposed to the brand onsite and through event videos, she says.
Lively said it has not been determined whether the kiosk will be expanded to more cities next year.
We ve had a lot of fun with this throughout the season and would love to continue surprising and delighting people the way we have with our Get Your Billion Back events, she says.
It s the most wonderful time of the year . at Decibel!
BACKSTAGE, COMPANY NEWS, EVENT INDUSTRY, EVERYTHING ELSE, LIVE EVENTS, PERMITS
Decibel Management has been very busy since September and we are happy to finish out 2013 with an exciting amount of events we were fortunate to be a part of during the fall months!
National Book Festival, SHIRE Mobile Tour, National ATI Day, Glass Packaging Institute s Annual Meeting, Clorox Caroling with Busy Phillips, NextGen Climate Action Summit, Raleigh Christmas Parade, London Financial Forum, just to name a few.
We have already told you all about the National Book Festival in our last post, but we have lots more to share with you.
We worked with SHIRE to produce a mobile tour that went to two different cities to promote awareness about ADHD. Both the client and the participants had great feedback and we are looking forward to travelling again in 2014!
National ATI Day took place at the Newseum in October. We worked with our longtime client FleishmanHillard to produce the event that focused on the Made by Me National Challenge which brought a student made video idea to life with a professional video producer to create the new Above the Influence commercial.
Of course we loved working the 2013 Glass Packaging Institute s Annual Meeting- especially because it was held in Sonoma, California. Attendees participated in an Annual Golf Tournament, association meetings over three days and of course, a Wine Tasting Reception. Really, when in Rome!
Earlier this month Clorox launched their new campaign Bleach it Away for the Holidays. Clorox selected Busy Phillips to endorse their campaign. She joined the Clorox Carolers at two locations in New York City to sing about holiday s bleachable moments to people passing by.
NextGen Climate Action gathered at Georgetown University to host a summit discussing the Keystone Pipeline. Decibel assisted with registration, production, and logistics behind the summit to ensure a successful event for the client.
WRAL TV in Raleigh, NC gave us a call about a week before the Annual Christmas Parade with a potential rainy weather situation. Since we couldn t change the weather they asked if we could provide a tent for their on-air talent to be covered in case of rain during their broadcast. We provided a custom tent that fit perfectly on top of their scaffold and everyone remained dry throughout the parade.
Decibel also went international this year! Dave Sonntag was tapped by Linder and Associates as the producer for the Financial Inclusion 2020 Global Forum in London. We worked with a great team to produce a great event.
Phew. We have a few weeks to enjoy the holiday season and then we are gearing up to launch a tour in January! Stay tuned for Blog posts, Facebook Updates and Tweets about everything happening at Decibel.
You know you re an event planner when An industry infographic
EVENT INDUSTRY
Fact: Not everyone was cut out to be a shock troop in the never-ending battle against deadlines, wilting flowers and sprinkler systems that explode at exactly the wrong time, but those that make it love every hectic minute. How do you know when you re knees-deep in the industry? Our clever colleagues at Event Manager Blog polled their readers, asking them to pinpoint those little indicators that set event planners apart from the rest.
The best answers were created into a great infographic by Chris Shipton which we know you will love as much as we did:
How to talk about Lines: Introduction to Queuing Theory for Event Planners
EVENT INDUSTRY
Waiting sucks. I can t think of a single human being that enjoys a good long wait. Waiting is the womb of all bad things: irritability, customer complaints, bad PR, sometimes even riots. Happily, the world is full of good-guy scientists using teh mathz to make sure your attendees are queuing for the shortest possible times. There s a whole field of study about it, and it s called Queueing Theory . The tools are there. Just reach out and take them.
Queuing theory applications
The applications for queuing theory are numerous, and extend well beyond the ticket-purchasing sphere. To quote from queuing theory researcher Myron Hlynka, Queueing theory is useful in telecommunications, traffic control, determining the sequence of computer operations, predicting computer performance, health services (eg. control of hospital bed assignments), airport traffic, airline ticket sales, the mining industry, layout of manufacturing systems. It is even useful in determining when to remove a goalie in a hockey game.
But in terms of straight-up ticket windows or event registration lines, the goal of well-applied queueing theory is to determine how you can acheive the shortest possible wait time for attendees at the lowest possible resource cost to you or your event. In other words: How many ticket windows need to be open at the same time to keep wait times to an acceptable minimum?
It s a Numbers Thing
Look, queuing theory is, at its root, a mathematician s field of study. It s all about algorithms defining how many customers are arriving, how quickly they re arriving, how long it takes them to get served and leave. It factors in how regularly people are arriving, delays at each step of the process, and what kind of delays those are. Nobody over here at Decibel is a mathematician, and we imagine most event producers aren t either, and we can t teach you how to do algebra here, but we can tell you the right words to use when describing issues with lines, and different ways to think about your line setups.
But if you re a numbers persona and you re looking to take a deep dive into the calculus that drives these computations, you ll want this: Basic Queuing Theory, by Dr. Janos Sztrik.
The Basic Equation: Little s Law
I may have lied a little: we are going to talk about math, but just for a short and painless second. Queuing theory is based on an equation called Little s Law, which helps us sort out the average number of customers waiting in any line. In smart-numbers-people speak, that looks like this:
N = T
N = The number of people waiting.
(Lambda) = The average rate at which people arrive
T = The average service time
In other words, there will be more people waiting in the line if people are arriving quickly and the service time is slow. There will be less people waiting if people are arriving slowly and service time is fast. Duh, right?
When T is less than , the queue is working.
Factors in line speed: Service Systems
Let s say that you ve got four ticket windows open. How are the lines organized? Is there one long line, and when someone reaches the front of it, they are directed to the first open window, who provides them total service? If so, this is called Parallel Queues :
Or does each ticket window have its own distinct line? If so, that s called Single Queues :
Or, do customers get serviced at several different windows, each window handling one part of the process, assembly-line style? For example, you pay at window 1, take a picture at window 2, and receive your registration badge at window 3? This is called Service Facilities in Series :
Service Disciplines
But how, exactly, do people get served once they do reach the front of the line? The order in which people are served can influence the speed at which the line moves. Here are some of the most commonly discussed service disciplines that apply to events:
- First-Come-First-Served (FCFS): This system, under which customers are served in the order of their arrival, is probably the easiest to understand. A checkout line at the grocery store, for example.
- Last-Come-First-Served (LCFS): You can think of this system like an elevator; the last people to get in are the first people to get out.
- Shortest Processing Time first (SPT): You might think of this as the 10 Items or Less line in a supermarket whichever customer is perceived to have the easiest task to process would go to the front of the queue
- Loudest-Voice-First-Served (LVFS): Get rid of the guy making the most trouble first.
- Service in Random Order (SIRO): Someone gets chosen out of the crowd at random. (Sounds like mayhem to us)
- And more besides
Kendall s Notation
So how do we talk about all this? Math guys use a form of shorthand called Kendall s Notation to talk about what kind of line they re dealing with. The notation format five, like this: A/B/C/D/E.
- Position A: represents how people are arriving. Is their arrival in the line random (random numbers of people come at random times, sometimes one person, sometimes groups)? Or is it controlled or timed (one person always arrives every two minutes)? If so, we write D in this spot. Is it totally undefined? Write G.
- Position B: represents service time distribution. In other words, how long does it take to serve a customer once they reach the front of the line? Is this undetermined (could take five minutes, ten minutes, or an hour)? If so, we write M in this spot. Is it fixed (it always takes exactly 3 minutes to process someone through the line)? If so, we write D in this spot. Is it totally undefined? Write G.
- Position C: Number of service windows that are open at one time.
- Position D: How many waiting spots are available. If there s only room in the line 120 people (including people being served at the window), then this number is 120.
- Position E: Which service discipline is being followed (First Come First Serve, maybe?)
The guys over at Stack Exchange help us out with a few examples:
M/G/1
DASD performance is modeled most accurately as an M/G/1 queue. M means that customers, or requests for disk access, behave according to a Poisson process. This is referred to as a stochastic, or Markov process, thus the use of M . The rate at which the disk drive is able to meet these requests for service is unknown. Since job service times can have an arbitrary distribution, this is designated by G for general . Finally, if there is only one disk-drive, c = 1.
M/M/c
Let s consider another example, where customers arrive randomly, with exponentially distributed service times. There are multiple servers. This would be described as an M/M/c queue.
This is the typical situation at Walmart, during the night shift (with few cashiers on duty), or at a bank with tellers, or when making a phone call for customer support. Customers arrive randomly (M). The time required to check out their groceries or answer their question is also random (M) e.g. when grocery queues don t have a 10 items or less configuration for some checkers. Meanwhile, there are a fixed number of cashiers or telephone support staff on duty, we ll say five. This would be an M/M/5 queue.
Interesting, huh
So what does that mean for you? It means there *are* ways to keep wait times down, and to predict how event registrations are best arranged. It means that it s not a bad idea to hire an expert to look into your lines and double-check that your arrival, registration and intake processes are optimized if you re dealing with large-scale events.
Seating Arrangement Ideas: 7 Floor Layouts Guaranteed to Keep Them in Their Seats
EVENT INDUSTRY, TIPS & TRICKS
Apart from the conference venue itself and the d cor, the lay-out of a meeting room will be the first impression attendees get. It will help to color their judgment of quality event management, their thoughts on originality and comfort as well as set their mood. Below, we have picked a few innovative set-ups for event seating arrangements which can lend the right blend of work and whimsy to your conferences.
Boardroom Style
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Based on crowd size and space available, getting in some walnut wood meeting tables and some comfortable swivel chairs will get everyone in the perfect mood to get business done.
Low Cocktail Rounds Style
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There is a real tendency among conference organizers to try and bring a touch of glitz to their events. This event seating arrangement plays right into their hands. Round tables and high-backed chairs provide an intimate and secretive feeling, perfect for a round of executive networking.
Cabaret Style Seating
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For any conference organizer looking to maximize space for an audience to move around during a performance or entertainment of any kind, the cabaret style seating offers room to breathe while being an instant classic.
Eyebrow Pattern
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The ideal formation for people to view a video presentation or corporate film while still remaining able to engage with each other without having to move around.
Lounge Seating
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Another low-key setting tailored to award ceremonies or any events where audience participation is required.
Pod Seating
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Best-suited to team-building exercises or group networking sessions, the pod seating creates a sense of conviviality among guests while also allowing for space to communicate between tables.
Classroom Style
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Sometimes dismissed as too uptight, the classroom style triggers a Pavlovian response deep in the occipital, making attendees to any corporate training docile and ready to learn.
Some of the Event Industry s Most Unique Bookable Artists
EVENT INDUSTRY
You remember when you were in high school, and people used to ask you what you wanted to do for living, and you could only really think in terms of the major job groups you d heard of? Lawyer, doctor, astronaut. And then you graduated, and suddenly you meet people with jobs like user experience researcher and grant writer and you wonder how those people even knew those job titles existed. Event artists are kinda like that. Auctioneer? Really? That s a thing I can hire?
Vanessa Thanos, Auctioneer
Yes, that is a thing you can hire. Man, some of these guys get into auctioneering as a side gig, something to fill the holes between bit parts on network TV. Not Vanessa, though. Vanessa is auction-specific. She is full-on, 100{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} auction-dedicated. Starting out her career on her parent s Christmas tree farm, this lady has intered at Christie s in Beverly Hills and Sotheby s, and is a graduate of the Missouri Auction School (that s a thing, too), and a member of the National Auctioneers Association. She will get your fundraising benefit stuff sold, by jove.
Mystery Productions, Acrobats
No mucking around here: this is one of the top event performance troupes in the United States. You need someone to do aerial rope dancing? Check. How about someone to hang upside down from the chandeliers and wiggle around in a leotard? Done. Belly dancers? Fire eaters? Insane Venetian costumes? Yup, yup and yup.
Dan Meyer, Sword Swallower
Dan Meyer thinks swords are super delicious. And he s not picky: this guy ll nosh down on daggers, light sabers, rapiers, broadswords, multiple swords at the same he ll do it in front of anyone, anytime, anywhere. On top of fairs and festival bookings, Dan has also done some motivational TEDx talks, underlining just how possible the impossible can be.
Dan Clairmont, Square Dance Caller & Instructor
No, silly, you can t have any old jerk up there yelling do-si-do your partner round over and over. You need a guy with line dancing experience. A guy in a real cowboy hat who can give the whole thing some authenticity, get the first timers pointed in the right direction, and make the shy ladies at the back join in.
Travis Allen, Elvis Impersonator
Sometimes, there s nothing for it: you just need The King. And when you need The King, you call Travis. Travel Allen is one of the most booked Elvis acts on Gigmasters, specializing in Young Elvis, and has some heavy entertainment credentials. Based in Las Vegas (naturally), Travis is also available for travel.
America s Finest Estates for Corporate Events: Six of the Best
EVENT INDUSTRY, TIPS & TRICKS
For a country falsely rumored as having only a little history, the range of architecture displayed in America s estates is pretty staggering. From Louis XIV-style palaces to Tudor homes and Southern mansions, the US offers event managers some wonderful, lavish environments for upscale events. These are just some of our favorite estates that provide a real mixture of charming authenticity and originality.
Oheka Castle
Built by financier Otto Kahn near the Hamptons in New Jersey, Oheka Castle might make passers-by imagine they ve been teleported to Versailles. Its gloriously maintained European gardens are perfect for a post-dinner amble. The inspiration for the Great Gatsby s mansion in the recently released movie, Oheka Castle figures among the cr me de la cr me of estates for hire in America.
Abbey Estate
The Abbey Estate in Montecito, California knows its own worth, selling itself as the best place for weddings and corporate events in the state. Commanding amazing views of the surrounding countryside, the stately home, complete with ivory columns, lend an atmosphere of real flair and class.
Meadowood
Spread over 250 acres of land in California s Napa Valley, the stunning Meadowood resort has refined hosting luxury events to an art form. Catering to up to 250 guests, Meadowood can handle much of the legwork for event organization, offering activities from golf and tennis to a spa and wine classes.
Briarhurst Manor
Briarhurst Manor blends old mountain homeliness with lavish attention to comfort. Located in Manitou Springs, Colorado, and named among America s Top 50 Romantic Restaurants by Open Table, Broadhurst prides itself on creating the perfect atmosphere for everything from fundraisers to company trainings and even murder mystery dinners.
Castle Ladyhawke Estate
Apparently, this castle was not named for the awful Michelle Pfeiffer fantasy movie of the same name. The Ladyhawke Estate has authentically rebuilt a Scottish castle in the lap of the Tuckasegee River in North Carolina. Allowing a true fairytale setting for the more whimsical among you, it even contains a medieval village. Be warned though, alcohol is not provided.
Paradise Point at Kailua Bay
A corporate retreat to Hawaii? One of President Obama s favorite holiday sports? What s not to like? Nuzzled by crystalline waters lapping at its doorstep, the beauty of this Paradise Point resort cannot be accurately conveyed in photographs. Tired of cardboard cut-out conference centers all scraping to put together a good time? This will blow them out of the water.
Throwback Thursday: 6 Incredible Vintage Crowd Shots from Large-Scale Events
EVENT INDUSTRY
Event managers respect a sizable crowd the way survivalists respect a rattlesnake treat it firmly, but don t scare it, and don t get complacent, or it might sink two inches of fang into your leg. In wrangling large-scale events we depend heavily on the help of technology can you imagine dealing with this kind of turnout without the help of mobile phones, walkie-talkies, computerized ticketing?
Staring at these pics, we re faced with bazillions of unanswered logistics questions about historical events. How did advanced ticketing work, and could you get another set of tickets if you d lost yours? Were newspapers and posters the only way to promote your event, and if so, how much did it cost to print and distribute them? And is there such a thing as a turn-of-the-century Porta-potty?
Spectators
This incredible panorama is far too wide to be shown clearly in this narrow space go here to see the full picture. Created in 1919 by Charles F. Allen, this picture shows thousands up thousands of attendees gathered to watch a boxing match.
Soldiers
We don t know very much about this striking image, except that it was estimated to be taken in 1942, near the start of WWII. The source of the picture is telling: it was provided to the Library of Congress by the U.S. Army s Office of War Information, Overseas Picture Division.
Citizens
The multitudes gather outside the White House for the 1921 U.S. presidential inauguration of Warren G. Harding.
More Citizens
Here s another presidential shot from a little further down the line: Herbert Hoover in 1932.
Patriots
In this 1918 picture, Douglas Fairbanks, a popular movie star at the time, speaks on the steps of the U.S. Treasury Building in New York city in support of Liberty Bonds.
Sports Fans
A whole lot of people took themselves out to the ballgame at the 1925 World Series, where the Pittsburgh Pirates beat out the Washington Senators.
Look Behind You, Mr. President: 5 Examples of Political Campaign Event Backdrops
CAMPAIGN, EVENT INDUSTRY, LIVE EVENTS, POLITICAL
2012 Democratic National Convention
Campaign and Convention event production in American presidential races revolves around key themes that nobody ever strays too far from. In terms of substance, candidates may be far apart, but for style- flag and country are mainstays on both sides.
Let s take a look at the set design of the 2012 Democratic National Convention. This is actually a nifty piece of political event management. When the cameras are zeroed in on speakers, the backdrop of American flags is all the cameras will pick up. However, when zoomed out, the Obama campaign logo is placed at the center of an array of American icons such as the Statue of Liberty and Mount Rushmore. The presence of the Washington Monument may not have helped the Democrats shake their inside-the-Beltway reputation, but all in all, a very solid piece from the team at Tribe, Inc. They are a mainstay for the DNC production design, as well as a ton of top tier concert and event design (SuperBowl, Ultra Music Fest, Etc).
2012 Republican National Convention
Another example of political campaign production gone right. The message here could initially seem far more direct. An American flag takes up the entirety of screens that make up the set, reinforcing the GOP s patriotic credo. But look closer and you will see the entryway beneath which speakers enter and exit. The entire ensemble has the air of a modern-day Roman archway, adding a subdued but powerful Hail to the Chief touch. This set was developed by the design team at Jack Morton, and was a great pairing of warm wood material and cutting edge video production.
Brazilian President Dilma Rousseff Campaign Event
Brazilian President Dilma Rousseff is in a tough spot as she runs for re-election. She first won by riding on the coattails of former President Lula, who stepped down with 80{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} approval ratings. Dilma has not maintained these levels of support, with accusations of corruption culminating in nationwide protests earlier this summer. But her political campaign this year has seen her reinvent herself in just the right way. By holding this sort of street campaign event, she maintains a leadership image while rebranding herself as regular folks . The use of just her first name and her face are enough to draw a connection to voters in Brazil who like to feel their leaders are not above them.
China s Politburo Standing Committee
How aptly named is the Standing Committee? This was how the Communist Party of China chose to introduce 1.4 billion people to their new leaders. While the CPC has never been known for its sense of political flair, this was actually a very finely crafted performance. It showed the world a unity of leadership and promised a continuation of political strategic planning, warning reformers that a break with traditions of the past was not on the cards. And get a load of that traditional Chinese art on the backdrop: a majestic touch of cultural heritage.
Marine Le Pen, Front National Campaign Event
A simple political message is easy to reinforce with a simple political image. While the policies of Marine Le Pen, leader of the French extreme right Front National, may seem repugnant, her populist image and firebrand rhetoric have galvanized millions. A campaign event backdrop of French flags and the Eiffel Tower rising into the sky are all she needs to hammer home the anchor of her political campaign image: she is Marianne 2.0, the revolutionary emblem of France reborn.
Marketing Stunts that Actually Work
EVENT INDUSTRY
You re always putting yourself at at least marginal risk when you decide to pull a promotional marketing stunt, and the more over-the-edge the stunt, the truer that can be. It s hard to be 100{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} sure that in-your-face marketing stunts won t backfire in a lot of complaints (at best) or (at worst) a lawsuit. But these companies have managed to still pull of some crazy publicity stunts while still hitting all the right notes.
North Face Korea
North Face took their Korean customers on an extreme shopping expedition when unsuspecting buyers had the floor drop out from under them (literally):
This one walks a fine line. You ll notice that all of the customers are young, fit and look active no children or seniors. We imagine that customers chosen to participate in this have to be carefully selected and presumed to be capable of a little rock climbing before the switch was flipped.
TNT Belgium
TNT s Push Button to Add Drama campaign is a fantastic example of shock-value marketing that is unlikely to get anyone hurt or fired. They added a little mystery and excitement to the day in a way that s sure to get everyone nearby talking without causing physical discomfort, embarrassing anyone, or making anyone angry. Hits all the right notes:
Carrie
You d expect that a marketing stunt for a horror movie would include a high level of scare factor. The makers of Carrie completely rigged out a New York City coffee shop with floor-to-ceiling special effects equipment, and customers were treated to a telekinetic surprise:
