03/10/21: Spring / Summer Planning

Well, it’s been about a year since everything essentially shut down, and finally we are starting to see the light at the end of the tunnel. So, what does this mean for live events?

First, we are starting to see signs that live events will be back in some form this summer. For example, in Chicago, the city has stated publicly that it is preparing for festivals to happen in the summer of 2021. We are also hearing rumors that some major event hosts are starting to gear back up. It is looking more and more likely that there will be live events this summer.

Second, events are likely to include some restrictions. Whether it is a mask requirement, a distancing/capacity restriction, only outdoor venues, etc., some form of restriction is likely to remain. If you want to participate in these events (and brands should absolutely be participating) you need to be ready to meet these requirements. You (or your trusted event partner) need to be able to follow the changing guidelines and execute in a way that meets these requirements. Did you know that OutCold has a full Covid safety plan for all live activations that is continuously updated for changing rules and requirements?

Third, accepting the idea that events will return, we are likely to see massive public support for these events. Let’s face it, people are ready to get out of their house and re-engage with society. When events happen, we anticipate they will almost all be filled to capacity. This means there will be a huge opportunity for brands to connect directly with consumers. Showing up and having a live interaction has always been a super-effective way to connect with customers but given what we have all lived with for the past year, consumers are even more ready to make live connections. Brands that take advantage of this environment are going to be rewarded with new lifelong customers. Get ready to activate at live events. Get ready to do it safely and responsibly (it shows respect for your customers and community). And, get ready for real connections and lots of new customers.

11/5/20: Bringing Joy in times of need

In a blink of an eye, October went and November is here! At OutCold, we’re gearing up for the holiday season. Celebrations will no doubt look different this year as friends and family find ways to safely reconnect for the holidays. 

There is one similarity between us all - friends, family and consumers - the desire to feel connected. In the current state of things, when it is harder to feel connected to others than ever before, people are searching for new ways to feel close to loved ones. At the same time, consumers are searching for new ways to experience the same holiday spirit they are so used to experiencing around this time of year. It’s times like these when we as friends, families and companies can come together and go the extra mile to show we care and support each other.

Safety First - Our number one priority in conducting business throughout these times is the safety of our consumers and employees. In everything that we do at OutCold, this remains top-of-mind. As we continue to brainstorm new ways for brands to make a positive impact throughout this holiday season, we start with safety. Please see our guidelines for executing safe events in 2020.

A Time for Giving Back - Over the past month, OutCold has partnered with our amazing clients to execute a few different campaigns centered around giving back to the community. As a brand looking to make an impact on the lives of their target consumers, there is no better way than to donate time or product to create an experience that will positively impact them. Bringing personalized experiences directly to consumers will create a lasting personal connection between them and the brand. Read on to learn more about our successful campaigns within the current landscape.

Jaanuu Joy Van - Teaming up with Jaanuu, a medical apparel company for men and women, we’ve hit the road in our 1969 Ford Vanette to travel the west coast! On our surprise and delight tour, we’re visiting hospitals and medical clinics to hand out masks and cold brew coffee to medical professionals, thanking them for all they do throughout these times. At each stop, we park the vanette outside the location, allowing the staff members to line up while maintaining social distance and grab their giveaways from the vendor window. Our staff wear a mask and gloves throughout the duration of the activation. So far we have received amazing feedback from our visits, with many requesting that Jaanuu return with more giveaways! In between activations, the branded vanette acts as a mobile media campaign - racking in the impressions and social shares. This experiential tour has proven that activations are still possible in the current climate as long as safety measures are taken into consideration from the planning stage through execution. Follow along with the tour on OutCold’s instagram! 

Nordstrom x Shoes That Fit - Working with Nordstrom and their partner non-profit organization, Shoes That Fit, OutCold has helped to produce three separate events in the Seattle, New York and Chicago markets. The purpose of the events was to celebrate the 10 year anniversary of the partnership between Nordstrom and Shoes That Fit, and to do so by giving back to the local communities in each market. Our footprint at each elementary school included a school bus filled with shoe boxes to donate to the students at the events. Each student walked away with a new pair of shoes and Nordstrom swag bag. At each outdoor event, staff wore masks and gloves while ensuring that each area had sanitation pumps and cleaning supplies available. The events were successful in spreading positivity and hope - not germs! 

Holiday Planning - At OutCold, we are currently in the planning stages of a few holiday campaigns. These campaigns include experiential surprise and delight tours, retail pop-ups for online shoppers, mobile media activations and PR stunts. Brainstorming with our amazing clients we have found ways to safely execute campaigns across all aspects of out-of-home / experiential marketing, and we’re ready to help your brand navigate and plan 2021. Contact us today!

9/3/20: It’s been a while and we have been busy!

The first step to delivering an effective experiential marketing campaign is to find exactly where your consumers are located. Where is your target audience spending their time? If it’s inside their homes, find a way to bring your brand experience right to their front door. If it’s on their mobile devices, find a way to create authentic content that disrupts their feed. If it’s outdoors, find a way to turn heads and get your message in front of their eyes. Wherever your consumers are located, experiential marketing provides a unique way to reach them. Mobile media, sampling programs and PR stunts are just a few of the many programs that fall under the out-of-home marketing umbrella. At OutCold, we are committed to working with brands to think outside the box and find authentic ways to connect with their audience. From strategy, ideation and conception all the way through execution, our in-house capabilities make us the one-stop shop for turnkey and custom programs. Check out our newly updated capabilities web page for more information. 

One last thing. We’d like to offer you this downloadable pdf as some thought starters. The last few months have brought new challenges and obstacles for an agency that centers around creating authentic experiences that connect consumers with brands. However, we have used this time to brainstorm new ways for brands to make an impact. Many clients have already jumped at the opportunity to utilize these strategies and have also come to us with brand new asks. Some of those asks have been showcased in the pdf below. 

We want to help you make an impact in the marketing world in any way that we can. We are offering COVID discounts to help your brand throughout these times. Whether you want to talk, brainstorm, fact find etc... Just let us know. 

-OutCold Team

6/3/20: OutCold’s Guidelines for Executing Safe Events and Experiential Campaigns in 2020

One of the questions we have been getting from our clients and other large organizations who host live events is, “how do we prepare for events in a post Covid-19 world?” Although there is no single answer for this, there are a number of guideposts that event hosts can use to plan to safely reopen events. 

Planning

It is critical that organizations and companies start planning now for post Covid-19 events. There will need to be a large number of changes to how we think about events going forward and having a solid, written plan will make the transition more successful. The initial questions that need to be asked before restarting events are: (1) is it legal to host an event; and (2) is it safe to host an event.

 Legal: As to the question of whether it is legal to host events, this may seem straightforward, but can present some tricky issues. On a basic level, it will be necessary to check with the state, city, and/or local rules regarding re-opening and events. However, because there is no single set of guidelines, and local areas may differ in guidelines from more general state guidelines, you must review and reconcile a number of different rules. It is also very likely that additional rules may be promulgated by various organizations, such as local health departments, that will add additional requirements for events. Finally, organizers should anticipate that the rules will continue to change and evolve. This means that you will need to devote significant time to reviewing rules, or you will need to work with an organization who can keep up with all current and changing rules and help you stay in compliance.[1]

Safety:

As to the question of whether it is safe to host events, there are a number of things to consider. First, the issue of safety is closely related to the host’s legal duty to “behave reasonably.” In basic terms, this means that you have to be acting in a way that makes sense for what you are doing and how you are doing it. This concept may seem simple, but it is deceptively complex. One of the reasons this is complicated, is because there may not be a full set of written instructions telling you what is reasonable. This is especially true for the post Covid-19 world where everyone is still trying to figure out the rules going forward. Much like the legal question, working with an organization that can monitor and advise on the changing environment can help you design an appropriate plan that is reasonable under the current conditions.

What Do You Need To Do?

The following is an outline of things you need to do before launching your next event:

1.    Review all CDC Considerations for Events and Gatherings

2.     Develop a written plan for safely hosting your event. This written plan, if done correctly and if it is comprehensive, can provide evidence that you acted reasonably with respect to your event.

3.     Design a communication plan for your event patrons. You should plan to communicate all rules and procedures in as many ways as possible. For many events, the new procedures will be a change and it is important to communicate early and often with patrons in order to try to make sure everyone understands the procedures.

4.     Plan to train your employees and contractors. Along with the overall written plan, you need to make sure all of your staff fully understands the plans and knows how to communicate with patrons.[2]

5.     Cleaning and sanitizing. You will need to plan for extra cleaning and sanitization during the event. This will likely require extra staff and equipment.

6.     Entrances and Exits. You will need to think about traffic flow at your event. Is it possible to limit foot traffic in order to reduce crowding? Should areas have a one-way traffic flow? You may need to rethink your space in order to make sure you are operating as safely as possible.

7.     Keep high-touch and common areas clean and safe. You will need to consider things such as plexiglass barriers for vendors and food service, touchless pay options, and hand sanitizing stations.[3]

Obviously, this is not intended to be a complete plan, but rather a guideline to help organizations think about their future events. If you have questions or would like help designing a plan, please feel free to reach out to us. We are looking forward to the return of safe and fun events.

[1] Did you know that OutCold’s COO is a licensed attorney with more than 18 years of experience working with companies on various legal issues. This allows OutCold to help clients make sure they are anticipating legal and compliance issues.

[2] Did you know that OutCold is known for its world-class training programs for event staff? If you need help designing a plan, we are here to help.

[3] OutCold has custom hand sanitizing stations available that can be quickly and easily deployed for events.

5/21/20: How Can Brands Reconnect With Customers in the Post-Covid-19 World?

We have all been impacted by Covid-19 and the associated shutdown of huge parts of our society. It goes without saying that every life lost to this disease is tragic, and our hearts go out to everyone who is hurting or has suffered loss. Additionally, OutCold fully supports the efforts to try to reduce the spread and save lives.

With that said, the purpose of this piece is to attempt to help brands figure out how they can come back and start to re-engage with their customers in a safe and effective way. It is important for brands to remember that even as states and cities begin to ease restrictions, many individuals will remain, understandably wary of getting back to “normal.” Brands must take this into consideration when deciding how to deploy their marketing. 

Here are five ideas for re-engaging with customers in a post-Covid-19 world:

1) Mobile billboards – This is a great way to be actively engaging with an audience while still maintaining some social distance. One of the great things about a mobile billboard, as opposed to a static billboard, is that it can travel to the exact places your audience lives, works and plays. OutCold has a mobile billboard program that utilizes a proprietary tracking system to put messages in the exact right places.

2) Real Social Engagement – Your business has social channels, but are you really using them correctly? Are you engaging your audience or just sending out advertisements? Are you connecting your social efforts with your other marketing efforts? If not, you are leaving a lot on the table. In the post-Covid-19 world, people will be looking to get outside but still be safe. Social games and virtual scavenger hunts can engage your audience, help them get outside safely, and create loyalty to your brand.

3) Clean and Safe – Since this pandemic, almost everyone is more acutely aware of cleanliness and safety. When your company reopens and your brand starts re-engaging, you want to ensure your customers that you are doing it safely. One simple thing that can be deployed is a hand sanitizing station. This drives the message that you care about the health and safety of your customers and the community. OutCold offers hand sanitizing stations that can be customized to your business’ message and can be quickly and easily deployed.

4) Sponsorships – As communities reopen, events will begin to come back. In the near-term, however, many of the events will be small and community oriented. Brands that have previously only considered the largest events to sponsor can take advantage of the opportunities to sponsor smaller events. Communities and individuals will be looking to get back out and brands can create strong connections and loyalty by sponsoring more smaller and community events. Bonus: If you integrate a social strategy with the sponsorship, you can massively expand your reach.

5) Relief Efforts – Brands should consider supporting and sponsoring community relief efforts. Whether that is delivering food or supplies to front-line workers, or helping with local food pantries, many communities are hurting and need help. Brands that give back and support community efforts become trusted members of that community. It is good for business and good for the entire community.

Although we may not know exactly when, we know we will come out of the current pandemic. Will your company be ready? If you would like more ideas or would like to design a program for your business, get in touch today.

4/24/20: In this time of crisis, supporting our communities is critical. So how can we help?

OutCold owns a fleet of delivery trucks and the logistical know-how to deliver goods to people. We’ve launched a Relief Truck Program to deploy our trucks and teams to deliver in-demand goods, day-brightening treats and/or necessary supplies to communities in need nationwide. This program allows for an authentic, safe and community focused approach to helping our neighbors while also providing jobs and resources to the heavily impacted event industry.

Many of our brand clients have already stepped up to sponsor trucks and donate goods. But, we know there are people in our communities who are looking for ways to help. Through this GoFundMe, we are asking our community to crowdsource the support Relief Trucks stocked with the necessary supplies to make deliveries to those who need it most. Donations of all sizes will fund the truck operations, staff pay and supplies for programs across the US.

COVID-19 has dramatically impacted the event industry. We are beyond blessed by the outpouring of support from our clients, fans, friends and family. We're asking for your continued support to make the biggest impact by helping the most people.

Thank you for your support and stay well.

4/07/20: Bored at home? Enjoy our coloring book!

We are 7 days into our month long shelter in place. If you have children you are 572 days into the month long shelter in place. We decided to have some fun today and present you this amazing OutCold Coloring Book! Now you can paint our cars any way you would like!

Outside of our fantastic coloring book our 3D printers are at work in our Lead Fabricator's home shop building PPEs for donation to medical workers on the front lines. If you'd like to help out with this project, or know of any organization in need, please fill out the form at the bottom of this page.

3/18/20: Virtual pannel: Business Continuity Amidst COVID-19

Panelists included a doctor-turned-entrepreneur, experiential marketing agencies, and a staffing platform agency. Over 100 agencies, brands, and brand ambassadors joined us!

Topics that directly impact and/or benefit your business Right Now: 

• COVID-19 Stats from a doctor-turned-entreprenuer

• Postponing Events Instead of Cancelling 

• Providing Clients with Alternative Solutions & What Those Are 

• Statistically, how COVID-19 will affect the future of the Events and Experiential Industry

3/17/20: OutCold's response plan for COVID-19:

Like most of you, we here at OutCold have been following the COVID-19 developments very closely. Obviously, this is a very serious situation, and we all need to do our part to help. OutCold is currently doing the following: (1) we are monitoring and following all guidance from the CDC. (2) We are practicing social distancing until April 30 by having our staff work remotely. (3) All meetings, internal and external, are being scheduled for telephone conference and/or video conference. (4) We will continue to update and revise our plans as we receive updated guidance. 

What does this mean for our clients and partners? Based on current information from the CDC, OutCold believes that we will be getting back to work as usual within the next few weeks. We currently anticipate that event season this summer will resume as usual. As such, we continue to work on designs, build projects, logistical plans, and related items. We are advising our clients to use this time to consider plans for this summer and beyond and, if necessary, allow us to help you postpone rather than cancel any current plans. COVID-19 is obviously a unique event, but we are experts in adapting plans for the unexpected.

What are we doing for our community? OutCold has two main community projects for the immediate term. (1) We are working on ways to deploy our fleet of vehicles to support initiatives within the City of Chicago, including food distribution with our food truck, emergency supply distribution (as may be necessary), and community messaging. (2) We are working on initiatives to support our network of contractors who work with us on tours and creative projects.

We want to thank all of our customers and partners for their continued support. If there are any questions. Please feel free to reach out to us. Although we may not be in the office, our phones and computers are always on.

3/16/20: Hello everyone! Fritz here, OutCold's CEO and local small biz owner. 

The craziness going on in the world right now is something our children and their children will be learning about in school. It is really wild to be in the middle of history in the making.

This historic moment also comes with a price. We all know how serious Corona is as a virus but also as an economic impact. My note today is to talk about where we and most small businesses in the event industry stand. We need your support we need your encouragement and we need you to postpone... not cancel. No one has a crystal ball that reads the future and despite what you may think no one really knows what is going to happen. We all know one thing for sure is that this will pass, things will go back to "normal" but where will the business be should everyone decide to cancel? How long can your staffing company, fabrication company, creative agency etc handle 1 month 2 months 3 months of people just not wanting to look to the future? 

Our industry relies on a team of freelancers to help execute events during the busy season, which is normally now. Unfortunately, most of them will have financial trouble if there is major disruption over a long period of time. I fully understand that everyone is being impacted right now, but those in the event, tradeshow, concert, etc. industry are looking for our current, past and future clients to support us and help us postpone, help us see the light at the end of this, help us plan so we know there is still work.  If we can plan for what happens when we come out of this crisis, we can plan support not only for our small staff, but for our contractors who are also being impacted. By canceling there is no light, there is no work there is no future. 

Let us help you and show you what we can do to postpone, yes it's a pivot but we the agencies are the experts in the event world, this is what we do! Let us help you postpone your tour, your event, your plans and work together as partners to get through this. You hired us for a reason, let us show you what we can do when the going gets tough.