Blog: Page 1 – BRAINARTIST GmbH. The Retail Marketing Agency
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Wir richteten für Kering Eyewear ein Sonnenbrillen-Event für die Top-Marken Dunhill und Chloe im Grand Hotel Dolder in Zürich aus.
Ready to rumble! 5
Prestige Award – inszeniertPrestige Award – inszeniert

The ICONIC AWARD 2021: our latest POS design award hottie!

As cold as it is right now before Christmas, as warm is our advertiser’s heart. When our already hot competence in shop-in-shop solutions, premium brand staging at the POS and last but not least patented display designs for our top customers is so richly rewarded: namely with the ICONIC AWARD 2021 from the German Design Council for the BRAINARTIST ‘ShoeBox’. Cross-selling power plus a variable clever POS shelf system to build yourself – modular, lightweight, sales-boosting, innovative.

However, if you think we received the award because we were n i c e, you should know that the juries think ‘nice’ agencies are – ‘nice’; the ICONIC AWARDS for ‘Innovative Interior’ are awarded to the ‘best of the best’. It’s the ‘naughty’ ones that get the awards!

So we would like to thank our customer NIKE here once quite impudently for this order – and even though we were awarded for a patented POS system for sneakers that fits perfectly to every shop, we will still – while thinking ahead – remain one thing in the future: unadapted.

Viewed neutrally, Swiss locations are simply cool.

Yes, indeed, there are hotel rooms that the Rolling Stones didn’t dare to cut short – some of them are in one of the most famous houses in the world, the Grand Hotel Dolder, high above Zurich. And if Keith Richards had known that he was going to stay tired out and disguised with sunglasses in the very place where BRAINARTIST, years later, is hosting a sunglasses event for its client Kering Eyewear for the top brands Dunhill and Chloé, he would probably have made his bed before he left.

We, at any rate, were proud to be able to write our event history in the place where Albert Einstein, Walt Disney and Thomas Mann culturally shaped the history of this hotel – and to look in on our masked colleague heroes in the local BRAINARTIST office on the edge of Lake Zürich.

It all depends on the sparring partner …

Welcome to the Pitch Club! The first rule of the Pitch Club is: Start-ups talk about their project in Pitch Club! The second rule of the Pitch Club is: We talk with the start-ups about their project in the Pitch Club!

Since 2014, the Pitch Club in Frankfurt has been a regular meeting place for professionals in the industry and creative start-ups to exchange ideas, discussions and evaluations. The young founders get into the ring and pitch in front of top investors, sponsors and partners. This can sometimes lead to tough arguments, but it’s all part of the game – putting them on the boards, counting and getting up again. But often enough the young savages also achieve a lucky punch and knock everyone out with their idea.

BRAINARTIST is at the start of the race for the full lap time and supports with a lot of know-how.

The fastest award show ever.

Post-factual’ has become a familiar word; since ‘post-modernity’ this prefix has always been used to describe the end of an era. Exactly. We have already seen a number of award ceremonies – but none at the front door of our agency by ‘post’ (german for ‘mail’). Likewise, we have never been asked for a surname at an award ceremony or had to acknowledge receipt on a touch screen with our index finger.

Thus, we did not receive our latest award at a public event from a charming laudator with champagne breath, but from a nice young courier driver from FedEx. We would have liked to thank him, our customers, our colleagues and our family and to praise ourselves a little bit with a few words, but then the friendly young gentleman had already driven off the car park again and so fast that it whirled up the gravel in the driveway.

Well: Corona rules, of course. Award unpacked, placed in the row and ‘think ahead mode’: on!

Part 2.

If you win the German Business Award in 2020 for the second time after 2019, there must be a scientific explanation for this. In any case, the success research team from our Erbach-based ThinkTank could only come to the conclusion that the following parameters are fixed in this success thinking model: strong POS marketing, strategic brand management, cross-media communication and precisely applied project management.

Seen in this light, it can be seen as proven that our ‘think ahead’ principle ignites and thus releases a great deal of energy for our customers. This is why we are looking forward to a moving future with our clients in which the brands we support will still be heard a lot!

New! Everyday life without company sports …

When we didn’t want to think in the past, we liked to play soccer here. Not that this is mutually exclusive, but the great Gerd Müller once said when asked what he thinks about when he shoots a goal: ‘When you think, it’s too late anyway.’

Thus, at BRAINARTIST, intuitively controlled scoring before or after work was occasionally a welcome change from strategic planning. However, since we – AHA! – pay attention to the necessary distance rules, we still cancelled all ghost games in the social room.

As much as we like to play soccer, table soccer in a category 3 type 3B infection protection suit would look like a particularly weird fetish, even for less imaginative customers. So we prefer to just think ahead.

When omission becomes sausage.

Anyone who tells people today, unsuspectingly and only in good faith, that they like meat often has to explain this for longer than a good steak on the grill takes. In times of climate change, easily celebrating the lifestyle of past decades can even lead to people avoiding you with your old-fashioned burger at barbecues, just like an Arsenal fan in Chelsea.

The sporting challenge of conjuring up a very, very tasty brand and hearty packaging for ‘meat-like food’ was gladly accepted by our customer VAN HEES and us – full of appetite for good design, well cooked concepts and a hot sales force package. The result of our next level meat strategy can be seen here: https://www.van-hees.com/de/en/range-of-products/vecan. And as true animal lovers, we are very proud to have made meatless enjoyment a little more tasty.

‘Top of the week’ at the trade press – our campaign for STEITZ SECURA

How do you actually manage to attract the attention of very, very busy people? The easiest way would be to camp in front of their workplaces, hold up self-painted signs saying ‘I want to be a customer of yours’ or follow them stubbornly wherever they go – after all, with Uschi Obermaier and Mick Jagger this was successful.

However, since we didn’t want to stalk rock stars for our customer STEITZ SECURA, but to sell the best safety shoes available to safety engineers, company doctors and purchasing managers, we had to proceed a little more professionally – because this target group IS as hard to reach as rock stars.

Stage 1: we put up posters for our – self-painted – campaign (and didn’t camp) directly in front of the headquarters of potential new customers. The individual 18/1 format address was followed by a half shoe box via courier service, which asked to match ‘the perfect pair’ – with the missing shoe and an appointment to get to know STEITZ SECURA and the – hopefully – new customer.

Somehow we were not really surprised by the great response and the business appointments made afterwards – some of which seemed impossible – … a little Uschi Obermaier just helps with real rock stars from industry and trade.

Omni visionary with BRAINARTIST on the way …

On days like these, where shop managers are desperately looking for customers, we planned to finally tell something that was probably unknown to many retailers: namely how much potential lies in the mysterious term ‘omnichannel marketing’! But we understood – such scientific sounding words as ‘NFC’, ‘augmented reality’, ‘digital signage’ and ‘mobile payment’ are hard to understand when used to describe ‘chop-chop – paid’, ‘greatest product show on earth’, ‘total overview’, or ‘bye-bye, cash’.

In order to make these very simple contents tangible – so that nobody else but we had to ‘think ahead’ – we drove across Germany with our 10-ton mobile demo shop to tell big brand manufacturers and shop operators about it live. So it wasn’t the mountain that came to the prophet, but BRAINARTIST to the POS.

And because we are convinced that buying in retail can be as much fun as watching a movie in the cinema and that real shop windows can be more exciting than virtual e-shops, we will continue to set out again and again in the future – to keep retail, for which BRAINARTIST always does everything for love, on the move.