In today’s highly competitive communication landscape, creating a compelling brand experience has become indispensable for companies striving to thrive in the market.

One such example comes courtesy of the crypto-gaming entertainment brand Roobet, owned by RAW Entertainment. Through a collaboration with branding and marketing agency Steves&Co, the company gained new perspectives into the significance of brand experience throughout the customer journey, both online and offline.

“What is greater than witnessing your customers not only being delighted with the product you offer but also seeing them transform into genuine fans and brand ambassadors?” asks Roobet’s director of marketing, David Kostap.

“The process of turning customers into passionate advocates heavily relies on the exceptional experiences they receive. This fosters stronger and more enduring relationships between the brand and its customers, amplifying their loyalty and endorsement.”

Kostap further highlights the importance of brands consistently delivering a high-quality representation of themselves at every interaction point. Aligning all aspects of the brand journey is key, as individuals constantly seek holistic entertainment and personal value from brands.

Roobet, as an online entertainment provider, understands the significance of maintaining consistent touchpoints through user-friendly website journeys and interfaces to attract and retain customers. Seamless and intuitive interactions have played a pivotal role in enhancing the online experiences of its customers.

Memorable brand moments

From the moment Steves&Co embarked on the project with Roobet, the main objective was to craft and maintain a captivating brand experience that remained authentic and comprehensive.

“Our teams constantly ensure that the brand guidelines and tone of voice are robust and relevant, aligned with Roobet’s vision and any new directions it takes,” emphasises Emily Micallef, head of marketing and strategy at Steves&Co. “The stewardship of a brand, ensuring it is genuine and appropriately represented in the market, has been a significant factor contributing to the success we have observed during our 15 years in business,” she continued.

Steve Ciantar-Barbara, CEO of Steves&Co, echoes this sentiment, emphasising the importance of creating memorable brand moments. He states: “Brands have the opportunity to forge deep connections and elevate their relationship with their audience. It’s about consistently exceeding expectations, surpassing previous achievements to truly differentiate yourself in the market.”

The process of turning customers into passionate advocates heavily relies on the exceptional experiences they receive.

David Kostap, Roobet

An important aspect of this client-agency work was the incorporation of a group of high-profile ambassadors, whose distinct personalities were seamlessly merged into the tone and fabric of the brand.

One successful collaboration example was the partnership between Roobet and Snoop Dogg. Steves&Co took the lead in global communication and marketing, creatively building campaigns and utilising dedicated boards and websites that effectively portrayed both Roobet and Snoop Dogg in a shared space.

Roobet’s Kostap explains: “We were very pleased to see the effective response and positive engagement from our valued customers and players. The increasing number of return players and a surge in member signups reflect the steady growth of our vibrant online and offline communities.”

By embarking on this series of successful high-profile collaborations, Roobet has not only added significant brand value but also achieved remarkable milestones. Notably, the partnership formed in March of this year with Snoop Dogg presented exciting opportunities to create fresh brand experiences and propel further development for the brand.

“Steves&Co played a crucial role in developing our communication strategy for the brand ambassadors projects, ensuring that all creative elements are captivating and enjoyable,” Kostap continues.

This involved implementing engaging content across websites in various languages, dynamic digital ads, captivating video ads and impactful OOH campaigns across Mexico, Brazil and Canada, featuring dedicated billboards and websites that seamlessly integrated the worlds of Roobet and Snoop Dogg. Furthermore, Roobet took the celebration of this partnership to new heights by launching an exclusive game dedicated to their fans.

Offline experiences also contribute to establishing a brand’s identity and forging emotional connections with customers. Whether through physical spaces, events or face-to-face interactions, offline experiences offer unique opportunities to engage with customers on a personal level.

Marian Melinte, head of customer acquisition for Roobet, agrees: “Creating memorable offline experiences at trade show expos has allowed us to build trust and establish Roobet as a leading brand in the gaming entertainment industry. It’s all about connecting with our customers and partners on a deeper level.”

He adds: “Roobet’s commitment to offline touchpoints – such as branded presence in spaces and communications through a branded fleet of shuttle buses at trade shows and expos worldwide, as well as OOH ads – played a significant role in portraying the brand and facilitating interactions with visitors and media partners. Steves&Co’s dedication to create unique approaches and interactions for physical environments consistently elevated the brand, attracting more customers and increasing consumer satisfaction.”

Immersive brand experience

Recognising the significance of establishing engaging interactions with audiences, Roobet extends its commitment beyond offline touchpoints to the digital realm. A brand’s website is a digital representation of its values, offerings and personality, with an opportunity to engage visitors. The team at Roobet believes that a compelling website is paramount.

Kostap states: “Our website serves as a window into our brand. It’s not just about the games and products we offer but also about showcasing our commitment to innovation, entertainment and customer satisfaction.”

The collaborative efforts between Steves&Co and Roobet have successfully orchestrated a thrilling and immersive brand experience that transcends the boundaries of the online and offline worlds. By meticulously crafting authentic touchpoints, aligning brand elements, and incorporating high-profile ambassadors like Snoop Dogg, Roobet has not only attracted and engaged customers but also cultivated a community of passionate brand advocates.

Through its commitment to innovation, customer satisfaction and strategic digital and physical interactions, Roobet continues to elevate its position in the competitive online entertainment industry, leaving an indelible mark on the minds and hearts of its audience.

The Speers Gallery at the Kennebunk Free Library will present Recent Works, an exhibition of watercolor, pastel, and pencil by Kennebunk resident Wendy Gallart.

The exhibit runs July 1-31, and the public is invited to an opening reception 4 to 6 p.m. Wednesday, July 5.

According to a June 13 news release from the library, “Pursuing her lifelong desire to study art and art history, Wendy Gallart received her undergraduate degree in fine arts and education. Subsequently, Wendy began her career in marketing and commercial art. Her career led to increasingly responsible positions at several Fortune 500 companies, where she directed design and public relations teams through branding and logo designs, extensive advertising and public relations campaigns and product launches.

The Speers Gallery at the Kennebunk Free Library will present Recent Works, an exhibition of watercolor, pastel, and pencil by Kennebunk resident Wendy Gallart. The exhibit runs July 1-31, and the public is invited to an opening reception 4 to 6 p.m. Wednesday, July 5. Courtesy image

“Wendy then applied her knowledge and experience to the not-for-profit sector. She received a masters of public administration and then worked toward bettering the health and welfare of animals. Since her retirement, she has returned to her true loves, drawing and painting. She has studied under internationally renowned painters and teachers such as Peter Barnet and Theresa Troise Heidel and currently works with local artist Russell Whitten. In addition, she has remained an avid collector of photography and fine art through her past business connections with auction houses and dealers.

“Wendy enjoys the beauty of the hills, fields and coastline of southern Maine every day, often accompanied by her dog Summer. She primarily works in watercolor and has recently begun to show her work in York County community venues.”

The public is invited to view the exhibit in the library’s Speers Gallery from July 1-31 at 112 Main St., Kennebunk, during regular library hours when the gallery is not in use for library programs. For library hours and gallery access, visit www.kennebunklibrary.org.

Southern Maine Health Care announces new chief operating officer

Southern Maine Health Care announced last week that Kathryn Cope will serve as its new chief operating officer. Cope currently serves as vice president of operations and critical care at Maine Medical Center, a role she assumed in 2019.

Cope takes over for Nathan Howell, who was named president and CEO of MaineGeneral Health in Augusta.

“Kathryn is an experienced health care executive with more than 25 years of experience in acute care clinical operations, finance, and service line strategy,” said Joel Botler, MD, chief medical officer and interim president of MaineHealth’s Southern Region, which includes both SMHC and MMC, in an email. “Her experience as a community-oriented collaborator with proven skills in advancing innovative solutions to complex challenges make her a perfect fit for SMHC.”

Cope earned her undergraduate degree in economics and classics from Bowdoin College and her MBA from the Darden Graduate School of Business, University of Virginia. She has been at Maine Medical Center since 2012, serving in several leadership roles before her current position.

Authors to visit Graves Library

Graves Library announced that it will host several authors in June, including the Rev. Dr. Russell J. Levenson, Jr. on Monday, June 26 at 5:30 p.m.

Levenson will discuss “Witness to Dignity” and his personal relationship with George H.W. and Barbara Bush. “Witness to Dignity” details Levenson’s relationship with the former president and his wife.

On Thursday, June 29, at 10:30 a.m., Maureen Lee and Jennifer Cooley, authors of the children’s book, “A Puppy in Maine,” will be at Graves Library. The family program will include a craft.

On Thursday, June 29, at 6 p.m., Mike Urban, New England author (and editor), will visit and share stories from “Unique Eats and Eateries of Maine,” his newest book. The library will serve a Maine dessert.

Copies of the books will be for sale and signing after each presentation. Light refreshments will be served.

The Library is located at 18 Maine St., Kennebunkport. For more information, call 967-2778 or visit www.graveslibrary.org.

Maine Women in the Arts names award winners

Ellen Pelletier Courtesy photo

Maine Women in the Arts launched its 2023 show season with its annual Awards Show on May 26-28.

Forty-two local artists participated with their work being judged by Heather Lewis. Lewis is a studio arts instructor. She has taught and conducted workshops throughout the northeast. She currently is a studio arts professor at York County Community College in Wells (20 years), and The River Tree Arts Center (10 years) in Kennebunk.

First-place recipient was Ellen Pelletier for her pastel “Moonlit.” Show attendees were asked to vote for their favorite piece of artwork and that people’s choice award went to Kathy Chase for her oil painting, “Three Seconds in Time at Boothbay.”

There were six other awards presented at the show.

Second place went to Mary Greto-Brunner for her acrylic/mixed media piece titled “What the Wind Knows.” Third place was Norma Johnson’s pastel “Workshop.” Three honorable mentions included Anne Bertucci’s woven piece, “An Aspect of Pitch;” Ellen Blum’s photograph, “The Tides;” and Lisa Roderick’s oil, “Evening Reflections.” In addition, Sarah Ostrov’s pastel, “Early Spring,” was a judge’s choice.

Maine Women in the Arts has four shows a year. The next show will be July 28-30.

Kathy Chase Courtesy photo

The objective of Maine Women in the Arts is to promote and give exposure to local artists and their work in all media. For more information about MWA, visit www.mainewomenarts.com.

Art Guild of the Kennebunks awards scholarship

Kennebunk High School graduate Emily Mains is the recipient of the annual $500 scholarship awarded each year by the Art Guild of the Kennebunks … along with another five scholarships awarded by other service organizations.

According to an Art Guild of the Kennebunks news release, “Emily’s forte is metalsmithing which she studied in the Kennebunk High School Alternative Education Program, turning out a variety of ornamental pieces (rings, bracelets, pendants, etc.) featuring combinations of different metals coupled with designs in glass or gemstones.

“Metalsmithing, however, will have to go forward as a much loved hobby, for her true interest lies in cosmetology — her goal: to make her way into the glamor of movies.”

Most artists can trace their passion to some early moment in which they could actually feel the tug of pencil or brush — or whatever a given medium requires for tools. For Emily it was her mother’s love of crafts. “She was always engaged in some project or another,” Mains said in an email.

Kennebunk High School graduate Emily Mains, recipient of the 2023 Art Guild of the Kennebunks Art Scholarship, at work in her metalsmithing studio. Courtesy photo

A major part of the alternative program involved experiences outside the normal school environment; traveling to different locations of cultural or natural interest and volunteering in certain work projects. “This broadens the world view,” Mains said. “It has made me much more open-minded.”

The Art Guild of the Kennebunks is a juried art organization representing artists throughout southern Maine. It sponsors exhibitions during the spring and summer months and during the annual Winter Prelude in Kennebunkport. Each year it awards a scholarship to a graduating Kennebunk High School senior who has shown both interest and achievement in the arts.

Kennebunk High School graduate Emily Mains, recipient of the 2023 Art Guild of the Kennebunks Art Scholarship, at work in her metalsmithing studio.

Model of Positive Living Award nominees wanted

The Center is seeking nominations for its ninth annual Model of Positive Living Award.

According to a June 19 news release, “The Model of Positive Living Award is given to a community member who is 50 or older who makes a difference in the lives of others through kind gestures, volunteerism and a can-do attitude. We are looking for individuals who live their lives with vitality and compassion. We’re confident you know someone who has demonstrated these inspiring traits. Help us recognize their impact and influence.”

To fill out a nomination form, visit  www.seniorcenterkennebunk.org. The deadline to nominate is Aug. 1. To make a submission, call 207-967-8514 or email [email protected] The award will be announced by The Center in September.

Arundel will conduct RSU 21 recount

The town of Arundel sent out notice on Tuesday, June 20, that on Wednesday, June 21, 2023, at 10 a.m. a recount for the RSU 21 director three-year term would take place at the Arundel Municipal Building in the Town Meeting Room.

Registration open for eighth annual charity 5K

Spurling Fitness announced it will host its eighth annual Spurling Charity 5K on Saturday Aug. 12. The family-friendly event invites participants to “walk, run or dance” across the finish line. The event, designed for all ages and abilities, begins at 8 a.m.

Each year, a new beneficiary is chosen. This year’s event will benefit The Center for Grieving Children, Maine.

Registration is open and costs $25 for those who sign up by July 15. The first 100 registrants are guaranteed a race T-shirt. To register, visit https://racewire.com/register.php?id=13534.

Stuffed animal adoption at Kennebunk Free Library

On Wednesday, June 28, from 2 to 4 p.m., Kennebunk Free Library will be an adoption center for stuffed animals that are looking for forever homes. Drop in during adoption hours to pick out a stuffie to keep.

Participants will also receive an adoption certificate to take home. The Animal Welfare Society will be on hand to talk about their organization. While at the library, participants are encouraged to sign up for this year’s summer reading program.

The program will be held outside of the Children’s Room. In the event of rain, the program will be inside the Children’s Room. The event is free and wheelchair accessible. Kennebunk Free Library is located at 112 Main St., Kennebunk.

For more information, call 985-2173. The Stuffed Animal Adoption is part of All Together Now summer reading program. For more information about summer programs, visit www.kennebunklibrary.org.

Library plans ‘Groovy 60s’ summer reading party

This year’s summer reading theme is All Together Now at Kennebunk Free Library. On June 26 from 5-7 p.m., the library will host a Groovy 60s Party. Participants are encouraged to dress in a 1960s-era costume. The party will include a DJ, crafts for all ages, games, a photo booth, and treats.

All ages are welcome to participate in the summer reading program and keep track of how many hours they’ve read using a paper log and earn raffle tickets for local business gift cards. All ages will be eligible to enter a raffle in their age group. The summer reading program will run from June 26 to Aug. 19. Programs offered include:

Adults

· Shank Painters pirate band

· Carey Kish, author of Beer Hiking New England

· Craft programs for adults

Teens (ages 10 and older)

· Teen Tie Dye Party

· Dungeons and Dragons

· Anime Club

· Mario Kart Tournament

Children

· Stuffed Animal Adoption

· Special guests Mad Science of Maine and Children’s Museum of New Hampshire

· 31st Annual Pet Parade and Show

· Messy Art

All ages

· Groovy 60s Summer Reading Kickoff Party

· Ice Cream Social Finale Party

For more information, call 985-2173.

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Last week, Singapore Realtor Inc’s real estate agent, Shahirah Shaik came under public scrutiny for using fliers that emulated parking summons tickets. 

In an anonymous post on Facebook page ‘Complaint Singapore Unrestricted’, a user angrily bemoaned the misleading quality of the advertisement. “Got this on my windscreen. I must say this is very lame and not funny at all,” the post said as seen by MARKETING-INTERACTIVE. “No driver like to see this kind of joke on their windscreen. And you jolly well don’t litter with your cheap marketing gimmick on our cars,” the post continued.

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The flier bore Shaik’s details under the header ‘Notice of no offense’ before continuing that the driver’s ‘transgression’ was them “parking beautifully”. It also encouraged users to post and caption the ad saying, “we’ve got your summon” and to tag their Instagram page if users liked the advertisement.

While the anonymous user was upset about the shocking marketing tactic, a majority of netizens expressed their enjoyment over the flier with 29 out of the 48 likes on the post being a laughing face.

Shock marketing, or shockvertising, which is the act of deliberately shocking or startling viewers with a marketing campaign, is not uncommon in this day and age especially considering that there is so much content competing for one’s attention. More marketers are attempting to stand out and to do so, employ creative and innovative methods. 

“Researchers claim the average person sees hundreds to thousands of ads in a day from what is now an endless supply chain — it’s easy for brands to get lost in that mix,” said Don Anderson, the CEO of Kaddadle “So, it’s no surprise that some marketers may get frustrated and show signs of desperation in their communications, in order for their work to get recognised and for consumers to respond. But there is always a fine line,” he cautioned. 

Crafting a good shockvertising campaign

He noted that a good shockvertising campaign will elicit a dialogue on topics that societies may not always want to confront or discuss publicly.

“The shockvertising label is usually applied to advertising that is considerably more of an affront and taps themes that are taboo or provocative in nature, such as topics of culture, race, sexuality, health and social injustice,” he said, citing an example of some of the United Colors of Benetton ads from the 80s and 90s which showed a variety of shocking images such as a priest and a nun kissing, a baby still attached to an umbilical cord and actual images of a murder. 

“Although those campaigns yielded an avalanche of hostility and negativity, it knew what it was doing,” said Anderson. 

 Agreeing with him, Lars Voedisch, the principal consultant, managing director of PRecious Communications noted that before one can convey any message, they need to grab the attention of their target audience. 

 “Let’s be honest – there are way too many similar-looking letters and flyers of real estate agents with limited to no real differentiators,” he said. “Generally, the more crowded or dry a topic, the more creative you need to get to stand out.”

He added:

Unfortunately, then, the creative approach sometimes overshadows the actual story you want to tell. 

Measuring ROI for shockvertising campaigns

Saying that, capturing the attention of a target audience is not all you need. After all, when you have shockvertising campaigns, you are likely to get a wide variety of responses such as the real estate agent who equally angered some and also got many to laugh at the creativity and the joke of it all. As a result, measuring ROI then tends to become an issue. 

“Brands gauge brand awareness, reach, social media metrics, sales, and other direct in indirect impact metrics like changes in brand perception and consumer behavior,” explained Voedisch. “When you go out with a riskier approach, it is harder to predict the direct outcome. For example, even if you get a lot of attention, this might not convert into sales. On the other hand, you might offend a large majority of the general public. But if your objective was only to get a rather niche target group to connect even stronger with your brand, you might achieve your ROI by willingly upsetting larger audiences.”

He concluded by noting that the nuances between being witty or becoming a nuisance can sometimes be very narrow saying:

What works for some might upset others. That’s the reality for anything that goes beyond being straightforward – today, more than in the past. 

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How brands can utilise user generated content in this day and age

In today’s fast-paced digital world, consumers are bombarded with countless marketing messages every day. To cut through the noise and make a lasting impression, businesses must embrace the art of hyper-personalization, crafting tailored marketing messages that resonate with their target audience on a deeper level. This approach goes beyond merely addressing customers by their first name; it involves leveraging data and insights to create highly relevant and engaging content that speaks directly to the individual’s needs, preferences, and interests.

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Once a business has a solid foundation of customer data, it can begin to segment its audience into distinct groups based on shared characteristics. This process, known as audience segmentation, allows marketers to tailor their messaging to the specific needs and interests of each group. For example, a clothing retailer might segment its customers based on factors such as age, gender, location, and shopping habits. By doing so, the retailer can create targeted promotions and offers that are more likely to resonate with each segment, ultimately leading to higher conversion rates and customer satisfaction.

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In conclusion, the art of hyper-personalization is an essential component of modern marketing strategies. By leveraging data, AI, and machine learning, businesses can craft tailored marketing messages that resonate with their target audience on a deeper level. By doing so, they can drive higher engagement, conversion rates, and customer loyalty, ultimately leading to long-term success in today’s competitive digital landscape. As technology continues to evolve, the possibilities for hyper-personalization will only grow, offering businesses new and innovative ways to connect with their customers and stand out from the crowd.