Crossmark, a leading sales and marketing services company in the consumer goods industry, has formed BrandMasters— a new experiential marketing agency that will provide turnkey solutions for brands to create meaningful shopper experiences through personal engagement.
Crossmark says it created BrandMasters to meet the growing need among consumer goods brands to effectively influence shoppers on the path to purchase. Services will address all phases of experiential marketing, from shopper insights to turnkey execution and measurement of programs ranging from in-store product sampling to outside events and digital engagement.
“Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals,” says Crossmark CEO Joe Crafton.
“People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store,” he says.
Crossmark will leverage its position as the largest in-store marketing services company in North America, including in-store events through its NCiM division and
Shopper Events joint venture. In addition, Crossmark’s Field Intelligence group is the largest in-store data collection force in North America. There is tremendous synergy with Twin Oaks, Crossmark’s shopper marketing venture with industry leader Mars Advertising. BrandMasters will develop turnkey, national programs for consumer goods brands executing across all relevant areas where consumers shop and play. Services will include coordination of retailer-contracted event execution companies such as NCiM and other retailer event agencies.
Ed Hoehn, most recently VP of client services at Mosaic, has joined BrandMasters as SVP of marketing services. Having spent the last 13 years in the agency business, Hoehn has developed experiential solutions for more than 35 brands such as Microsoft, HP, Sony, Sharp and Verizon. Hoehn will lead the agency’s efforts in providing turnkey experiential marketing solutions for consumer goods clients.
Hoehn says experiential marketing is one of the most effective means to engage shoppers and build brand loyalty.
“Our approach is uniquely positioned to add value,” he says. “We have built a platform on the strengths of Crossmark and added experiential marketing expertise. The platform includes proprietary data and analytics, retail expertise, exceptional field talent and strong relationships with retailers and consumer goods companies. Adding experiential strategy, design and management allows us to build and execute smart programs to drive tangible results for clients.