There are many compelling reasons for having us assist you with consumer acquisition. Much more than we can show on this website. We invite you to download this PDF document for greater detail about P1.
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Taking a Passage to Thailand
Feb 25, 2008
Global beer and spirits firm InterBev partnered with p1 to launch Mekhong Thai Spirit in the United States. Through the use of Relationship and Experiential Marketing strategies, the brand has managed to resonate with mixologists and consumers alike - in a very crowded market. You can read about the unusual outreach approaches and the secret back alley launch party held at The Box in Event Marketer magazine.
Or take a look at video footage of this very successful program.
P1 in the Latest Issue of EVENT MARKETER magazine
April 22, 2008
A great article about the latest trends in on-premise experiential marketing highlights an innovative web solution p1 built for Moët Hennessy USA and FAST Metropolis. Read all about it in the April 2008 issue.
Bringing Them in from the Cold
March 15, 2008
NY/NJ/CT/MA
P1 built a custom event management system, mobilized targeted consumers and executed an event data capture program for the Grand Marnier Après Ski Event Series, which ran in seven markets this winter.
CLICK HERE
to see video from these enormously successful events.
The Art of Mixing
September 30, 2007
NY/NJ/CT/MA
Consumers always know when the mix is right, especially when they're actually in control of the mix. P1 built a custom online platform for Moët Hennessy USA so that consumers can select the songs they want to hear at a series of on-premise events.
CLICK HERE
to see video showing how we integrated the events with the web at each stage, from pre-event music selection, to event RSVP administration, to post-event photography data capture.
Strange Days
August 1, 2007
San Diego
P1 is working with Turner Broadcasting to leverage large-scale events to help drive trial use of their GameTap videogame platform.
CLICK HERE
to see how P1 interacted with consumers at Comic Con, extended the GameTap brand beyond the event itself, and helped drive sweepstake participation to build a database of potential new GameTap subscribers.
Winning Over Wine Consumers
November 23, 2006
National
P1 has partnered with Constellation Wines to help build consumer relationships, beginning at wine tasting events around the country. CLICK HERE to see our data capture approach in action at a recent Alice White Wine event in Atlanta.
"When we brought P1 on to our program, we were able to ensure that our tasting events were fully attended with the right consumers. They quickly understood the task and wasted no time providing a great recommendation on how to achieve our goals as quickly, and efficiently, as possible."
Andrea Sengara Category/Brand Manager, Diageo
"P1 created a consumer acquisition program that was very well integrated with our events. Their team was great to work with and they added a fun, unique experience that attracted consumers to our brands!"
Jennifer Jones National Sponsorships and Events, Constellation Wines US
"For Rémy Cointreau, the P1 team took the lead in identifying our consumer target, building the necessary web tools and databases, and closely monitoring all elements of the project ensuring we maximized our success. They were solution oriented, cool under pressure and delivered the results that I needed each time. I look forward to working with them again in the future. "
P1 leverages the principles
and tools of relationship marketing
to energize event programs.
we bring an extensive range of strategies and solutions that reduce your consumer acquisition costs, and make your brand message resonate long after the event is over.
what we do
capabilities brief
With a deep bench of experienced marketing strategists, media planners, creatives, developers and well-trained field staff, P1 brings a unique multi-disciplinary approach and extensive experience with RM/event integration.
The principals at P1 have developed strategic consumer acquisition solutions ranging from simple event RSVP websites to large-scale national media campaigns for many companies.
How do we achieve our results? Our proven AIM (Acquisition Intelligent Management) platform works in three broad activity areas: 1) “Consumer Mobilization” 2) “On-site Event RM” and 3) “Post-event RM”.
Consumer Mobilization
Example: P1 can manage up to hundreds of media channels to ensure the right number of targeted consumers are aware of your event and attend.
On-site RM
Example: P1 Brand Ambassadors deployed at events nationally to educate consumers and capture their profiles for future brand communications.
Post-event RM
Example: Creating consumer databases and compiling consumer profiles from events to send thank-you messages, or integrating the consumers into existing CRM communications streams.
P1 has a broad set of solutions that can be used alone or together to enhance your event programs.
Consumer Acquisition for Events
Consumer Database Solutions
Consumer Target Modeling
Creative Services
CRM Integration
Data Capture Environments
Event Data Capture Staffing
Measurement and Analysis Tools
Media Planning and Buying
Online Event Management
Online Event Registration Tools
Post-event Communications
Reporting and Analysis Tools
areas of influence
partial client list
Headquartered in New York, P1 has
more than 155 highly trained field staff operating in 21 major markets in North America. As you read this, P1 is executing in the markets shown below.
AIG
Brown-Forman Corporation
Cancer Treatment/Research Fund
Constellation Wines US
Diageo
InterBev Group
Kobrand Wines and Spirits
Moët Hennessy USA
Partida Tequila
Rémy Cointreau USA
Turner Broadcasting
Andrew brings fifteen years of agency experience to P1, having developed acquisition and retention programs for a long list of companies. Andrew led interactive strategy at TBWA/Chiat/Day where he oversaw highly successful campaigns for clients such as Nissan that integrated a wide range of acquisition tactics, including direct mail and a pioneering use of in-house email to bring consumers to special events. Later, Andrew managed large-scale integrated marketing projects at Digitas for Citibank, Morgan Stanley and Starwood Hotels, until US Concepts brought him aboard to help build their consumer acquisition capability from the ground up. It was there he created national campaigns for a wide range of brands such as Johnnie Walker, Captain Morgan, Tanqueray, Hennessy, and Moët & Chandon.
Donn has been a software engineer and software project manager for 14 years. Before joining DCM as head of its Development Services organization, Donn was the Chief Technology Officer of Touchscreen Media Group (TMG) and its parent company, Computer Technology Associates (CTA). While at CTA, Donn ran the GSA Advantage web project, the largest eCommerce site by volume, with a staff of over 40 designers, developers, human factors experts and QA engineers and an annual budget of $6 million. With TMG, Donn was the technical architect and lead developer for several award-winning sites.
In addition to his experience working for Big 5 consulting firm Accenture and Digitas, Tom developed and executed innovative marketing campaigns within a variety of industries. Some specific projects have included implementing an online B-to-B marketing application for Sharp Electronics; implementing a new consumer acquisition approach for B-to-B financial services for Morgan Stanley; enterprise wide website design & build for several companies; and a custom built measurement and optimization system for a multi-channel national marketing campaign. Some of Tom’s projects also included: AstraZeneca Pharmaceutical, Merrill Lynch, American Express, and the United States Marine Corps.
Johnnie Walker
P1 activated a targeted consumer acquisition program for Johnnie Walker Black Label whisky, and utilized 25 different local online media partners to ensure the lowest possible cost per acquisition. A comprehensive real-time tracking system to monitor media performance ensured the correct attendance as well as learnings and optimization for future programs.
The results? P1 exceeded the program objectives with consumer attendance exceeding 125% of the goal, and consumer acquisition costs reduced by 84%.
Our Campaign Partners
On larger projects, P1 will sometimes collaborate with one of our best-in-breed partners in markets throughout the US and Canada.
Blue Hornet (email deployment)
FAST Metropolis (special events)
mQube (SMS/mobile solutions)
TGP Associates (tech heavy lifting)
The Jay Group (large scale fulfillment)
P1 RSVP Site
P1 uses our proprietary website to capture profiles when consumers sign up for private events.
CLICK HERE to see how it works and sign up for a demo event.
history
P1 was formed in 2004 to address the demand for greater ROI from Experiential Marketing programs. Relationship Marketing and Experiential Marketing typically inhabit separate worlds, meaning that many consumer touchpoints are not leveraged as fully as they could be. Events offer the promise of bringing brands to life, but the relationship with the consumers typically begins and ends with the event. RM offers an ongoing dialogue with consumers, but this usually means direct mail or email communications only.
P1 was created to bring these two marketing disciplines together into an fully integrated approach to establish long-term consumer relationships.
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