Taking Nickelodeon’s Paw Patrol on the Road — Laurel Mintz // Elevate My Brand

Quotes

• "What we do best is operationalize the marketing process. There are so many different kinds of agencies out there that do one tiny sliver of the marketing umbrella and what we found is that the middle market brands need holistic support. They need the hands to talk to each other, the messaging to be consistent across all of those channels, and the metrics to be attracted appropriately. And that's what we do best. Elevate Brands." - Laurel Mintz

• "Paw patrol came to us, and they wanted to do this three-month road tour in 21 cities across the US and Canada. They didn't know how to conceptualize that or build out the needed fabrications, building the whole thing in the media relationships. We came in under Spin Master. There were 350 radio spots and 2 million organic impressions, and we got 30,000 new emails. The growth of this campaign was just out of control." - Laurel Mintz

• "It's all about timing in my book. Depending on the event's size and scale, you must give yourself enough time to back into everything you need. The asset builds the timelines, contracting, teams, creative and content, all the pieces that go into this. The other thing people don't think about is that all these big companies and venues gave everyone about a year of leeway on their contracts." - Laurel Mintz

• "When it comes to measuring experiential marketing success, what channels are you driving towards, what are the baselines in those channels before you launched these campaigns, and what was the growth for the period you launched that campaign? For experiential, for example, if the KPI for Ipsy is to increase their subscription box users and they launched this event, how many signups did they get from that event? What was the sell-through on that? Right?" - Laurel Mintz