Tamara Deike is a Global Brand Development Director at PlayNetwork. She consults with PlayNetwork clients, inspiring innovative and engaging campaigns to help shape their customer experiences. With a background as a DJ, 12 years working in dance music across record labels, tech startups and artist management, as well as a Brand Development Director, Tamara has a unique perspective on both the music and artistry of the event, as well as the brands with pop-up experiences.

THE BRANDS

To be a brand on site at Coachella is a thing of many wonders. This is one of the most highly-curated, productionally-perfected (the app, digitized wristband activation, etc.) festivals, period. So when it comes to hand-selecting which brands are befitting partners, Goldenvoice has pretty much nailed it. Only a few brands rose to the top of my short-list (only 6 official brand sponsors this year):

Sephora: Best on-site activation at Coachella, hands-down. This gorgeous tent featured AC, various makeup ‘try/touch-up’ stations, a socially connected selfie-screen, Sephora giveaways, a […]

PlayNetwork’s Marketing Coordinator Christy A. is a massive music fan and has attended every Bumbershoot since she moved to Seattle. She shares her brand + band highlights from this year’s festival experience.

Summer’s final beacon here in Seattle is the Bumbershoot festival, held every Labor Day weekend at Seattle Center. Bands large and small take over for three days of music discovery, comedy, and art. What caught my eye were brands large and small weaving their way into the festival experience, with plenty of opportunities for comfort, fun, and special perks as the weekend wore on.

PlayStation’s Road to Greatness touring truck greeted us at the main entrance, giving players the chance to test their skills at new and unreleased games, compete in live tournaments, and win prizes. Coca-Cola’s Share A Coke tour came to life with a custom kiosk, where we could personalize our own Coke mini cans with our first names. I’m not one for sipping soda all too often, but I had to […]

Today, consumers’ desires are channel agnostic and developed from the knowledge and information that’s available across channels, a result of the omni-channel movement.  How do retail brands maintain channels that can keep up with customer expectations and anticipate them going forward?

In a recent PwC study, the solution is found in a new business model which they call Total Retail.  The building blocks for Total Retail call for less focus on channels and more focus on customers.   It includes a “Chief Customer Officer,” a leader who owns the customer experience, regardless of channel, and focuses on developing a brand experience to meet these 8 customer expectations:

The desire to discover a compelling brand story that promises a distinct experience.  This is the #1 factor consumers give for shopping at their favorite retailers.  They hear a voice bigger than the shopping experience. Personalization, which is defined as customized offers based on protected personal preferences and information.  Retailers can craft and deliver the right offers at the right time based on past purchases or predictive analytics. Access to enhanced and consistent experience across […]