Building Brand Experiences

In this episode of The Faces of Business, we dive deep into the world of brand experiences. Kitty Hart, Vice President of Client Brand Experience at Heroic Productions, unravels the secrets behind creating unforgettable brand moments that resonate with audiences.

In this episode of The Faces of Business, we dive deep into the world of brand experiences. Kitty Hart, Vice President of Client Brand Experience at Heroic Productions, unravels the secrets behind creating unforgettable brand moments that resonate with audiences.

Kitty is not just any marketing professional; she’s a visionary with over 28 years of experience, specializing in bringing brands to life through strategic storytelling, impactful brand strategy, and innovative experience design.

At Heroic Productions, she’s been the driving force behind numerous successful virtual and in-person events for large corporations and organizations.

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Kitty’s accolades don’t just stop at her professional achievements; she’s also a sought-after speaker, writer, and mentor whose passion for experiential marketing has inspired countless professionals in the marketing and events industries.

In the opening notes, Damon discusses how some brands strategize storytelling to evoke emotions, setting the theme for an engaging session. He requests Kitty to share her journey in helping big brands create remarkable events.

Unwinding her extraordinary career path, Kitty discusses the value of not rushing into a career choice. With a liberal arts degree, she explored different directions before unexpectedly choosing sales. She found an opportunity with a pioneering video marketing company in Chaska, Minnesota, during the mid-’90s, a moment Damon also recognized as significant.

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During the era of VHS and MTV, marketers realized the potential of creating personalized connections through short-form videos. Kitty recalls a notable example involving Disney vacations. They would send customized videos based on customer inquiries, helping convert interest into bookings. She worked at a manufacturing company that sold to ad agencies and marketing firms, and this approach thrived for years until it began to decline after 9/11.

Before transitioning into marketing, Kitty spent seven and a half years there, honing her sales skills. Despite not majoring in marketing, her intrigue with the field set her on her path today.

At Heroic, Kitty’s focus is on corporate event marketing. They specialize in designing and executing significant corporate events that bring together hundreds or thousands of employees for immersive experiences. The goal is to ensure that the people on stage are seen, heard, and felt, creating memorable and impactful events.

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Kitty opines that planning every minute of a corporate event is essential because any unplanned moment can lead to losing control, especially when significant investments are at stake. Selecting a team with expertise in staging design, audio, video, and lighting is crucial to ensure the seamless execution of the event. These behind-the-scenes elements, such as speaker confidence monitors and teleprompters, play a vital role in ensuring a flawless experience for the audience.

Similarly, Kitty believes rehearsals are crucial in event planning to ensure speakers are comfortable with the setup. Speakers need to be familiar with the microphone and audio setup to feel confident when delivering their presentations during product launches.

Damon requests the guest to discuss the most fun event management part. In response, Kitty reveals that she finds excitement in witnessing a concept evolve into a reality, which can span a year or more. From the initial conceptual stage, she and her team work closely with clients to develop ideas, design renderings, and execute the event.

At Heroic Productions, the focus is on making the client the hero. The ultimate goal is to ensure the client’s happiness and success.

Damon is curious about the convergence of experiential marketing and corporate events, particularly when companies like Red Bull, known for their daring stunts, take a more unique and creative path.

Impressed by the remarkable creativity and daring stunts associated with Red Bull, Kitty takes a different view.

While not every corporate event can replicate such extreme experiences, Kitty says these examples drive a constant focus on creativity and newness.

While talking about her favorite type of event, Kitty believes it involves a combination of impactful music, striking lighting shows, and surprises that delight attendees. Transforming a traditional venue, like a Hilton Ballroom, into a dynamic experience through visuals, music, and engaging speakers or entertainers excites her.

An important aspect the guest brings to light is the infusion of as many senses as possible into an event. For example, the use of scents, like in the hoteling experience, where specific scents can transport attendees to different environments and enhance the event experience. “That’s a good example of how to use scent,” asserts Kitty.

At Damon’s request, Kitty discusses her most challenging events. It was a multi-day project for a major beauty brand, which involved high complexity and client expectations. The event centered around a full-fledged fashion show for a haircare product. It was intense and demanding, with extended hours and non-stop activity. Kitty and her team played a crucial role in maintaining the event’s high energy and pace, making it a significant challenge and rewarding accomplishment.

Meanwhile, Damon asks about companies’ cool and innovative approaches to engage and captivate customers during product launches.

Kitty reveals how product launches, although a common type of corporate event, still incorporate key elements like education, entertainment, and networking. For B2B brands, education is paramount, but it must be engaging and avoid the “Death by PowerPoint” scenario. Moreover, Kitty advocates for recreational activities and taking attendees out of their usual environment to enhance the experience.

As the show inches closer to its conclusion, Kitty shares the remarkable experience of Heroic’s involvement in Super Bowl LII in Minneapolis. Despite the challenging outdoor conditions with sub-zero temperatures, their crews worked long days. The event was held along Nicollet Mall and featured various stages for bands, including a ski slope and a snowmobiler performance.

AI’s impact intrigues Kitty. She also talks about an in-house hologram technology called “Proto,” which beams individuals as holograms, offering creative possibilities, such as enabling a CEO to appear in multiple locations simultaneously. They are currently infusing a virtual piece, which would make it a perfect choice for hybrid events.

Damon concludes the show by expressing his enthusiasm to participate in the hologram technology event, wishing it to be happening soon. He thanks Kitty for her insights and presence in the conversation.

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43:00
SUMMARY KEYWORDS
event, people, heroic, companies, experiential marketing, talking, big, clients, infusing, cool, brand, kitty, product launches, team, year, experience, happening, good, production, speakers
SPEAKERS
Damon Pistulka, Kitty Hart

Damon Pistulka 00:02
All right, everyone, welcome once again to the faces of business. I am your host, Damon Pistulka. And I am excited today because we’re going to be talking with kitty Hart. And we are going to be talking about building brand experiences. Kitty. Kitty is the VP of client brand experience with heroic productions. Kitty, thanks for being here today.

Kitty Hart 00:30
Thank you happy to be here.

Damon Pistulka 00:32
It’s gonna be awesome, because we have a lot to talk about. We were talking about as we are coming on good stuff there. And just getting just thinking about this. I was getting excited because there are so many different ways that brands evoke emotions. And I have to imagine that that is some of that is planned. Hopefully. Yep. And and some of it is is enhanced by some of the events they use.

Kitty Hart 01:05
Absolutely. Yes. Yeah. So it’s a fun topic. Oh, yes.

Damon Pistulka 01:10
Yes, yes. So Kitty, first of all, we like to understand our guests and how they got into what they’re doing. Because that’s, you know, not everybody just walks out and says, Hey, I’m going to help big brands put together these awesome events. So can you share them with us?

Kitty Hart 01:31
Yes, Yep, absolutely. It was sort of a windy road to get here. And I actually when I talk with young people about, you know what they want to do, and so many of them feel that they need to know what they want to do right away, like either going into college or when they leave college. I didn’t have any idea what I wanted to do. After I graduated, I had a liberal arts degree. So I had a really good solid education, broad education. But it didn’t really know what I wanted to do. So I floundered around for a little bit. And at some point, I decided I wanted to go into sales, which was very surprising to me. But having sort of floundered around for a while and observed different careers and different companies, I looked at it and viewed it as an opportunity for me to have the most control over my own success or failure. Right. If you’re selling ringing in business, you’re a valuable asset to the company. So I got lucky. I ended up finding a company in Chaska, Minnesota. This was mid 90s. And they were at the forefront of video marketing. Do you remember? Damon? Does that ring a bell?

Damon Pistulka 02:51
Yes. When when what the music channel VH one actually played music or Yeah, yeah. MTV. Music? Yes.

Kitty Hart 02:58
Yep. Well, so there were big brands. There were marketers that were basically saying, Hey, you can have more of a one on one connection with people if you create short form short form video and drop these video cassettes into the mail. So you might remember back and getting a video clip in the mail. Right? Okay, so a good example would be Disney. So you’re you’re going to you’re thinking about going to a Disney vacation. You see a commercial, they say call one 800. For more information, you call you talk to somebody, they ask you a bunch of questions, and they put you into a category. Okay, this is a senior couple and they’re taking their whole family. Well, that’s going to be a very different kind of trip than people that might be going honeymooning. Okay. And yes, people do honeymoon in Disney. So very different trips, but then a very customized video would be sent to that person. And that helped them convert that inquiry into Okay, yep, I’m going to Disney. So that’s what we did. It was a manufacturing company. But we were selling to ad agencies and marketing companies. And again, the big brands who said, I get it, I want to put a five minute video out into the mail. It was a vibrant business for many, many years. And it’s kind of started to ramp down, unfortunately, after 911 but I was there for seven and a half years. And that’s really where I learned how to sell. And then when I was ready to leave there, I just basically went down the marketing path. I wasn’t a marketing major at Gus Davis. I was a communications major but I was intrigued by marketing. And so that’s basically what sent me down this road.

Damon Pistulka 04:51
Very cool. Very cool. So what is it that you liked the best about Working at heroic and helping people with these brand experiences.

Kitty Hart 05:04
So what we do at heroic is a segment of marketing is this big, broad umbrella. And after I left that company, and then my path really was in branding, and experiential, and here at heroic, it is corporate event marketing. So the work that we do for our clients, we help them design and execute big corporate events. So where they’re bringing hundreds or 1000s of their employees together, for an immersive experience. It’s it’s a lot of work. It’s a lot of planning, it’s a lot of logistics. But it’s super, super creative. It is I compare it to creating a stage production, it’s no different than going to a theater and watching a production. You know, a curtain may not go up. But we are setting a stage and we are making sure that the people on stage are seen heard and felt. I love that.

Damon Pistulka 06:08
Yeah. Yeah. Well, I was we were talking before I was just had a big, big event last week. And I was thinking about it as I was in the in the event about all the things that are happening, because there are a lot of lights and a lot of other things. Now, you, you probably I mean, all of that is planned down to the close. Every,

Kitty Hart 06:36
every minute. Absolutely. Because if if any moment is not planned, you lose control. Okay. And when you’re putting hundreds of 1000s of dollars, if not more against an investment, you know, that’s an investment. You can’t run that risk. Yeah, so yeah, so there are so many people that come together to create these events. There are project managers and producers, there are a number, a lot of these big companies, they’ve got really robust event marketing departments. So they’re taking the lead on a lot of that, but then it’s important that they pick a production partner that can come in and execute and be the expert as far as the staging design, and the audio and the video and the lighting. To me, again, to make sure that those things are solid. And when that speaker steps out onto the stage, he or she doesn’t have to worry that Mike is going to be on that light is going to be on them. Their confidence monitor is right there where it needs to be or the teleprompter, these are the things that are behind the scenes that the audience never sees. And they’re incredibly important.

Damon Pistulka 07:57
No doubt, you just you just said about 100 things that was racing through my mind because everything from just the little, like you said may not little but making sure that the mic was tested before you put it onto somebody’s clothing and making sure that they’ve got the teleprompter so they can read it because it’s all person if it’s a shorter person, you know, or where they’re going to be standing and right and

08:25
wow, it’s like, there’s always a reversal. I was gonna say it’s got to be like a TV show

Kitty Hart 08:31
it absolutely. And there has to be a rehearsal. So that I mean, you know, one of the one of the things you don’t want to happen is for that person to hear, hear the first word out of their out of the mic, for the first time when they’re, you know, they’re delivering their first words, because that can be a jarring thing, you’re in a ballroom, you’re in a stadium, you know, whatever the venue might be. That’s not something that you do every day where you talk into a mic, and now all of a sudden, it is throughout this entire room. So there’s a lot that goes into making sure that the executive team that that might that are the speakers, the people who are delivering the education, who whoever’s delivering the sessions, that they’re comfortable with that. And that when they step out there to deliver their portion of it. They’re solid, they feel good. They should feel like a rock star.

Damon Pistulka 09:31
Yeah. Yeah. I can imagine that this is mean because this is this is something that people aren’t generally doing. Right? You’re not generally going to be doing this in that type of setting. And so how much of this is is just helping the people get comfortable with it and going through the process enough so that they they really do begin to feel comfortable with Yeah,

Kitty Hart 09:55
some are more comfortable than others. You know, like that. then that you were telling me about last week, that’s a really sophisticated company. I guarantee that that CEO that stepped out and and spoke. That’s a daily, that’s a daily occurrence. So some people are very, very comfortable with that. And so it’s important early on to understand. And we ask this question to our clients, project team. What’s the comfort level of the speakers? How much it’s handholding, right? How much? How much comforting do they need? How much practice do they need? And nobody is judged for that, like, we’ve just acknowledged, it’s not an everyday thing. So we have we just we assess that. And then we determine, you know, what, what can we do to make that person feel at ease?

Damon Pistulka 10:52
Yeah, really cool. Yeah, really cool. Well, I just said, we got a couple of comments here. But John, Mark Young says, he’s watching the big smile. No, he hired this rockstar for her good conversation with John. Awesome.

Kitty Hart 11:07
John is my boss. Great.

Damon Pistulka 11:10
Awesome. Awesome, John. And we got Shaz is also here today. And and this is this is really cool, though, because you’re getting into the behind the scenes part of this. And that is super important. I think in companies that really want to understand how to do these events, these corporate events that really, either for employees, or we’ve talked about beforehand, we’ll get into this a little bit for a product launch or something like that, or an award, you know, type type setting. So what is the most fun part of this for, for you guys at heroic? What is the what is it when you just sit back and just go, Whoa, this is a good time.

Kitty Hart 11:57
Um, I think it’s seeing a concept come to fruition. So, and it takes a long time for that to happen. I mean, when we’re, when we’re working through the process with our clients, we might be starting a year out. Hopefully, we’re starting a year out, right? We have seen timeframes get shorter and shorter over time. But, you know, this is a long process. And so we get pulled in early. And it’s very conceptual. And so I think what’s really exciting, and I see this with our team, I see them, walk through the process with our clients and go from ideas, to designed renderings of what the room is going to look like, or the staging is going to look like. And then to the actual day of the event. So you know, if you’re ever on site, for any event, it’s I always encourage people to be on calm. So that basically means that you’ve got a headset on and you’re listening to the production team, they don’t, they don’t let a lot of people do that. But it’s a really good way for people to really understand all of the moving parts behind the scene. And that is fascinating. So you hear the executive producer, and you hear all of the different key key roles represented. And you hear them all, perfectly communicating with each other. And then at the end when it wraps. You know, it’s like, I think back to so I was a theater person in high school. And, you know, I remember when we would get done with a show how, you know, the curtain would go down, and it would just be this explosion of clapping and just celebrating ourselves for the completion of an amazing show. It’s no different here, it’s our job to make sure that our clients are and this this gets to the name heroic productions, we’re not the hero in this world that we are in, it’s our job to make sure our client is the hero. And when we can close out any event and again, we look at that long path from concept and renderings to all of the documentation and the schedules and the spreadsheets and you know, all of that to the clapping the accolades from the audience. That’s what we love doing. And then we know that our client is is happy. That’s our job.

Damon Pistulka 14:48
Yeah, because it’s it’s probably a bad comparison but it’s like planning for a wedding. The whole year you do all this planning in the weddings about this much of it and that flies by like that, but everybody’s just exhilarated because it went well and ever. Yeah.

Kitty Hart 15:04
Yeah. It’s it’s that’s a that’s a production as well. Some of our events are four or five days long. So it can be grueling, right, it can be grueling. And so you have to have a team that has the stamina to be able to, you know, manage those long days. And you’re just you’re on show must go on. Right. Yeah, that’s

Damon Pistulka 15:30
that. That’s a great point. Because like the event I was at last week, it started in the morning and didn’t end until after dinner at night. Yeah. And if you’re the team that’s putting it on in the background, and with multiple sessions with other things all running concurrently, there is a ton of coordination that has to happen. And each one of those, those sessions have to have people and I’m working in there and making sure the audio the production and everything works. Wow. Yeah. Wow.

Kitty Hart 16:02
So you know, in in staffing that our team will look at that and say, Okay, should we have? I mean, you basically you have team members come in and out, basically, you need your people to be fresh. Yeah, so that goes, that’s part of the planning as well, giving all of that thought and how to how to manage the crew.

Damon Pistulka 16:24
Yeah. So when you when you talk about experiential marketing, I know you guys do events, and, and that’s cool. We’re gonna talk about some of the some of the cool events you do. I’m really amazed at some of these other kinds of things. Because when you look at a company, like one that always sticks out, in my mind is Red Bull, I mean, just the crazy stunts that they’re gonna do the things that are gonna do to do that. Do you think that companies that are doing that kind of experiential marketing is, is driving what’s happening in these corporate events? To go a little further little differently?

Kitty Hart 17:05
Yeah, so yeah, the stunts Red Bull is an amazing brand to watch. They’re fun, no doubt, and that, that shock value and the risks that’s in their brand DNA, it’s expected of them. But yeah, I think any brands can look at examples like that and take something from it. You might not have a super, super corporate event, a super, super corporate company decide to have a ski jump outside at one of their events. But I think what it does is it drives a constant focus on creativity, and not just always doing the same thing over and over again, our clients expect us to have new ideas. Because again, a lot of these clients, they do it every year. Yeah. You know, you can’t bring people in and just do the same thing year after year. So yeah, I think it’s, it drives creativity. For sure. And I think the best companies and the the smartest creative teams are looking outside of their industry on a regular basis, to just be inspired by them. That just Yes.

18:26
Yeah. Because

Damon Pistulka 18:28
you hit it there. Because if you’re a corporate, a company, and you’re doing these events, every year, I’m doing my my awards, you know, whatever, every year. It’s gonna get pretty stale if you’re doing these 10 years, 15 years in a row and and really changing them up, making them interesting for the people. And then also as as we see, now, we got four generations of people working in the workplace, which is, which even compounds it even more.

Kitty Hart 19:00
Yes, it does. Right. How do you engage that span that age span? Yeah. Yeah.

Damon Pistulka 19:08
It takes some I bet there are some interesting conversations around that alone.

Kitty Hart 19:14
Yeah, definitely. Wow. Yeah. So

Damon Pistulka 19:18
what are your you kitty? What is your favorite type of event to do?

Kitty Hart 19:24
Favorite type of event? Well, I do like the events that bring in a lot of music. A lot of really impactful lighting, lighting shows for lack of a better word. I think it’s, it’s become harder and harder to surprise and delight people. But that’s one way that you can do it. So when people walk in again, so let’s say that The venue is a big Hilton somewhere, you know, Hilton Hotel, we do a lot of events at Hilton’s beautiful hotels, but you’re walking into just a big ballroom. So there’s an opportunity to transform that space. And it’s not just visual, but it’s also through through the music, the people on the stage, are we going to bring in a really hot new speaker, keynote speaker, are we going to bring in an A list entertainer brands are doing this, and it is affordable, you can, you know, you can afford to bring in an A list entertainer, especially for these, you know, for these big brands that that are doing it year after year, but so I love the events that infuse that into into their experience. Yeah. Because it’s such a simple thing. And it is also one of those things that I think can be under undervalued.

Damon Pistulka 21:22
Yeah, well, and you think about it, the difference in in the environment, if you have good music, and good lighting, that that’s pleasing, that really is stimulating your mind. Compared to something that’s just like you said, a ballroom, just a plain ballroom, yeah, it’s a completely different experience. And then if you add, like you said, a really Rockstar, keynote speaker, or Ailis entertainer to really get people fired up or opened up and roll in the way you want. That event is, is completely different from the beginning

Kitty Hart 22:00
completely different. And I think to one of the nice things is that oftentimes these you know, high level, the high level talent, they’re not necessarily just going to do their thing and scoot out the back door, they are oftentimes willing to have a presence there. So you get an opportunity to actually meet this person, have a conversation with them, get an autograph, something like that. So that that’s something that is really, really easy to infuse. But I’ll say this, that when you can, we think about the senses. As human beings, we have these senses. When you can infuse as many of the senses as possible, into an experience, you have a greater opportunity to create an impactful experience. It’s those senses that drive our memories. It’s those experiences that bring brands and people closer together. Yeah.

Damon Pistulka 23:06
Yeah, bring so much good stuff.

Kitty Hart 23:09
So here’s, here’s a little tidbit. Daymond, did you know that there are at least one major league baseball stadium that pumps in a specific scent into their environment? I know what it is.

Damon Pistulka 23:33
But it’s like a hot dog smell

Kitty Hart 23:35
so hard. To answer. Popcorn is a common answer. It’s actually cotton candy. Oh, wow. And these are these are normal sense that they spark a memory. These are things that they’re going to take us all back to our childhood. You’re gonna start salivating you’re gonna get hungry. And so that’s a lot of people don’t even know that, that that’s happening. But that’s a good example of how to use scent. hotels use it to they create custom scents.

Damon Pistulka 24:10
Yep. You can tell that when you different hotels. Yeah.

Kitty Hart 24:16
It’s everywhere in Vegas. Yes, yes. Yes.

Damon Pistulka 24:20
Yes, it is. You walk into any place and you know where you’re at. That’s very cool. So you liked these events, we’re really getting the lighting the music and things like that. So what has been one of the most challenging events you’ve had to pull off? or been a part of

Kitty Hart 24:44
one of the most challenging so we did a really beautiful event last year for a major, major beauty brand. And I think I would put it into the challenging category just because it was a multiple day. and very, very high. I mean, all of our clients have high expectations, but very, very high expectations around the staging. And the client infused the whole concept here, a focus of the event was a full on fashion show. So it was a haircare product. So over the course of the three or four days, you know, there were demonstrations on stage, showing different treatments for hair cuts, etc. And then the pinnacle was a full on fashion show. So a full on runway with models. You know, and there’s a lot of, you know, the, the securing the models, the wardrobe, makeup, all of that there’s teams that handle so we didn’t necessarily have to handle all of that. But that was one of the bigger events that we’ve done. And so I put it into that challenging category, because it was they were very long days. It was one of those just thumping shows, you know, to the, to the point where when you are done with the day, you’re like it’s it’s a lot. Yeah. And you know, really the team, we are part of keeping that pace. Mm hmm. You know, yeah, it’s possible for keeping that going. Yes,

Damon Pistulka 26:36
they keeping the energy in the room, and they keep people upbeat and everything going, and it’s just,

Kitty Hart 26:43
yep. And it’s quite there choreographed to, to the tea. We were talking a little bit before we jumped on live here, that every moment, I think it was before we went live, every moment is thought through. Because it has to be if you don’t, then you run the risk of forgetting something, something falling through the cracks, and moments like that. What that can do to the whole experience can be devastating. So we don’t we don’t run that risk. We, along with our clients think through every single moment of that event. So I mean, it was basically like putting on a full on runway fashion show. Very exciting. Very fun. Very challenging.

Damon Pistulka 27:30
No doubt. Yeah, no, doubt it. It’s the more I sit here and think about it. I’m more I’m feeling that those kinds of events, you just have to be drained when you’re done with the day like that as being behind it. That’s cool, though. I mean, but it’s fun. It’s good seeing that thing, but I’d say it’s just so much work to keep everything rolling. So So one of the questions is I work with a lot of executives. So how many times you get the objection of said, Yeah, whatever. Just tell me where I need to be. And I’ll show up on that day.

Kitty Hart 28:06
Often. Yeah, that’s often and and that’s, and that’s totally fine. Because he’s trusting his team. Yeah. All right. He’s trusting his event team. Because they’ve probably done it many times. And and what we hear from that, I mean, more than likely, that’s a very experienced executive. So great. Perfect. speakings.

Damon Pistulka 28:33
Not a big deal. They’ve done it before. So that’s it’s not quite the wrist that if it was her first time out or anything. Yeah. Yeah. But that I just think that would be, that would be a little bit frustrating. If they were key to that. And they’re like, Nah, I’m just not going to be able to be there. So you talked about before we got on, that you guys do product launches. And I think some of these things that they do are absolutely phenomenal. Now, when you’re talking about product launches, what are some of the exciting things you’re seeing as people are are launching new products now different concepts different? You know, getting the the the end, Pete the customers in what what are really some of the cool things that you’re seeing in that world?

Kitty Hart 29:21
Yeah, so product launches are a pretty normal type of corporate event. But I would say that those product launches are still infusing a lot of the same components that that we’ve been talking about here. It’s all about so there’s going to be education, there’s going to be entertainment, there’s going to be networking, people coming together. So I think one of the one of the components that would be fairly new, you know, if we’re talking a consumer brand, one of the oldest forms of experience experiential marketing is sampling. Right and that, that goes all the way back to the 1800s. I think sometimes people don’t forget that. People forget that experiential marketing isn’t necessarily new. It’s one of the oldest forms of marketing. So getting product into people’s hands, giving them an opportunity to touch it, feel it, experience it. That’s certainly, that’s certainly something that is important, especially with consumer brands. But with b2b brands, again, it’s just it’s a ton of education. And so the key is that you have to make the education engaging, there’s nothing worse than going into a room. And it’s death by PowerPoint. So again, for these sophisticated companies, they know the importance of their designed assets. So just like you and I are sitting here on this platform, this is beautifully designed, we’ve got your brand there, for the people who are tuning in, they’re not just looking at a zoom screen. This is a designed asset. So it’s important to build design into the education that happens throughout the event. It’s very, very important. And then also giving people an opportunity to giving people an opportunity to just have some fun recreational time. All right, and that would apply across any of these events that you do as well. Get them out, get them out, seeing whatever is whatever is happening around in the city, where the event is taking place. The whole point here. And this is why most of the work that we do is not in Minnesota. Our crews are traveling all the time. Most of our clients, when they do these events, they want to take their team somewhere else. It’s really important to get people out of their normal environment and into a completely different environment where they can really take in what’s happening around them. Yeah, yeah.

Damon Pistulka 32:17
What was the most interesting place you’ve had to go?

Kitty Hart 32:23
Well, you know what one one of them was right here in our backyard. So having just said that, one of them was right here in our backyard. We hosted Minneapolis hosted Super Bowl a few years ago, was zumo 52. And heroic was one of the major partners for all of the audio video and lighting for that event. So and that was a it was cold. Right. So Super Bowl happens. When is the first weekend of February,

Damon Pistulka 32:53
February. It’s like ugly time to be admitted sauna.

Kitty Hart 32:56
Yes. And so our crews were again, long days outside SubZero. But that event was incredible. Because it took place along a along Nicollet Mall, which is I don’t remember how many how many streets it is. But it was set up with little vent little vignettes, basically little stages for bands. That one actually had a it had a slope, a ski slope. There was a snowmobiler that did a loop de loop or that I should know his name and I can’t remember Levi. Oh, this ringing a bell Levi something. Yes. So right here in our backyard. That was That was amazing. And I think our whole team really even though absolutely there was grumblings, you know when it’s 10 below and you’re having to do what you do but when it was all said and done being able to be involved in such an amazing event right here in our city. That was pretty special.

Damon Pistulka 34:12
No doubt because that was our That’s it. That’s an all out world class event to be just be a part of any of it.

Kitty Hart 34:19
Yeah, yeah. What bloom it what blows me away about that? Is that so are US Bank Stadium, which is a beautiful facilities seats. I want to say 60,000 people. So while only 60,000 People sat down and watch that game, there were over a million people that came to Minneapolis. Oh my goodness. That’s your audience. Yeah.

Damon Pistulka 34:45
I didn’t realize is that many people came came be outside of the game. Yeah. Wow. That is so cool. That is so cool. I don’t even know what to say after that. I had no idea that you guys were are involved in their Super Bowl because that is that is literally what? You know, there might be some World Cup events or something like that they compared to it in other places, but in the United States, that’s gotta be, yeah that the World Series or the basketball playoffs or so I don’t know. Yeah, you’re just so cool. Yeah,

Kitty Hart 35:21
it was pretty amazing. Team still talks about it.

Damon Pistulka 35:24
Oh I bet a bet. So what do you think is up and coming up and coming things that you see that that you haven’t seen before that’s happening in these these corporate?

Kitty Hart 35:37
I’m really curious to see what’s going to happen with AI, we’re having a lot of conversations on this topic. I don’t have any predictions for it for you specifically. But that will impact our business in some way. It will impact everyone’s business in some way. Oh, so we’ve got our eye on that. Just making sure that we are educating ourselves and and looking at that. We’ve got to we’ve got a technology in house right now. That is a hologram. Oh, and hologram technology isn’t new, but it continues to be perfected. And so we’ve got this real, it’s called proto, it’s a very cool. It’s a it’s a large box, basically. And it allows you to beam someone in the creativity that I think’s gonna happen around, that will be fun to see what we and our clients do with that. So here’s an example. So let’s say you’ve got a CEO that isn’t able to be in five locations at once. This allows them to do that. Yes, there’s gear and equipment involved. And yes, there’s a cost to it. But seeing it in real life, it is incredible. It’s it is like there is a person standing inside this box. It’s it’s incredible. Wow. So yeah, technology will just keep keep evolving.

Damon Pistulka 37:16
That is amazing. That is amazing. Because I noticed when I was reviewing your, your website, you were talking a bit about hybrid, because I think that that what you’re talking about right there takes it to a whole different level. Because you could have, you know, 1000 sites around the world. And that CEO could speak to each one of those sites like they’re in the room. Yes.

Kitty Hart 37:41
Yeah. Yeah. And hybrid. Thank you for mentioning that. You know, so we, we went 100% hybrid during the pandemic. Yeah. We were crazy busy during the pandemic. So for our clients who just said, we can’t, we can’t do nothing. Okay, let’s, you know, let’s do a virtual event. And so what, what we’ve seen now is that once, once people were ready to be back in person, they were back in a big way. So we became crazy busy right away, most of our events are in person, but some are infusing a virtual piece. And so that’s the, that’s the hybrid. So you might still have people who don’t want to travel, there’s some of those people out there, you may have companies who say, Okay, our budget isn’t quite that big. So we’re not going to be able to bring Southeast Asia in for this event. So infusing a hybrid event, there’s a place for that, or I’m sorry, infusing a virtual piece, there’s a place for that the nice thing is that it’s doable. Um, and, I mean, we figured it figured it out really fast.

Damon Pistulka 39:00
Yes. Yes. Well, and that’s, you make a great point, because I’ve always, you know, after, after we all had to go through the virtual everything. I think there’s a really nice place for it. Now. Now, when we when we look at advance when we look at corporate gatherings in general, because, you know, if it doesn’t make sense to take 2000 people take the take the 500 that that really need to be there and and everybody else can can get in at their convenience. Yeah. And, and you can, because if you look at the kinds of money that a corporation has to spend, and if it’s the right thing to do by spend that and more, but if there are times when it’s marginal, you know, for the people themselves even it’s like my really, you know, if you’re that ambiguous about it, maybe in virtual or hybrid thing is really good for you. Yeah, yeah. And I think to on the other end on the for the events themselves when you have people that are doing when you talk about the big speakers and things like that they’re out on their their huge circuits and stuff. I think this this part of that it really opened a whole new new way to them. But, man, the hologram thing I still that’s that’s cool as heck yeah, you guys. So you guys just got it into like in two rooms and you’re playing with it and stuff all day long, I would probably I would probably even if John hears me, I’m gonna give you an idea, John. Put it into someone’s office that you want to play a joke on. And just turn it on and you’re like, you’re in that office?

Kitty Hart 40:42
Oh my god, it’s a good idea.

Damon Pistulka 40:45
That’s it, I would do that a heartbeat. It would be moving. So, but it’s great. You know, it’s, this is really cool. Getty. I mean, wow, you’ve just opened the back the backside of these events, these corporate events, talked about some of the great things you guys are doing to help these companies engage their people to launch products to really show their people that they care and, and introduce people to what they do. Thanks for being here today.

Kitty Hart 41:22
Thank you for asking me. I appreciate it. I’m happy to come back and and talk again at another time.

Damon Pistulka 41:31
Oh, it would be awesome. Oh, and John said he’s already done it. Good guy. I John. I’m high five. And you’re right there. That will be funny. But don’t try to do that at home. No, you should. That would not work. Well. No. No. So Kitty, thanks so much for being here. Once again. I want to thank everyone who stopped by drop the comments. Shaz John, thanks for dropping yours in there. We got flora. She’s talking about energy experience. We got a buddy turned his Tompkins. Thanks for being here. We got our nod. I think I said it right. Thanks a lot. We will be back again later this week with another guest on the faces of business. But today we had kitty Hart talking about building brand experiences. She is the VP of client brand experience at heroic productions. Check them out. What is the best way if people want to learn more about heroic? Kitty, where do they go?

Kitty Hart 42:34
Yes, heroic hyphen. productions.com is our website. You can find me on LinkedIn. And my email address is K Hart at heroic hyphen productions.com. So awesome. Any of those ways would love to have a conversation.

Damon Pistulka 42:51
Awesome. Thanks again, everyone. We’ll be back again later. giddy. Hold on for a moment and we’ll finish up

Kitty Hart 42:58
all right. We’ll do it

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