Welcome to Beyond the Impression, a blog featuring insights, trends, and words of wisdom from our team. Join the conversation today as we explore ways to capture the hearts and minds of your customers and accelerate your brand’s success.

Synergy Reviews Times Square

As a go-to executional partner for leading brands and PR agencies for experiential events, Synergy Events is reviewing the best event sites in New York City as part of a series of nine videos and blog posts. We'll be taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center.

Thanks to the evolution of modern technology, event marketers no longer have to wait for consumers peruse their event sites to engage them. Widely available tech tools like GPS, RFID (Radio Frequency Identification), and QR Codes now enable us to track consumers at multiple points while making the live experience fun and engaging for them. Here’s a look at four ways to track…and attract consumers.

Category: Technology

As brand manager or marketer, you seek impact on performance goals -- gains in market share, revenue and loyal customers. There’s no shortage on concepts to achieve this; you’re told you need to connect, engage, personalize and even humanize. Go social. Create buzz and “viral“ content and campaigns. There’s a litany of great resources for these and many more strategies that all make sense but still can leave you pondering, “but how do I actually do this?” The answer, I believe, is in expressing your brand’s story. Couple this with designed brand experiences - ways for people to interact with you that reinforce the very essence of your brand – and you will ignite a powerful marketing chain reaction.


NASA announced this week that New York City will be one of four cities awarded a space shuttle.


We are passionate at Synergy about creating powerful signature brand moments. Over the years we've been privileged to play a part in some epic moments which accelerated brand success.


Synergy appreciated all of the great feedback from our Valentine's Day post about why we "love" experiential marketing. Keeping with the holiday theme and in honor of St. Patrick's Day, below are ten tips for more Eco-Friendly, "Green" events. Yes, many of these items can be more expensive, but if your brand is environmentally conscious or is holding a PR event or new product launch with a green theme, here are some items to consider:

Synergy Team

In honor of Valentine's Day, I took a quick poll of the office to find the top 14 reasons why Synergy Events' employees love event marketing. (get it, LOVE on Valentine's Day... 14 top reasons, not 10).


Last night in New York City, the PRSA-NY chapter put on a terrific event, its annual Big Apple Awards, to honor the best campaigns and brightest professionals in the public relations industry. I have the pleasure of chairing the chapter's Professional Partners Committee, so I've seen first-hand the hard work and planning that went into making the event a huge success.


Yesterday, the NFL announced that New York-New Jersey (New Jersey, actually) will host the 2014 Super Bowl. The landmark deal created quite a buzz in the Synergy Events' hallways yesterday, since our office is less than 50 miles from the new Giants/Jets stadium in East Rutherford.

Flash Mob

Recently, I wrote about how mobile marketing-at least as far as the event and experiential marketing industry is concerned- has suffered from an identity crisis since the mobile phone industry has inadvertently hijacked the term "mobile marketing."