About Us
Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.
We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customers life.
Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our clients products/services, sales supported by brand visibility, awareness and execution of the products message with a promotional objective.
Last week marked our 13th year in business as an experiential marketing company. I started Department Zero in the spare bedroom of our old house and unknowingly dove head first into an emerging industry that was still in its infancy. In fact, back in 2003 experiential marketing wasnt even a term yet. Most referred to it as alternative or event marketing. I feel old.
Last week marked our 13th year in business as an experiential marketing company. I started Department Zero in the spare bedroom of our old house and unknowingly dove head first into an emerging industry that was still in its infancy. In fact, back in 2003 experiential marketing wasnt even a term yet. Most referred to it as alternative or event marketing. I feel old.
Turning 13 is a bit of a triumph for us because there are so many shops who havent been as fortunate. Ive seen amazing people, ideas and companies rise and fall over the years. I would like to attribute our staying power to a little bit of luck and stiff drink or two. But honestly? I know our success lies with the amazing people we work with. Im talking about our employees, clients and business partners.
Without great people, we wouldnt grow. They have challenged our organization, inspired us, supported us, educated us and constantly pushed us to improve our game. We have become better at what we do, because of the lessons they have taught us, sometimes unknowingly.
So to celebrate Department Zero turning a bakers dozen, here are 13 shareworthy tips weve picked up from the best in this business.
1. Experiential marketing happens in real time. Life happens in real time. Be flexible.
2. As with people, services, products and ideas, you get what you pay for.
3. Red flags and sinking feelings are warning signs to be heeded. Trust your gut.
4. Insist on simplicity. The more complex activations become, the faster consumers lose interest.
5. Design experiences to achieve goals, not the other way around.
6. Brand ambassadors are the linchpin of every activation. Invest in your event team.Take care of them and they will take care of you.
7. After every option has been explored, remember there is always another way.
8. Establish clear expectations and goals early; foresight is better than hindsight.
9. Dont skimp on production quality. Its easy to think no one will know the difference, but trust me, they will.
10. Just say no (when its appropriate). Its empowering. Its liberating. It will keep you true to who you are and why youre in this business.
11. Respect the golden rule because, karma.
12. Like the Boy Scouts, Be Prepared. Play books, trainings, and pre-planned responses make it possible for everyone to do the right thing, in the right moment.
13. And my personal favorite Go big or go home (direct quote from a beloved client).
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