The BTL Network Experience: The Multi-Cultural Agency's Recent Marketing Event for Florida Blue Shows How It's Changing the Way Brands Connect with Consumers
As a new year approaches, the experiential marketing agency is at the forefront of connecting brands and consumers, with a more personal approach to the universal notion of consumer engagement.
Miami, FL (November 26, 2014) – BTL Network has long understood the value of experience and the way it shapes what we do—as professionals, as consumers, as people. It is that understanding that has been at the very heart of what the Miami-based agency has done to help brands better connect with consumers in diverse markets over the course of the past seven years. What is clear is that the BTL Network experience is best captured by how the company applies it’s knowledge of multiple market segments to get at the very core of what drives the individual consumer to engage.
BTL Network has worked with industry-leading companies like Mercedes-Benz, Diageo, Cargill and Eveready to effectively expose consumers to their brands on a personal level. In developing relevant and memorable brand activations, BTL Network has succeeded in strengthening their clients’ relationships with consumers by focusing on what’s really important. Hint: It's not the pitch. "Brand activation isn't about the brand, it's about the people--those behind the brand and those they want to reach," said Servio Fernandez, Co-Founder and CEO of BTL Network. "Our passion lies in bringing these two groups of people together in an organic and relevant way." As a full-service agency offering an array of integrated marketing solutions, BTL Network has executed custom programs and special events with outcomes that highlight the more personal side of marketing.
The importance of pursuing more meaningful personal connections with consumers is underscored by the growth of experiential marketing as a whole. According to the Event Marketing Institute's EventTrack study, experiential marketing has been on the rise in recent years, with marketers spending an estimated 4.7% more last year in hopes of drawing attention from consumers who now expect more from their brands. Whether in-person or on digital, consumers are more demanding than ever when gauging a brand’s value, but Fernandez believes that it’s about more than that when it comes to what consumers are looking for. “The average consumer today is not just more demanding, but more discerning. They know what they want. Consumers know the difference between companies that are making noise and those creating unique opportunities for people to actually experience the value of the products and services they provide.”
What distinguishes BTL Network is their approach to making brands tangible—in not just once sense, but in five. By embracing multi-sensory integration as part of the strategy behind their Smart Activations, BTL Network helps humanize brands in a way that consumers can see, hear, taste, smell and touch. For BTL Network, success is measured by how consumers engage within the brand environment they create with their clients. “Whether it’s at an event or online, what’s important is that consumers feel free to immerse themselves in the brand experience and make a connection," said BTL Network Co-Founder, Pedro Yaselli. The multicultural agency has proven itself in the general market and LatAm by leveraging the marketing expertise of their leadership, some of whom have worked with the likes of McDonald’s and Univision.
Most recently, BTL has worked to brand Florida Blue, Florida's Blue Cross and Blue Shield plan, via large-scale events and festivals directed towards prospective clients in culturally diverse communities. As the exclusive marketing agency for the health plan, BTL Network has developed onsite-activations that include mobile health centers, demo kitchens, food trucks, photo booths, real-time social media displays, live music and interactive karaoke booths. For the past year, the agency has successfully married educational and entertainment-driven lifestyle components to their Florida Blue activations in support of the health insurance company’s initiative to advocate wellness and healthy living. BTL Network’s latest activations for Florida Blue were on display at the newly renovated Citrus Bowl in Orlando for the Florida Blue Florida Classic Weekend that included a Battle of the Bands and a historic match-up between longtime HBCU rivals, Florida A&M University and Bethune-Cookman University that took place on Saturday, November 22, 2014.
By implementing unique and non-conventional brand experiences that are tailored to their client’s target consumers, BTL Network continues to deliver compelling marketing services to brands with needs that range from international growth strategy to local market promotions. “The value behind BTL Network is their versatility in being able to establish a relevant, genuine and long lasting connection between our business and the consumers we hope to serve,” said Javelyn Arvay, Sr. Director of Marketing Services, Florida Blue.
VIDEOS & PHOTOS FROM THE FLORIDA BLUE FLORIDA CLASSIC WEEKEND ARE AVAILABLE HERE.
ABOUT BTL NETWORK: 
BTL Network is a leading multicultural marketing agency with offices in Miami, Panama, Caracas, Bogotá and Barcelona. Since 2007, BTL Network has provided impactful marketing and advertising solutions to clients such as Mercedes-Benz, Diageo, Pernod Ricard, Visa, GuideWell Connect and Florida Blue, a Blue Cross and Blue Shield company. Known for developing creative and results-driven campaigns, BTL Network specializes in driving brand engagement among consumers through experiential marketing and breakthrough advertising strategies. To learn more about BTL Network, visit btlnetwork.com. Follow BTL Network on Facebook and Twitter.
MEDIA CONTACT:
Estefania Acosta-Rubio 
TEAMEMAR
305-510-7334
estefania@teamemar.com