DESIGN MIAMI
Leadership Experience | Global Art & Design Fair Marketing
Led by Lauren Arrigo in her roles as Director, Market Development and Digital Operations as well as Director of Marketing & E-Commerce at Design Miami, prior to joining Back Seat Lux. Included here as a leadership credential and proof of experience at the highest level of luxury event marketing, not as a Back Seat Lux client engagement.
THE CHALLENGE
Event Attendance
Event attendance needed to grow across Design Miami's flagship fairs in Basel, Switzerland, and Miami, Florida.
Social & Email
Social and email channels were underdeveloped relative to the brand's stature in the global design world.
E-Commerce
No e-commerce platform existed to extend engagement and sales beyond the physical fairs.
Press & Partnerships
The brand needed press and brand partnerships that matched its position as the premier venue for collectible design.
VIP Relations
VIP relations needed a dedicated strategy to cultivate the world's top collectors, designers, and cultural figures.
THE APPROACH
Website
Lauren developed and executed marketing, public relations, event programming, and VIP relations for Design Miami's annual fairs in Basel and Miami, and launched two curated Design Miami Podium exhibits in Miami and Shanghai, China. She also led planning for expansion fairs in Hong Kong, Paris, Aspen, and Seoul, Korea, which were ultimately not held due to pandemic-related issues.
Social Media
She built and launched the brand's e-commerce platform from the ground up, secured bespoke brand marketing partnerships with a roster of luxury names, and cultivated press relationships across the top design and lifestyle outlets. Her VIP relations work brought the world's leading collectors, designers, and cultural figures to the fairs each year.
THE RESULTS
Event & Audience Growth
Event attendance up 35%
Social media following up 877%
Email database up 55.6%, with open rates up 105%
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E-Commerce Launch
Product inquiries up 1,116%
User sessions up 522%; onsite transactions up 106%
Time on site up 20%; pageviews up 221%