--- title: "Kaluk: Putting the Real Back in Real-Time Marketing" id: "30293" type: "post" slug: "kaluk-putting-the-real-back-in-real-time-marketing" published_at: "2015-09-28T19:53:35+00:00" modified_at: "2026-03-16T14:43:05+00:00" url: "https://associationsnow.com/2015/09/28/kaluk-putting-the-real-back-in-real-time-marketing/" markdown_url: "https://associationsnow.com/2015/09/28/kaluk-putting-the-real-back-in-real-time-marketing.md" excerpt: "Using a mix of theatrics and marketing techniques, a New York cooperative takes an old-school approach to marketing. Plus: Five venues that understand what it takes to provide best-in-class WiFi." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Live Events" - "Marketing" - "rebranding" taxonomy_content_format: - "Article" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Kaluk: Putting the Real Back in Real-Time Marketing Marketing has [evolved with the onset of the digital age](http://associationsnow.com/2015/02/report-nonprofits-using-digital-platforms/) . An expanding suite of tools that track consumer habits online, coupled with better integration of big data, has upended many traditional marketing methods. But for New York City-based branding group Kaluk, there’s still merit in advertising the old-fashioned way. *The New Yorker*‘s Betsy Morais [has a story about her experience covering (opens in a new tab)](http://www.newyorker.com/magazine/2015/10/05/spreading-the-word-up-lifes-ladder-betsy-morais) the young marketers, who hold fast to the belief that live performance can be as powerful as a digital post. Kaluk, which officially broke into the industry over the summer, is designed to run as a cooperative, focusing on theatrical stunts to promote brand awareness. “A lot of it is creating live-action commercials on the street,” Reg Flowers, who teaches Kaluk members role-playing, told Morais. “You could have written everybody a blast message, but I’m pretty sure they get about 50 of those a day,” Kaluk member Tyshawn Ortiz said after an evening performance to promote the [Red Hook Community Reconstruction Planning Committee (opens in a new tab)](https://redhookcrp.wordpress.com/) ‘s initiative promoting a backup microgrid. “They’re going to remember that dancing robot.” ### Tweet of the Day > These Global Venues Do WiFi the Right Way [#Eventprofs (opens in a new tab)](https://twitter.com/hashtag/Eventprofs?src=hash&ref_src=twsrc%5Etfw) > ! [@ATTParkSF (opens in a new tab)](https://twitter.com/ATTParkSF?ref_src=twsrc%5Etfw) > [@CrokePark (opens in a new tab)](https://twitter.com/CrokePark?ref_src=twsrc%5Etfw) > [@thenec (opens in a new tab)](https://twitter.com/thenec?ref_src=twsrc%5Etfw) > and more [http://t.co/82cfSU4zWg (opens in a new tab)](http://t.co/82cfSU4zWg) > [pic.twitter.com/JH0bXbnATF (opens in a new tab)](http://t.co/JH0bXbnATF) > > — Skift Meetings (@SkiftMeetings) [September 28, 2015 (opens in a new tab)](https://twitter.com/SkiftMeetings/status/648449604707581952?ref_src=twsrc%5Etfw) Conferences are all about making connections, and, for many attendees, connecting to WiFi is as important as networking. That’s why [Event Manager Blog contributor Padraic Gilligan celebrates (opens in a new tab)](http://www.eventmanagerblog.com/global-venues-that-do-wifi-right) these five venues for doing WiFi “the right way.” ### Other Good Reads **Do extroverts really control the marketing industry?** The American Marketing Association [takes a look (opens in a new tab)](https://www.ama.org/career/Pages/Do-Marketers-Have-to-Be-Extroverts.aspx) at how personality shapes marketing professionals’ results. **It’s important to maintain a relationship with donors**, and email can be the perfect medium. Writing for *Business 2 Community*, [Elizabeth Chung gives a basic tutorial (opens in a new tab)](http://www.business2community.com/non-profit-marketing/how-to-create-a-welcome-email-series-for-your-nonprofit-01335532) on keeping your donors up to date without being too aggressive. **The social landscape is evolving**, and management best practices are changing with it. In a story for *Industry Week*, [Markovitz Consulting President Dan Markovitz explores (opens in a new tab)](http://www.industryweek.com/lean-six-sigma/perils-vertical-thinking) how a new way of thinking may bring new success to your organization. (Kaluk) [Eli Zimmerman](https://associationsnow.com/author/eli-zimmerman/) Eli is studying Journalism at the University of Maryland. When not studying, he likes to relax with a nice book or a couple rounds at the local boxing gym. [More articles by this author](https://associationsnow.com/author/eli-zimmerman/) Tags: [#Business](https://associationsnow.com/tag/business/) [#Live Events](https://associationsnow.com/tag/live-events/) [#Marketing](https://associationsnow.com/tag/marketing/) [#rebranding](https://associationsnow.com/tag/rebranding/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoJose Arana on Discover Puerto Rico’s Partnership with ASAEOctober 3, 2024](https://associationsnow.com/2024/10/03/jose-arana-on-discover-puerto-ricos-partnership-with-asae/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [ArticleTime for a ChangeOctober 20, 2026](https://associationsnow.com/2026/10/20/time-for-a-change/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2015%2F09%2F28%2Fkaluk-putting-the-real-back-in-real-time-marketing%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !