The Tag Experience Is Putting Miami PR on the National Map

Almost nine years ago, longtime magazine editor and New York Times best selling author Jared Shapiro had an epiphany: what if Miami based PR could rep global brands and in sectors other than hospitality and real estate?  Thus The Tag Experience, a Miami-located-globally-connected PR firm was born.  Operating at the intersection of lifestyle and corporate PR, The Tag Experience has just been named to The PR NET 100, the preeminent list celebrating talent, innovation, and influence in the ever-evolving marketing and communications world. The annual PR Net 100 honors those who are pushing the boundaries of the industry, with a commitment to delivering exceptional results and recognizing the innovators who are defining the global PR landscape across a diverse range of sectors.  The Tag Experience has successfully repped billion dollar companies, AI, space programs, Emmy winning TV stars, world champion athletes, as well as venture capital, public companies, restaurants, CPG legends, bars, hotels, real estate firms and emerging and established tech companies all over the world.

Here, Shapiro talks with Haute Living on how and why he built The Tag Experience, the evolution of the Miami PR scene, AI, and what’s next in communications.

HL: Why did you decide to start The Tag Experience in 2017?

JS: Having been a magazine editor myself for so long, I was the recipient of many PR pitches.  Most of the ones coming out of Miami were about hotels, real estate projects, bars, clubs; hospitality.  I had a lot of friends and peers who had businesses that weren’t in those sectors: tech founders, entrepreneurs, lawyers, doctors, experts, athletes, celebrities and beyond.  Who was repping them?  I found out on day one there was a place for us in those.  Our first client was Fuel Venture Capital, which had just opened its doors for business.  Jeff Ransdell was a former Merrill Lynch head-honcho and he was ambitiously setting out to start a venture capital firm in the yet to form tech/finance world of Miami.  He was early, and those were the type of visionary clients I was looking for.  They started at zero and have amassed $550+ million AUM.

HL: And the roster was built quickly after that?

JS: Yes, we signed a Miami based children’s book author and the book became a best-seller, selling over 100k copies and landing in Target and beyond.  From there it was other tech companies and founders just as the Miami tech boom was kicking off, the world’s #1 women’s tennis player, Hollywood movie companies, consumer packaged goods, tax companies, billion dollar private equity firms, public companies, private companies needing crisis communications, car companies, fitness brands, fashion brands, health & wellness and beyond.  We even ended up doing real estate and hotels and restaurants and bars despite not aiming for that sector at the beginning.  Now AI companies are coming at us – either full AI or AI integrated.  That’s been really interesting because it’s forcing me to keep up!

HL: What are some proof of concept results that maybe a founder would call ROI from PR?

JS:  Our clients see measurable results in the form of expanded business, or overall growth.  We just successfully executed on the $173 million sale of TRUBAR, a brand we worked tirelessly on to push into the everyday mainstream.  By the time of sale, TRUBAR protein bars were in over 50,000 locations including Target, Amazon, Walmart, 7-11, Sam’s Club, Sprouts and more.  The Miami Marlins saw a 29% uptick on year-over-year single game ticket sales in the first year we started working with them.  We’ve had client websites crash because they had a hit on the Today show or Good Morning America.  I like when our clients run out of inventory or have to put people on waiting lists – it means we’re doing something right.

HL: What do you make of Miami’s evolution in the past decade?

JS:  We’ve had a front row seat to the tech evolution.  That started to explode in late 2018 early 2019, about 12 months after we opened.  But aside from tech companies, you’re now seeing financial companies, entrepreneurs in all sectors, and just families in general looking to capitalize on all of the things Florida has to offer, not just great weather and tax situations.  I moved here in 2013, I felt like an outsider to a degree.  But now the idea of a media executive moving to Miami and setting up shop seems like just another day.  These evolutions take time.  New York and San Francisco weren’t built overnight.  They are centuries old.  Miami’s evolution as a business and tech powerhouse is really very fresh.  Every day there’s a new announcement or celebration.  It’s fascinating to be part of.

HL: How can someone get in touch with you, what does it involve, and what can an entrepreneur expect?

JS:  You can always follow us on Instagram at @TheTagExperience or email us at our corporate in box: [email protected]. What can you expect?  Well, maybe you’ll raise $550 million, maybe you’ll sell your company for $173 million, sell 100,000 books – who knows.  But you and your business will definitely be propelled into the spotlight.  So get ready. www.TheTagExperience.com.