Marketing Where You Least Expect It

Rolaids

We continue to be bombarded with advertisements wherever we go. So much that we have begun to ignore them. We fast forward through commercials or if you don’t have a DVR you might just mute the TV because the volume of commercials is so much louder than the actual TV show. People have even stopped looking at billboards because they are looking down on their phones, instead of the road and we have trained ourselves  to ignore the right-hand side of Facebook and Google so we can avoid the ads.

Consumers now expect to see advertisements online and elsewhere, which is why the best kind of marketing happens where you least expect it.

Every May I try and check out the 9th Avenue Food Festival in New York City. It is one of my favorite Spring events. It runs on 9th Avenue starting at 57th Street to 42nd Street and features many local eateries.  The 15 block long food festival is filled with everything from empanadas and Thai food to burgers and sausage with peppers sandwiches,  to deep-fried Oreos, cannolis, and lots more. Anything and everything fatty, salty, greasy and delicious. 

During the 2015 festival, something caught my eye.  About half way down the festival, when indigestion and heartburn was probably kicking in for many, there was a big inflated Rolaids bottle; think bouncy castle style. You could not miss it. The staff at the Rolaids booth were giving away samples and people love free samples. Everyone was pushing, shoving and grabbing, just to get some Rolaids. It doesn’t usually matter what it is. If a vendor was giving away samples of rat poison people would still flock to them.

It was the perfect placement in an unexpected place.    This would never work anywhere else. Not at a  music festival, a car show, or an arts and crafts festival. It had to be at a food festival.

When thinking about marketing and advertising, targeting is the most important aspect. Consider not only going where your customers or potential customers are but where they wouldn’t expect it. It may just lead to some new customers.

*This article is by no means an endorsement or representation for Rolaids or Chattem, a subsidiary of Sanofi.

Do people really finance shows from Kickstarter? Results revealed!

It has been almost two years since I blogged about the kickstart of Kickstarter (read the original post here).    There’s no question that this previously little and now big dot-com has had a serious impact on how money gets raised for all sorts of different types of projects.  (And hey, it was one of the inspirations for The People of Godspell.)

via www.theproducersperspective.com

Practical Communication

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Over the weekend I saw Roger Daltrey at The Prudential Center in Newark, New Jersey. He performed The Who’s classic album Tommy in its entirety.  It was an awesome show and my seats could not have been better!

Ticketmaster and the Prudential Center both have a nice way of communicating before and after events. 5 days before the concert, I received an email reminder from Ticketmaster. 3 days before, I got an email from the Prudential Center, including some event and venue information along with public transit directions. This being my first trip to the Prudential Center it was nice to have basic travel information with links to the New Jersey Transit website. Two days after, I received another email from Ticketmaster asking for me to review the concert. Once reviews are posted, they can be shared across twitter, facebook, myspace, digg and del.icio.us.

This communication and feedback model can be beneficial for everyone. The customer gets to share their experience, getting to the venue can also be part of it. Roger or someone on his team has the option to read fan reviews and decided to change anything.  Ticketmaster now has more information that they can use internally and share with the venue to improve future events.

Communicating with customers is key. But listening is even more important. If we don’t listen and react then we are not doing our jobs.

Got a comment? I’d love to hear what you think, so comment below!