During dinner a few weeks back we started to both bring up examples of times we have broken the rules. Looking back at our early days in promotional marketing, there were many times we joined crews of brand ambassadors handing out fliers and giveaways. Rarely did we have a permit to be there. To be frank it was a highly unauthorized promotion that led us down the path where we found MRA and started the adventures in marketing tours.
We drive the wrong way down roads, illegally park, take up handicap spaces, put up signs without permission. How often do you send out event staff as a field team to drive in traffic? On a recent call with city planners office some strange questions started coming up. About half-way thought the process I realized that she had at one time worked with a different firm who widely misrepresented their event and left the city with damage and cleanup. She wasn’t trying to get more permit funds from me but instead to make her local police and park employees aware. Maybe too often we view people in those positions as an obstacle versus a partner.
We recently had the opportunity to help out with some planning on tour run by our employer but outside of our client portfolio. They needed help to secure a year’s worth of tour stops in three weeks. This was a great opportunity to put forth a concentrated effort treat the contacts at locations like they were a preferred vendor, a partner. By expressed our excitement to be in the community and to use their facility. It was a striking difference, out of the entire list only one location said no. We were able to give the client exactly what they asked for. It has been a great opportunity to grow professionally from this and noticed immediately how differently it felt to work some of other vendors.
We wear a number of different hats within the company and it will be a long time before again seeing anyone as a road block versus a partner again.
We often make references to “Living the Brand”, which covers not just how you present yourself but also how you approach working on a new project. To create and maintain dynamic programing you will want to “know the brand” throughly and also have some insight into the industry. While we did extensive research about our German Headquartered client’s unique attributes, it was also essential to understand their American competitors. Had we developed the program with a narrow view there would definitely have been small elements we would missed that participants expect.
It is rare that you will be given the opportunity to reach new consumers who have zero exposure to your client’s segment. Whether they know your brand already, or at least some part of it, there are going to be expectations. Understanding how the competition approaches their marketing and programing allows you to not miss out on any triggers. But how do you find this info? The best place I have found to not only gather industry info but also what those top companies are doing is via a website called PR Newswire. This is a clearing house for organizations, PR Reps, and marketing firms to share press releases. There are also a number of research and statistical groups that contribute.
For example my firm has partnered with Target in the past to showcase products from specific brands via a “sampling” truck. While Target is a unique brand with some very distinct attributes it was necessary to also merge that with special features of the other brands. Not only was it key to see what the other product lines in the segment were doing that summer but what sampling events had been done at the specific location the new program planned to visit. Guests don’t get the full effect of a program if they don’t understand what is going on or how they are supposed to participate. By doing a little research we could shape the experience in a way that consumers would be excited to enter and hopefully come out with a full enriched impression.
With a jumping off point it’s easy to get started and also figure out what questions you should be asking. Checking this site or one like it should become a habit, knowing what is going on around your client puts you in the position to give them solutions before there is a problem. Keeping a program fresh sets you apart as a vendor, keeping the client happy.