Don’t Forget the Camera
ROAD TRIP!! route mapped, engine checked, car packed, snacks purchased, kids asleep… and you’re off. Something’s missing - you won’t realize it until you stop at the first of many random roadside attractions (i.e. world’s largest ball of twine)
A camera! The essential tool for capturing the memories of this once in a lifetime family adventure. Good luck explaining to your kids in 20 years that they really did see a flannel shirted man with a blue ox…
You wouldn’t forget something so important in real life. So, why do it as a marketer? I’m no expert but I’ve heard event marketing is a growing, buzz building, experiential, and effective way to reach new customers. One popular strategy is hitting the road on a cross country tour promoting your brand.
Unfortunately, event marketers are forgetting their “metaphorical” camera during these events… AKA - Microsites. Microsites are a cheap add-on and a great way to extend offline events by driving potential customers online for more information.
In addition to a microsite, event marketers need to integrate all the available social media tools at their disposal (e.g. Twitter, Facebook, Flickr, YouTube, Blogs, etc) to take the “real-life” experience that they work so hard to create and extend to the online world (read as: future event attendees).
Lastly, and perhaps most importantly - intercept anonymous consumers who visit your site. Whether it’s pre-event, during-event, or post-event, an online sweepstakes with an appropriate carrot will encourage customers to register and provide marketers essential information like name, email address, phone number & most importantly an OPT-IN to future marketing communications.
And that my friends unlocks a vast array of opportunities. Once you have a customer’s permission - the rest is gravy, just treat it with respect & make sure you have good content!
So - Where can you find a cross-country tour supported by a microsite that integrates social media as well as a sweepstakes? You have to check out http://www.kgbkgbtour.com- these guys are awesome marketers and with the help of PrizeLogic, Michael Allen Group, The Brooklyn Brothers, & others have just launched a really cool tour (kicking off at Mardi Gras).
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