We get it: you’re tired of the exhaustive efforts that you execute for the promotion of your event. Though they have proven effective, you are looking for something unexpected, creative, and fun…. not for your audience, but for you. Trying out new ideas (probably) will never hurt. The worst thing that can happen is that it doesn’t get you the reach you had anticipated. But in all seriousness, even if you go out on the proverbial limb, chances are you will still get people talking. Try adopting new ideas like “reverse graffiti”, or spin off of the marketing genius that is Crumpler’s “Beer for Bags” campaign.
Head to your local Home Depot or Lowes and rent a power washer… hurry, BEFORE THEY RUN OUT! Create a stencil with your brand, event name, date, time, and website. Make it something that won’t be overlooked easily. Now this is where the really fun part comes into play. Grab some team members (preferably teamsters with a van or truck as those power washers are quite large) and hit the streets, late at night when foot traffic is at a minimum. Try to increase the level of fun by insisting that you all wear deceptive disguises, creating the illusion being masked agents in the night. Now, lay the stencil down and start spraying. What you have left behind is a dirt and grime free impression with your event information. Keep going up and down the city streets until you have created a yellow brick road of promotion. These types of guerilla marketing strategies make an impact on the locals. Foot traffic can make or break certain businesses and these strategies take advantage of the same principles.
Or you could create your own spin on the “Beers for Bags”, a promotion put on every year by Crumpler’s, a bag retailer. For four days the only form of payment that the store accepts is BEER. That’s right, beer. In exchange for two cases of Pacifico and a bag of limes you get a “Skivvy” shoulder bag, which retails for $130.00. The average discount during the campaign is around 30%. At the end of the four days, they throw a party for those who participated. There are several variations that are up for viewing on the Crumplers website. Obviously you don’t necessarily have to run your promotion on such a large scale. Still, there’s something to be said about creating an exchange as opposed to a purchase. It creates the illusion to attendees that they are gaining admittance for a bargain, when really it’s your gain. Promotions such as this get people talking and create their own word of mouth campaign, turning your event into experiential marketing. People love to party, so try to be as creative as possible with this strategy.
Think outside the box and really tap into your creativity. These are just two ideas that, more than likely, will become standard practice for some. Both of these strategies have an immense potential to increase your event awareness. Reverse graffiti, for example, isn’t a flyer that can be thrown in the trash or get swept away in the wind. It is a daily reminder that will only fade with the passing of time. Creating an exchange program gets people talking about your brand and your event. People love to share deals and steals with friends they know would love to join in on the fun. For your next event take some time to consider which tactics may work for you, but try to put some fun back into it. One thing is for sure: your staff will appreciate it.