Over the weekend my son tells me he wants to create one product that can be marketed to all kinds of different people. One example he gave me was lotion. This is the same product but with different names. If you have dry hands; it’s hand lotion. Rough feet; its foot lotion, etc… I thought about this and determined we should use this theory in event & entertainment marketing too.
You have a show or event that you need to market. Who are all your potential ticket buyers? There are the obvious ones. These are the people that the show was designed for. But who else might be interested in your show? What elements would appeal to a different audience?
There is an article in today’s Wall Street Journal about Vitaminwater. Coca-Cola is doing an advertising campaign around Vitaminwater aiding in hangover relief. It has long been known that sports drinks seem to help when you are sick or hung over. So, they are marketing the drink to anyone looking for some relief. Not the normal demo you would think of marketing.
Take your show or event and dissect it. Break down all the different elements to it. If you do this you can apply a different group of people to each. It does not matter what kind of event it is. If you are marketing a festival, you have lots of different elements. If you have a concert who else can you market to besides the normal fans? Does the band have its music on Guitar Hero? Why not market to the video game demo? Younger kids today know classic rock music thanks to video games. Does the show or event have fantastic special effects? You should market this. Look what 3-D is doing for the movie industry. If you are marketing a consumer show, what are all the elements? For example a home show that has a celebrity chef and food demo could appeal to all the foodies out there.
Duncan Hines markets a Classic Yellow Cupcake mix. Do you realize that what is inside the box is their regular classic yellow cake mix? Same product marketed to a different group.