Today starts Memorial Weekend. This is one of my favorite weekends of the year. It is the unofficial start of summer. Beginning with this weekend, people like to get out their house and do stuff. All of us in the event and entertainment business are part of that “stuff”.
It was reported again this morning on network TV that people will go out and about this summer. They will take vacations. They will see events. However, they are doing it with less. They are taking vacations closer to home, they spending less money, but they want to enjoy life. We have a great opportunity here to help them with this. Here are three ways we can:
1) Market as a local event
2) Market the value
3) Give them a great customer experience
When planning your marketing and advertising, mention the ease and proximity. Let them know that you are their escape for the day or evening.
Market the value of the admission. You don’t have to “cheapen” the event. Just make sure it’s a good deal. Make sure the advertising sells it.
A great customer experience ties into the first two. The customer experience is more then the actual show or event. It starts with the marketing, to the ticket purchase, to the experience at the venue. A great customer experience is vital to the overall value. Let’s use this holiday weekend as the kick off to the summer of the customer experience.
Interesting marketing approach
I received an email from a kids rock-n-roll day camp my son attended last summer called DayJams. They sent out an email inviting campers, parents, and camp staff to join their street team. Here is the pitch:
Become an official DayJams Street Team member and help get the word out about DayJams 2009! Street Team activities include:
- Spread the word out about DayJams to parents and kids in your school or community!
- Set up a table at events or just walk around distributing DayJams materials at sporting events, all ages shows, recitals, school plays, etc.
- Give away free swag (magnets, stickers, pencils) and say great things about DayJams to your friends in person, or on MySpace and Facebook, etc.
- Keep track of the names of the people you give the literature to and if one of them signs up and attends; you’ll be paid $50 for each NEW camper!
- DayJams will provide you with giveaways and promotional materials once you sign-on.
Besides, the $50 commission, they also get t-shirts and free swag that goes with their instrument. Such as, guitar strings and music books.
This is a very interesting marketing approach. I don’t know if this is a good thing or a bad thing. My first thought was “they must be really hurting”. If that is general first impression then this is bad. What is good about this is the direct testimonial marketing. These are actual campers and parents marketing the brand. Let me know what you think?
Have a great holiday weekend!
