Originally posted September 30, 2014 by RFPalooza in ABBE’S SPARKS
Principal, Abbe Sparks Media Group
Connect the Dots…
Get top ROI by igniting personal and professional connections: an invaluable media tool for event marketers. It’s a given that as marketing communications professionals, we are all extremely connected – after all – we are the mouthpieces to the world for our clients. One of the tools of our trade for any good integrated communications campaign is to create a special event that supports the campaign strategy and puts the exclamation point on the message.
Utilizing personal and professional connections create dynamic opportunities for maximum media exposure and word of mouth. Here are two brilliant special events that demonstrate the importance connections play in enhancing the sparks and putting that fiery burst into the campaign finale.
Event #1 – The Rochester Music Hall of Fame Awards to celebrate the 40thAnniversary of WDKX radio, one of the first urban owned and operated radio stations in the country.
The Mission: create an event to enhance existing publicity efforts surrounding the station’s 40th anniversary. Event producer Bruce Pilato’s concept — host a Soul Legends Reunion in Rochester, NY as a tribute to WDKX Radio’s 40th anniversary and induction into the Hall of Fame — bringing together Soul and Rhythm & Blues legends who’ve been significant in shaping the sound of the 70s on the airwaves. Pilato connected with longtime associate and Grammy (NARAS) member Lynn Orman who represents Soul and R&B clients in Chicago. She connected him with one of three legends of soul: Impressions lead singer ReginaldTorian Sr., who joined Sister Sledge’s Kathy Sledge and The Stylistics Russell Thompkin.
The Hook: An All Star show stopping musical finale with all three legends performing, Sledge’s famous song “We Are Family.”
The Result: Maximum ROI- publicity efforts in Rochester and Chicago alone included multiple radio and television interviews plus a stop at WDKX Radio.
Event #2 – Product Placement at Special Events for Soft National Launch of Natomy Professional HairCare Products
Natomy achieved a successful soft launch via strategic product placement at upscale events
The Event Strategy: Use his publicist’s connections with upscale elegant events to capitalize on the event attendees, potential influencers for his product line.The Mission: create word of mouth buzz for Natomy Professional HairCare Products in anticipation of its product launch. Natomy inventor and stylist Theodore Perry publicist’s advice was to sponsor and provide give-away samples at nationally prominent charity and society events in NYC and Chicago to solidify the launch plan.
The Hook: sponsor a VIP reception at NYC’s Alice Tully Hall at Lincoln Center for East Coast Regional Premiere of a classical trio’s performance; joining fellow internationally established sponsors in the retail and beauty arena and having Natomy samples included in VIP custom-made gift boxes – arranged by publicist’s connection to the folding carton consumer product packaging company, M C Packaging, LLC
The Result: heightened awareness of Natomy by event attendees and sponsors well in advance of its launch and maximum WOM and demand for newest must-have hair product.
Connect the dots! Use connections to gain top ROI for event marketing/pr campaigns. Have a wonderful Wednesday.
