Incentive - April 2008 - (Page 25) CASE STUDY Marketing Morphs Out As consumerism becomes more about personal favorites and subgroups with very specific likes and dislikes, what’s commonly known as viral or grassroots marketing becomes a crucial means of tapping into the nooks and crannies of the consumer market. Universal Buzz’s unique promotions get into hard-toreach markets by snaking their way into avenues completely unknown or overlooked by more traditional agencies. “The marketing world is always morphing out, because it’s hard to reach the client through traditional advertising,” says Brunnett. “We can light up the mainstream, but we can also light the areas that are hard to light up. And the darker areas are maybe where you can really hit your target, but they’re hard to reach; we know how to reach them.” For U.S. Cellular, UBI incorporated a DJ spin-off aspect of the festival for which local DJs were invited to compete ahead of time. As a result, says Brunnett, “the DJs were in the clubs saying, ‘Make sure you vote for me at www.USCellularRoxKnox.com.’ So they kind of had the people embrace it [the festival] because they have a voice in the community. And so they turn into the marketing process.” In practical terms, Brunnett says that his experience with rock tours and the phenomenally creative stage production that they entail means that there’s no such thing as impossible. “It’s really good to have the creative be part of the production, because then we know that if you want to have a hologram that pops out of garbage cans all over the event—or whatever crazy idea—it can be done.” As a creative agency and consultancy, Universal Buzz works with clients to identify touch points within their marketing initiatives to come up with something that’s really unique and exciting. Says Brunnett, “Basically, as a company we really like turning people on to new ideas. Or, if it’s an older brand, maybe making it a newer experience for the consumer. So we’re really based in the creative world, we’re a kind of ‘mind shop.’” For this agency, flawless execution involves what Brunnett refers to as “due diligence and one of the best execution teams” and the willingness to go above and beyond the call of duty to deliver a very positive experience to the client. For the U.S. Cellular event, planning began with a focus on the target audience of 18- to 34-year-olds, along with geography and psychographic information, and defining what message they were tryRave Results ing to get across. Explains Brunnett, Tickets sold out a week before the “Once we identified that it was going festival, and thousands gathered to to be a free concert, a celebratory hear the music and enjoy the activievent, it worked out really well. Then ties available at the event. Accordwe came up with the concept, the ing to UBI, the U.S. Cellular Rox Knoxville residents enjoyed more than music: Rox Knox booths featured artists that would resonate well with a Knox festival sparked increased activities, contests, food and prizes large group of people, and not aliensales as well as extensive regional ate the ‘leakover’ into the older demomedia coverage and increased foot graphic or the younger demographic.” traffic within U.S. Cellular stores. song “I’ll Stop the World and Melt Putting things together involved countless With You.” Brunnett also has experience The secret to a successful program, considerations on several points. The final as a studio manager and believes that according to Brunnett, whose backchoice of performers depended on factors ground is in music, is connecting with there’s no better place than the music like tour routing, price, getting artists who the audience. At the Rock Knox festival, industry to learn the power of marketwould agree to play at an event supporting this connection was clearly felt, as was ing. He says, “When you think about it, a brand, and other factors. In the end, says evident at the DJ booths where crowds if you’re not a good marketer in the Brunnett, “Joan Jett speaks for herself. were so revved up they took to chanting music space, then you really can’t survive There were moms next to their daughters “Rox! Knox!” at the DJ’s behest, whenthat well, because it’s a crowded space singing, ‘I Love Rock n’ Roll.’ ” ever he yelled out “U.S. Cellular.” It was and you have to stand out. Especially Send comments to alee@incentivemag.com truly one of the great moments at the nowadays.” incentivemag.com event for Brunnett, who says, “It was crazy to hear this whole sold-out event resonating with something that we came up with. It was actually cool.” With a client list that has included Miramax Films, Virgin Records, MTV and The White Stripes, cool is something that UBI is experienced in. The company was founded in 1995 by Brunnett, who toured as a guitarist with popular bands, including the eighties group Modern English, best known for the Extreme Can-do Attitude | April 2008 | Incentive | 25 http://www.USCellularRoxKnox.com http://incentivemag.com
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