Promo - March 2008 - (Page 9)

Companies with category exclusivity, like Dove, pay $15,000 to $30,000 per event, Chan says. But that doesn’t include the extras, such as the cost of on-site activation and staffing. For the fee, firms get access to hundreds of women willing to receiving marketed messages. Sponsors are also promoted on the Shecky’s Web site and via print ads, e-mails and radio spots. Participating companies are banking on attendees to spread the word. It’s what Shecky’s calls “girlfriend group marketing,” Chan says. “Our females are influential buzz drivers among their friends, mothers and colleagues,” she says. “It’s really powerful.” Dove is there to build awareness of its new gofresh product collection of body mists and lotion, which launches in April. The Unilever brand is setting up a gofresh Lounge at Shecky’s 35 events, where they can sample the new line through product trail or scent cards, while relaxing with an ice tea. Dove is also running a sweepstakes for a chance to win a product gift basket. Ryan Partnership is handling the events. The goal? “Engage with our most valuable consumers— real women—in a more personalized format,” says Stacie Bright, senior communications marketing manager at Unilever. Brown-Forman’s Chambord, the black raspberry liqueur brand, is setting up a lounge of its own offering mini manicures. Attendees can also sample free cocktails, including Chambord French Martini, Chambord Margarita and Chambord Vodka Soda and enter a sweepstakes for a chance to win a trip to Paris. “It allows us to hold conversations with consumers that is not possible with traditional forms of marketing,” says Mike Tong, Chambord brand manager, Americas, whose firm is increasing its Shecky’s sponsorship to 15 cities from eight last year. “It helps begin the stage of connecting and creating life long relationships.” Chambord is collecting consumer data, including e-mail addresses and zip codes. Following the event, the firm will stay in touch with attendees by sending them seasonal recipes using the brand. More companies are turning to experiential marketing, such as what Shecky’s offers, because companies aren’t getting the return from traditional methods they once did, says Brad Nierenberg, president and CEO of RedPeg Marketing. “Consumers today need to adopt a brand through discovery and by experiencing them through events,” Nierenberg says. “Brands need to have a deeper communication with consumers to truly find out who they are and how they fit into their lives.” Some 75% of people said by participating in a live marketing experience would make them more receptive to a product or brand’s advertising, a Jack Morton Worldwide study says. Attendees at Shecky’s Girl’s Night Out Chambord’s manicure stations can choose from one of three specially-made OPI nail colors, which mimic the brand’s cocktails: J’adore Chambord, French Chambord-Tini and Chambord and Bubbles. Beyond checking out the latest fashions, what’s driving women to Shecky’s events? Free stuff. Conair, for example, is providing Rush Being Sexy hairspray samples in the New York gift bags. “We always give away free samples,” says Babe Rizzuto, a Conair Corp. spokesperson. “The Shecky’s consumer expects it.” It’s also raffling off styling aids and body products at the show. But it’s not selling merchandise. Is this a missed opportunity? Conair says no. The company’s main goals are to demonstrate new products and create branding, Rizzuto says. Likewise, Idelle Labs’ new Skin Milk smoothies shower gel will be given away in the New York and Boston gift bags this month. It’s also planning to participate in Shecky’s events this fall. Is it working? The firm gets a return of 5-to-1 on its investment, says Laureen Schroeder, director of skincare marketing for Idelle Labs. And even if the event doesn’t generate a big lift in sales, the investment has other benefits. “It’s a great way to get feedback and talk to your target audience,” Schroeder says. l P W For more articles on entertainment marketing go to www.promomagazine.com/entertainment Newsletter Web RSS Webinar Conference Podcast Promo / WWW.PROMOMAGAZINE.COM / March 2008 9 http://www.promomagazine.com/entertainment http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - March 2008

Promo - March 2008 Editor's Note Girls' Club New Eco Regs? They're Not Going Anywhere Spreads Easily RFID Ramp-Up From Backyard to Broadcast Commentary VROOOM! Stuff We Can't Do Here Yet Q&A: Measuring Up Free Ink The Agency Center Resource Center Promotions 2.0 Index of Advertisers

Promo - March 2008

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