Remember the Blair Witch Project? How everyone was running around saying, "...it's real...you have to see this....I'm so scared!!!" It was fake, and the agency knew it. But it made a TON of money.
Fast forward 10 years ( yes, its been that long) and now we have the low budget Paranormal Activity. Paramount was sitting on a $15K total cost blockbuster and they took the road less traveled when it came to distribution.
If you've been reading my blog long, you know I love to call it out how top line media outlets trickle down cool ideas on how outdoor brands can reach customers. In this case, its all about geo-targeting a gold mine.
Instead of blowing all sorts of money on pre-screenings, trailers....events, etc..etc...in order to make the most from the film Paramount used a little social media to get the word out. They tested a few midnight screenings, and then leveraged a social media web site where Joe Public could hit a button to make a "request" to have a screening in his area.
BINGO. Use social media to help guage your roll out especially when you are sitting on gold mine with zero budget. Control the risk. Paramount screened the movie in the exact locations where the demand was the strongest. And now for the outdoor spin.
Brands still don't realize this, but when our Outdoor Channel serves up ads...we know exactly where the person lives who clicked on it and what site they were visiting when they saw the ad. We have 1.4 million users in our system. This is like taking a print ad and getting a report back from the publisher saying which outdoor fans liked your ad by state.
To take this one step further, maybe you are sitting on a product that needs to get better traction inside the retail channel. How to find the right reps? Where? How about running your ad, a general one, across our network and then getting a report by state showing who was the most interested. Then....you can target the states for retail open orders based on where you "see" the consumers having the most interest.
Our reports can show demo info by state, zip code, country, time of day....you name it. Curious if you have any interest in the UK? Got it. Curious if your paid print campaign last summer in the southeast did anything for your brand? Got it.
You get the point. With everyone talking about limited dollars to allocate towards marketing, it sure helps to know where you should advertise ahead of time.
Fast forward 10 years ( yes, its been that long) and now we have the low budget Paranormal Activity. Paramount was sitting on a $15K total cost blockbuster and they took the road less traveled when it came to distribution.
If you've been reading my blog long, you know I love to call it out how top line media outlets trickle down cool ideas on how outdoor brands can reach customers. In this case, its all about geo-targeting a gold mine.
Instead of blowing all sorts of money on pre-screenings, trailers....events, etc..etc...in order to make the most from the film Paramount used a little social media to get the word out. They tested a few midnight screenings, and then leveraged a social media web site where Joe Public could hit a button to make a "request" to have a screening in his area.
BINGO. Use social media to help guage your roll out especially when you are sitting on gold mine with zero budget. Control the risk. Paramount screened the movie in the exact locations where the demand was the strongest. And now for the outdoor spin.
Brands still don't realize this, but when our Outdoor Channel serves up ads...we know exactly where the person lives who clicked on it and what site they were visiting when they saw the ad. We have 1.4 million users in our system. This is like taking a print ad and getting a report back from the publisher saying which outdoor fans liked your ad by state.
To take this one step further, maybe you are sitting on a product that needs to get better traction inside the retail channel. How to find the right reps? Where? How about running your ad, a general one, across our network and then getting a report by state showing who was the most interested. Then....you can target the states for retail open orders based on where you "see" the consumers having the most interest.
Our reports can show demo info by state, zip code, country, time of day....you name it. Curious if you have any interest in the UK? Got it. Curious if your paid print campaign last summer in the southeast did anything for your brand? Got it.
You get the point. With everyone talking about limited dollars to allocate towards marketing, it sure helps to know where you should advertise ahead of time.
