CPR Promotional Check-Up - Jun 14, 2016
June 14, 2016
I remember when we changed the handle on Wild in SFO to "The Bay Area's Party Station" and the owners at the time researched everything and spent a nice chunk 'o money testing the term "Party". Not surprisingly it tested through the roof.
A station that must remain nameless for three more weeks is using The Summer Of 1000 Parties to tie together everything they're going to do. Boat patrol at the lake? They'll be out hitting boat parties. Concerts? Parties. Food deliveries to offices? Lunchtime parties. Parties? Parties.
You could also create a third political party, The Party Party that stands for keg stands, beer bongs, red eyes and "women drink free until 10!"
Street Team Math
One of the Brand Managers was asking for advice on how to keep the street team motivated. "Truthfully it's keeping them motivated beyond 6 months. They start off great, full of piss and vinegar but then they become complacent and loose the sparkle."
The simple math is that you want to head into the summer with 25 bodies. Mankato, Minnesota? Jeff's starting with 16. You will lose three immediately when they discover that they can't play their bands music on the air or because "Dad wants me to get a real job." You'll have maybe 15 that you can rely on by the fourth and then it's like having your hair fall out. When it starts, it goes quickly. You'll limp in Labor Day with three.
Street Team Clothes
Sonia Ungerman, who is now some kind of muckety muck with Hubbard was an intern and then promo person back in the day. She thinks esthetically and consequently, the appearance of the "team" when they were out in public and at events improved about 800%.
Taryn Stephenson is the Sonia Ungerman of British Columbia albeit way way way way (way!) younger.:
Our Z look was inspired by a first date. You want to look put together but not like you tried too hard. The girls are in Leather leggings, branded t shirts and boyfriend blazers. They rock red pumps and lips in Z red! In summer we paired this look with high waist black shorts. The dudes wear dark denim, a blazer, a station t shirt and converse shoes.
For LG we designed a look that was Coachella-chic. The girls in high waist pants or shorts, with jean jackets, flower crowns and big shades. The dudes are in colored chinos and station t shirt with vans.
A couple of people have asked about the promotion that Summit in Greenville did for Fathers Day last year. From Stephanie Crunkleton:
Last year was our first Daddy Daughter Dance. We partnered with a restaurant venue and provided a salad and pasta bar. We sold an adult tickets and child tickets. Since it was our first year we had capped capacity at 500 and we had an outpouring of people requesting to be on a waiting list if any tickets became available. It was a great event! We had a sketch artist onsite to do sketches and a professional photographer.