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EXPERIENTIAL EXPOSÉ
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MEASURING FOR MARKETING CAMPAIGN SUCCESS
A successful marketing campaign must have measureable results. But how does one actually measure the results? Check out our VH1 "Rock of Love Charm School" guerilla and event marketing campaign case study for an example.
On behalf of VH1, UCG launched a guerilla and event marketing campaign to generate awareness and set a call to action in 18 college markets for the VH1 "Rock of Love Charm School" season premiere. The "Charm School after Dark" event took place at popular local bars as students dressed in their best "Rock of Love Charm School" attire to win prizes and show how much they knew about "Rock of Love."
A successful event doesn't happen by chance. UCG ran a guerilla pre-promotion campaign to generate awareness and ensure event success as measured by attendance and impressions. On the day of the event, UCG's "Charm School after Dark" team took to the streets and generated over 675,000 impressions by distributing tens of thousands of event invitations and door hangers. We hit target audiences on college campuses, resulting in higher than expected event turn-out rates.
So how do you measure your success with event attendees? First you must define a call to action and communicate this desired action to your consumer. For VH1's "Charm School after Dark" event participants were encouraged to tune in to the shows premiere through branding and multiple premium items driving premiere awareness at the event and thereafter. When VH1's "Rock of Love Charm School" premiered on Oct. 12 and soared to the No. 2 spot among original cable series programming for those ages 18-49, especially in the New York, Chicago, Atlanta, St. Louis and Austin markets, we knew our event attendees did well following up on the well defined call to action.
When comparing "Rock of Love Charm School" ratings with those of "Rock of Love 2" in the same markets, an average increase of a full ratings point was reported. The overall results for all 18 markets were extremely positive, with strong performances across the board!
Success for the VH1 campaign was measured through pre-promote deliverables and market by market TV ratings. These two modes of measurement proved consumers were indeed "charmed" with the campaign! |
ESSENTIAL ELEMENTS
FIVE KEY COMPONENTS FOR ULTIMATE CAMPAIGN SUCCESS
- Training Day? Yes, yes and yes! Hold a separate training day before the day of the event. Many companies try to train the day of the event and it never works. Marketing representatives need time to read and absorb the information.
- Scene 1, Act 1. Write a script for your marketing representatives. Think of the top five scenarios your representatives will encounter and script your desired response for each of them, catering to the brands messaging. Then rehearse, rehearse, rehearse!
- Teasers. Think of a unique and non-traditional way to pre-promote for the stunt. Give the media a bit of teasing and exclusive knowledge about what's going on. Post it on a social networking site.
- Location, location, location! Consider where the local media is located. Put the PR Stunt in front of, around the corner or just a block away from the media's building.
- Benchmarks. If you measure it, you can improve it. Define clear metrics for your campaign. Measure before and after your event. Pre and post surveys provide perception analysis ratings, store to store sales or online order data controlled for your event will let you know the value of your event.
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To generate media coverage and solid PR, your PR stunt must be newsworthy and prompt individuals to ask, "Is this for real?" So ask yourself, were the following real or were they PR stunts?
Taco Bell deploys an enormous vinyl target complete with company logo and the words ''Free Taco Here,'' ten miles off the Australian coast, with the promise of free tacos for every American if the falling Mir Space Station hits the target. To cover the risk of the promotion, Taco Bell trumpeted its need for an insurance policy to pay for the tacos.
A two page Gucci ad appears in a Swiss newspaper while Gucci reps deny submitting it. Supposedly a wannabe model posed with a fragrance bottle, added the Gucci logo and submitted the ads. The newspaper said it did not have time to confirm the ad with Gucci because the request came in only two days before print. Should we really believe newspapers keep a whole two pages available for late ad requests without a company confirmation? Nice work Gucci.
Starbucks across the nation close their doors from 5:30PM to 9PM for training with nearly every radio station in earshot mentioning the closure and quality training.
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