When a musician’s tour is called “The Blood, Sweat & Beers Tour”, a strong mental image of the band and their fan base comes to mind. Connecting with them, of course, is always a marketer’s challenge and it takes a pretty creative mind to develop a campaign that hits them in all the right spots. The smart folks at SMG Marketing at Chesapeake Energy Arena have done just that, though!
Starting this weekend, these fantastic coasters will be making an appearance at honky tonks throughout the metro and as far away as Stillwater and Norman to promote Eric Church’s March 8th concert at the Chesapeake Energy Arena. Printed in bright 4-color process ink, these coasters will be seen by country music lovers when they are in the right frame of mind for a show like this.
But that’s not all. These savvy marketers know that country music does not equal “backwoods hick”, so they have also printed a QR code on the coasters. When patrons pull out their smart phones and scan the QR code with their QR code reader app, they are taken straight to the Ticketmaster page for the event where they can purchase tickets on the spot. Talk about fully utilizing the Zero Moment of Truth!
Stacey Aldrige, Event Marketing Manager, worked with Church’s promoter and ROBYN Promotions to put together the guerilla marketing aspect of their campaign. “We did a similar campaign when Dane Cook came to town a couple years ago,” said Stacey. “We watch the trending of our Ticketmaster sales very carefully, and they spiked when those coasters went out. I expect to see the same thing with Eric Church, too!”
February 13, 2012