Pop quiz. You are thinking of buying a new car. A Volkswagen Beetle is among your choices. For the sake of this exercise, let’s say you are 25 years old. Here’s a marketing multiple choice:
A. You’re invited to a special free concert with the black Eyed Peas performing. There are Volkswagen Beetles positioned at the entry points to the concert. There is mad signage and car pictures projected on screen throughout the concert but the performers never mention the words Beetle or Volkswagen.
B. You like the Black Eyed Peas and buy a ticket to their concert. At the show there are no physical cars on display, but there are large display ads tastefully arrayed around the concert space showing car, brand and promise.
C. Fergie, in workout clothes, is photographed leaving the gym of her personal trainer. She looks particularly aglow and has a hand darting around her bag looking keys — about to get into her new black Volkswagen Beetle.
I can tell you what an event marketing company would pick. And charge. I can suggest what a typical social media company would select (all three, they rarely care.) And I can tell you what a PR company would prefer. Heavy on one, but all three would generate fees. There is only one true answer here. And that answer is fundamental to marketing. And you all know which one it is. Marketing is hard. Peace!
PS. Answer “A” actually happened… and it’s not correct.