I wanted to start out with something positive; a clever marketing piece. Saturday afternoon I found one.
You can spend a lot of money on advertising, but still not have the affect you want because it misses your target audience or it is not timely or the offer is not attractive or it rains or a thousand other reasons.
On Saturday, the Cascade Surge, our local lower division soccer team was in the right place at the right time with the right message.
Every Saturday the Keizer Soccer Club plays host to a few hundred soccer players and their families. The Surge was there this Saturday with an awning, a chance for the kids to win a prize and the above business card sized coupon. It was a nice set-up visible to all entering or leaving the soccer fields, and even included their mascot, Sammy Surge.
The Surge got two things correct right away. They set up in the middle of soccer players and families. The game is only 7 days away from when they received the ticket. So the message got to their target market at the right time.
The ad itself is also pretty good; printed on glossy stock as a business card. This is something that people could go crazy about and spend more on printing than the Surge did: create a tri-fold for instance. Instead this business card size ticket does three things well: makes an agreeable and well targeted offer, clearly states its intent, and directs for more information.
Handing out a family ticket at a family venue to families is excellent. The clearly stated “Admit Four” should be appealing to their Keizer Soccer Club target audience. Their offer is a winner.
Clearly stating where and when the event will be held is half the battle and you’d be surprised at how many event type ads get printed with unclear locations, times, and circumstances. On this ticket you have May 15 on both sides. The time is clear and location as well as “Rain or shine” which is a good idea in the Pacific Northwest.
One of the most difficult things about the Surge is discovering when the games are played. The Statesman Journal’s coverage of the team is pretty spotty. Finding game times and dates can be difficult. Getting the Surge’s website into the hands of these parents is another smart move and one that is reasonably accomplished at the bottom of this card. Even if turn out is not overwhelming on the day, it doesn’t mean the advertising has not touched them, because they at least have access to the schedule.
It will be interesting to see how the promotion worked. To me it looked low dollar and highly targeted. On May 15 the Surge people should have a good idea of how many came back with the tickets. Hopefully they will have something planned for the Iris parade which happens on May 16 and draws a few thousand spectators to Keizer.
So that is my story for this week. A well done advertising piece and nothing but praise for the people who designed and implemented the ticket giveaway. I will be there on Friday night to see the game, so if the ad worked for me…then you know it’s good.
You can spend a lot of money on advertising, but still not have the affect you want because it misses your target audience or it is not timely or the offer is not attractive or it rains or a thousand other reasons.
On Saturday, the Cascade Surge, our local lower division soccer team was in the right place at the right time with the right message.
Every Saturday the Keizer Soccer Club plays host to a few hundred soccer players and their families. The Surge was there this Saturday with an awning, a chance for the kids to win a prize and the above business card sized coupon. It was a nice set-up visible to all entering or leaving the soccer fields, and even included their mascot, Sammy Surge.
The Surge got two things correct right away. They set up in the middle of soccer players and families. The game is only 7 days away from when they received the ticket. So the message got to their target market at the right time.
The ad itself is also pretty good; printed on glossy stock as a business card. This is something that people could go crazy about and spend more on printing than the Surge did: create a tri-fold for instance. Instead this business card size ticket does three things well: makes an agreeable and well targeted offer, clearly states its intent, and directs for more information.
Handing out a family ticket at a family venue to families is excellent. The clearly stated “Admit Four” should be appealing to their Keizer Soccer Club target audience. Their offer is a winner.
Clearly stating where and when the event will be held is half the battle and you’d be surprised at how many event type ads get printed with unclear locations, times, and circumstances. On this ticket you have May 15 on both sides. The time is clear and location as well as “Rain or shine” which is a good idea in the Pacific Northwest.
One of the most difficult things about the Surge is discovering when the games are played. The Statesman Journal’s coverage of the team is pretty spotty. Finding game times and dates can be difficult. Getting the Surge’s website into the hands of these parents is another smart move and one that is reasonably accomplished at the bottom of this card. Even if turn out is not overwhelming on the day, it doesn’t mean the advertising has not touched them, because they at least have access to the schedule.
It will be interesting to see how the promotion worked. To me it looked low dollar and highly targeted. On May 15 the Surge people should have a good idea of how many came back with the tickets. Hopefully they will have something planned for the Iris parade which happens on May 16 and draws a few thousand spectators to Keizer.
So that is my story for this week. A well done advertising piece and nothing but praise for the people who designed and implemented the ticket giveaway. I will be there on Friday night to see the game, so if the ad worked for me…then you know it’s good.
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