B-to-C Events

A three-city sampling effort for Ben & Jerry’s new pre-packed ice
cream cones got consumers to help spread the brand buzz. Sampling teams
in New York City and Chicago (both earlier this month) and San
Francisco (this week) distributed 50 000 full-size cones per market.

 

The Ben & Jerry’s twist? In addition to standard sampling on the
streets consumers could request that B&J reps deliver samples to
friends’ homes or offices later in the week—friends had to live or work

Boost Mobile has been creating buzz for the brand—and driving teens and young adults to volunteer—using a two-pronged attack of music and volunteerism.
Through its title sponsorship of a nonprofit called RockCorps Boost offers free admission to concerts only to consumers who volunteer in their communities.

Every university has a different process for approving and scheduling brands’ on-campus events. Some it seems are microfocused on every last detail while others appear to let just about anything go.

For marketers targeting students getting a piece of the user-generated content realm seems like a logical move. Set up a videocamera invite some young whipper-snappers to get silly slap up some videos and let the viral stampede begin right? Um hello! Like that’s so 2006. Student-created content can build powerful brand loyalty but only when it’s authentic—meaning peer-approved hands-on and grounded by a strong concept. Three programs that empower the under-20 set without seeming too corporate:

Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the same place at the same time here’s how to strike the right balance.