Blimping Around
A friend of mine invited me to attend a BC Lions football game last November. I had never been to a game before and didn’t know much about football. Fortunately, there were other friends who came who could explain the basics to me as the game progressed.
The main reason I went was because the friend who invited me was flying the blimp during the intermission. He told me how one error in having the blimp go too low or too high would result in the blimp getting ripped. The advertising sponsor had paid over $100,000 to get this kind of national exposure so my friend admitted he was quite nervous.
During the intermission, prizes would be released from the blimp from hooks and fall down towards the audience. Enthusiastic fans would clamour to see if they could catch the prize before those around them did.
Fortunately, my friend did a great job of navigating the Sandman Hotels (Inns & Suites) blimp around the stadium. I can see how this type of advertising would be very costly for a number of reasons:
1. Total Customer Engagement with those who were at the game
2. National TV exposure for the blimp
3. High cost of producing custom blimps
This medium for advertising is geared toward big corporate sponsors. Why do I bring this up when I focus on small business growth? It is important to know what mediums are best for marketing your business. This means reaching your ideal fans with the right message and with a realistic price tag. I do believe Sandman knew that the BC Lions audience both in person and on TV is part of their fan club.
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