BRING THE SUNSHINE WITH SUMMER!

I read an article recently (don’t remember where but think it was Brandweek) about how all of the negative stories Americans watch, read, and talk about on the economy each day are effecting depression levels.  No surprise, they are up dramatically.  The bad news is just about impossible to get away from.  Even if you try and hide, it pops-up on your IRA, 401K, mortgage statement, or even a phone call with a friend.  So how can Live Entertainment help bring the sunshine to consumers, media, and brands this summer?

In the March 23rd issue of Advertising Age, author Bob Garfield tells us that “the future is bright…but the present is apocalyptic.”.  He is speaking about media.  Newspapers saw a “20% drop in circulation…amid 23% population growth” in the same period.  Magazines have seen ad pages drop off “22% so far in 2009”.    Broadcast radio, TV, and billboard giant Clear Channel that “was going to destroy our very democracy”…well now so much anymore.  Network television’s audience continues to erode in the double digits.  Garfield says that “cable has problems of its own…as it’s no more DVR-proof than broadcast.”  Even online publishers like Yahoo! are taking a hit. 

So as marketers look for ways to reach consumers… and media try to attract business…and consumers look for a way to come out of their depression…in walks the answer to everyone’s prayers…BRANDED LIVE ENTERTAINMENT!

Walt Disney built Disneyland to make his world of imagination come to life.  That’s what we have the ability to do in Live Entertainment.  Right now, people are hurting.  Everyone is looking for an escape and we can provide that.  It is really simple…so lets do a quick brainstorm to show how easy it really is.  I’m going to turn on the TV and the first brand I see, we are going to create a Live Entertainment event for them that also solves the above issues.  Shit…ShamWow…ok.

1) TALENT – We have to have Vince from the commercials, he is amazing! 

2) EVENT – How about a car wash that uses only ShamWows to wash, dry, and detail your vehicle…the car wash is free with your ShamWow purchase.  We can use NASCAR pit crews to do the washing, make it a race, more exciting…even help out NASCAR who’s numbers are down as well. 

3) MEDIA – Tie-in print, radio, TV, cable, and web partners.  Do ad buys with all that have promotions circling back to the event.

4) GIVING BACK – Water from car wash should be recycled…hoses should have the latest water saving nozzles…soap is all biodegradable…and a portion of the money should go to local charities.

5) MORE – Maybe the car wash is tied to filling the city swimming pool for the summer…or maybe the event is actually using ShanWows to clean-up your city.  How about Mayor Bloomberg gets bankers, traders, and the like to use ShamWows to clean-up Wall Street and show America that not every NYC banker is corrupt. 

Well, you get the idea.  Brands need ways to communicate directly with consumers, as their usual forms of message distribution fall-off (see above).  The media need to sources of income and ways to drive traffic.  Consumers need cheering up.  Let’s help everyone out this summer and BRING THE SUNSHINE BACK!

Speak with you soon…

Jim

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