Synergy 101

Welcome to Synergy 101, a blog featuring opinions, trends, and words of wisdom from the Synergy Events team. Join the conversation today as we explore topics in event marketing, sports, the 2.0 World and much more. Synergy 101 will provide updates from our tours on the road, information on our experiential marketing events and the latest news from the Synergy Events home office in Ocean, NJ.

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LISTENING TO FANS OF YOUR BRAND

Posted by Keith Green on Fri, Jul 17, 2009
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LISTENING TO FANS OF YOUR BRAND

I attended an an online marketing summit and had the opportunity to hear Eric Anderson of White Horse Marketing present.

One of his topics was Brand Building and how the 2.0 world has changed the way brands do business:

Old School vs.2.0 World
1. Create vs. Listen
2. Promote vs. Enlist (engage fans of your brand and have them tell your story virally)
3. Defend vs. Converge

Listening-and taking advantage of the opportunity to react quickly to fans of your brand- is key these days. I love what Celestial Seasonings tea did when fanatics of its Fast Lane tea started an online petition to bring the tea back after it was discontinued.

To its credit, the brand listened to a fairly small, but vocal group of supporters. According to Anderson, Fast Lane tea now outsells all of the company's online tea sales by tenfold.

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TWITTER AND EVENTS

Posted by Keith Green on Wed, Jul 08, 2009
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Brands, news outlets and celebrities are all finding ways to effectively utilize Twitter. It's the newest 2.0 way for people to receive breaking news and information on practically anything.

I wanted to learn from an expert about possibly incorporating Twitter into Synergy's business, so I attended a Twitter 101 course put on by the PRSA-NY chapter and taught by Sandra Fathi of Affect Strategies. The course was helpful and informative, especially as Synergy’s clients continue to explore ways to incorporate social media-and specifically Twitter- into their mobile marketing tours and PR-driven events.

There’s no denying Twitter’s popularity and that individual users, media outlets and even brands love the way the site allows them to immediately communicate with their “followers.”

So what about utilizing Twitter to promote events? It’s one of the latest event marketing trends and it can work. Synergy just completed a 19-city tour with USA Football to promote the Junior World Championships of American Football. The tour included Team USA brand ambassadors tweeting about their experience and promoting the tour via a dedicated website. The tournament concluded this past weekend with Team USA steamrolling Canada 41-3. Ticket sales for the tournament rose more than 600% after the start of the tour.

Another of one Synergy's tours, the got milk? milk mobile mustache tour is also starting to use Twitter #MilkMustache.

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