Monday, March 22, 2010

That's smart marketing

Sometimes things come together so well, so seemingly coincidentally, that you know that there is actually some smart marketers making that happen.

Take this past weekend's Get Lucky 7k, for instance.

This was added "late" to the roster of 2010 events -- it was only added in late January, with a March 20th run date. That's pretty late by event standards.

One of its major sponsors was Kieran's Irish Pub, who just moved to a new location last weekend. Not surprisingly, the after party for the run was at Kieran's, so now everyone could check out the new digs. Everyone would be every one of the 3,000 runners who joined this "last minute" run, and all of their friends and supporters.

Not to mention, it was basketball play-off weekend, which means that downtown is generally busier than usual for a Saturday morning, what with all the parents and families of high school basketball players in town to watch the kids play. Since Kieran's new location is just minutes away from the Target Center, where some of the action for the tournaments was, there were lots of families walking by Kieran's, with all of their green banners out, the crowd lined up out the door to get in, the celebratory mood happening all at 11 o'clock in the morning. I am sure that more than one parent thought, "After the games, I'm going to stop by there and see what all the hoopla is about."

All this for a "last minute" event add, which filled all 3,000 slots within 2 weeks of being announced.

Whatever the owners of Kieran's paid as the sponsorship for this event, they will definitely get their money back in terms of buzz and increased publicity of their location.

That's some smart marketing.

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