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Marketing brainstorm for a UVA football promotion?

Margaret Bloom

I'd like to do some sort of guerilla marketing at the first UVA football game this fall.  The idea : 

  • Create gameday Murray Belts in navy/orange
  • Have a mobile pop-up shop (on the back of a bike trailer?), tailgate (on the Lawn or similar?), or set of roaming ambassadors to sell Murray Belts. 
  • Run a promotion to gather email addresses or social media follows in advance of the game and gain customer testimonials following their use.

I'd like to target people at the game because plenty of them are in the middle of having the pain point of small pockets and the inability to bring a purse. The flip side is that I would be able to locate these people in advance of the game because they may have already shopped for and found their own solution...  Perhaps I should try and plan the promotion for the Friday "Paint the Town Orange" event instead? Maybe there's a some sort of a 'Rent a Murray Belt' possibility?

I'd like some general feedback on this idea and hear what you think are the most compelling aspects. THANKS.

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  • 0

    I agree -- rental of the Murray Belt I think would be cumbersome.  I'd talk to Melissa (if you haven't already) about her experience at the Cville Market -- she had an awesome experience with pricing and figuring out about how to get feedback.

    One other thing -- I would offer 2 options -- a blue/orange and also a more conservative brown leather.  Although you'll have a ton of UVA fans, you might encounter the occasional person who wants something that would be more versatile for daily wear.

    Another option -- multiple purchase discounts?  Maybe so they could buy the Blue/orange and also the brown.

    Another option -- business card sized coupons for $5 off a second purchase, for them to order at home or at the second event if they like the blue/orange they purchase.  Would they be able to easily find you at the second event?

    Another thought -- give them a $5 discount on the next purchase if they give feedback.  (Or, $5 in addition to the second purchase, for $10 total discount)...  The only catch is that you may or may not get honest feedback, if they are only doing it for the $ discount.  

    I love this idea!  Hearing from Melissa, even if you were to break even in $$$, the feedback you will receive will be phenomenal!

  • 0 in reply to Dawn Cleveland

    Love these ideas Margaret! The hardest part is getting the product feedback...I'm just now getting my first survey respondents after learning from the first Cville market. I now try to collect customer email addresses (pad and paper at my table) and then follow-up a few days later, thanking them for buying my product and requesting their feedback via a survey link. I offer them $1 off their next purchase if they complete it. This has given me some respondents, but still low volume overall. 

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  • 0 in reply to Dawn Cleveland

    Love these ideas Margaret! The hardest part is getting the product feedback...I'm just now getting my first survey respondents after learning from the first Cville market. I now try to collect customer email addresses (pad and paper at my table) and then follow-up a few days later, thanking them for buying my product and requesting their feedback via a survey link. I offer them $1 off their next purchase if they complete it. This has given me some respondents, but still low volume overall. 

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