Custom Media

Eichler Faire Draws Astounding 400+ Attendees

May 19, 2009 by dmkalman in Brand Community Media Strategy, Email and Social Media Marketing, Event Marketing, Event Marketing and Production, Events | 1 Comment

With the Eichler Remodeling Faire (Mountain View, Calif., May 16, 2009), Keycon president Ron Key took a chance. He believed that a fun and informative event on a sunny afternoon would attract a modest number of Bay Area Eichler homeowners seeking remodeling advice and solutions. He was wrong. There was nothing modest about it. More than 400 hundred showed up (exact figure to come).

Several days before the Faire, event planner Judy Nakamura emailed me. “Dave, Can you give me an update on the registration numbers? We need to submit a final guarantee to the caterer today,” wrote Judy. We had 160 individual registrations, and knowing that many people who register for a free event don’t attend, I told her the truth: I had no idea how many would ultimately appear. So, we guaranteed BBQ for 125 adults and 25 children. Oops. Fortunately, Absolute Barbecue Company kept the burgers, hot dogs, potato salad, and drinks coming. They were amazing.

The Eichler Remodeling Faire would not have happened without Ron Key’s vision and his relationships with construction and design partners who participated in the event. At the same time, it would not have been possible without two social media powerhouses, the Eichler Network and Eventbrite.

With the Eichler Network, Keycon was able to pinpoint event marketing to the 7,000 South Bay and Peninsula Eichler households. The promotions included ads in the Eichler Network annual Home Maintenance Directory, an ad/insert card combo in the Eichler Network’s CA-Modern Magazine, and a followup postcard mailed to the magazine’s recipients.

Eventbrite provided a complete event landing page and registration system, which allowed us to present all the event details, “sell” tickets (even though this event was free), collect customer data, and communicate with ticket “buyers” via scheduled email reminders. Perhaps more importantly, using Eventbrite rocketed the Eichler Remodeling Faire to Google’s top five results for “Eichler Remodeling.” Eventbrite also enabled attendees to share information about the event with friends and neighbors. I was pleasantly surprised to see that bloggers and other event sites took notice as well.

The Eichler Remodeling Faire
Producer: Keycon, Inc.
Event Logistics: Judy Nakamura, EVENTS
Content and Marketing: Dave Kalman, Terrella Media, Inc.
Media Partner: The Eichler Network/CA-Modern Magazine
Web Platform: Eventbrite

Photo gallery (Copyright © 2009 David M. Kalman, taken with a cheap point-and-shoot camera that shall remain nameless.)

Gibson USA: Rockin' Content

April 3, 2009 by dmkalman in Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing | Leave a comment

It’s fun to be a crank… always grousing about marcomm directors who blow through good money to produce worthless nontent. But it’s even more fun to think happy thoughts, and happy thoughts are what I get when I receive my newsletter from Gibson USA, maker of the legendary eponymous guitar(s). I congratulate Gibson for delivering real customer-focused content: player profiles, lessons, gear, music news, music performances, contests, and more. Bravo.

Now you’re probably thinking that it’s much easier to get passionate about guitars than about mobile phones (see my earlier post on Sprint’s e-snoozer), but that’s not necessarily so. I know phone aficionados who love love love their gadgets. It’s just that Sprint doesn’t seem to employ those people, at least in marcomm.

Here’s my difficulty tonight. I could write 5,000 words about the Gibson newsletter and Web site. But it’s late, and I’m beat. So for now, here’s a raincheck in the form of the new Gibson Raw Power Les Paul, with a link to the Gibson USA Web Lifestyle section. Enjoy.

The new Gibson Raw Power Les Paul.

The new Gibson Raw Power Les Paul. Image Copyright © 2009 Gibson Guitar Corp. used here under 'Fair Use'

Sprint's (Mis) Connection

April 3, 2009 by dmkalman in Custom Media, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy | Leave a comment

Sprint goes to the trouble of opting-in subscribers, managing an email list, writing copy, and laying out graphics and yet the company provides no compelling reason for me to read its monthly enewsletter.

The layout is fine. The design is brand-consistent and strong. The customer service links and product offerings are convenient. But the features lack grab. The newsletter includes a pitch for how Sprint is “Going Green,” a pitch for the Palm Pre, a battery-saving tip, another pitch for “the perks of being with Sprint” (a blurb for live NFL Draft content available in April), another pitch about Sprint 4G, and a link to the thinly populated Sprint blog Buzz About Wireless, which is mainly about…. Sprint. It also offers a few helpful links, helpfully labeled “Helpful Links.” They were helpful.

The fundamental problem with Sprint Connection is that it’s predominantly brand-focused as opposed to customer-focused. The battery-saving tip might be useful, and the live NFL content is appealing. But overall, if the intention was to engage me in an informative (if not uplifting) brand experience, then Sprint Connection falls short.

What could salvage this Sprint effort? How about content customized for ME? Sprint knows I use a Moto Q device. They even include a photo of it in the body of the newsletter. How about some insight into my inner Q-ness? How do I get more from my device? How do I make it do useful things I’ve never considered? How do others like me use it?

When we talk about brand community marketing, the first rule of engagement is to engage the customer first. When you earn the customer’s attention with interesting, useful, and/or entertaining content, the customer then pays attention to your message(s). Unfortunately, brand-centric marketing communication is a hard habit to break. Sprint could make a better Connection.

The Sprint Connection monthly enewsletter lacks customer-focus.

The Sprint Connection monthly enewsletter lacks customer-focus.

MWS eBook Fact Sheet

March 19, 2009 by dmkalman in Custom Media | Leave a comment

2009 Custom Content Conference, March 22-24

March 4, 2009 by dmkalman in Custom Media, Custom Publishing, Events | 1 Comment

ccc09-page-header
The Custom Publishing Council has announced that earlybird rates have been extended indefinitely for its 2009 Custom Content Conference, March 22-24, in Miami. The theme of this event is “The Future of Branded Content: Building Custom Media Programs Across Platforms,” with industry leaders speaking on topics such as:

  • How to exploit new distribution channels
  • How to identify and understand trends and behavior in consumers
  • How to create and monetize a thriving social network

Get some fun in the sun, and hear about the future of branded content (or help create it!). Dave.

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