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hawkeye Goes "Near Sited" at Mega Events
DALLAS-(Business Wire)-July 1, 2008 - Associating a brand with a mega event - be it the Olympics, the Grammy's, American Idol 8, Iron Man II or Grand Theft Auto V - does not always translate to success in making the brand relevant to its core consumers. But, according to Rodney Mason, "If you take a 'near-sited' approach to mega events, you can greatly improve your brand's relevancy and significantly reduce the cost per customer reached."
Mason, CMO and managing director of hawkeye, the special forces team that uses insight and data intelligence to solve challenging situations for world-class marketers, explains how the near-sited approach works in his white paper, "Near-Sited Spectacles," published in The Hub at http://hubmagazine.com/?p=306. It is also available for free on www.hawkeyeww.com.
Mason draws on the experience he has gained aligning major brands to national sports events and concert tours and suggests numerous ways marketers of any brand can capitalize on ways to closely integrate their brand with a mega event without spending big bucks.
To illustrate a potential customer experience footprint, Mason outlines myriad ways marketers can take a near-sited approach to capitalizing on the Olympics. He also profiles clever ways marketers are using Radiohead's Concert Tour to engage its hard core fan base. The miracle of Mason's near-sited approach is that you can test it on a very small and inexpensive scale, then expand on what works.
To talk to Rodney Mason about going near sited or to get a copy of his upcoming mega-events calendar, contact Mason at rmason@hawkeyeww.com.
About hawkeye
hawkeye is a special forces team that uses insight and data intelligence to quickly solve challenging situations for world-class marketers like Dean Foods, Capital One, HP, Microsoft and Make-A-Wish. Core practices include Branding, Interactive, B-2-B, Direct, Sports and Entertainment, and Interactive.
hawkeye's U.S. associates are in Boise, Buffalo, Charlotte, Chicago, Dallas, Denver, Los Angeles, New York, Rochester, San Francisco, Seattle and Vail. Its international associates are in Lodz, Poland; London and Singapore. For more information, go to www.hawkeyeww.com.
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