Author: Brian Lee

A fake product for research

Posted on by Brian Lee

Ask anyone, and they’ll agree that research is the foundation of any campaign. From market insights to competitor analyses to determining who exactly your target audience is.

ESPN took this to the extreme by developing a fake candy bar and seeing how it fared with its viewers, as reported by AdWeek. It showed that fans watching a football game would pay a premium for the “High 5” candy bar after seeing a commercial about it.

This is impressive data. ESPN went to great lengths and expense to show how effective advertising on its channel can be (read the article for more details).

Now, not every company can afford to do this level of research, but it’s what potential clients want when they decide how to spend their advertising budget.

On the ethics side, it does seem deceiving to trick an audience into thinking that High 5 actually exists, but then I realized that in many experiments in which I’ve participated, the true purpose of the study is not revealed until after it’s completed. And ESPN didn’t actually try to sell this product in a store or online.

Either way, I’m wondering if more media (esp. TV) will try this?

How to use SCVNGR to connect with customers

Posted on by Brian Lee

Foursquare is still one of the most popular location-based social media tools based on number of users, but restaurant/bar owners also should consider adding the relatively new program SCVNGR to their arsenal. Like foursquare, SCVNGR users check in to your venue using their smartphone and can let their friends and Facebook/Twitter feeds know. However, the main difference is that users take part in challenges to earn points and gain badges and/or rewards from the restaurant/bar.

These challenges including taking a photo of something in the restaurant/bar or finding a particular item on the menu. This adds a great level of interaction between you and your customers.

As the restaurant/bar manager or owner, you can claim your virtual business at http://scvngr.com/builder. The lowest package, which allows you to create up to five game elements, is free, but more elements will cost you between $80-$1,080 per month (SCVNGR recently removed pricing from its website, so I can’t confirm these prices anymore). I recommend using the free package for now.

Whatever package you choose, you still get access to analytics, which are key to learning about your customers. For ideas on what to do with the analytics, please review my foursquare column.

Regarding some game elements, I suggest a social check-in (so the user’s Twitter/Facebook connections see he/she is at your bar), snapping a picture of the exterior (great in helping with recognition of your venue) and shouting about a nightly activity your bar is doing (e.g. poker on Mondays, karaoke on Wednesdays, team trivia on Thursdays, etc.). For a reward, buy one get one free always is a crowd pleaser.

The upfront time and effort required is less than an hour, and the upkeep is even less. Just don’t forget to check those analytics at least weekly to determine what changes, if any, are needed for your marketing efforts.

FEED Kitchens Livens up Fundraising Efforts with Summer Party

Posted on by Brian Lee

FOR IMMEDIATE RELEASE

June 7, 2011

Contact: Jodi Pathmann

(608) 217-1388

FEED Kitchens Livens up Fundraising Efforts with Summer Party

Proceeds will help build food business incubator on north side of Madison

(MADISON, Wis.) – Efforts to fund the building of Food Enterprise & Economic Development (FEED) Kitchens, a food business incubator, will continue on June 21 when the organization hosts a Summer Solstice Sampler event at Capital Brewery.

“We’re not only looking to raise money for construction of the facility, we’re also hoping to connect with potential users of the community kitchen, such as entrepreneurs, food cart operators and those looking to gain new job skills,” Jodi Pathmann, FEED’s event manager, said.

The event, which begins at 5:30 p.m. and goes until sundown, will feature a live performance from the band Sweetgrass. Advanced tickets are $33 or $38 at the door and include appetizers and desserts from local restaurants, as well as a cash bar.

In addition, FEED will host a silent auction, with all bidding conducted at www.feedkitchens.org.

FEED Kitchens announced recently more than $75,000 in grants to the Northside Planning Council to construct its facility, which will be located at 1502 Pankratz Street and break ground later this year.

WHAT: FEED Kitchens’ Summer Solstice Sampler

WHERE: Capital Brewery, 734 Terrace Ave., Middleton, Wis.

WHEN: 5:30 p.m. Tuesday, June 21

COST: Single tickets are $33 in advance, $38 at the door. Pairs of tickets are $55 in

advance, $60 at the door. Appetizers and desserts are included in the admission.

INFO: www.feedkitchens.org

Food Enterprise & Economic Development (FEED) Kitchens is a 501(c)(3) non-profit social enterprise formed to support food entrepreneurs, provide custom processing of value-added products, enable development of food related employment and increase the availability of local, healthy and affordable food products in the Greater Madison community. For more information, please visit www.feedkitchens.org.

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