Wednesday, April 18, 2012

Ideas that "Pop!"

In my “What is Marketing?” blog entry, I discussed “the 4 Ps” of marketing: Product, Price, Promotion, and Placement (distribution).  The fourth P, Placement, seems straight forward and unexciting.  It generally gets me thinking of logistics and product delivery methods.  (Yawn.)

But when I thought a little harder, I was led to an outstanding example of what modifying a traditional distribution channel can do.

Robert Reed, Executive Director of the Corpus Christi Symphony, is an enthusiastic and “outside the box” thinker.  When he moved to Corpus Christi just over a year ago, one of his biggest goals was to take the Symphony to the public.  And boy, did he do it!

Most people expect to see the symphony in a performing arts venue.  Robert took the Corpus Christi Symphony outdoors.  He took it to Whataburger Field! 

“Pops in the Park,” was an enormous success.  More than 4,500 locals enjoyed a military fly over, patriotic symphony music, dancing lights on the Harbor Bridge, and a massive fireworks display.  The Symphony reached out to the general public and brought a community together for a fun and affordable evening of music and family entertainment for all.

“Pops in the Park” gave Corpus Christi an event to be proud of.  It literally left people begging for more.

Most businesses think in terms of advertising and promotion, when sometimes, thinking creatively is much more appropriate.  In this case, the Corpus Christ Symphony modified its traditional distribution channel, expanding their audience, increasing publicity, and easily exceeding fundraising goals.

Bravo, Corpus Christi Symphony Orchestra!

1 comment:

  1. Creative distribution channel! Your 4 P's we're great marketing ideas that I bet most wouldn't consider marketing. Great blog!