What are you doing for advertising this event? - This is what we are working on!
Display print advertising in The Canyon Courier ( Evergreen), the High Timber Times (Conifer), the Clear Creek Courant (Clear Creek
County) and the Columbine Courier (South Jeffco).
About the Canyon Courier - In October 1958, under editor and publisher Vern Manning, Smoke Signals became the Canyon Courier, an independent weekly newspaper. The Courier started with an ambitious goal: covering all news “from U.S. 40 on the north to Bailey and beyond on the south, and from Mount Evans to the east Jefferson County line.”
No one could have predicted in the late ’50s how Evergreen and that entire area would grow in population, until finally many mountain communities had distinct identities and sizable populations of their own.
Today, the Courier focuses more tightly on the Evergreen area, which has grown to become a large, thriving and economically diverse community. Our three sister newspapers — the High Timber Times (Conifer), the Clear Creek Courant (Clear Creek County) and the Columbine Courier (South Jeffco) — now report on many of the areas that the original Canyon Courier sought to cover.
Our goal as newspapers remains the same, however: unite our communities with a reliable and local source of information, advertising and — now — online content.
*** 250 11” x17” full color posters distributed throughout the County via CCM personnel.
*** Press releases to newspapers: The Denver Post, the High Timber Times (Conifer), the Clear Creek Courant (Clear Creek County) and the Columbine Courier (South Jeffco)
*** Float advertising the show in the Rodeo Parade.
*** CCM’s “Stretch” the stilt walker handing out tickets and getting the word out at The Rodeo Parade.
*** Facebook promoted posts – all week of the festival.
*** Lastly, is our secrecy weapon… The Art Festival Shopping Spree. We have used this marketing for the past 3 years at The Lake Dillon Arts Festival and it has been a huge success. The core idea of the promotion is that posters and flyers for an event often get ignored or thrown away. But if you are handed an 8"x 3" full color ticket that could be worth $1000, most likely you will keep it. Not only will you keep it but you most likely will come to the event to see if you win. Last year in Dillon that certainly was the case. Of the 5000 tickets printed for The Lake Dillon Arts Festival, 2700 of them were in the drawing bucket. And because the patron had to be present to win, that is a phenomenal advertisement for the festival.
Here is how it works.
1. The tickets get distributed throughout the festival area via local businesses, CCM personnel, artists who wish to send the tickets to their core customers, and artists who wish to hand out tickets from their booths at the show.
2. The ticket doesn't cost anything to the patron, but the patron must be present at the festival on the drawing day to win.
3. At 2 pm on Saturday and 2 pm on Sunday we hold the drawing. CCM provides the prize money.
4. The winner then goes on a shopping spree at the festival from 2 pm to 5 pm. The winner has to spend the prize that day in one or multiple artist's booths.
Win - Win - Win - Win!
Key components of why this promotion has been such a huge success.
1. FREE - There is no cost to attendees to be a part of this drawing. We, CCM, provide the prize money. The patrons simply have to be at the show to win. Ah, but there is the real hook. They have to be at the show to win.
2. OVER-SIZED TICKET- Because the ticket is over-sized and on thick card stock, it has an appealing tactile feel at the same time doubling as an informational flyer.
3. PERCEIVED VALUE - Because the ticket could be worth $1000, the ticket holder is more likely to keep the ticket, put it on their refrigerator, and be reminded to come to the show.
4. WORD OF MOUTH - Word of mouth is still the most powerful source of advertising for new customers and that is exactly what the $1000 shopping spree promotion brings.