Marketing & Media professional

David Fontana

A multi-city drive to show event marketer.

MFV faced a challenge similar to those faced by studios during a movie opening weekend or a limited offer at your favorite fast food restaurant - there are only a few days when you can drive people to an event and buy. 

The effort had been extremely traditional in the past - focused on use of the original 3 network TV news dayparts - year-to-year and city-to-city to brand the show and drive attendance.

The revised goal -toss the branding out the window. Focus on getting people through the door.  Our new touch points expanded and evolved the media mix. The mix was adjusted based on the market. Also past data provided insights into a media scheduling model.

Bottom-line, more people showed up at a lower cost per attendee.