Sunday, November 10, 2013

Giving Credit Where Credit Is Due

My wife and I celebrated our wedding anniversary last month in Charleston, SC attending the Southern Ground Music and Food Festival.  Now in it's 3rd year, this combines Grammy award-winning country music superstar Zac Brown's passion and appreciation of excellent musicians and great food.

The purpose of this post is not to recount our personal experience but to compliment the organizers and musicians and share just a little bit of the marketing magic that made me spend nearly $1000 for 2 two-day tickets.

If I were to write about this, it would likely be a ten-minute read, but luckily the organizers put my blog post in a 2 minute video.

Over 20 music acts, 2 stages, an up-close to the stage opportunity, a VIP Lounge with an open bar and dinner each night, air-conditioned clean bathrooms, phone-chargers and even a Ferris-wheel were just part of the experience.  As a marketer, I appreciated the sponsors they were able to incorporate.  Landshark Beer and Jack Daniels are two of Zac Brown Band's tour sponsors, but they also brought in Capital One and handful of other companies, some local to Charleston and Nashville (the other festival venue in September).

From the venue layout, the sponsor signage, the product activation, the merchandising, the pre-show patron communications, a mobile app, the stage theatrics/video wall, social media integration on Facebook, Twitter and YouTube, plus the follow up videos and photos, it's inspiring to see an outstanding music artist surround himself with talented marketers!

While Zac and team are making a lot of money from this effort, they are giving back by building a camp for children with special needs.  Some of the proceeds from the event went to Camp Southern Ground

Good job!


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