How do I bring my local brand to national awareness?
We have a festival that has grown organically over the last few years. I'm interested in taking it on the road. What is the best way to launch that strategy? Should we launch all together or one city at a time?
The best approach to launch the campaign is in one city, then to get the results across various parameters and approach to test the water and get the refined " What to do " in next phase awareness launch.
In this way you may get the four benefit:
a) No huge investment for awareness
b) Get motivated to explore new ideas becoz the fear of loss is less
c) Get the refined result of success marketing campaign for brand awareness
d) Get reviews / feedback from the targeted Users
Many companies launch their product as " MVP model " to test the market before going to full blown launch
Lets take the example of Facebook, before going to full blown Facebook Mobile app, Facebook launched the website as responsive (compatible to leading Smart Phone Devices) and then after getting Users response / feedback, launches Facebook Mobile app for Users
Hope this may help
Now lets come up the Brand Awareness Campaign:
Target to Online Magazine, Free Listing Event Website, Social Media Posting and Sharing, Create Twitter, Facebook, Instagram Handle for Brand
However you do it, it should be in steps. If your current event is in a larger market like Chicago, try it in 3 to 5 bigger markets within 300 miles. If you get a similar response, go out farther. If you take too large of a step early, you will crash and burn out your budget. If you continually get positive response, you might be national in 2 years.
I would do a pilot with a few cities, one at a time and then use your findings to predict the best strategy to expand nationally.
I think to launch a festival national your best way would be city at a time. I would think that you were looking at quality and sustainable growth. I have seen a local company grow national over time. Expenses went up quite a lot and quality started to fade a little. I would write a plan up and strategy and grow as you get more success.
A festival is in essence a close-knit community gathering, where all to participants know or know of each other. And the reason you grew to be where you're now, was because it was done organically and naturally - as it looks from your question.
Therefore the only way to keep growing - but not outgrowing - with the same (or very similar) atmosphere and participation is only by going really local, city by city or town by town, to get the people familiar with your festival and with one another.
Along the way you'd pick up tidbits of what works better and what doesn't work so well.
This way you can't really loose THAT much with a botched campaign - as you invest in one small area at a time.
If you have a way to make the launch a "thing", I'd do it all together.
I can't tell from the web link on your profile page (Chinese?) what the program is, but if it's the food truck gatherings - I'd go national. Weather matters big for outside events ergo timing is crucial.
when you are about to launch or invest in something, it is always a best practice to run a survey to know audience's interest, this way you can know the problem and solution at one go. Once you are all set with this then move further and best utilize social media to socialize your brands and then come to nationalize/internationalize your brand.
I'd call Bobbie Carlton: http://mass.innovationnights.com/content/bobbie-carlton Not only does she run a PR Agency, she also created Mass Innovation Nights (a regular entrepreneurial event in Boston) and has looked at how to travel with the concept. Start with her and tell her I said hello!
Test. Add a new city. Look at one or more cities. Don'y look nationally but local. Then regional. There is so many different marketing decisions. The USA is , as you know, many different entities. media is one of them. Rules and regulations plus sponsors are different too. Hope this helps. Good luck.
Align/ redesign your brand to target customer's requirement and design LOGO accordingly. contact graphologist.
One step a time is often a better choice. That buys you time and possibility for getting on your learning curve and making necessary adjustments.
Possible cons to it would be that your business model and core capabilities can be easily copied or learned by potential competitors who could out-size you within a snap, in which case you'll probably consider some financial leverage or funding opportunities to back an altogether launch - but then the altogether launch should carry a well-thought plan that could stand in various scenarios and uncertainties.
Plan short warm up tours across several cities and see how demanding the schedule is before you go full tilt across country.