“Any questions about EBITDA? Anyone? Ok… Up next. Live from the Bartlett Brands Studio in San Francisco California, it’s The Brand is Right.”
Hand clap in back row. Silence.
We were incredibly honored to be speakers at the Cosmoprof NA 2016 Entrepreneur Academy in Las Vegas. Our presentation covered The 6P’s of Branding & Marketing, which is critical to understand when developing a successful brand.
I knew there would be hurdles with this presentation.
One, I had just given birth to my first child and was struggling to fit into my Vegas-professional black dress which I had not tried on in advance.
Two, we found out that most of the attendees in our Entrepreneur Academy session would be sitting in the same windowless ballroom all day starting at 9am. We were scheduled to present late in the afternoon—and the presentation before us was on the riveting topic of Financing Basics. And everyone was hungover.
But we were prepared.
Knowing that capturing and keeping the attention of distracted individuals is never easy, we applied our own marketing strategies to this audience. First, we presented the 6P’s (Product, Place, Packaging, Positioning, Promotion and Price) in a game show format of The Brand is Right. We teased a semi-fortune of fabulous products that would be given away at the end if the audience was able to retain any knowledge whatsoever on the concepts presented.
Then, we educated on each point by showing examples of how beloved and established brands used each P successfully. Finally, to really drive the point home in a memorable way, we applied the 6P’s to a night of partying in Las Vegas.
Naturally, that got everyone’s attention—and was all anyone remembered in the end. We had attendees tell us afterwards that they applied the P’s to get on a guest list and go clubbing. People got drinks for free. Someone even got laid.
What happens in branding stays in Vegas.