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The Branding of the “Pig”. powered by P&G. Iris Simpson-Bush, executive director Cincinnati Flying Pig Marathon. Why a Pig?. Cincinnati’s river made it a center for commerce in the 1800s. So many pigs were herded through the streets, the city was nicknamed “Porkopolis”. - PowerPoint PPT Presentation
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The Branding of the “Pig”
powered by P&G
Iris Simpson-Bush, executive directorCincinnati Flying Pig Marathon
Why a Pig?
Cincinnati’s river made it a center for commerce in the 1800s
So many pigs were herded through the streets, the city was nicknamed “Porkopolis”
Pigs have become the city’s unofficial mascot
“I’ll run a Marathon when Pigs Fly.”
The Pig’s in “Fast Company”
• The Flying Pig Marathon was named by fastcompany.com as one of the ‘best brands’ in the country, along with the Aflac duck and Apple Computers.
The Name’s the Thing
• “Finish Swine”• Pig Paraphernalia• “Swine Line”(text time messages)• “Hog Log”• “Street Squealers”• “The Squeal”• “Grunts”• “Ambassa-boars”
The Pig’s got the “Look”
• Work with your marketing partner on a theme– “Get Jiggy with the Piggy”– “Run Amuck”– “Wee, Wee, Wee”– “Ten Years Running”– “Get Your ‘Oink’ On”
Now that you’ve developed the brand, ..how do you sell it?
• Merchandise sales average $7 per runner• Pig sales now near $300,000/yr• Asics-Flying Pig partnership helped build the brand
What sells? It’s what makes a memory
• Branded merchandise that’s fun and functional• A medal that’s one of the coolest around• Premium bag or backpack, technical shirt-all
with the Pig logo• Giving runners more value for their registration dollar
Pricing merchandise
• Keystoning• Adjust prices after first day• Use barcodes
Displays at the Expo
Pre and post event sales through E-Store
• Latest and greatest available BEFORE event • High ticket items especially popular• Market to both participants and their families
Use the Web
Staffing the Expo Store
Organized exits minimize theft
Sales suggestions we’ve learned..
• Limit printing of dated items• Push e-store • Don’t be afraid to discount• Partner with third parties
Thank you!
Questions or comments?