Seeing how we are located in Reno, NV, and the name of our company is Twelve Horses, I can’t resist writing about the Reno Rodeo. Branded as the “Wildest, Richest, Rodeo in the West,” the Reno Rodeo is more than a week of bull riding, steer wrestling, team roping, barrel racing, and - exceptional marketing.

I am probably the farthest thing from a cowboy, but every time I go to the rodeo I have a great time. In fact, there is considerable appeal for many demographics, as indicated by the diversity of people I observe whenever I go, and I believe this is directly attributed to the intentional efforts of the organizers to create wide appeal.

If the Reno Rodeo specifically depended on cowboys and cowgirls to carry ticket sales, and purchase food and retail items, their revenues would most likely be flat or declining from year to year. Instead, it is so successful that they are able to dole out big cash prizes for the competitors and donate around $250,000 to charity. The Reno Rodeo has astutely created mass appeal while simultaneously maintaining their traditional position.

As I sat in the stands last night alongside young and old, black and white, hippie and country, preppy and scruffy, and sucked down domestic beer, peanuts, killer fries and tri tip sandwiches, I was inundated by marketing messages. There were banners, big screens, emcee announcements, engraved saddles and riding chaps, clown barrels made to look like beer cans, cowgirls riding around carrying flags for their sponsors, truck sponsors cruising the field, and a host of other placements. When I went to get an alcoholic beverage, guess what, only two to choose from - Jack Daniels and Coors Lite. All of this was so simple, yet so effective in instilling a particular product into the minds of rodeo attendees.

One could question the treatment of animals, but instead the announcers dutifully addressed the issue with great conviction and transparency. Everyone seemed properly convinced that every effort is taken to make sure the animals are always treated with the greatest care. I believe that they do.

Directly following the explanation, mothers and colts were released into the field with heartfelt praises of their majesty and connection with everything beautiful about America. I witnessed one woman crying. I was filled with emotion myself. I probably took 20 or more digital pictures of the horses trotting around the field.

The rodeo, like the horse, is a symbol of power, speed, history, tradition, pride, freedom, and for Americans - America. It is also a fantastic marketing engine and a great manifestor of money because of its alignment with these symbols. The rodeo has formulated a relationship with the attributes of America and its citizenry.

After the rodeo was over, my wife and I were on our way out of the stands when we found ourselves being drawn into an adjoining open area. Jack Daniels’ women were dancing on a bar to Trace Adkins. We decided to join the fun and ordered another round. I was admiring some of the dance moves, when all of the sudden Michael Jackson came on.

My wife grabbed my hand, and before I knew it we were getting down on the dance floor with some cowboys that I swear knew more moves than Michael Jackson himself. All I could think was, man I love the diversity of America! The next morning I woke up rather tired, and when I went to open my wallet to buy some coffee I thought, man I spent a bunch of money last night!

Technorati : advertising placements, branding, event marketing, reno, reno rodeo

Toby Bloomberg over at the Diva Marketing Blog has a great interview with Bill Neal, the “Godfather of Marketing Research.” Mr. Neal has some interesting points of views on using consumer generated media (CGM) as part of market research. He concedes that the large number of forum posts, blog posts, videos, animations and other CGM creates an opportunity to listen and learn about what consumers are saying about a brand or product. He also strongly makes the point that this needs to be viewed with skepticism. I think this quote is a good summary of this view:

“I have some real problems with consumer generated media as a source of credible and reliable information. In many ways it combines the worst elements of non-scientific research - self selection and advocacy - both positive and negative.”

While I agree that it may take someone that is ultra pleased or ultra disappointed to motivate the creation of a complex piece of CGM like a spoof video or a flash animation, There still is value in tracking the conversation because it doesn’t take some one who is ultra motivated to add a comment to a CGM. The CGM is the “Dvorak comment” (John Dvorak is very popular in the tech world for saying statements just to create controversy and start conversations). From there you will have individuals that support the creators point of view and individuals who argue against it.

I also believe this only holds true to complex CGM. Simple CGM like forum and blog posts are not necessarily driven by self selection and advocacy. When I stand at the proverbial water cooler and talk about the new cell phone I just bought, I’m not necessarily trying to advocate any view point on it (except maybe trying to justify the purchase in my head - topic for a whole other post). Posting on a forum or blog is just as casual as this water cooler conversation.

I’m not sure this is counter to Mr. Neal’s points and I do agree you should always be skeptical but as a member of the CGM movement, in my opinion there are very valuable conversations happening in consumer generated media.

Technorati : AMA, CGM, Consumer Generated Media, Market Research, Research, Social Networking

An interesting link to cobrandit.com came in my email edition of Adrants today. It described a video featuring Bob Garfield remixed to poke fun at the WOMMA conference scheduled for June. When I clicked in, I received a notice saying the video had been removed. The very first comment was from Andy Sernovitz, CEO of WOMMA:

We would like to make it absolutely clear that this video was not produced, created, or endorsed in any way by WOMMA. We find it deeply offensive and have asked the creator remove it.

Andy Sernovitz
CEO
WOMMA
312-335-0035

This is the same Andy Sernovitz that thinks bzzAgent CEO Dave Balter is a dick. Go figure.

I think the comment posted by JP best describes my feelings on the subject:

Great, state that it was not endorsed. But have some fun and creative freedom. This is exactly what WOMMA members have to deal with, with the exception usually consumers have run away with it and it’s too late to shut it down. Someone is promoting WOMMA (perhaps while poking some fun - but since I can’t SEE the video can’t really tell). In my opinion, poor reflection on WOMMA. And cobrandit, you should have been clear about the non-endorsement upfront and left it up with explanation of what it is.

    Technorati : WOMMA, Word of mouth