June 23, 2006

The Wildest, Richest, Rodeo Marketing Event

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

Posted in Advertising, Marketing, Relationships, Word of Mouth