Imagine the choices of a major consumer market on any given weekend. Professional sports, college sports, movies, theatre, museums, destination restaurants, local festivals, charity events and participatory sports are just a few ways they can spend their discretionary income.
How do you capture your fair share of the lifestyle dollar? What is your strategy for breaking through the clutter and clearly delivering your message? Audience development programs are some of the most difficult endeavors in the industry because you have online and offline marketing, guerrilla programs, public relations and all forms of outdoor executions. Decision Counsel has produced marketing programs for events with attendance ranging from 10 key executives to 30,000 people.
Consumer products are even more difficult. How do you differentiate high-end canned food from low priced canned food? How do you build a music service that competes with iTunes? How about creating a football classic that involves two colleges from 3,000 miles away? Decision Counsel has tackled all of these issues and more.
How about Las Vegas? How do small downtown casinos compete with the likes of Bellagio, Harrah’s, Caesars and the Palms? The answer: we don’t. We target our marketing to the practical gamers and tourists who are looking for value. We stress the odds and loose slots, not the glitz and glamour of the strip. We embrace the Grey Panthers and shun the obnoxious bachelor parties. It may not be trendy, but it does have style.