Just got back in from a Meth & Red night at the Melkweg in Amsterdam. & as I listen to the
BlackOut2, I have to tell you about the 10 Step Flyer Drop [whilst the CD plays in the backgrnd!]
When I left with the friends I went with, a Lil' Wayne flyer was pushed [key word btw] into my chest...a
'take it or leave it' gesture...I took it from the promoter and was JUST about to drop it when I looked around me....there were
HUNDREDS of discarded flyers littering the floor, as I watched what was happening, EVERYONE who was leaving the Melkweg was dropping the flyer within 10 steps of leaving the door.
When I asked the promoter if he cared that people were slipping on his glossy flyer, his translated, drunken response was "I don't care!!!! I don't care if they take 'em home or drop 'em! I only need 'em to look at 'em once, & I'm still getting paid" as he thumped his chest.
It made me think about marketing. This is the WORST way to for a brand, event, ad or product to behave. Pushing [I told you the word would be back!] the brand, event, ad or product AT someone doesn't mean that it will make ANY impression. The people, including me didn't even LOOK at the flyer before dropping it.
So how would your brand, event, ad or product make itself memorable to your crowd?
Would your brand survive the 10 Step Flyer Drop Test, be accepted talked about or slipped upon, disregarded & piss people off?
PS I'm NOT giving the event ANY publicity by this post BTW
PPS There's also GOT to be a better way of flying these days & reducing the carpet of rubbish flyers!! Street Teams & promoters, fix uP!
