On Your Mind?

Good day to each of you following The WIN Firm here on blogger and on our web-site. This is Chris Teague, Vice President of The WIN Firm, and I have some cool stuff to share with you today. Let's get moving!

Last post we brought you tales from a campaign designed to help a local charity make a bit of cash during these tough times. The campaign for those of you who may have forgotten is called the Dream Ticket. Today, we will explore the emotional elements at play in this campaign and why each communication message we craft for the campaign is written to engage the sub-surface so that the Dream Ticket remains fresh on YOUR MIND. As you continue reading below, you will see how understanding cultural communication is important to message crafting.

Our first audience is the NASCAR fan. We at The WIN Firm have quite a bit of knowledge when it comes to understanding the cultural persuasions of a sport based on left-hand turns and continuous laps. Yes, you may like the sport, but you do for cultural reasons. Did you know that? Seriously, any sport is liked or not liked due to our cultural mentality. In fact, we make judgements about products everyday based on our up-brining. Don't believe me? How many of you went out on St. Patrick's Day and aren't even Irish? My point: St. Patrick's Day is embedded into our culture due to the influx of Irish immigrants that built this country.

Though we left NASCAR for a moment to discuss culture, we are now back to the power of NASCAR culture and The WIN Firm's understanding of this culture. Our Dream Ticket is very appealing to the fan in this sport. Why? Because this sport is all about the driver and how the consumer or fan perceives the driver. Dale Earnhardt Sr. presently sales the third most merchandise in the sport even though he sadly passed away. Fans are loyal to their driver, which is not new information. However, our concept of creating a Dream Ticket plays on this loyalty. How? Stay with me.

When developing key prizes to give away in order to make our raffle successful, The WIN Firm conducted an extensive research campaign that involved attending many NASCAR races and walking among the crowd. Sales numbers couldn't possibly reveal as much information as our WIN Analyst Team gathered interviewing and spending time with the fans. At the end of the day, we discovered what fans drank, ate, size of TV they liked, their favorite driver, what races were their favorite, what their style of dress was outside the track and a whole bunch of extra stuff. The point is, we at The WIN Firm were able to create a prize package that appeals to the NASCAR fan because we walked with the fan.

Now, we have a prize package that includes a 50" Plasma Screen TV, Season Tickets to the most popular track in NASCAR and the convenience of owning a condo across the street from this amazing fan-favorite track. Oh yeah, we threw in a bunch of other goodies like a trip to Las Vegas and the chance to drive a car through the Richard Petty Driving Experience. Appealing? It is if you are a NASCAR fan.

You see, our prize selection was geared to our primary target audience. Why are prizes important? When selling a ticket for $200, you must create a value that well-surpasses the price of the ticket. Creating a price point is nothing new in terms of value creation, but it is very important and represents your brand. Therefore, we offer the NASCAR fan a chance of winning a Dream package: A package that provides this fan an experience like none other. Yes, you as a fan can win a prize greater than any prize offered for NASCAR. What are you waiting for? Sign up for the Dream Ticket and find out when you can have your chance to purchase a fan's dream: email chris@thewinfirm.com for details.

I hope you have been enlightened as to how we at The WIN Firm work on campaigns. We are an ideation and brand positioning firm because of our love of people. We are a team of people that hang out with you on a daily basis then explain and teach companies how to talk to you. We are more than web-based analytics. We are ideas in motion and you move a lot.

Blessings to All!

Chris Teague
V.P. The WIN Firm, Inc.
chris@thewinfirm.com
www.thewinfirm.com

Selling the Dream

Good day everyone!

This is Chris Teague from The WIN Firm. Yes, I am alive and well and have missed updating you on the events taking place here at WIN. We have been very busy the past few weeks creating a dynamic fundraising campaign to benefit a local charity here in our Johnson City location, Friends of Olde Downtowne. Being located in downtown Johnson City, we at WIN decided to help our area grow through a creative, emotionally engaging fundraising campaign. Ready to read all about the campaign?

First, we partnered with two condo owners that own condos across from NASCAR's most popular track, The Bristol Motor Speedway. The owners asked us if we thought conducting a raffle would help them sell their condos. We liked the idea and immediately began conducting research to determine our approach for marketing the raffle, developing a price point for the ticket and understanding the emotional elements needed to sell the tickets along with a bunch of other data and analytical stuff that is too boring to share, so I will spare you.

Next, we proceeded to utilize our researched information to create the campaign now known as The Dream Ticket. We call it the Dream Ticket because if you are a NASCAR fan, it is your dream ticket. So, what's all the fuss? We used the lottery concept of having the chance to win something of greater value than the price you pay as a starting point for developing the raffle campaign. Our first question was: Why would anyone buy a raffle ticket for $200 to win a condo at The Bristol Motor Speedway? After several brainstorming and thinking sessions, we came to realize the needed element to sell our raffle tickets and benefit our Friends of Olde Downtowne.

Following some creative thinking, our team at WIN began building value for our raffle ticket. We knew that the value built needed to reach NASCAR fans and the general public. You see, our audience for this raffle is the NASCAR fan and the person that cares about downtown Johnson City. Therefore, we have priced a raffle ticket for $200 that is worth nearly $300,000. Now that's a nice return, plus, you also get a tax break for purchasing the ticket since it benefits a charity.

Finally, after all of our work to create value we now have the elements that make our Dream Ticket awesome! In order to create a wonderful ticket you need to have wonderful business relationships. The first obvious relationship we developed was with The Bristol Motor Speedway as they too are important to us at WIN. The winners; oh yeah, there are two winners for the Dream Ticket, will receive the following experience:

2011 Season Tickets to the Bristol Motor Speedway
A 50-inch plasma screen TV to put in a new condo
A condo across from the Bristol Motor Speedway
Free parking spaces for the race at Bristol Motor Speedway
Pit Passes to meet drivers at Bristol
The Richard Petty Driving School experience
Tickets to the first race at Vegas Motor Speedway
Flight and Hotel in Vegas for the race
The winners will be announced and at the Carnegie Hotel
The winners will also be recognized at the Bristol Motor Speedway and Vegas Motor Speedway races

Wow! Can you say we worked hard to add value to a $200 raffle ticket that benefits our community through support of Friends of Olde Downtowne? Yes, we are very EXCITED about the Dream Ticket! The best part for us at The WIN Firm, is this campaign is all about helping our community grow through the use of our creative talents.

I hope you enjoyed today's post and keep coming back to read about our progress as we continue to work through this campaign and many others!

Blessings,
Chris Teague
V.P. - The WIN Firm
chris@thewinfirm.com
www.thewinfirm.com
Skype: thewinfirm
Twitter: thewinfirm