When you’re trying to get your magazine in front of an agency, what’s going to make all those young media buyers pay attention? Gifts, spa treatments and cocktail parties all help. But what’s going to get them really excited?
How about a mobile sweet truck that doesn’t just give away tasty treats, but also fabulous prizes such as a cruise or dinner at the hottest new restaurants in town? That’s what Food Network magazine is doing this Thursday to promote its first Ellie nomination. The truck will park in front of four top Manhattan ad agencies, and you just know the agency employees are going to be running to the street to nab the treats and the prizes. All they have to do is say the secret word: ASME (as in, American Society of Magazine Editors, the group that is giving away the National Magazine Awards on April 22).
Talk about creative marketing. The competition is way up, and ad pages are way down, so magazine execs are pulling flamboyant new tricks like this out of the marketing bag more and more. What’s the best that you’ve seen?
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