June 30, 2015

Embracing the "F" Word

Three ways businesses can leverage major events, like the U.S. Open

Following U.S. Open buzz? Still laughing from Jimmy Fallon’s witty review? Well, you may be surprised; this is not about fescue. While we heard many “F” words during the championship, this is a post about Fearless.

Fearless exploration. It’s what Tacoma and Pierce County are all about.

While the golf world gazed on, the Tacoma and Pierce County brand was strong in the spotlight. Neighbors and businesses rallied to volunteer, cheer and support one of the biggest tourism drivers ever. Many businesses even leveraged the Open to connect with customers.

Here are three ways businesses can fearlessly leverage a major event

1. Invite media to meet before or after the event

  • Provide a worthy reason to connect.
  • Position yourself as a subject expert.
  • Consider an “exclusive” media-only opportunity.
Leveraging the 2015 U.S. Open: A special media happy hour, hosted by Travel Tacoma + Pierce County, Tacoma Museum District and Harmon Brewing Co., featured icons from Mount Rainier to collector cars. On the menu: Glass blowing and Chambers Bay Summer Open Ale flowing.

2. Create a social media contest to engage fans and remain relevant

Leveraging the 2015 U.S. Open:
Tacoma Rainiers launched a Facebook contest encouraging fans to wear a Rainiers hat while attending the U.S. Open for the chance to win Rainiers tickets.  

3. Plan a thematic “mini-event”

  • Celebrate a major event at a mini-event.
  • Capture interest from those who aren’t attending the major event.
  • Build media buzz and social shares.

Leveraging the 2015 U.S. Open: The City of Sumner welcomed visitors and locals to “Open in Sumner,” a series of mini-events leading up to the U.S. Open. Festivities included an outdoor showing of The Greatest Game Ever Played, a putt-putt championship and concerts on the Tee Box Stage.

What businesses caught your attention during the U.S. Open? I saw signs welcoming U.S. Open fans at Safeway, McLendon Hardware and Taco Bell on North Pearl. You? Tweet us: @JayRayAdsPR

Bridget's Trip to the U.S. Open: