What We Do
MEDIA BUYING & PROMOTION DEVELOPMENT & IMPLEMENTATION
Our strategy is to marry the earned and placed media messages to create the illusion of earned media in the style of our advertising. We are also able to predict the dates of earned media coverage, thereby allowing us to focus our advertising concentration on days where special sections or predicted intense coverage might not exist, ultimately creating a “wall of noise” effect for the client.
The Vancouver International Auto Show is a prime example. The Auto Show is BC’s largest consumer show, attracting more than 120,000 attendees over nine days each year. LBMG handles the media relations, promotions development, brand strategy, design, and advertising placement for the show. Each year the Auto Show gives away a new car as part of its show content and overall promotional strategy. In 2008 the show gave away a specially designed 2009 Toyota Corolla valued at over $36,000. To promote this, our team developed an advertising strategy, which was put in place with advertising running with radio, television, print, and on-line partners. All our brand advertising featured the “Win a brand new specially designed Toyota Corolla at the 2008 Auto Show” message, placed to a media value of over $200,000. In addition, the media relations strategy called for generating publicity on the “specially designed Auto Show vehicle” which the team succeeded in earning. One week prior to the opening of the show there was a two page spread in The Province Newspaper detailing how the car was special for the show, noting all of the options that the car had, how it drove, what was under the hood, pure editorial on the grand prize of the show. In addition, the car was featured on Global Morning News with New Car Dealer’s President Glen Ringdal discussing its features, and the fact people could see it and hundreds of others at the show.
The practice exemplified by the Auto Show has been developed over many years by the team at LBMG and used to promote countless events. We believe our experience in melding the worlds of brand strategy and earned media strategy is unparalleled in Canada.
