Giving out free stuff is hardly an original marketing tactic to build a brand, but it worked well for the Kashi and Burt’s Bees brands.  The same could work for your brand.

Both brands displayed products over the weekend at Boise's Art in the Park festival. They employed a "passport" program, requiring visitors to pass through a series of educational product exhibits. In the end, Kashi and Burt’s Bees created a positive customer experience that culminated in an exorbitant amount of free stuff. 

I think the key marketing tactic was Kashi and Burt’s Bees’ focus on connecting with existing and potential customers by teaching them about the various wellness benefits of their products. The free stuff was both brands’ way of encouraging customers to experience their products and the benefits discussed in the “passport” program.  By requiring their customers to invest the time to learn about their products, these brands achieved these outcomes:

• Created a stronger connection with an existing customer base (i.e. me)
• Increased brand identity with potential customers
• Positioned the brand as a solution for those who may not have previously identified with the brands because they had been seen as "crunchy" or "granola-ish" (i.e. my parents)

The take-away for brands interested in improving their local advertising is to find local events, which draw a broad cross section of a market. Then, find a way to engage your target audience so you can influence their product experience, rather than passively presenting your product through give-aways. This will strengthen the association between your brand and the value derived by your customers. 

At Balihoo, our local marketing software can put your local marketing ideas into action. Schedule a demo or check out a white paper today.