I've seen an interesting contrast in marketing techniques and results in the last couple of weeks.

As you may know, our Athletic Nation men's personal training gym has been open nearly 4 months. Marketing for us, like any new business, is very important and concerning. We've gone through direct mail, social and in-person networking, meetings, free seminars, web site - the usual. We're doing OK, but we certainly have not had droves of potential customers.

Then, our church's lead pastor, Jon McClarnon of True North Church, had this spectacular idea for a combination Easter celebration and our church's official one year anniversary celebration - an Egg Drop. Get a helicopter and drop 5,000 eggs onto a field, then get kids to run out and get them. Outstanding, right?! The problem was that True North had roughly 2 weeks to get it all together so as to be able to do it on this last Saturday, the day before Easter.

And they did! I wasn't there, but the reports are that it was a resounding success - here's a picture:
 

Estimates are that over 1,000 people showed up with more than 500 kids. This for an event that had been advertised only by the local paper with one story and posters up throughout the small town our church serves. In less than 2 weeks! For a church that averages 100-130 attendees each Sunday!

What's the difference here? I'm curious to hear comments, but here's a few things I've thought of:

1. It was a celebration of a holiday.

Easter is a time when people expect to do things: go to church, Easter Egg hunts, family get-togethers, big meals. So, when an offer comes to combine a few of those things, people are very willing to get in on it.

2. It was a holiday weekend - people were off of work

3. It was a one-time event - it didn't require any commitment; if you didn't like it, you could just leave

4. It was "for the kids."

People will do anything for their kids. They'll spend more, drive more, and suffer through way more than they would for themselves. I'm an example - I've driven to Charlotte, Myrtle Beach, and Hilton Head in the last 4 weeks for golf tournaments for my son. I would never do that for myself. Our gym can't offer that, nor can a lot of businesses (but the ones that can can get hot real quick in the right area)

5. It was a unique twist on a tradition. The Easter Egg hunt that everyone does in a new, cool way. Hip - maybe. Different for sure though.

So, what do you guys think? Let me know what you think is the marketing magic of the Egg Drop.