Creating an event from scratch is a lot of work, but if it's done right, the payoff can be substantial. In this case, it can mean solidifying a brand's position.
In the latest issue of Lessons Learned in Marketing, Deborah Rush of Economic Development Regina shares the story of the Great Canadian Pulse Off.
Saskatchewan is the leader in Canadian pulse crop production, and the epicenter of value-added pulse production is Regina. It's rare for a brand to find a distinction like this, an area where it can claim itself to be a leader. For Regina, this brand position hits on a number of the key laws of branding, as outlined by Al Ries and Jack Trout in The 22 Immutable Laws of Branding, including;
The Law of Leadership: Being first in the market is better than having a better product than a competition. In effect, claiming the space as the Pulse Capital is claiming leadership
And the Law of Acceleration: Successful programs are not built on fads but on trends. The trend toward pulse crops is clear.
Pulse crops are growing in popularity, and our neighbours in North Dakota are quickly increasing their production. If Regina and Saskatchewan want to own this brand position, now is the time to claim it. One way is by showcasing what's happening. Raising awareness of what pulse crops are and what's taking place in Regina.
This is one of the big objectives for the Great Canadian Pulse Off and in my conversation with Debroah Rush, she explains how they pulled off this large scale event, in a short time frame, with a relatively small budget.