NEW HAVEN, CT, Jan. 28, 2014 – CRN International, longtime leader in integrated radio marketing solutions, has established a new Events Division for the growing number of live functions it manages as part of client campaigns.
The move will allow CRN to execute at optimum efficiency for the many events it coordinates for consumer brands, ranging from local radio station appearances to high-profile nightclub galas.
The company has named Kelly Travers, CRN’s Director of Retail Strategies and Activation, to head up the new venture. She noted that the company last year alone orchestrated more than 300 events as part of client marketing strategies.
“Live events are used when they help solve a client objective, and they have to be well-executed in every detail if they hope to deliver the expected business outcome,” said CRN President and Founder Barry Berman. “Establishment of this new operating unit will allow our clients to sleep at night knowing all logistics are being addressed thoroughly.”
A recent study from Momentum Worldwide of 6,500 consumers found that attending a branded live experience drives 65 percent of people to recommend the brand and 59 percent to buy it at retail afterwards.
The events, often hosted by local radio stations, are promoted on air in the weeks leading up to them. They could be used to help sell a new or revamped product, or announce a store opening or promotion. They could be held at a variety of venues, such as a grocery store, pet store, festival, specialty store, reception facility or nightclub. The stations bring their known DJ personalities, promotion team, station vehicle, canopy tent, speakers, product merchandise, games and prizes.
CRN brings the same strategic thinking and quality execution to live events as it does to all other elements of its marketing projects. In overseeing events from A to Z, the company coordinates with the station, store and client, and manages operations and logistics. It helps select the types of prizes and merchandise that offer the proper messaging, creates layouts and setups that maximize consumer engagement, and painstakingly educates and trains the DJs. CRN also enlists “Brand Ambassador” staffing personnel who are trained thoroughly on the product and required to pass a test before showing up on-site.
Among the companies that have used live events engineered by CRN as an offshoot of their radio-triggered campaigns are Fiat and Petco, to name a couple.
About CRN International
CRN International (www.crnradio.com) is a leading, full-service radio marketing company recognized for innovation, effectively using radio in non-traditional ways, and delivering measurable results. Celebrating its 40th year in business, CRN’s marketing solutions provide award-winning programming and promotional campaigns for major consumer brands. CRN International is based in New Haven, CT, and has offices in New York; Minneapolis; Detroit; Houston; and Hershey, PA.
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