Friday, May 01, 2009

5 Ways to Cut-Costs While Staying True to your Brand

As I mentioned in yesterday’s blog, we were able to attend the presentation: “Cost-Conscious and User-Focused: Maintaining the Google Experience" at the 2009 Event Marketing Summit held at the Marriott Downtown Chicago. The presentation was given by Google’s Group Marketing Manager of Events, Lorin Pollack-Plato, who has more than 14 years of industry experience.

In 2004, Pollack-Plato was hired as the first event marketing professional at Google. She has been credited for building a team of people who collectively have found the perfect balance between a changing economic climate, the needs of the target audience, and the goals and objectives of events while staying true to the essence of the Google brand.

In her presentation, she shared her tactics on creating a meaningful and relevant brand experience, outlining 5 Ways to Cut-Costs While Staying True to your Brand:

1. Do as much as you can in-house, i.e. Do the work yourself

2. Create an experience around your brand using inexpensive details; Little touches go a long way

• Example: a simple branded cupcake

3. Find a negotiation tactic that works for you, and bid out pieces of an event; Do your research to make sure your vendors represent your brand well

• Try: eAuctions

4. Bring your brand to life however you can; Keep your core, and cut the fat

5. Be “scrappy”; Spend less, work harder without sacrificing quality results

Pollack-Plato also shared a few of her and her team’s proudest accomplishments, including this video that captured the iGoogle Artists Themes launch in New York:

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