Driving attendance to two annual events is the name of the game for B&B Promotions of Jackson, MS. The company promotes a car show each January and a motorcycle show each March, with both shows boasting vendor booths, merchandise and entertainment. The shows typically draw somewhat different crowds—more families at the car show, more men at the motorcycle show—and with demographically targeted multi-screen video advertising , B&B could reach each audience effectively and efficiently.
Working with the local Comcast Spotlight team, B&B’s media plan for both shows included high-profile programming like sports broadcasts, WWE wrestling on USA and MMA action on Spike, as well as such popular networks as A&E, History and TNT, all designed to reach a broad audience. For the family-appeal car show, the plan added channels like ABC Family (now Freeform), Cartoon Network, Food Network, HGTV and Nickelodeon. Comcast Spotlight also helped B&B build interest with on-site promotions featuring costumed characters from popular kids’ programs. The same commercials airing on TV also ran on Xfinity.com with in-banner and pre-roll video advertising, supplemented with static banner ads.
Thanks to multi-screen video advertising, B&B Promotions recorded its highest attendance ever for both the auto and motorcycle shows, which, in turn, benefitted the shows’ vendors and sponsors.