Nothing else has the ability to bring a crowd of people to a dead stop and get all their eyes focused on one thing as quickly as a flash mob. By using this lively, fun marketing method, you can build a strong positive image for your REI business overnight. Not all marketing will involve gaining specific leads or finding new tenants or clients.
Some very successful marketing campaigns involve simple branding — educating your target market, or creating a “good name” for yourself so that when a prospect sees the name of YOUR business, they can say, “Hey! I know that name!” or “Hey! Did you see that [ad, commercial, etc.] that company did? I bet they’d be good to work with.”
Greater even than its use in building a positive image and branding your REI efforts, is the viral impact of flash mob marketing. Because many viewers will whip out a cell phone, take a few snapshots, or a video, and share it with friends and family via Twitter, Facebook, blogs and other social media methods, a flash mob has the ability to keep marketing for you long after the event itself has ended.
To create your own successful flash mob does take time but it can be worth the effort. Begin by knowing what you want to accomplish. Is your goal to simply put your name, or your business name, before a lot of people? Do you want to get folks to click over to your REI business website? Or do you simply want to create a positive image for your business? Whatever your goals, knowing them in advance is key to success.
Next, determine what specific act can help you fulfill that purpose. Most flash mobs are designed so that a large group comes together at one time, performs a specific act, and then quickly disburses. But there are flash mobs that get people to do the same action in a variety of different places at the same time. The nature of REI allows you to use a variety of methods, each equally effective, but you will need to know what will work best for your specific needs.
Prepare the setting. Determine a location and the logistics of how folks will get there, or how long it will take them to arrive once notified. Create your contact list of the people you want to invite. You can create a group text message list so you can send a note to everyone at the same time with just a simple click. Or use a service that allows you to send multiple text messages at once. Either way, be sure you have a quick communication option for the time you need to get your mob in place.
You might also want to use your social media platforms to organize a group. Just be sure you know the people you’re inviting. You don’t want the word to spread and spoil the surprise which is half of the effectiveness of a flash mob. That’s why using your REI Facebook page or Twitter account may not be the best option. Surprise is the name of the game when in flash mob marketing.
Once you have the basic plans laid, decide on your message. For promotional effects, you can have a small group at the end hold up letters that spell out your message, or print up a few simple signs that are placed appropriately.
While your goal is to use the flash mob to gain valuable PR for your business, don’t ruin the strategy by overdoing the advertising. Go for a subtle message and you’ll have a much more effective, and much more memorable, campaign that will gain you new prospects and/or tenants, but that will more importantly help you build a good reputation as a creative, intuitive and ingenuous REI business owner.
