big hands

Point In The Right Direction

Marketing opportunities are almost everywhere; you just have to look for them. If you can’t find one – make one.

By now you should know I’m a keen tarmac rally driver and that I’ve competed in more than a few targa rallies. The most recent of which was the Targa Wrest Point rally in Tasmania.

It was the perfect opportunity to market my company and reinforce our brand to a band of business owners out having fun. Always one to be prepared to take full advantage of any marketing exposure, I kept several hundred Messages On Hold “big hands” in the car. During the liaison stages (where normal road rules are observed) we would slow down whenever we saw youngsters and give them a hand each.

These children, now armed with our big yellow hands, would wave them like crazy at every following rally car!  Some of these drivers were impacted up to 800 times a day and all for the price of some printed cardboard.

A little creativity and a gut full of determination goes a long way; so how are you going to get your company name out to the masses without spending a fortune?

Here’s a Handy Idea

If you’ve ever watched AFL, chances are you’re familiar with our ‘big hands’. Positioned behind the goals at Subiaco Oval, they’ve been prominent on every Eagles telecast since 1993. Of course, I’ll take any opportunity I can to get the Messages On Hold brand out there – and the recent Targa Tasmania was no exception.

I was competing in this 6 day event for the first time. My Evo 9 was one of 300 cars competing over nearly 2,000 kilometres of tarmac around this picturesque island state of Tasmania. Entrants comprise a myriad of well-known sports people, national & international celebrities and most importantly, lots of business people!

On the first day I was amazed at the number of locals that lined the transport stages (the bits we drive under normal road rules). Hundreds of kids would wave as we passed their schools or homes, so on Day 2 I packed several hundred hands in the car. Along the way I’d stop and hand out these hands to every child we saw. They, in turn, waved them at every subsequent car – and loved it! As you can imagine, every driver behind us, many of the prime candidates for Messages On Hold, spotted these branded hands bearing our logo for the rest of the day.

I chose to target the drivers instead of the general public because firstly, reaching the general public would be an expensive exercise and secondly, the drivers were easier to reach. This “sniper’s approach” to marketing meant that in the end, these fellow drivers were seeing upwards of 300 MOH hands a day and thinking “bloody hell, these guys are everywhere!”

I know what you’re thinking, “great idea!” right? Well it was, until I spun out, landed on some rocks and put the MOH Evo 9 race car out of action. But even then, we turned that into a promotional opportunity – have a look at the video here.