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BAMMIES
Branding Through Events
A publishing company (BAM Media) wanted to establish a leadership position in its market region. Because other media outlets, from newspapers to broadcast, view each other as competitors, it was common knowledge that they never gave each other positive coverage. Since there was little possibility of increased profile through PR, BAM needed a way to differentiate itself and to firmly establish its brand in the market.
The seed of the Bay Area Music Awards (BAMMIES) was planted and it grew like wildfire. The popular-vote awards event was a branding powerhouse. The event and its promotions linked directly back to the publishing company, which was indirectly promoted by partnering media: a newspaper, a radio station and a TV station. And because it was based on popular-vote with the proceeds going to charity, all media reported on the event.
The profile of the event locally resulted in new competitors in the region always being relegated to secondary status. The issue of BAM associated with the show became the highest grossing advertising revenue issue each year. The show became nationally known which led to national advertisers bringing their business to the magazine.
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