The best example of this would have to be the Professional Bull Riders Built Ford Tough Series tour. This tour lands in about 30 U.S. cities throughout a calendar year. They make the obvious stops, 2 times each in Texas and Oklahoma. But what some would be surprised to know is that one of the major events each year is at Madison Square Garden, and yes the one in the heart of New York City. They also travel all over New England, with stops in Connecticut, Massachusetts, Michigan and Ohio. Now those states do not seem to be the heart of rodeo country but these events are constant bestsellers of the tour. By airing all events on an international television network the PBR develops a fan base of all walks of life. Also by airing all events in a season, they allow for the sport to unfold like a television drama, allowing fans everywhere to want to tune in and see the show live as much as possible.
This causes a need for public relations to be dependent on a local focus.
The truth of the matter is there are people everywhere who want to hear your message and see the sport of rodeo. I am a perfect example of this. I was born and raised until age 13 in the suburbs of Connecticut. Not exactly where you would expect to see a dedicated and knowledgeable rodeo fan to come from. This misconception comes from making stereotypical judgements based upon where someone lives. What most people don't know about Connecticut is that has a very large rural population, but all that comes to peoples mind is the rich, country club suburbia population. I spent a lot of my free time as a child going to county fairs on the weekends, not a far stretch from what I do today in Texas. Now rodeo was not a part of those fairs as they are in Texas, but there was a common element: both are deep rooted in a passion for animals and the outdoors. I believe that this is what would play a key factor in marketing an event in the New England area. Living in New England, where the weather is always nice, being outdoors was something enjoyed most of the year. Why not market an event in the Spring, Summer or Fall season to New Englanders as a way to enjoy the outdoors and have a fun new form of entertainment to enjoy.
Just knowing all aspects of where the event is being promoted can help so much. Another good example is to think big, in some states, just because the events physical address is in one state, does not mean that you can only market to that state. Look again at New England and Connecticut. On a good day one can travel the whole width of Connecticut in 1-2 hours time. This means that if your event is in a smaller state like that, or within reasonable travel time from another state, think big and market outside the state. I believe it or not have seen this be done here in Texas as well. For the Iron Cowboy in Arlington, Texas, the PBR had a sponsorship deal with a casino in Oklahoma. The casino was an hour and a half away from the arena, and was the host hotel accommodations for the event. The night before the casino hosted an event with the contestants and fans gaining fans from both Texas and Oklahoma. I personally made the drive from San Antonio, in south Texas, to the casino just past the state line in Oklahoma. I believe it or not, actually met people who had made the trip from similar distances to come to the event. With this event you had a chance to run into casino guests, who may not be fans of rodeo or bull riding, and sell the event to them.
So when you are doing public relations for a diverse audience, just remember that the sky is the limit and look at what aspect the people you are promoting to would care about.
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