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The Branding of the “Pig”

The Branding of the “Pig”. powered by P&G. Iris Simpson-Bush, executive director Cincinnati Flying Pig Marathon. Why a Pig?. Cincinnati’s river made it a center for commerce in the 1800s. So many pigs were herded through the streets, the city was nicknamed “Porkopolis”.

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The Branding of the “Pig”

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  1. The Branding of the “Pig” powered by P&G Iris Simpson-Bush, executive director Cincinnati Flying Pig Marathon

  2. Why a Pig? Cincinnati’s river made it a center for commerce in the 1800s So many pigs were herded through the streets, the city was nicknamed “Porkopolis” Pigs have become the city’s unofficial mascot “I’ll run a Marathon when Pigs Fly.”

  3. The Pig’s in “Fast Company” • The Flying Pig Marathon was named by fastcompany.com as one of the ‘best brands’ in the country, along with the Aflac duck and Apple Computers.

  4. The Name’s the Thing • “Finish Swine” • Pig Paraphernalia • “Swine Line”(text time messages) • “Hog Log” • “Street Squealers” • “The Squeal” • “Grunts” • “Ambassa-boars”

  5. The Pig’s got the “Look” • Work with your marketing partner on a theme • “Get Jiggy with the Piggy” • “Run Amuck” • “Wee, Wee, Wee” • “Ten Years Running” • “Get Your ‘Oink’ On”

  6. Now that you’ve developed the brand, ..how do you sell it? • Merchandise sales average $7 per runner • Pig sales now near $300,000/yr • Asics-Flying Pig partnership helped build the brand

  7. What sells? It’s what makes a memory • Branded merchandise that’s fun and functional • A medal that’s one of the coolest around • Premium bag or backpack, technical shirt-all with the Pig logo • Giving runners more value for their registration dollar

  8. Pricing merchandise • Keystoning • Adjust prices after first day • Use barcodes

  9. Displays at the Expo

  10. Pre and post event sales through E-Store • Latest and greatest available BEFORE event • High ticket items especially popular • Market to both participants and their families

  11. Use the Web

  12. Staffing the Expo Store

  13. Organized exits minimize theft

  14. Sales suggestions we’ve learned.. • Limit printing of dated items • Push e-store • Don’t be afraid to discount • Partner with third parties

  15. See more “Pig Paraphernalia” • Visit www.flyingpigmarathon.com

  16. Thank you! Questions or comments?

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