Last summer I started working with Erica MacVittie to reinvent the Malibu Half Marathon. Erica and her husband David had purchased the event and relaunched it with a new ownership group. The event had been around for seven years, but it had never achieved critical mass. Although the route, along the ocean on Pacific Coast Highway, was beautiful, the runner experience, sponsors, and marketing hadn’t kept up with best practices. Erica hired me to increase participation, and to do that I chose to rebrand the event, get the marketing in shape, and secure new brand partners.
Traditional marketing is dead. Gone are the days of brand building through ubiquitous TV advertising, billboards and Web banners. Consumers are now much more demanding in terms how they allow brands to interact with them. They don't want to be merely marketed to. They want to be entertained, educated, informed, and exhiliarated by the brands that touch their lives.