Thunder Marketing- How Sound of TriState Created an Event That
A similar notion was present at the genesis of Sound of TriState's Thunder Jamz events, one of its most ambitious and successful marketing efforts. In Delaware, explains Narimanian, the city centers aren't as popular as they might be in other cities, so there are often not enough things for young adults to do, especially those under the age of 21. So he thought a good idea would be to create an event at which people of all ages could show case their cars and participate in sound-offs and installation contests. "[It takes place in] summertime, when these guys have a lot of time on their hands," he says. "We use that time to expose them to what we have to offer, and have something [during] their time off that they'll remember when they go back to school."
Essentially, Sound of TriState started its own car show, and it paid off. "We were able to get a lot of these kids together and excited, especially with the sound-offs and the car shows," Narimanian says. "We try to make them feel that they don't have to go outside of the state for the bigger shows."
This summer will mark the 13th year of the Thunder Jamz events. There are two during the course of the season. The biggest of the two takes place in Dover, Del., at an area known as "The Green," a park where all the capital buildings for the state of Delaware are located. When Narimanian was planning the first event, he worked it out with the state government to use the park for the day, and he has had access to it since. The event is not a tent sale, nor is anything actually sold at the event. It is purely a marketing event, where Sound of TriState's name is prominent.