Thunder Marketing- How Sound of TriState Created an Event That
And, in fact, a lot of the dollars are not coming out of his pocket. For each event Sound of TriState has been able to ensnare co-op dollars from its vendors, whom Narimanian says have been very supportive over the years. The help comes in many forms: co-op dollars for signage and supplying manufacturers reps to act as judges for the car contests, for example. Vendors such as Pioneer, Kenwood, Rockford and Sony have all participated.
"The manufacturers do help us out with the funding for these shows, so I would say after what we charge for testing [attendees] cars and the registration, I would think we actually break even," he says.
Local radio stations step in as well, helping to sponsor the event as part of advertising deals Sound of TriState has with them. DJs from WPTP 96.5, KISS 101.7 and WRDX 94.7 come throughout the day and the event is heavily promoted on-air in the days leading up to the event. "They each come in for an hour and a half or so, and those guys are always pretty good about getting people excited about the giveaways," Narimanian says. "They each have their own DJ and they go live from the event."