For those of you who missed the premier of Shark Tank last Friday, you probably don’t know who EzVip are. Let me introduce them… EzVip is a service, which allows you to pre-purchase admission tickets & bottle service to the best events, in major cities across the United States. Basically, this means that EzVip can eliminate waiting in line, outside of crowded nightclubs, events and other hot-spots. Great idea? Yeah, I agree. EzVip “Access and Convenience.”
Now, EzVip‘s marketing and branding challenge, is to consistently generate consumer awareness, build EzVip brand loyalty (which encourages word of mouth and word of mouse), while positioning themselves alongside the major venues; they provide VIP access to. This is best accomplished by embracing the lifestyle of their established and potential consumer clients, and engaging them in a manner that is both convenient and non-intrusive. This will require a delicate balance of social media, search and mobile marketing, to communicate the easy “Access and Convenience;” of the EzVip service.
In order to be successful, EzVip will have to develop a social media campaign that has a strong presence in each major social community- Google+, Twitter, Facebook, YouTube, FourSquare, and establish personalized and meaningful relationships; with their audience. Lets face it, partying is a social event, that doesn’t limit itself to the clubs and venues. People are sharing their adventures on social media websites, and inviting others to share in their experience. EzVip needs to inspire consumers to share the EzVip experience, with friends, fans and followers.
Studies have consistently shown, that a majority of consumers begin their local business search, online. Therefore, search engine marketing will play an important role, in showcasing the EzVip brand, next to major hot-spots, venues and clubs; and in the faces of targeted/motivated consumers. And, quite truthfully, nothing less than a Top 3 position will do. EzVip must utilize search engine marketing strategies, to be in-front of consumers when they think of it, and when they ask for it. This will require a focused local SEO campaign (for each major search provider), in each city EzVip wishes to operate in. As well, a laser-targeted PPC campaign, would compliment the campaign; nicely too.
Finally, EzVip needs to embrace the mobile movement, with it’s website and with apps. Nothing demonstrates the convenience of the EzVip service, like a well-constructed app, developed specifically for each major mobile phone brand. As we all know, the mobile industry (particularly smartphones) is experiencing enormous growth, and consumers are embracing it. In fact, one in seven searches are now mobile and in the United States, 25 percent of mobile Web users; are mobile-only. Need more convincing? A2P or application to person SMS, like automated alerts, special offers, and m-tickets, is expected to overtake person to person SMS; by 2016. Sounds like a great partnership opportunity for EzVip and a Whiskey or Vodka company. 
Connect with Kristoffer Howes for more Internet marketing and brand building tips, strategies and advice.
The consumer audience is increasingly using local search and their mobile phones, to locate businesses, retailers and service providers. Businesses and brands who choose to ignore these trends, will miss a valuable opportunity to greet motivated consumers on the Internet, and communicate their brand building message.