The Branding of the “Pig”

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Iris Simpson-Bush, executive directorCincinnati 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”

Pigs have become the city’s unofficial mascot

“I’ll run a Marathon when Pigs Fly.”

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.

The Name’s the Thing

• “Finish Swine”• Pig Paraphernalia• “Swine Line”(text time messages)• “Hog Log”• “Street Squealers”• “The Squeal”• “Grunts”• “Ambassa-boars”

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”

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

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

Pricing merchandise

• Keystoning• Adjust prices after first day• Use barcodes

Displays at the Expo

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

Use the Web

Staffing the Expo Store

Organized exits minimize theft

Sales suggestions we’ve learned..

• Limit printing of dated items• Push e-store • Don’t be afraid to discount• Partner with third parties

See more “Pig Paraphernalia”

• Visit www.flyingpigmarathon.com

Thank you!

Questions or comments?