Marketing Mix

 

I recently watched Hot Rod and started thinking about the various ways that Rod and his crew had to promote the 15 bus jump to raise money for Frank's new heart. When I think of marketing, I think of magazine ads, television commercials, websites and all that good stuff. However, there are ways to promote events without going through the trouble of spending large amounts of money on big advertising.

The four P's of marketing are shown very clearly throughout the movie. The product being offered is a 15 bus jump for those in the community. While they don't ever specify where the movie takes place or where the big jump occurs, it appears to be at the fair grounds or some place similar to that where guests can easily attend. The price is also not clear on how  much they charge for admission to the big jump or the stuntman movie, or for performing at private parties. What they do tell us is that Rod does reach his $50,000 goal and that he did have to give over $3,000 away for a broken projection machine. Rod and his crew promote the big jump using flyers, showing the community a homemade stuntman movie, and by performing stunt like activities at private parties. Rod even runs around in a stuntman suit with his name on the cape. And towards the end an AM radio station decides to sponsor the event and give all proceeds to Frank's new heart. This is just an example of how a decent marketing mix helped reach a goal.