Challenge
As one of the nation’s leading independent concert promoters, Pepper Entertainment, Inc. produces live events nationwide with a strong focus on the Midwest, Great Lakes, Southeast, and Mountain West/Southwest regions. Pepper Entertainment sought an advertising solution that was both flexible and cost-effective for their varied budget allocations. Their primary challenge was finding a billboard service that didn’t require high minimum spending but still offered broad reach, especially in smaller markets where traditional outdoor advertising often lacks flexibility and affordability.
“We have our normal big players in all the markets,” said Analisa McKelvey, Marketing Manager at Pepper Entertainment. “But to run a campaign on them, sometimes it’s just not feasible for the budgets we have, like the fact that I don’t have to do a minimum buy of $1,000. When I have shows with budgets that are pretty low, it’s an easy way to get extra impressions.”
Solution
Flexible, On-Demand Billboard Advertising
Pepper Entertainment discovered Blip in 2018 and was immediately drawn to its self-service model. Unlike traditional billboard providers with high minimum budgets, Blip’s on-demand pricing model allowed Pepper Entertainment to access billboard advertising at any scale. The user-friendly platform enabled quick budget adjustments and creative uploads, allowing their team to effectively use Blip’s billboards in key locations without overspending.
Expanding Reach Across Multiple Markets
Blip’s growing presence, including new boards in Montana, Colorado, and even rural areas in Iowa, enabled Pepper Entertainment to extend its advertising reach significantly..
“All over the country, we probably have about 30 to 50 shows on sale in the next month, maybe 60-plus shows,” shared Kyle Heino, VP of Marketing at Pepper Entertainment.
Approach
Targeted Campaign Phases
Pepper Entertainment implemented billboard advertising across several campaign phases, typically dividing their promotions into announcement, middle, and closing stages. With Blip, they could tailor these phases to fit the budget constraints for each event. When funds were tight, Pepper would focus on closer-to-show campaigns, ensuring maximum impressions at critical points.
Results
Enhanced Creative and Adaptable Specs
Blip’s platform also made the creative process seamless. Each billboard displays required specs, and if an upload didn’t meet these dimensions, the system flagged it without distorting the image—an improvement that Pepper’s team appreciated. “I think it’s slick. Each board tells you what size you need. So we either make them ourselves or we have a designer to just do a size,” shared Analisa. This proactive quality check kept Pepper’s ads consistent, visually impactful, and professional.
Success in Diverse Markets
Blip allowed Pepper Entertainment to advertise affordably in markets like Sioux Falls and Grand Junction, Colorado, where the team often found traditional billboard options out of budget. For events such as the REO Speedwagon concert in Eugene and various Billy Currington shows, Blip’s flexibility allowed for efficient, targeted promotion, contributing to a strong turnout and heightened brand visibility.
Integrated Multi-Channel Strategy
Pepper Entertainment’s marketing strategy blends radio, TV, social media, email, and billboards to create consistent brand exposure across multiple channels. Blip’s flexibility enabled Pepper to include OOH advertising in this mix, increasing brand presence and supporting a unified campaign experience.
Conclusion
Ultimately, Blip has become a “hidden weapon,” says Kyle Heino, VP of Marketing at Pepper Entertainment, in Pepper Entertainment’s advertising toolkit.
By leveraging Blip’s unique advertising model, Pepper Entertainment could maintain a strong market presence and tailor their marketing spend effectively. With Blip’s ongoing expansion and adaptability, Pepper is well-positioned to continue using billboards as a key piece of their multi-channel advertising strategy.