How Brands Can Successfully Market Themselves at SXSWi: Be Useful

Some 30,000 people will attend South by Southwest Interactive this year. It's a safe bet that none are hoping to be hectored with marketing messages.

On the other hand, SXSWi has dozens of sponsors, including eight "super sponsors" that are paying in the six-figure range to get in those attendees' faces. Is there any middle ground?

Helping

Alleviating the frustrations of a great way to make your brand welcome. "There is a conference attendee hierarchy of needs that includes food, drink, transportation and technology (Wi-fi, charging stations), says Doug Kamp, executive creative director, gyro Chicago "Meeting those needs in an unconventional way can yield huge emotional benefits for a brand."

At SXSWi, getting around town is a major hassle. It's nearly impossible to hail a cab and if your hotel isn't within a block or two of the Convention Center than, that means that you'll either be walking a lot or hopping on one of the city's many pedicabs.

For marketers, this an opportunity. For the past few years, for instance, for the past five years, Chevrolet has offered a "Catch a Chevy" program that provides free rides to attendees.There's no pitch for Chevy, just a lift to wherever you're going....[...]http://mashable.com