Claudia Chan is the New York-based president and cofounder of Shecky’s Media Inc. She oversees all marketing efforts and events including Girls Night Out, a consumer shopping event held nationwide, known for its gift-bag giveaways; the program will grow to 35 events in 16 cities in 2008, and made its most recent Los Angeles appearance on Wednesday and Thursday.
Tell us about the new film partnerships you're working on.Entertainment is a great sponsoring category to work with, because producers and studios are always launching new movies. For example, 20th Century Fox is coming out with a new movie called 27 Dresses. It's about Katherine Heigl being a bridesmaid 27 times, and it has a huge female focus—so [Girls Night Out] is great event marketing for them. Whenever a movie is female-centric or targeted to a female audiance, Shecky’s Girls Night Out is [the right] vehicle to carry it. Our events present a great on-premise sampling opportunity, because items carrying the movies' logos can go in the goodie bags. Another thing is that when an entertainment brand sponsors us, they get tons of exposure through our Web site.
They also get involved in our advertising and media buys and go into our press releases and out to local media. We offer the potential for a brand to get creative and come up with fun promotions. In order to evolve, we really have to look to the future—for example, look at 20th Century Fox’s movie calendar for 2008, and then getting strategic with the partnership and coming up with a promotional concept and then activating it.