Marketing Advice on Finding the Right Event to Promote Your Product

In Chapter 8 of 16 in his 2014 Capture Your Flag interview, Randall Metting answers "What Factors Help You Determine Where to Direct Your Marketing Resources?" Metting shares his process for finding the best events to promote and market his product, Dulce Vida tequila. He and his team assess a variety of factors, from cost to competition to human resources to audience size, to narrow event options to those with highest impact potential.

Randall Metting is a brand development and marketing manager at Dulce Vida Spirits in Austin, Texas. Over 17 years, he has built brands in spirits, luxury real estate and lifestyle, music, and sports industries. He has been a radio personality at KGSR Radio and a marketer at a hyperlocal startup acquired by NBC Universal. Metting earned a BA in Advertising from the University of Florida and started his career at The Coca-Cola Company.