Watson takes street marketing to the next level

Watson takes street marketing to the next level

It was an ordinary day for Robert Buzz Watson.

As soon as he pulled his Coca Cola van onto the curb of 62nd and Cottage Grove a little boy in an oversized purple shirt pressed his face into the passenger window and screamed. The Coca Cola man is here! Watson flicked a half dozen buttons on his audio mixer, and the four 15 inch subwolfers plus the four exterior roof speakers he had custom designed were blasting-within minutes children and their parents were flocking the truck.

Somethimes Watson's the Coca Cola man, other times he's the Sprite guy, the Power 92 man, the hot party promoter, but for those in the entertainment and marketing industry, he's one of the top street promoters in the Midwest.

Street promotions is the art of grass roots marketing. To reach the hip hop consumer, African American market, and any other specially targeted group, it is crucial that companies have an effective street marketing campaign. Author Nelson George once said that the tacticks people used to register voters in the 60s, are now being tapped to sell products. It,s a skill that 27-year old Watson has mastered. His work with Coca Cola alone helped the companies growth rate in Chicago double that of the national average in two years. As a result, his company, 2020 Vision, landed major contracts with several companies including the Black McDonald,s operators, a parternership with MazJac Company and other entertainment event promoters with contracts totalling six figures annually.

They know that Watson and his ten member team will get the job done.

Watson began working in street promotions, four years ago, while he was a student at Chicago State University. I knew a lot of people, so I started promoting parites, he said. With steady work, he soon began to rise in the promotions circle.

His passion for the communities he worked made him stand out.

Street marketing is more than just rolling around in a van and tossing out product indiscrimanately it's knowing the city's hot spots, knowing key people. But most importantly, it's building a relationship rooted in trust with the consumer.

It's a way to make them feel appreciated.

When the dozens of children and adults flocked around the truck, the smiles and excitement in their eyes showed they wanted more than a pop to drink. They were being appreciated by a familiar face who picked them to dole out goodies from time to time. Watson and tour manager Jamil Willis didn't just shove product in their face. They talked to the kids, teasing them, asking that they play the I love you game. Some days they'll play basketball with the children, handing out T-shirts to the winners. Other days they'll share job opportunities with the adults.

Anyway I can alleviate exploitation, I will, Watson said of his work with corporations, some he notes, that could care less about the market. Whereas some street promoters opt for the trendy spots, a park downtown, a ritzy club - Watson makes sure he also targets what he calls the ignored area - the projects and rough parks. They deserve access to product just like anyone else, said Watson. If someone says they want to promote with me at a club, but not the Ickes, I drop them. It's degrading and I take that very personally.

The trust factor allows 2020 Vision to establish programs to aid communities in need. In addition to their street promotions arm, Watson has organized several community outreach programs including PAE- Perseverance, Ambition and Experience.

A model program in partnership with the Mayor's Office of Workforce Development, Boys and Girls Club and Skills for Life, based in the Robert Taylor Boys and Girls Club. Speakers and facilitators teach job readiness skills. He also mentors other young street promoters.

It's this love for community that drives Watson, who,ll hit multiple spots from 10 a.m. to 3 a.m. His keys to sucess he,ll eagerly share with anyone Loyalty, great communication skills and follow through, said Watson

Article Copyright Sengstacke Enterprises, Inc.