What is Event Marketing?

For many advertisers event marketing/sponsorship is limited to a

few logos and posters at the venue.

This is downright unfortunate!!

The more conscientious and better equipped advertisers will develop Strategic Activation

(or operations) to maximize their investments.

What is Event Marketing?

It is a form of guided action that will be put in place to support the sponsorship by the brand and to

extend its scope. For many, it is the shares that accompany the purchase of sponsorship rights

(excluding visibility shares).

Basically, we include all the actions deployed on the site of an event. We might think of a sampling

kiosk, a display of products or simply a demonstration of the capabilities of a digital device. It adds

all the marketing elements that will leverage the sponsorship. As this type of operation often requires significant additional funds, we find it important to help you maximize your investment.

Here are some points to ensure you gain maximum benefit from your future sponsorship efforts:

Commitment

When developing your booth or branding experience, be sure to involve the visitor. S/he must feel that

s/he is part of the action. Sharing on social media platforms is a very exciting action. The participant

must become the center of your activity. Everything needs to be developed to maximize contacts

between participants and your brand. The development of fun animations in social media posts is a

good starting point to encourage engagement.

Link with the brand

Any activation must be clearly visible and identified with the visual identity and colours of the

advertiser. The logo and brand messages must also be ubiquitous. If you operate a brand with

strong values, make sure the messages are inspired by them. At a glance one must recognize

the sponsor fast.

Stimulation of the 5 senses

In recent years, several academic studies have shown us the importance of involving more than one

stimulus if we want our marketing message to be well recorded. Combining a visual message

simultaneously with tasting a product enhances the footprint in the participant's subconscious. Offer a

coffee in your VIP area or chocolate at your booth. Play distinctive music and include pre-recorded

messages in the soundtrack used.

Subscriptions

Many activation are developed to get information about the participants. The goal is to identify sales

leads and to be able to continue the interaction after the event. If you have set up a customer

database, plan to use it and maximize your impact by communicating with these people.

Recall the brand experience they've had recently. Make sure sales teams take the tracking process

seriously. The ideal is to set up a follow-up program (email, call, mailing ...) that will be carried out

soon after the brand experience.

Surprise Factor

There is a proliferation of events, festivals and sports competitions. Participants are subject to more

brand experiences than ever before. As a result, we have to develop operations that will make

WOW in the consumer's mind. This does not necessarily mean bigger. It involves having a more

engaging object or more original visuals. If your budget is small, focus on one aspect of your brand

experience to impress. For example, have the most beautiful headgear or the most exploded kiosk

background. Only one detail that stands out is better than a dismal stand and similar to all the others.

Feeling of importance

Human nature is quite special. We like to be seen, we like that we take care of us and moreover we

like to be "better" than others. We have seen VIP zones grow in a multitude of places. In addition to

giving a particular status to a certain number of people, they made sure to make them spend more.

If we adapt this need for recognition in the middle of the sponsorship, we obtain different powerful

results.

VIP zones in an event

Special and special treatment for some participants.

Exclusive services (perfect to integrate in some loyalty programs).

Human Factor

The human factor is decisive to execute a well-designed activation/sponsorship. Smiles, interaction,

empathy are some of the key qualities your event staff must have.

It is impressive to see how a promotional agent can become a decisive factor in the

participant's memory. To be effective, your staff must be trained in communication, customer

interaction and social media management.

They must also master everything related to the product and the company they represent. Imagine

the following situation: you have paid a maximum for the rights of an event, you have invested heavily

in the development of a booth, but your staff on site is unable to answer questions or prefers to spend

time talking between them or on their phones!! This example is very common, but avoidable.

In summary, a sponsorship activation  by a brand remains a series of elements that must be carefully
designed and will make all the difference in the results of a sponsorship.

We have only one chance to make a good first impression. It is the same thing in sponsorship,

there is no scope for any error.