Event Sponsorship Activation
Connect with consumers on a local, personal and grassroots level with Event Sponsorship Activations at community events
Event Sponsorship Activation consists of well-planned experiential and brand activation marketing at pubic events such as nonprofit 5K races, music festivals, park movie nights, sports events and other local community happenings.
This form of marketing is at its best when it enhances a person’s event experience while achieving brand goals.
Event sponsorship activation is also classified as Grassroots Marketing, Local Area Marketing, and Community Event Marketing by certain companies and within certain industries.
Ways to enhance a local community event ranges from game-based brand activities to sampling products relevant to the event.
The top reasons brands engage in Event Sponsorship Activation are:
1.) Create local brand awareness
2.) Interact face-to-face with prospect and existing consumers
3.) Generate community appreciation
4.) Produce engaging content for social media
5.) Contribute to the public good, specifically those that affect the local community
Event Sponsorship Activation is particular effective form of marketing for brands entering a particular city for the first time.
Activations can range from simple product sampling tents to elaborate product demonstrations to elaborate experiential marketing activities.
Brand sponsorship activation at local community events is further leveraged via social media, poster advertising and public relations.
Cities such as Chicago, Boston, Philadelphia, Atlanta, Dallas and Seattle provide hundreds of opportunities annually for brands to participate in Event Sponsorship Activation marketing.
Activating inside local events lends itself well to certain brands in industries that often position themselves as supporting the local community (e.g. hospital / healthcare networks, banks / financial services, supermarket chains, museums, nonprofits, etc.)
ALT TERRAIN assists with Event Sponsorship Activation planning, logistical and production needs:
1.) Source a list of relevant local events
2.) Handle local event applications
3.) Develop creative, stimulating and relevant Event Sponsorship Activation ideas
4.) Produce branded event assets (e.g. tents, costumes, signage, promotional giveaways, etc.) and consumer activities
5.) Deploy well-prepared brand ambassadors and onsite management
6.) Manage, transport and install event assets, consumer activities and marketing materials
7.) Promote brand’s sponsorship of activation via around-the-city street poster advertising
8.) Real-time content capture to leverage via public relations and social media purposes
9.) Provide $1,000,000 to $5,000,000 event insurance certificates required by cities, parks and select festivals
Note that successful Event Sponsorship Activations are ongoing brand marketing efforts consisting of at least two activation per month in mid-size cities such a Boston, Seattle, DC or Denver and 4-to-8 activations in bigger markets such as Chicago, Los Angeles or New York City.
If you are interested in heightening brand visibly, shaping consumer perception, differentiating from competitors and driving sales in a specific city then Event Sponsorship Activation is certainly a worthwhile marketing approach to pursue.
Contact us for brand Event Sponsorship Activation ideas, production, pricing and company examples.