COMMUNITY EVENT MARKETING and Why It Is Important
Support local events for the betterment of the community and brand
Generate consumer appreciation
Community event marketing engages suburban families with young kids
Get brand samples into people's hands
Create genuine content for your social channels
Measure your community event marketing outcomes
What is community event marketing?
Community event marketing consists of well-planned brand activations at public events.
Typical community events are nonprofit 5K races, arts or food festivals, park movie nights, and other local happenings.
Community event marketing is at its best when it enhances people's event experience while achieving brand goals.
Community event marketing is often cited as grassroots marketing and event sponsorship activation by individual companies.
Brands often have the opportunity to sponsor the event, and receive recognition for doing so, or participate as a vendor.
It is a strategy most utilized by local banks, retailers, hospitals, and a wide variety of other businesses, and additionally by nationally recognized brands with a store, office, branch, or presence in community.
Activations at community events range from simple product sampling tents to elaborate demonstrations to brand-themed activities.
Often large cities such as New York City, Los Angeles, Chicago, Boston, Portland, Philadelphia, and Seattle host numerous neighborhood events each weekend.
Top reasons brands participate in community event marketing:
1.) Create local brand awareness
2.) Interact face-to-face with prospects and existing customers
3.) Generate brand appreciation
4.) Produce content for social media
5.) Contribute to the public good, precisely supporting issues that affect the local community
6.) Show people how your brand makes a difference in their daily life
7.) Create lifelong customers and advocates
Community Event Marketing is particularly useful for brands entering a particular city for the first time.
Brand sponsorship activation at local community events is ideal for social media and public relations content.
Activating as part of local events, festivals, 5K runs, fundraisers, and other community events, reinforces a brand's commitment to supporting the local community.
ALT TERRAIN assists brands with community event marketing ideas, production and activation:
1.) Source a list of relevant local events
2.) Handle local event application process
3.) Develop creative, stimulating, and relevant ideas
4.) Design and provide event assets (e.g., tents, costume characters, signage, games, etc.)
5.) Staff, train and deploy brand ambassadors and onsite managers
6.) Manage, transport, and install event assets
7.) Real-time content capture for social media
Successful community event marketing consists of ongoing outreach, typically, at least two activations per month in mid-size cities (e.g. Washington DC, Miami, Boston, Seattle, etc.) and four to eight activations per month in larger cities (e.g., New York City, Chicago, Los Angeles, etc.)
If you are interested in heightening brand visibility, shaping consumer perception, differentiating from competitors, and driving sales in a specific city, then Community Event Marketing is undoubtedly a good marketing strategy.
Contact ALT TERRAIN for community event activation ideas, strategies, pricing, and company examples.
Give to your local community and they'll give back!
Community Event Marketing FAQ
Community event marketing is a way for brands to align themselves with neighborhood festivals, causes, and happenings.
It is a way for brands to support and become an integral part of the community where they reside.
Community event marketing introduces your brand to people, shares your story, drives engagement, creates content, and achieves market share.
The cost for a brand to attend a community event is typically in the range of $250 to $2,500 per day.
The above does not include event planning, production, transportation, staff, management, which can range from $2,500 to $7,500 per event depending upon the size and scope of the brand activation.
To learn more on how community event activations are a worthwhile investment, reach out to ALT TERRAIN with your brand goals.
Actively participating in community event is essential from a business perspective.