Using events as a strategic path to engage with users.
Traditionally, marketeers have relied on ATL (Above The Line) modes like Television, Print, Radio etc to communicate their message. However this doesn’t solve two of the biggest problems, engagement and trial - and globally that’s the reason for partnerships with on-ground associations (events). Compared to western geographies – our spend on sponsorships is abysmally low (as a share of marketing wallet).
So why others' events ? I will do my own event.
Concerns on scale and quality are paramount – and the biggest issue is exact fitment – and hence brands tend to steer towards ‘own’ events. This would mean something like a brand ‘IP’ with extensive propaganda and engagement.
This works very well in a few cases for established brands. Case in point : Lakme Fashion Week, Limca Book of Records, Clean and Clear fresh face etc. However – these are rare cases and involve extensive marketing dollars and significant resource allocation. Remember – you are not an event company, are you ?
When the events are slightly smaller scale like :
- Sampling zone in a residential area or a shopping mall
- Launch event with invitations
the biggest concern of an audience is that ‘What’s the primary objective of this activity’ – which definitely is “This brand wants to sell’ hence brand is ‘external’ to audience ecosystem.
Now, if we teleport this context into a partnership of a brand with an event. Let’s take an example of a kids brand sponsoring a drawing activity organized by a Rotary Club. (and there are multiple sponsors). Suddenly- two big things happen
- A high quality ‘on platter’ RSVP – its organized by a ‘neutral body’ hence walkins are assured
- Audience doesn’t perceive the brand to be ‘interfering’ – in fact it’s opposite. Studies have consistently pointed out that brand association with content like sports, colleges, musicals etc attained a high TOMR. In this case the parents and kids
We marketeers also love the word ROI (Return on Investment). Compared to anything where the total cost is borne by the brand (not to forget the high cost and engagement needed to get the audience), the cost of association is a minute fraction. Hence a brand organizing a series of badminton matches across residential societies vs a brand sponsoring a series of badminton matches happening across societies – the latter is far more cost effective and equally engaging.
Read full post at : https://onspon.com/blog/eventstobrands/