Every business leader loves it when a marketing event goes off without a hitch, but the momentum shouldn’t end when the last guest leaves. Statista reports that 79 percent of marketers in the United States use events to drive sales. Events give a brand’s personality a platform to resonate with attendees.
Take Bud Light’s 2015 “Up for Whatever” campaign. The Anheuser-Busch brand used a festival-like atmosphere — including performances by Snoop Dogg — to attract Millennial consumers and encourage them to share their experience on social media. As Bud Light’s vice president Alex Lambrecht put it, “We want to reach more than the 1,000 people that are here.”
But companies selling a physical product aren’t the only ones that can benefit from event marketing. The Detroit Lions, a client of ours, turned to event marketing earlier this year to make sure the launch of the team’s new jersey went off without a hitch. That meant a massive lion head presiding over the stage, players hosting, cheerleaders performing, fog machines filling the stage, three vertical screens showcasing the team’s legacy, and a full lights and pyrotechnic show to accompany the unveiling of the new jerseys.
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