Why Brands are Embracing the Power of Live Events
Written by Pierre Bouvard and Cumulus Saginaw
There’s no denying the power of live events. From music festivals to tailgate parties, advertisers are making meaningful fan connections that go beyond traditional media messaging. With online ad-blocking on the rise and TV viewing levels eroding, brands are looking for new, innovative ways to reach consumers.
Advertiser investment in experiential marketing is soaring
Advertising Age reports U.S. promotion-agency revenue, including events and experiential, rose 5.8 percent over the prior year — that’s more than media (1 percent), advertising (4.4 percent), and PR (5.3 percent). It’s significant that promotion agency growth is nearly six times that of media agency growth.
In fact, event sponsorship is the fastest growing marketing services segment for the third year in a row, according to the latest forecast from Publicis Groupe’s ZenithOptimedia. The report projects event sponsorship to grow 7.4 percent in 2016 to $35 billion.
Adweek reports: “Experiential marketing, once an afterthought to mainstream ad campaigns, is now emerging as the backbone to a growing number of branding plans.”
There is a powerful connection brands can make with consumers who attend live events.
How brands connect to consumers at events and beyond
Advertisers want long-lasting relationships with consumers who already show affinity toward their brands. We’re seeing innovative ways to create these experiences:
“There’s a greater connection with a brand if there’s a one-on-one experience with the consumer. That emotional attachment stays with the consumer and in turn leads to brand loyalty and increased social conversation,”
Social engagement after events is a huge win for advertisers.
It is becoming apparent that with increased social media interaction, that there is increasing value for advertisers as those attending the event, turn to share their experience via a plethora of social media.
How your business can leverage the power of events?
Cumulus’s Saginaw mission is to create unique experiential opportunities and custom events that connect local brands, on air personalities, and their passionate listeners/fans through immersive and measurable marketing experiences.
If you are looking to leverage the power of events for your business, we would welcome the opportunity to show you how experiential marketing. Our station sponsored and client on location events continue to draw and make lasting connections that have dividends for business long after the event has concluded.
Please contact Julia Richardson, General Sales Manager to learn more:
Pierre Bouvard is CMO of Cumulus Media | Westwood One
