When you are marketing your business, you should use a variety of advertising campaigns to reach your audience. But, no matter how engaging the copy is, it can never capture your personality or your commitment to consumers. The best way to share with customers that your business is an active part of the community is to take part in local events.
Having a presence at an event doesn’t necessarily mean that you have a booth and are actively pitching your business to consumers. Your business can be just as successful at live event marketing by being a quiet sponsor of a ceremony or event. You are showing your support and commitment to the members of your community, and your customers will take notice of your presence.
In January, The Patriot Ledger held its first All-Scholastics Award Ceremony for fall sports at Granite Links Golf Club in Quincy, Massachusetts. During the event, local student athletes were honored for their achievements.
The event was sponsored by 13 local and regional businesses who knew the event wouldn’t focus on them, but who chose to do it because they knew it would increase their brand recognition by being a part of it. Their logos and names were included in the event program and were even mentioned during parts of the ceremony. If the event was a success, they knew they wouldn’t have to sell their services or products, because they would get the credit for being involved. And the event was a success.
Let me share with you what some parents told us:
- “It was nice to bring families together to recognize each individual athlete and all that they have accomplished.”
- “The venue was great, the food was fun and fitting and the speaker was relevant and positive.”
- “Well done, it was great to recognize and reward the kids
- “Was perfect in my mind – don’t change a thing.”
The sponsors who took part in the event are associated with the success. When your business invests in the community you become a more trusted resource to your customers.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com.
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