Why It Works: Brand Activation Through Event Marketing
Brand activation through event marketing can be an important asset in your pr/marketing strategy. Whether your goal is to drive sales, sign up new customers or raise support for a cause, brand activation is fundamental in getting your target audience to act.
You may be asking yourself, “How do I get my audience to act upon my brand activation efforts?” The answer lies in understanding the importance of brand perception. Brand perception is owned by customers and not your brand. It is the opinion customers have with your brand that have been shaped by the sum of the experiences they have had with your brand – good or bad.
A strategic brand activation is an excellent way to create a positive interaction between your band and consumers. If successfully implemented, your brand’s physical presence at an event can encourage consumers to use your brand down the line whenever they are exposed to it again.
Advantages of strategic event brand activation
- Assists in strengthening consumer ties
- Provides a liaison for brands to communicate with their target demographic
- Offers an opportunity for consumers to try products first hand
- Creates beneficial relationships with likeminded organizations
With these advantages in mind, we’ve included opportunities available at the 2017 Magical Winter Lights we believe are unique ways companies can be incorporated into our festival. Through these exclusive brand activation efforts, Magical Winter Lights can help curate a positive consumer interaction with our prospective valued partners looking for unique ways to reach their target audience.
Apart from the themed lantern exhibits, Magical Winter Lights also features Chinese acrobatic performances twice-a-night every night and hosts a special Christmas celebration during the festival run. Our state-of-art performance stage serves at the central point within Gulf Greyhound Park and is one of the most popular attractions amongst our 150,000+ guests.
The entertainment sponsorship would give your company exclusive naming rights to the performance stage and would be integrated into our marketing efforts before, during, and after the event.
Charging Station Sponsorship
Based on our customer feedback from the 2016/17 festival, Magical Winter Lights can enhance the customer experience by designating a cell phone charging station at Holiday Market Square . The 2017/18 Magical Winter Lights wants to ensure attendants are charged-up and always ready for their next photo opportunity!
Sponsoring the official Magical Winter Lights phone charging station is a great way for your business/company to interact and showcase its brand as festival goers stop by to charge their devices.
Dino Fun Zone Sponsorship
The Dino Fun Zone is one of the most popular exhibits at Magical Winter Lights. Located in MWL’s Dinosaur Land exhibit, the interactive play area is a favorite amongst festival goers as it includes dinosaur rides, 3-D art, and a sand box where children can dig for fossils.
The Dino Fun Zone is one of the many opportunities available through the “A la carte” sponsorship option, and is a great branding opportunity for companies seeking to reach a more family-oriented demographic.
The “A la carte” opportunity gives you the capability to select and customize sponsorship placement(s) to best meet the needs of your business. Each opportunity falls into one of three tiers: Local, National, and Global.