Danny Heinsohn has been forging a path in the event marketing community for years now. Recently returned from two trips to Chicago (Event Marketing Summit and Intersport Activation Summit), Danny had lots to share regarding the ever-changing world of brands and the events they sponsor.
When it comes to brand activation, there is no such thing as “one size fits all.”
Like DNA, each brand has its own message, personality, and strategy. But the mechanics and principles to function and perform remain generally the same. Last month I spent time in Chicago for the Event Marketing Summit and Intersport Activation Summit to research other brand DNA strands and strategies. Along with them came the following genome principles brought forth by the following brands and agencies:
- Communicate message across all platforms – creativity, execution, understanding (Intersport)
- Clarity of content = clarity to connect (Taco Bell)
- Brand your programs; set clear partnership parameters (Columbia)
- Amplify the message across all channels (rEvolution)
- Understand that “feeling” is believing (Columbia)
- Plan what to measure, then measure it (rEvolution)
- Scale business through partnerships (Coca-Cola)
As always, I came back inspired through great brand stories and new business relationships. Here are a few case studies that resonated…
Create moments people want to talk about to amplify the brand message. To promote it’s Doritos taco, Taco Bell launched it’s “Steal A Base, Steal A Taco” campaign through Major League Baseball. If a player stole a base, Taco Bell would give away free Dorito’s tacos from 2pm to 6pm the next day.
On-site engagement. NFL Fan Experience on the Under Armour footprint. A combine was created before the Super Bowl where fans could participate in various experiences such as 40 yard dash, Ray Lewis pep talk, and athlete drills.
Take brand’s most loyal fans, put them in the gear, and activate to build an online social community.
It’s hard to go wrong with the Event Marketing Summit and Intersport Activation Summit. Each offers creative networking experiences.
My highlight at the Event Marketing Summit was the brand mixology session, which went over the basics of creating a unique corporate cocktail. The proportions are 1 part acid (lemon, grapefruit, etc.), 1 part sugar (nutmeg, strawberries, coconut, etc), and 2 parts alcohol (whiskey, tequila, bourbon, etc.). It was a great team building experience with our table of 10, where each person was responsible for gathering one ingredient. We had to work collaboratively to determine which proportions of which ingredients would taste the best. The first round was a bit acidic but we were happy after the second round. Looking forward to creating a branded company cocktail with the team at APD.
For the Intersport Activation Summit, it’s hard to beat a Cubs game with conference attendees. Our group was seated in the general admission bleachers where everyone was free to roam and network. But what I really enjoyed most about the conference is dinner that evening at Lou Malnati’s Pizzeria with new brand and agency friends. Thanks to Stefani Francis of Navigate Research for setting it up.
At Access Pass & Design, we make custom badges and specialty marketing collateral for live events. Our commitment to customer service, design, and product quality allow us to work with the top names in the music, sports, conference, and event marketing industries. You’ll find our badges at the largest concerts, sporting events, corporate conferences, brand activations, and trade shows in the world.
Our badges not only maintain the security of the event, but represent and support the brand with their high quality and eye-catching design. Our badges are often both the first and the last impression of the events where they’re used. Because attendees hold on to the badges, they actually represent major (and often overlooked) sponsorship assets.
Call us today. Find out how Access Pass & Design can help you get the most out of your event and turn your badges into revenue generators for years to come.
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