What Are the Best Outdoor Marketing Strategies for Summer Events?JUNE 28, 2019|
CategoriesTrade Shows and Events
When it comes to positioning your brand front and center among your local customer base, there are few better opportunities than summer events.
Summer events can run the gamut, focusing on music, visual arts or crafts, sports games, holiday celebrations, film and a wide variety of other types of activities. Music festivals are among some of the most popular events, drawing in large crowds. More than half of Americans attend a live music event each year, and among those individuals, 66% attended a free outdoor community event involving music.
At the same time, there’s often an explosion of sporting and athletic events, including local Little League or youth soccer tournaments and 5K, half-marathons and marathons — all of which draw large crowds of participants and supporters.
As a result, the opportunity for local businesses to capitalize on strong event attendance is hard to understate. Expertly designed outdoor marketing displays give businesses of all sizes the chance to associate their brand with already popular summer events, as well as build awareness and craft direct, in-person experiences with existing and potential customers. Whether you use simple banners or a full-blown branded tent for events, quality event graphics can boost your marketing efforts.
Here are a couple of thoughts to keep in mind as you put the finishing touches on your outdoor event marketing strategy.
Keep the Community in Focus With Your Outdoor Displays
The community aspect of many of these events is paramount. For example, a study from the National Endowment for the Arts found roughly half of all outdoor arts festivals take place in towns with 250,000 residents or fewer.
At the same time, the majority of these events are located in plazas, parks and streets, with event organizers working hard to make the area family-friendly and easy to navigate. Particularly during the summer months, children are out of school and parents are more inclined to head out to local festivals. Marketing your display toward kids and adults can be particularly valuable.
1. Appeal to Your Audience
One surefire way to get visitors to your display is to offer freebies. People love free stuff, and small, branded items help you increase brand awareness.
Say you give away a tote bag with your logo on it. People could use your tote to hold all the stuff they’ve accumulated throughout the event. Other attendees would see your logo on these bags and may even find themselves wanting one as they end up juggling lots of items. Since they now know who you are, they can look for the event tent with the logo on the bags to get their own.
With this tote bag giveaway, you’ve ensured that one customer sees your logo regularly and associates you with an item that made their day easier. Other people at the event see attendees supporting your brand and want in on the action. It’s a great way to improve recognition and get more visits to your custom outdoor event tent or booth. But your freebie has to be worthwhile.
As you decide what to give away at a fair or event, keep your potential audience in mind. Try to tailor your items to what they would like or what can solve a problem for them. Bonus points if it relates to your product or service.
Some possible giveaway items include:
- Phone wallets, stands or chargers
- Water bottles
- Hand sanitizers
- Lip balm
- Bottle openers
Kids are often the key to getting parents to stop by your outdoor display, so you may consider giveaways that appeal to both the young and those trying to wrangle their youngsters. Meanwhile, athletic events are great opportunities for businesses to help keep participants and onlookers hydrated and energized with branded water bottles or quick grab-and-go foods.
2. Involve Them in Social Media
In addition to announcing your presence at the event on social media, try involving your attendees and followers. You could use this as an opportunity to grow your following, as well.
Set up a photo op for people to take pictures and post online or ask them to sign up for your email list. Consider adding an incentive like entry into a drawing or a coupon for their next visit. You could also make it a prerequisite for taking some swag.
When you settle on the offer you’ll use to attract potential customers at the event of choice, it’s just as important to select the right display to draw people in.
Select Outdoor Displays That Will Help You Achieve a Business Objective
Outdoor displays are an indelible part of summer events. They offer plenty of ways to attract the attention of event-goers and your existing customers. Some of the more popular outdoor displays include:
The display you choose should be used as a mechanism to help you achieve a specific business objective. Here are a few examples:
1. Building Brand Awareness
Most festivals are annual events that have been going for several years, if not decades. To ensure your brand gets noticed among other businesses, you need an outdoor display that grabs the attention of passersby. A clever use of a standard 10- or 20-foot event popup tent is to recreate your business’ storefront. With either a full wall or half wall option, you can have a printed version of your restaurant’s façade, for instance, on display, which can help event-goers remember your business when they leave the festival area and are thinking about where to go out for lunch or dinner in the following days and weeks.
Even simple banners with your logo or promotional materials can go a long way in getting your image out there. If you’re giving away freebies, that’s one more area where you can put your logo in front of more people.
2. Promoting a Product or Service
If your business has a new product, service or a limited-time offer, you may consider using a summer event as a way to give attendees exclusive first access to it. Through product sampling or a coupon for free service or consultation, you can showcase the latest and greatest from your business to brand-new customers.
A campaign counter is an effective outdoor display that allows you to promote the product or service with eye-catching visuals and concise, persuasive text. In addition, you may consider promoting the exclusive product or service offering at your primary business location with a sidewalk sign, telling your regulars to visit your display at the event to have the chance to get access to your exclusive offer.
3. Give Customers an Experience
While giveaways are a standard for most summer events, you may consider setting up an outdoor display that encourages attendees to interact with your brand. You’re only limited by your imagination when it comes to experiential marketing.
For example, you can give event attendees a chance to work on their bags — or corn hole — skills by setting up branded boards in front of your tent or other display. You could also create a spin-the-wheel game or serve up food items like popcorn or snow-cones. This way, attendees will remember your brand and associate it with a fun experience. There are countless ways to create branded experiences with lawn games and other outdoor activities that are sure to motivate event-goers to stop by.
Partner With the Right Graphics Printer
In need of help to put all the pieces together for your next event? Let the experts at your local SpeedPro align your business objectives to your marketing strategies with any event you attend this summer.
We can print a wide array of event graphics with high-quality prints and accurate color reproduction, so you can stay be confident in your images. We can also help you select the perfect sign type and design. Get started by finding a studio near you.