SMCC Vancouver - Education Event - July 30, 2019

  • July 30, 2019

IMPACTFUL EXPERIENCES: How Brands Spark Meaningful Connections with Consumers at Live Events

Alongside one of Vancouver and Canada’s biggest outdoor events, the Honda Celebration of Light, panel experts discussed industry best practices and how sponsors are successful in developing emotional connection and loyalty through impactful event activations.

  • There is now a movement to flexible sponsorship packages which speak to the needs of both the prospective partner & the property. Helping share the story of the prospective partner is key (usually the primary goal)
  • Very important that when activating, creative and engaging experiences are created and shared
  • “Successful sponsorship/partnership starts with solving unique problems on both sides of the bargaining table”
  • How do we begin evaluating ‘activations’ and their effectiveness and ROI
    • Smart Tech Measurement Tools
    • Example: Pre-experience and post-experience surveys (measure the difference in responses after completing an experience)
    • Example: Dwell Time (in an activation/experience)
  • Successful sponsorship should be all about addressing business challenges, not simply marketing objectives
  • As a rights-holder, when seeking out partners it is crucially important to “eliminate line items” that you wouldn’t usually be able to cover (costs/expenses)
    • Example: At Skookum Festival, TenTree provided t-shirts for all volunteers, security and event staff
  • Integrating partners that are highly aligned and share values is crucial
    • Example: Skookum Festival is incredibly focused on sustainability
      • Their partner Clean Canteen provided water bottles for all event staff, producers, musicians, etc., virtually eliminating single use plastic bottles
      • Shared goal of eliminating/reducing single-use plastics
  • As a brand, Phillips Brewing has chosen to diversify and create their own events, while also sponsoring and activating at local events in the community. They have seen success in this collaborative approach

Click here to view the Market Watch presentation.