How to Reach Your Audience at Sporting and Entertainment Events

How to Reach Your Audience at Sporting and Entertainment Events

Over half of American adults planned to attend a ticketed event in 2023, a percentage which has grown from 55% to 63% since 2021. With so many people ready to go to sports and entertainment events, it gives your business a unique opportunity to connect with a large and dynamic audience. Whether it’s a table on the concourse, a booth outside the venue, or a team mingling with tailgaters, the right company placements can help you increase brand visibility, build brand awareness, and allow you to engage with your target audience. 

Here’s how to best leverage sponsorships during events like this, with tips on effectively targeting event-goers and driving interaction with your brand. 

Secure a prime location. If you’re going to sponsor a sports or entertainment event, it’s crucial to secure a prime location for your table or booth. High-traffic areas like the main entrance or concourse are your best bet because that’s where you’ll have the most chances to make an impression. You can also find good spots near popular attractions within the venue. These locations ultimately create more opportunities to connect with people who might care about your brand.

Create an immersive and visually appealing branded experience. Eye-catching signage, banners, and displays that reflect your brand identity and messaging help you quickly catch people’s attention. However, it’s the incorporation of interactive elements that truly sets your brand apart. Whether it’s games, photo booths, or product demonstrations, these interactive experiences create memorable moments and foster engagement with your brand, helping you stand out from other vendors.

Have plenty of promotional materials to hand out. From brochures to flyers and branded merchandise like t-shirts and hats, you should have something tangible to give event attendees. These types of swag will stay with them when the event is over and serve as a reminder of your business and what you offer. 

Leverage digital channels to extend your reach. Encourage attendees to follow your brand on social media, participate in online contests or surveys, or sign up for email newsletters. Connecting with people this way gets the conversation going and allows you to reach people who may not even be in attendance. To drive more action online, provide incentives like exclusive discounts or giveaways that’ll entice eventgoers to post and share your information. 

Hire brand ambassadors who specialize in meaningful conversation. No matter who is working your booth, they should be ready to engage with people. Encourage your brand ambassadors to ask questions, listen attentively, and provide relevant information about your products or services to any and everyone who passes your setup. Building rapport and establishing a connection with attendees can foster a positive brand experience and drive interest in your brand.

Showcase your products or services through interactive demonstrations. Allow event-goers to experience firsthand the benefits and features of your offerings. This hands-on approach can pique curiosity and generate excitement, leading to increased brand awareness and potential sales.

Capture attendee data. Don’t miss out on the opportunity to capture attendee data at sports and entertainment events. Collecting email addresses or contact information allows you to continue the conversation with event-goers after the event concludes. It’s also a valuable resource for sending targeted marketing campaigns or promotional offers, helping you to nurture leads and drive conversions.

Try Guerilla Marketing at a Tailgate

If you’re looking for a cost-effective way to reach your audience (or a new one!), using guerilla marketing tactics at a tailgate is the perfect option. To pull off this type of campaign, you need to be creative and unconventional and make use of the setting. And if you’re careful, you may not even get kicked out for not having a permit! Brand ambassadors can walk around without a footprint and blend seamlessly into the tailgating scene, creating authentic interactions with fans. 

They can set up a surprise branded photo booth, encouraging fans to take photos and share them on social media. Or you can tie your product into something related to the home team or artist in the form of a giveaway and have a brand ambassador pass them out. They can also organize spontaneous games or challenges, offering prizes to winners. Promoting your brand casually and organically creates buzz and excitement that resonates with attendees. 

All Aces Provides the Best Brand Ambassadors for Sporting and Entertainment Events

Sponsorships during sports and entertainment events are a valuable platform for engaging with a captive audience and promoting your brand. Do you need help staffing your next sporting or entertainment event? Contact us now or call us at 646-829-1602 to see how All Aces Promotional Staffing can help you.