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Sports Event Marketing Will Score a Touchdown for Your Brand

Experiential Marketing

Providing brands with instant visibility and exposure, sports event marketing is a slam dunk. For the 2019 NFL season, the average attendance per regular-season game stood at over 66,000 people. Offering a huge opportunity for brand building, they can insert your business into a global community of fans. Unlike other events, there’s a sense of camaraderie among a team’s supporters. And when a brand shows up and shows its support, they’re sure to take notice. 

As the pandemic limits large in-person events, there’s no bigger stage to showcase yourself than the Super Bowl. For this year’s championship game, 22,000 fans will be in attendance. So it’s still more than possible to make a splash on a big stage, introduce your brand, and win over new fans.

Let’s jump in and take a closer look at ways sports event marketing can help your brand hit a home run.

Sports Event Marketing

1. Sports Event Marketing With Mobile Billboards

A budget-friendly, customizable option that leverages brand awareness and give you a competitive advantage? Mobile billboards are experiential vehicles that offer the kind of mobility that lets your brand be seen at the best times and in the best locations, before, during, and after the big game. 

Mobile billboards can park in highly concentrated areas, like sports arenas, with ease. They’re also cost-effective and offer the same opportunity to expose your brand to your target audience. The most popular mobile billboards for sports event marketing include:

  • Truck-side mobile billboards that are eye-catching and will leave an impression. 
  • Vehicle wrapped mobile billboards that are perfect when you need a smaller vehicle to maneuver in a congested location. 
  • Digital mobile billboards that command attention with LED lights and TV screens. 
  • Glass wall mobile billboards that give consumers an exclusive look inside your brand. 

Mobile billboards have the power to break through old-fashioned experiential strategies. And when you’re competing with the crowds and action of a sports event, they’re an affordable option that’ll cut through the noise.

2. Sports Event Marketing With Promo Teams

Field marketing, street team marketing, promo teams: There are many names for this type of experiential marketing, but they’re always the human faces behind a brand, engaging with people through samples, giveaways, and experiences.

Promo teams can interact with fun-loving tailgaters outside a sports arena ahead of game time. It’s necessary to activate street teams that are knowledgeable, friendly, and outgoing (without being pushy) because they can make genuine connections with consumers. 

Whether informing, giving away free samples, demonstrating products or having meaningful conversations that influence people to take action, street team marketing engages sports fans in real-time.

3. Win Over Sports Fans On Social Media

Most teams, players, and venues are highly engaged on social media and, many even have dedicated hashtags. Plus, fans are often just as active online, rooting for their favorites. Why not have your brand join the conversation?

Social media is an easy and effective way to maximize the reach of your sports event marketing strategy. Promoting your brand with fans through posts, pictures from the game, and videos of fans having a good time will help integrate your brand as an extension of the game and drive buzz around you.

Ralph Lauren US Open Sports Event Marketing

4. Target Tailgaters With Branded Food Trucks

Whether you’re enjoying your favorite team at home with a plate of nachos or at a stadium watching it live while taking a bit out of a chili cheese dog, sports and food go hand-in-hand. And food trucks get a front-row seat to satisfying tailgaters with mouthwatering eats and cold drinks. Branded food trucks are a great tactic to bring to an event, but your business can shine when it’s part of your strategy. 

But also keep in mind these key points, so your sports marketing event get the biggest bang for its buck:

  • The cost of your branded food truck will depend on the menu, how many people you want to feed, and any personalization features, like fabrication and staffing.
  • Sports venues are heavily congested areas, and navigating busy parking lots takes time. Consider booking a branded food truck several hours before and after your event for parking, setting-up, cleaning-up, and leaving. 
  • Sports fans have pride in their teams and their cities. And few things represent where we come from better than food. Your menu should honor that. In Cincinnati? Book a branded food truck that serves its famous chili? In Chicago? How about deep-dish pizza? Buffalo? Wings are your go-to, of course. 
  • Because tailgating happens outside a venue, the weather impact what your branded food truck will serve, and few people want to drink a cup of hot chocolate in the middle of July.

Go For the Gold With Sports Event Marketing

With so many elements to choose from in the experiential marketing playbook, your brand can rally around a sports event with sports event marketing. And fans will take notice. When your brand can build its presence in creative ways, from mobile billboards and promo teams to social media and branded food trucks, you can reach new heights with a winning formula that will win over the hearts of sports fans far and wide.

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Activate Your Brand Nationwide With Mobile Marketing Tours

Experiential Marketing

Are you tired of seeing your brand held back from reaching new heights? Do you dream of bigger things, like expanding your reach to new audiences far and wide? Mobile marketing tours are your answer to exciting consumers, anywhere and anytime. Making an experiential marketing investment across multiple locations allows your brand to increase awareness, boost engagement, and generate higher sales. 

Strengthening brand/consumer relationships is fundamental to experiential marketing because people remember emotional experiences the best. It’s a simple rule of human nature. With an indelible campaign that brings your brand to the streets, your brand has the power to make personal connections with a wider audience, targeting new locations and new demographics that were once unavailable to you. 

Let’s hit the road with a closer look at mobile marketing tours and how they can put your brand in the driver’s seat of maximizing success.

Mobile Marketing Tour

What Are Mobile Marketing Tours?

Mobile marketing tours are an influential medium inside the experiential marketing universe that lets brands interact with consumers across multiple locations within a fixed time period. 

Using branded vehicles, help from ambassadors who can speak to your brand, and interactive activities to foster engagement and participation, mobile marketing tours are designed to target locations where foot-traffic is high to maximize overall impact. 

It’s all about “location, location, location” because where your mobile marketing tour goes decides how wide of a net you can ultimately cast. Great for warmer weather months, when people are more likely to be out-and-about, the best mobile marketing tours activate in busy locations like public squares, parks, beaches, shopping centers, arenas, and more. 

When your mobile marketing tour aligns with people’s vacation plans, you can turn your campaign into an event people plan their schedules around. Timing your tour with popular music festivals and sporting events is a great way to instantly become the highlight of consumers’ year.

Make Your Mobile Tour Match Your Destinations

The best kind of mobile marketing tour is one that captures the hearts and minds of new audiences previously unavailable to your brand. But, no two destinations are the same and your activation must match the demographics and individuality of each location. Check out these mobile marketing tour ideas for some of the U.S.’ most popular cities:

  • Miami’s Bayfront Park is one of the city’s most popular attractions located in the very heart of its downtown. Bayfront Park is also home to Miami’s bustling food truck scene. Why not host an outdoor yoga class promoting your wellness brand with healthy food truck snacks and drinks after. 
  • The holidays and New York’s Rockefeller Center go hand-in-hand. Take advantage of one of the world’s most popular destinations with a branded mobile showroom selling your products to holiday shoppers. And keep their attention by offering complimentary cups of hot coffee or hot chocolate to help them stay warm. 
  • The Santa Monica Pier is popular with natives and tourists alike. Both chic and laid-back, it’s easy to find eclectic experiences in this beautiful beachfront city right next to Los Angeles. Why not launch a fashion show for your brand’s summer collection with the iconic Pacific Wheel as your backdrop.
  • Just off the famous Las Vegas Strip is Freemont Street, in the heart of the city’s old downtown. Under a canopy of colorful lights, you’ll find a host of activities every night. With the help of an energetic street marketing team, you can engage visitors in this pedestrian-friendly location.

Nespresso’s Mobile Marketing Tour Stirs Nationwide Buzz

Nespresso is one of the world’s leading luxury coffee brands, known for premium cups of coffee and espresso consumers can make from the comfort of their homes. In 2019, the brand wanted to reintroduce consumers to its boutique locations by bringing the experience directly to them. 

With a branded, vintage E-tuk vehicle customized into a dual mobile showroom showcasing their line of coffee and espresso machines, and pop-up coffee shop launching their “Nordic Limited Edition Coffee,” Nespresso went on a six-week, mobile marketing tour stopping in New York City, Miami, Los Angeles, and San Francisco. 

In the U.S.’s most bustling cities, thousands of consumers were treated to complimentary cups of Nespresso made by professional baristas and offered exclusive giveaways and prizes. Nespresso’s multi-sensory experiences helped boost sales of its coffee and machines while also cementing the brand’s unique in-person experience that consumers can’t find anywhere else.

Mobile Marketing Tour Nespresso

Leverage Your Brand’s Reach With Mobile Marketing Tours

From tour ideas and location scouting to securing permits, handling logistics, and training staff, working with professionals who’ve executed complex mobile marketing tours can help ensure your own campaign’s success. Now that you know more about mobile marketing tours and how they can help your brand find new customers or connect closer with existing ones, now is a great time to start planning your own adventure.

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