It’s no secret. The success of your event is measured by how much effort you put into promoting it. For maximum impact, you need to get creative.
The components of an unforgettable event begin with planning and design. Before the launch, the planning and marketing teams should be asking lots of questions that focus on why are you holding the event, the theme, who you hope will come, and how will you promote and execute it?
The best events are brand experiences that target a specific audience. These are valuable tools to build brand affinity through interacting with consumers on a memorable level. By using the right combination of graphics before and throughout the event, you can create an experience that will be engaging and unforgettable.
Meeting people face-to-face increases loyalty to you, your message, and your brand. We were therefore super excited to work with Rock & Brews to promote their event partnership with the KROQ Weenie Roast.
The Weenie Roast is a multi-artist music festival, presented annually in May by the Los Angeles, California, modern rock radio station KROQ-FM. The 26th Annual KROQ Weenie Roast featured Blink-182, Panic! At The Disco, Rise Against, Dirty Heads and more. The venue was located at the StubHub Center in Carson, CA, where a number of sponsor booths flanked the outdoor arena.
To promote the festival and leverage the marketing partnership, we started the planning and design phase with the look and feel of the pre-event collateral materials. Since the Rock & Brews promotion centered around a VIP ticket package giveaway, we wanted to create a concert feel to the design. Our goal was to drive traffic into the restaurants located in the Southern California market by designing email marketing campaigns and menu inserts, while providing servers with a “backstage pass” style branded lanyard that inspired guests to ask them how they can win tickets to the Weenie Roast. Consistency in branding is key, so we made sure that everything that promoted the ticket giveaway had the same look and feel.
The partnership also included web banners and a web page takeover on the highly trafficked KROQ website itself. Our goal for that marketing campaign was not the VIP ticket giveaway, but to encourage concert-goers to visit the restaurants before and after the festival. This dual messaging illustrates the importance of keeping the goal of your marketing top of mind when designing event graphics. It was crucial for us to keep both messages consistent even though they had their own distinct look and focus. While the in-restaurant creative focused on winning the VIP concert experience, the out-of-restaurant creative was focused on atmosphere and the high quality food that Rock & Brews serves.
Since Rock & Brews also had a booth at the actual event, we helped with the selection of cool swag for their Spin-A-Wheel giveaways, as well as designing the wheel graphics themselves. This opportunity to meet concert-goers in person helped to promote the brand and provide a memorable experience for all who visited the booth.
To spin the wheel, people had to fill out a form to join Rock & Brews Roadie Email List. This gave Rock & Brews hundreds of names and emails of new potential restaurant patrons. The line to spin the wheel extended 25-30 people deep most times throughout the event. It really helps the success of a spin the wheel giveaway when every participant is a winner. We helped give away everything from branded keychains to restaurant gift cards to the highly coveted clear branded backpack. All swag had the Rock & Brews logo prominently displayed.
Because this event took place at a stadium, clear bags were the only thing you could bring in. The clear backpacks that the Rock & Brews booth gave away kept the lines super long with people often trying 2 or 3 times to win! We saw people wearing these backpacks all over the full day event, which highlights the importance of choosing swag that will actually be used and not just tossed in the trash. We are sure that not only were the backpacks used during this festival, they will be used at other stadium events in the future, which creates a walking billboard for your brand.
We agree that events are a great way to interact with your customers and prospects as well as show off your brand. By integrating strategy, branding, and creative event graphics, we helped our client create a successful event and promotion.
From RSVP to ROI, when done right, creative events are a classic way for businesses to engage with their customers. Interaction with a targeted demographic can build brand loyalty or generate new interest, which is a sure path to growing your business.
Couldn’t make the event? Watch our recap video!