Creating opportunities to boost awareness and increase loyalty is the name of the game when it comes to brand engagements and promotions. 60% of consumers consider purchasing a product or service based on a unique experience with a brand. We regularly see a 20% ROI increase when the sales impact of experiential marketing is properly measured over the short- and long-term.
Whether you’re considering a sports sponsorship, on-site activation, paid media amplification, or local media partnership, our Brand Engagement and Promotions (BEP) Team shares how to capture the power of brand experiences:
- Brand alignment. The matchup doesn’t have to be obvious—in fact, we love the surprise and delight of a bold, unexpected partnership. Brand experiences are most authentic when there are overlaps between audience, values, or goals. This is especially true for live events. Any brand can place a logo on a sponsorship—the magic happens with unexpected connections.
- Scale. Whether you’re a hyper-local, regional, or national brand, leverage scale to ensure you’re heard by your target audience. Leveraging your omnichannel outreach as well as personalization efforts, including any applicable apps and loyalty programs, can also make sure your engagements are getting attention.
- Amplification. For in-person experiences, utilize both paid and owned channels to amplify your message. Unique custom content, social that drives website traffic, or having brand representatives involved in speaking opportunities are all great extensions.
Bringing It To Life:
- Negotiated in-stadium (and beyond) sponsorships with MLB and NHL teams in the U.S. and Canada for a financial services client, celebrating the home market community connection.
- For a casino/entertainment client, we tapped into the power of celebrity endorsements and amplified paid media sports deals via KSM’s relationships. By brokering well-known talent, we drove incremental foot traffic to key locations.
- In the QSR space, KSM BEP garnered more than 32% added-value impact of media spend. By leveraging paid TV and Radio investment, we created local event extensions to drive sampling and purchase of new flavors and LTOs.
Measuring Impact:
Each brand experience is unique, and so are measurement approaches. Aligning early on specific campaign goals (sales, awareness, lead gen) ensures that all parties are working toward the same KPIs. This allows for real-time adjustments and optimizations throughout and ultimately accelerates campaign success.
Getting Started:
Our Brand Engagement and Promotions Team acts as expert extensions of brand/field marketing teams to innovate, build, and execute experiential activation opportunities. From custom package development consults to program creation and execution, our team creates authentic touchpoints between your consumer and brand. If you’re curious about what this might look like for your company, reach out to info@ksmmedia.com. We’ve got you covered.