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Article: LIVE EVENTS: Turning crowd pleasers into brand builders.
- Article from:
- Marketing Week
- Article date:
- September 10, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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A growing number of brands are moving on from the traditional sponsor function and adopting the role of entertainer at live events. The result is a better engaged and loyal fanbase. By Joe Fernandez
In times of recession, entertainment is a great way to keep consumers' spirits high, but for marketers, the over-riding concern is keeping brand equity high. One way that both groups may find satisfaction is in live events, which while all about acquiring new business and driving profits, are also a great way to engage people.
Whether it's a business exhibition, a music festival or a cabaret evening, events marketers are keen to bring brands and ...