Wednesday, 16 June 2010 09:24
How to get maximum value for a sponsored public event
Tillamook Cheese assumed the official title sponsorship of the Grilled Cheese Invitational in Los Angeles but didn't want to be perceived as a corporate conglomerate taking over the event.
Tillamook hired Henry V to help the cheese maker participate in the fun festival and get maximum return on investment without changing the existing ethos of the iconic grassroots event.
Here's how you can, too:
Research & Respect: Tillamook didn't want to change the way the Grilled Cheese Invitational had grown and evolved organically over time. Henry V researched the audience, prior event logistics and news coverage and ultimately designed a promotional plaza that was respectful of the existing dynamic. We wanted to add a grilled cheese tasting experience that was unique and exciting for fans without drowning out the hardworking local chefs who for eight years have made the event great.
Planning: We designed an outdoor space and layout that facilitated traffic flow and provided grilled cheese guests with a great experience. While long lines often form at tasting events, the Tillamook Cheese booth provided several entrances and exits with a variety of stations around which attendees could gather, eat and enjoy the day. Remember, the experience is more than signage and tasting, it is the totality of the interaction with your fans. Make it easy on them.
Trust: Sometimes in life you have to give up control and go with the flow. That takes faith. Working with event organizers for the first time, Henry V client Tillamook Cheese relinquished some control over the way their well-guarded brand was portrayed. That can be scary, but by working very closely with event organizers to educate them on Tillamook Cheese brand messaging and trusting – and monitoring – them to communicate the benefits of the brand, Tillamook was well-represented to thousands of new potential customers.
With a little research, respect, planning and trust you can deliver an event sponsorship that meets your sales goals without alienating partners or customers.
Want to see how we extended the Tillamook Cheese brand without rocking the boat? Check out this video that shows you why cheesy is fun:
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