The 2020 COVID-19 pandemic turned the Fan Convention Market on its head and canceled large-scale events in the interest of health and safety. The creation of online events became an advanced marketing strategy.
One of the biggest annual fan conventions is Comic-Con in San Diego. In 2019, it took in $28.5 million in revenue but has been on hold for the past 2 years. Now that a return to normal in-person events is on the horizon, event marketing can also return to the same levels of normalcy.
Looking for creative marketing ideas you can use to improve your next fan convention marketing event? Keep reading this informative guide for 8 ways you can improve the brand experience and enhance marketing at fan conventions.
1. Offer a Live-Streaming Option
Yes, in-person events are slowly coming back into existence, but there’s still a need to connect to those who want to get in on the action but can’t attend in person. 72% of people surveyed said they would still opt for a virtual event option even with live events reemerging.
There may be health and safety concerns keeping a portion of attendees from being there. Trying to get time off from work and dealing with cost issues may also play a part.
A live-streaming option offers convenience for online attendees while still giving you the opportunity to turn online content into a part of your marketing event.
2. Use Experiential Marketing to Connect With the Fandom
Experiential marketing enhances the brand experience by providing immersive and interactive live attractions. Everything from Virtual Reality (VR) to Augmented Reality (AR), digital photo booths, live concerts, festivals, and pop-up shops can all be a part of your marketing event.
Whatever puts your target audience in connection with your product or brand can help bolster your event marketing campaign. Branded exposure linked to the specific event or fandom is a surefire way to get eyes on your brand.
Using experiential marketing improves brand awareness and strengthens customer loyalty to your brand. It also generates increased interest and builds new leads for advertising.
3. Offer Free Branded Swag Bags
Merchandising is a key component of your marketing event. Practically everyone loves getting free merchandise. Putting your brand out there in the hands of the general public is a great way to incorporate your brand in marketing at fan conventions.
Branded merchandise helps promote your brand even outside of traditional advertising platforms. Items like tote bags, t-shirts, hats, and water bottles get your brand name more visibility. It’s like having your own walking billboard that is part of a wider advanced marketing strategy.
Other people at the fan convention will ask where they got their cool swag from and come to your booth. The more people you get at your booth, the more exposure your brand receives.
4. Sponsor a Fan Convention Appearance
Celebrity fan convention appearance events attract a lot of attention, so it’s a prime area to scope out for a potential brand sponsorship. Brand-sponsored media suites, autograph signing booths, and photo op events put your brand front and center.
Make certain that your brand connects with the celebrity, the fandom, or the theme of the fan convention in some way so it feels organic and not forced. You will also want to ensure that your brand aligns with the target demographic you want to focus on.
Branded photo op backgrounds create a memorable souvenir of the fan convention and are a powerful form of brand experience for your marketing event.
5. Encourage the Creation of User-Generated Content
Photo and video kiosks not only enhance your marketing event through the use of experiential marketing, they’re also a fantastic way of promoting events for businesses. With user-generated content, you’re putting your ideal marketing demographic in the driver’s seat for helping to elevate your brand.
Social media thrives on the creation of user-generated content. With over 95 million photos uploaded to Instagram each day, social media can also be a formidable tool to use for advertising and promotion. Custom hashtags and branded photo frames serve to link user-generated content back to your brand.
User-generated content does the legwork of expanding your brand organically by utilizing the everyday process of social media platform posting.
Sharing their experiences with your brand to other members of the fandom on social media heightens brand awareness. It also improves the overall opinion of how your brand is perceived.
6. Host Giveaways and Contests
Drawing people in toward your booth is a prime focal point of any marketing event. Marketing at fan conventions is no different. In order to get attention to your brand, you can host contests and fun giveaways throughout the day.
Incorporating the use of raffles, lucky spins, and scratch cards with promotional items and fan convention upgrades and passes as prizes will help to cement your brand’s popularity.
Even before the fan convention starts, promoting on your social media accounts and offering giveaways and special contests is a smart way to boost interest in your brand while also promoting your involvement with the fan convention.
7. Create Partnerships with Social Media Influencers
In the modern age, relying on Social Media Influencers is a must. Social Media Influencers can act as brand ambassadors. They speak highly of your brand and are knowledgeable about its benefits.
Many Social Media Influencers already have a large established base of followers to tap into. They are prominent with the 17-34 age demographic, which is one of the most desired target ranges for advertising.
Social Media Influencers allow for a more natural relationship between brands and social media users. This symbiotic relationship creates an open channel. It will feel less like a marketing campaign and more like a trusted relationship instead.
8. Ensure Your Event Staff Is Top Notch
A marketing event is nothing without a high-quality group of event staff members to ensure everything runs smoothly and gets your brand name out there.
Enthusiasm and engagement are crucial aspects of marketing at fan conventions, so don’t trust your marketing event to just any group of half-hearted volunteers. You want people who are just as excited about promoting your brand to the general public as you are.
Your event staff should also be trained in all aspects of your brand so that they can answer any questions that may come their way. Creating connections with fan convention attendees is a fundamental marketing component.
Enhance Your Event Marketing Strategy with the Auctus Agency
Event marketing for a Con or fan convention can be a daunting task if you’re unsure where to start. But thankfully you don’t have to go it alone.
You need a team to guide you along the way. You need The Auctus Agency. The Auctus Agency can bring your brand into the modern era.
We are well-versed in all areas of promoting events for businesses. From experiential marketing to event staffing, let us create your marketing ideas. Our talented team handles all aspects of advanced brand marketing strategy.
Contact Us today to get started on your event marketing brand experience.
