Advertising in Multi-Day Events
Why Your Business May Be Overlooking a Golden Opportunity to Reach Your Ideal Customers – and What to Do About it
Who doesn’t love a good event? Better yet, who doesn’t love a good multi-day event? Whether a convention at a bustling arena, a programming event on your favorite tv network, or a livestream with top social media influencers, events are designed with a common purpose–to bring audiences with similar interests together for entertainment, promotion, and connection. When it comes to aligning your company with potential customers, you might be surprised by the unique opportunities that event advertising can offer.
Take Your Pick: Your Advertising Options
Let’s say you own a motorcycle shop, and I presented you with two advertising options to choose from:
1. A month-long event dedicated to local motorcycle enthusiasts, where you can reach the majority of attendees an average of six times
OR…
2. A television commercial that is aired to your entire city during the local broadcast nightly news.
Choice two, with its enticing offer to get your message to a large group of people, might initially be pretty tempting. Most of your TV audience may have no desire to ever hop on a motorcycle, BUT your reach–defined as the number of people who see your commercial–could be off the charts.
On the other hand, choice number one delivers your message numerous times to the right audience. You might reach a smaller number of people overall, but you now have the opportunity to capitalize on frequency–the rate at which your message is served to an audience over a specific period of time.
Many companies forgo reaching out to a sometimes smaller audience of the right people, so that they can target…well just about anyone and everyone they can!
Reach and Frequency: Your Advertising “Seeds”
Event advertising requires a delicate balance between Reach and Frequency to be effective. In his book “Permission Marketing”, Seth Godin asks – ”If you have 100 seeds, but only have enough water to water them once, would you plant all the seeds?” If so, you probably wouldn’t get many plants. However, if you only planted 25 seeds and watered each of them four times, you might get better results.
Reach and frequency follow the same idea: repeated exposure to your message, like the seed to water, is critical to cultivating a solid relationship between you and your potential customer.
Events to Consider: Advertising Ideas for Your Business
As for how to get started, you’re in the right place. No matter what industry you’re in, there are a number of themed programming events–ranging from multiple days to a full month–that your business can take advantage of. Programming events like the immensely popular Discovery Channel Shark Week, AMC FearFest, Olympic programming on NBCUniversal networks, It’s a Wonderful Lifetime, or 31 Days of Christmas on Freeform offer opportunities to lock in with a dedicated audience and get your message to them repeatedly in a cost-effective manner.
In fact, the dedicated audiences behind these successful programs speak for themselves! “Shark Week 2023” set a new ratings record, with 5.3 million viewers tuning in to Discovery Channel and streaming on Discovery+ and Max.
When keeping up with events and happenings, the name of the game is partnership. At Cox Media, we combine our expertise in all things local, data, and creative to help you reach your audience as efficiently as possible.
Whether you’re just getting started with multi-day event advertising, or you’re a veteran of the game, a good advertising partner can help you stay informed and get the most bang for your buck. The process starts with a partner, continues with a plan and lender, and finalizes with a great campaign launch and review.
Taking advantage of these opportunities can be invaluable to your local business’ advertising budget and your bottom line. Contact us using the form on this page to get started.
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