Part 1 of a conversation between Gene Carr, Founder, and Paul Miller, VP Sales – Non-Profit Ticketing, PatronManager:
Gene: During the past few years, I’ve become aware of a trend in brand marketing that flies a bit under the radar in the non-profit world but is big business in the commercial sector. It’s called “brand activation,” and simply put, sponsors of live events are no longer willing to just slap their name on an event or park their luxury car out front of a venue and feel like they are getting value. They (like almost everyone else) want the names of the people who are interested in their products — and to achieve this, an entire industry called “brand activations” has emerged.
Brand activations are a way for a brand to engage with a passerby who agrees to trade their personal information (typically an email address) in return for some kind of benefit. These benefits are sometimes games — “enter to win” or a branded photo booth where the patron gets a photo to post on social media or share with their friends. Last week at the U.S. Open in New York, American Express offered its cardmembers a free headset to listen to commentary about the matches in progress — and in return, the company learned who was actually at the event. Read the Article