One of the significant differences between a small event and a large event is the number of people attending the event. If we really want to see BIG Hispanic festivals, lets look at Fiesta Broadway and Calle Ocho. According to (www.fiestabroadway.la) Fiesta Broadway’s official website, they are the largest Cinco de Mayo celebration in the world, the largest Hispanic event in the largest Hispanic market and during their festival in Los Angeles, CA they open doors to about 500,000 people. 36 sq. blocks of Downtown Los Angeles is used for this festival. According to (www.carnavalmiami.com/calle8) the official website for the Calle Ocho Festival, they open 23 blocks from 4th Avenue to 27th Avenue on S.W. 8 Street. They are considered the largest party in the Hispanic Market and during their festival in Little Havana (Miami), FL they expect about 1 million people from all over the world to attend this event. Wouldn’t you want your brand in the hands of approximately 500,000 to 1,000,000 people attending these events?
Thousands and thousands of Hispanics are willing to attend these events rain or shine. These future consumers might be at the event to see their favorite singer perform, to eat good food, to take a walk or even to see the crowds. They never considered that at the end of the day, they would find themselves standing in a line waiting to get samples from a booth. Every brand has an opportunity to get exposure one-way or another in large Hispanic events.
There are different kinds of sponsorship packages available in large events such as: super sites, stages, pavilions and booths. The participation level that is picked depends on the budget the brand might have available. Each sponsorship level is priced differently. Remember large events that have a high attendance, more media exposure and are more popular will require a higher participation fee. What is your Hispanic Event Marketing budget?
To determine your brands participation level here are a few points. Bigger companies with a higher Hispanic Event Marketing budget will opt to do a super site, a stage or a pavilion. For the most part media groups tend to like stages and super sites, it is easy for them to find artist that can perform on their stage. Logos, banners and other branding can be placed on stage to promote the brands. Brand mentions is another incentives a brand can receive on stage. Companies with multi-brands and large equipments choose pavilions. Some pavilions tend to have large inflatable, branded decoration, a character greeting consumers and sampling. These pavilions usually give consumers a branded bag at the entrance and allow them to make line as they receive small samples of each brand. Brands with large equipment such as vehicles might choose to have a pavilion during an event. Vehicle companies choose pavilions because consumers can be close to and even get into the car. On the other hand, brands with a low Hispanic Event Marketing budget will choose to participate with only a 10x10 or 10x20 booth. Some exposure is better than nothing. Being in a booth can be beneficial; there are fun things that can be done to attract consumers. For Example, you can play a game such as wheel of fortune and have the consumers win prizes. In the booth, you can sample product, give out premiums or flyers and even have the consumers enter a raffle. Being creative to attract consumers is the key to a successful brand exposure in an event booth.
Consider that participating in both a small-scale event and in a large event is a good idea. Both types of participation could benefit your brand. Always think of your budget when deciding about your options. Consider that there will be additional cost incurred for the execution of the events.
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