You have SIX seconds to capture someone’s attention at an event. If you don’t look interesting, your potential customer’s brain (and line-of-sight) will move onto your neighbor…or possibly even your competition.
How do I know it’s only six seconds? Well, last week, I gave an athletic club six minutes and they still failed to get my family into their tent. I attended a charity event at UGA and I saw the logo for the athletic club on multiple event-provided vinyl banners, but still failed to find their location at the event. A friend of mine posted a photo on Facebook of her son alongside the pro-athlete she hired to sign autographs at her tent. Surprisingly, on this day, their social media marketing actually worked! I immediately got out of line and took my son to get a photo with the same former player. However, I couldn’t see their tent anywhere! In addition, only ¼ of the tents were branded and, on most of those tents, the logos were barely legible. I stood there with hundreds of families, each of whom paid $75 admission that day, and thought of the famous MasterCard commercial…
– Sponsorship & 10×10 space at one of the largest charity events of the year: $2000
– Hire a former pro-athlete and local hero: $3000
– Unbranded pop-up tent: $400
– 100 branded t-shirt giveaways: $500
– Cost of consumer impressions lost due to lack of proper tent branding: Priceless!
So how many thousands of “six seconds” has your brand lost because of improper activation? How many more will you lose before you call us?