Leverage 2024’s Most Anticipated Public Events in Your Marketing
The Super Bowl. The GRAMMYs. Mardi Gras. Chances are your customers already know and love these events, so incorporating them into your marketing strategy can be a powerful way to engage your audience and build brand visibility. You don’t even have to sponsor, plan or attend them. They’re such major parts of pop culture that anyone can hop on the bandwagon.
As we look ahead to 2024, it’s time to explore powerful ways to elevate your marketing by leveraging big events that are already on your audience’s radars. So mark your calendars and sharpen your creative edges because this is your guide to turning public anticipation into brand engagement.
The allure of public events
From sports to entertainment, major events hold a unique allure that draws in diverse crowds and creates a shared experience that creates community beyond our demographics. Aligning your marketing strategy with these events will allow you to tap into a pre-existing wave of excitement. This heightened anticipation provides a golden opportunity to captivate your audience in a way that feels relevant to their life.
Whether it’s the Boston Marathon or the Met Gala, a nationwide event taps into a range of backgrounds, age groups and interests. Because of this, businesses have the chance to showcase their products or services to a broad spectrum of potential customers. Furthermore, the organic nature of this type of marketing ensures that your brand doesn’t feel forced or intrusive and consumers appreciate an approach that integrates seamlessly with their interests and passions.
The most anticipated events in 2024
Before diving into the strategies, let’s discuss some of the most anticipated events of the year. At the top of that list: the Olympics (July, August). This global sporting extravaganza will be held in Paris and will captivate millions of people. It offers an unparalleled platform for your marketing and advertising. Consider what Nike did in 2012. Even though the brand wasn’t the title sponsor, they were able to amass fifty-seven thousand new followers on social media, while the title sponsor, Adidas, only saw growth of about sixteen thousand. Consider partnering with athletes by sponsoring a local team or with brand ambassadors by hosting themed events to connect with your target audience.
Next up is the presidential election (November). Regardless of where your brand is based, this event has a significant impact on both domestic and international markets. You can leverage this event by creating content or running campaigns that focus on political issues within your industry. Capitalize on heightened public interest by engaging in conversations and sharing your unique perspective. If your brand doesn’t already have a political alignment (and doesn’t need or intend to), be cautious to remain neutral so that potential customers don’t feel alienated.
Other major events of 2024 include:
- Emmy Awards (Jan)
- NBA All-Star Game (February)
- Donald Trump trial (March)
- CMT Awards (April)
- Total solar eclipse (April)
- Eurovision (May)
- Artemis III flight test (November)
- Fyre Festival (December)
Strategies for integration
The possibilities for creating brand engagement around major events are endless. However you choose to participate, make sure that the event is very clearly aligned with your vibe and values. We wouldn’t recommend Elmer's post on Instagram about the Kentucky Derby, for instance. You don’t want to have a marketing or public relations disaster.
1. Tailored campaigns
Create a multi-channel campaign that resonates with the themes of the events. Whether it’s incorporating Olympics-inspired visuals or aligning with the innovative spirit of local candidate values, tailoring your content ensures relevance and relatability. If you’re not sure how to make this work, try asking an AI chatbot like ChatGPT for advice on incorporating event themes into your own messaging.
2. Event sponsorships and partnerships
Establishing a presence at any event through sponsorship or partnership will massively boost your brand visibility. The values and ethos of the event—cultural, musical or otherwise—enhance your credibility and position your brand as a part of a larger more meaningful conversation. This is the most costly option, but great costs can come with great rewards.
3. Limited edition collabs
Create limited-edition products or services that match the event or its audience. This not only taps into the event buzz but also offers consumers a one-time experience that fosters a sense of urgency and scarcity, making it highly desirable. If the fact that customers were waiting outside Target at 3:00am to snag a limited-edition stainless steel Stanley Cup tumbler is any indication…
4. Social media engagement
Leverage social media platforms to actively engage with the event’s audience. Employ event-specific hashtags, run contests, and share content that reflects ongoing conversations. This ensures your brand becomes a noteworthy participant in the digital discourse. If you have the capacity, then this is by far the most accessible option. Anyone can create a Reel!
Measure and adapt your marketing
With any marketing strategy, it’s crucial to monitor and measure the effectiveness of your efforts. Use analytics to track engagement, brand mentions and sales before, during and after the event campaign. This data will provide valuable insights that can be improved for future campaigns.
Strategy and engagement are key to leveraging 2024’s most anticipated public events. Get out there and tap into that excitement and turn public anticipation into your brand’s biggest marketing win. And if you need support, contact our team of experts.