I went to the San Francisco Marathon last weekend to see my friend Arnold cross the finish line. The whole area was a marketing galore!
Event marketing is a great way for brands to have personal interactions with their target consumers. Besides giving away free samples to these consumers, brands associate themselves with the event's "values," which in this case are fitness, determination, strength, endurance....
As private labels steal market share from national brands, it is becoming even more important for name brands to build these emotional connections with consumers. Event marketing is an excellent way for brands to "touch" consumers outside of the retail environment.
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