How NOT to Execute a Sponsorship
I was in an unnamed city last night and went to a “open-mic-style” show that was sponsored by an unnamed craft brewer. I have been to this show, which happens once a month a few times now and it’s been sponsored by the same craft brewer every time. And unfortunately, executed the same way every time.
The Good:
- Complimentary beer with the $5 admission/donation. Ok, good sampling opportunity.
- The brand was mentioned once during the show. Nice plug.
- There was a banner.
Now, the Bad:
- All of the beer was served in the classic red “keg cup”. No branding.
- When you walk up to the counter to get a beer, they ask if you want “light or dark”. No style mentioned and I’m pretty sure that’s not how the brands are represented at retail.
- Needless to say, there wasn’t any description or conversation about the beer happening anywhere at the event.
- There was a banner – but it was in the back of the room (behind the audience) and on the other side of the room from where the beer was being served.
Craft brewers, or even marketing people in general, this is exactly how NOT to execute an event you sponsor. No one had any idea of what they were drinking. MAYBE they knew what brand. MAYBE. But if they did, they certainly didn’t know what style. How can you expect someone to go buy your beer after trying it if they don’t know and remember the style? The result was that everyone was just happy to have “beer” and no one cared what brand or style.
I acknowledge that many craft brewers don’t have the bandwidth or capacity to execute all of these events to perfection. But instead of knowingly throw a couple keg to an event that won’t be executed – just don’t do it. Save the money and go buy some consumers a beer at a bar where they will actually know who bought it for them and what they’re drinking.
