Sponsorships AND brand activations have to be customer centric. Why? We need to understand why the customer is there, what they need, what they value, positioning it around these questions. Most companies don’t know if their brand activations actually solved a common customer problem.

But not American Express!

AMEX reserved and opened up 10,000 reservations for their card holders only, in partnership with this event, they solved a problem for their customer outside of what the card does. They dared to go past the bare minimum to connect and provide a perk for their customer.

On this episode of Event Marketing Redefined, Matt and Mollie review the American Express brand activation for the US Tennis Open, The company had multiple activations live for the U.S.

Matt and Mollie dissect if the activation was successful by asking the following questions:

- What should companies do AFTER they sponsor the event?
Is sponsoring alone enough?
- What specific events should companies sponsor and activate and bring MORE value at the physical event as well?

They walk through the entire sponsorship from a face-face standpoint to explain why it is successful and how it provided value to their customer base at the US open.

This is called Brand activation! Brand activation is important because it creates an emotional connection between your product or service and the consumer. In today's business world, customers are constantly bombarded with information and choices. Brand Activation strategies make it possible to stand out from the crowd and create lasting relationships with customers by providing them with creative and memorable experiences.

When done right, brand activations can build brand equity, drive sales, and improve customer loyalty. So kudos to American Express for nailing their Brand Activation strategy at the US Open Sponsorship!

This episode is a great idea and example of a successful brand activation you can learn from and take ideas from to apply for yourself.

Connect with Mollie:

On her LinkedIn: https://www.linkedin.com/in/molliestahl/

Connect with Me:

On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
On my Company: https://rockwayexhibits.com/

🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined