An advertising or marketing agency usually comes to events with a client request: “we want to be at the festival” or “we have been offered a hockey package”. The agency then has to explain what the client gets for the money and show the result afterwards. With a logo on a banner that is hard to do.
Below: what tools an agency has at an event, which of them are measurable, and how our audience flashlight show fits in.
What an agency can sell a client at an event
- Venue branding. Banners, boards, screens, a photo zone. Big reach, but only an estimate in the report
- Promo zone. A stand, tasting, sampling. Live contact, but it needs staff, logistics and approvals
- Mentions. Host, announcer, a video on screen. Cheap, but easily lost among other partners
- Special project. A contest, prize draw, audience interaction. The most visible and most measurable, if there is a data collection mechanic
- Content. Filming, bloggers, a broadcast. Works after the event
For a branding agency an event is also a place where thousands of people see the client’s visual identity live. The brand should be part of what happens on stage, not the backdrop behind it.
Why clients ask for metrics
Marketing budgets are increasingly allocated by cost per action. Online ads deliver clicks, leads and sales. An event without a mechanic delivers a photo report and a ticket count. In the client’s planning meeting these numbers lose, and offline is cut first. We covered this problem in the article on offline advertising with metrics.
A special project with a funnel: a show and a promo on the phone
Our format closes that gap. Viewers scan a QR code on the screen, raise their phones, and the whole hall or stadium flashes in sync to the music. The show page is designed in the brand’s style. Right after the show a promo opens in every participant’s browser: a coupon, a prize draw, a landing page, a chatbot.
The Krylya Sovetov vs Lokomotiv funnel: 9,000 spectators, 1,493 joined the show, 362 clicked the sponsor promo. Every step is visible via UTM in analytics, and contacts from the draw are collected with consent. Full numbers in the engagement breakdown.
What the agency gets for the report
- The number of show participants and their share of the audience
- Promo visits, button clicks, completed forms
- Contacts from the draw with consents
- Video from the stands and the hall filmed by the viewers themselves
- Cost per contact that can be compared with online advertising
Where it works
Concerts and festivals, football and hockey, city celebrations, the client’s corporate events. We have run shows from an intimate theatre to a 27,000-seat stadium. No equipment: the signal travels via ultrasound through the venue sound system, and no internet is needed in the stands.
The price depends on the number of viewers and is easy for a brand to convert into cost per contact. For example, 120,000 ₽ for a show for 5,000 viewers is 24 ₽ per contact. Calculator on the pricing page.
How an agency works with us
- The agency brings the client and the event, we prepare the show, a branded page and the promo
- We agree with the event organiser on a slot in the programme and a screen for the QR code
- After the event we hand over a funnel report, the agency passes it to the client
- We never approach the agency’s client directly
Integration examples and a media kit in the For brands section. A step-by-step integration in the article a sponsor integration example. Other event marketing tools in our event marketing overview.
