As marketers or entrepreneurs, we all know the way to a customers heart is through engaging activities. Events are all also a great way for Brand activation but organizing and managing an event no matter what size takes a dedicated team and an open mindset allowing revision and last minute changes during game day.
At the gunstart
One such example is St. Peter’s Life Run 2 (3k, 5k and 10K categories) held last October 23 2011 simultaneous in Manila, Cebu and Davao. With over 5,000 participants nationwide the run gave way to many smiles and cheers in celebration of the company’s ideals of promoting a happy fulfilled healthy lifestyle. In addition, participants were encouraged to be in costume aligned with the season of Halloween.
Participant ala Chun Li running the course
In making sure that this endeavor was all about brand building as well as helping those in need, all run proceeds went towards 4,000 school bags for underprivileged children nationwide. The St. Peter Life Run was fully internally funded without any any outside sponsorships while keeping entry fees at the bare minimum and the highest prize winnings this year. It is best that others who plan to build their brands in a more personal basis should engage more on events keeping the potential customers and existing customers at the center of the action.
Not just for humans but for our four legged friends as well
Management wise, sponsorships are encouraged but kept at bay as not to dilute your brand including the hiring of competent sports organizers (in this case a running event) who is content on being the support rather than the star of the event. The bottom line is, the company brand must remain as the star rather than the support crew. Who else could speak the objectives, advocacy, and rationale more than the company brand that’s paying for the bill?
Brand Activation by St. Peter
Much kudos goes to the team and our new customers who not only enjoyed this event but also became loyalists , dedicated fans, supporters and walking billboards of the brand St. Peter. As opposed to the simple way of advertising, events engage the customer more experiencing a holistic approach in turning prospects to customers, or customers to loyalists.
Fun Characters at the St. Peter Life Run 2 Event
Participants taking home goodies bags held by interesting characters
Angry Birds
