Hard border closures at the drop a hat have already sent our plans for 2021 marketing campaigns in a bit of a tail-spin.

One positive that we can take from the outbreaks in 2020 is that most of us have learned new ways to market our brands effectively without face to face events. We continue to hope that we won’t have to solely rely on digital engagement solutions this year, much uncertainty still lingers and we need to be prepared for the worst –  or risk losing more events… Or should I say, lost opportunities > lost revenue > wasted budget!

As the seasons of AFL, NRL and Supercars are rapidly approaching, we need our thinking caps to work overtime to strategise what these solutions will look like and how they can be implemented.

Each state in Australia have different COVIDSafe guidelines in place, so when planning a national experiential campaign, it’s best to assess ahead and see what needs to be taken into consideration. If you are a sponsor planning to activate at a sporting round or game day, your team or sport will have all of this information and should provide this to you (as well as have the round / match registered with the state government as per its COVIDSafe requirements.)

What does this all look like going forward?

• Every face to face activation or event should have a virtual component. This mitigates any risk if local restrictions are put in place suddenly and keeps your fans connected and engaged with your brand in the comfort of their homes.
• According to Forbes, one survey found that 66% of people in America won’t attend an in-person event without a Covid-19 vaccine in place, saying “People are understandably skittish of being around other people from around the world, standing in close proximity and sharing handshakes and surfaces.”
• Your activation site / event should have a barrier, entry and exit point clearly displayed and will need to be kept clean / sanitised at all times. The less “touch” points the better as well as the bigger the site area / points of interest. Bearing all of this in mind, having a designated staff member to oversee the flow of people AKA “Covid marshall” onsite, is imperative.
• QR code entry registrations, sanitising stations, PPE requirements (where applicable) should all be put in place as well as physical distancing measures and maximum capacity signage. This reflects that your brand cares about the health and safety of attendees and will enhance brand advocacy for doing so.
• Virtual queuing is also worth considering for your event if it’s looking likely to be at a large sporting match or crowded community space. Whether it is booking a spot to attend an activity or utilising virtual queuing platforms that SMS registrants when it’s their turn to participate / enter the site – these options are becoming increasingly popular internationally, so it’s worth considering these types of trends.

Stay tuned for Part 2 as we delve into the best solutions for activating at or from scheduled events in 2021!