Maximizing sponsorship amounts and increasing visibility should be pressing priorities for brands when creating an event marketing strategy. But responding to the unexpected should also be a priority – maybe even the most important.
While every event marketer’s dream is to execute their plan without a hitch, things don’t always work out that way. For example, right from the outset of the marketing strategy for the World Cup, Budweiser (a major sponsor) was committed to providing beer for sale to attendees. However, the plan was halted two days before the start of the World Cup in Qatar – a country that bans drinking in public but previously announced it would not impose such local customs on the event. until it suddenly changes direction.
It is clear that there is confusion between what will be offered and what is expected. So what did the brewer do? Well, he created Budweiser Zero, a soft drink, and ran with it. And guess? Budweiser has succeeded, giving us hope that we can do the same when there are unforeseen circumstances. As you can see, success lies in the details – but ideally, those details should be worked out before problems arise.
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