Get Real: What Marketers Can Learn from an Event Like BravoCon

Comic cons have been pretty big for a decade now a passionate fanbase growing thanks to an expanding universe of content driven by the likes of Marvel and others In an entertainment world overwhelmed with content live events seem to capture a need for community and a means to connect So a reality conference seems like a nobrainer especially for a reality powerhouse like Bravo And we thought this yearamp8217s BravoCon would be an excellent opportunity for a couple of experiential and content experts from Wavemaker to check it out and see what we could learnGive the Fans What They Want Access to TalentYes fans attend these events to meet other fans and to buy gear they might not be able to get elsewhere In fact there is a merchant village that serves as a place for fans to collect branded merchandise and celebrity swag This area drove wild foot traffic and hype throughout the course of the weekend Individual merchant areas had hourlong linesamp8239Some smaller brands amp8211 such as LoverBoy Sparkling Hard Tea Cozy Earth and Ninja Drink System amp8211 took advantage of this merchant village area to drive product sales These spaces were embedded amongst more endemic brands to capitalize on the fan buying power and drive commerce for the brandBut there is no doubt that fansamp8217 unwavering obsession with the Bravo stars amp8211 Bravolebrities in Bravo parlance amp8211 takes priority over all other aspects of the experience on siteamp8239In the realm of reality television where fans follow the personal and professional lives of their favorite stars with unwavering dedication talent interaction and intimate oneonone moments are the top priority for fans attending BravoCon 2023amp8239The fans39 intense desire to connect with their beloved stars was palpable as they eagerly attended panels and waited in long lines for photo ops The joy on their faces when they had a few moments to engage with their favorite Bravo personalities was immeasurableThis sort of unalloyed passion is something that brands can capitalize on at these events Indeed a number of brands were on hand to do just thatDoorDash full disclosure a client of ours sponsored private Bravopalooza events in which fans were given exclusive access to talent in an intimate happyhour setting State Farm and Lays also had activations onsite that tapped into talent in some capacity State Farm had reality celebrities filming within their activation footprint which garnered a ton of fan attention Lays drew a noticeably large crowd by hosting Ariana Madix from amp8220Vanderpump RulesLess Is MoreOne noteworthy aspect of BravoCon 2023 was the event39s quotlessismorequot mentality when it came to brand sponsorships Because of the passionate fan base Bravo likely has no shortage of sponsor interest but this quotfewer bigger betterquot approach allowed brands on site to have a larger share of voiceBy focusing on fewer carefully selected sponsors BravoCon created more meaningful and immersive experiences for fans This approach demonstrated the potential for a winwin scenario where brands achieved increased visibility and fans enjoyed a more personalized and engaging experienceThree Key LessonsAt conventions with this many touchpoints and stimuli consumer attention is constantly being pulled in multiple directions For brands to succeed itamp8217s important to keep a few key factors in mindStickiness Brand footprints should have moments that naturally encourage extended time spent Whether itamp8217s activities where attendees are creating a personalized takeaway or intimate events and experiences during blocked times each day brands not only need the pull to grab attention but the intrigue to sustain itExclusive talent experiences Itamp8217s crucial that brands leverage talent relationships in addition to their event sponsorship to provide attendees with surprise moments with talent on site that are intimate and extremely valuable Fans want to feel like they have exclusive opportunity to connect with their favorite personalities in a wayothers cannot so these personal moments made possible by brands leave a lasting impressionValuable takeaways Brands should consider that fans are collecting merchandise and freebies throughout the event so marketers looking to stand out should consider giveaways that are valuable and serve a purpose This could be tote bags for carrying swag or signed merch from the reality starsBravoCon 2023 showcased the evolving nature of fandom and the paramount importance of talent interaction Brands can incorporate lessons from BravoCon for any live event or conference they participate in Marketers who create unforgettable experiences can use the bond between fans and their favorite celebrities to potentially create amp8211 and cement amp8211 brand loveThis article was cowritten by Maggie Jones Experiential Vertical Lead for Wavemaker US Content ampamp Brand Experiences and Lucas Vaughan Associate Director for Wavemaker US Content ampamp Brand Experiences Wavemaker is a GroupM agencyPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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