Question: Would you agree… or disagree that there is so much advertising at venues where sports and entertainment events occur that you cannot recall most of the advertising?
15% Strongly agree
38% Somewhat agree
26% Neither agree nor disagree
18% Somewhat disagree
3% Strongly disagree
Source: Decima Sport and Entertainment Survey, 1992. 1200 Adult respondents 18 years of age and older, results accurate more or less 2.87% 19 times out of 20.
Implications:
– Impact – While event signage has been lauded for its intrusiveness into the audience’s field of attention and offering a unique medium to reach consumers, it is also struggling with going beyond simple logo exposure (SkyDome’s JumboTron is one example of a quantum leap in event signage enhancement).
– Clutter – As with other communication media, breaking through the clutter is a challenge for sport even signage. Tactics to enhance the impact with the consumer are required.
– Enhancement of Event Signage – Involving event attendees beyond ‘static signage’ prior to the event is a must. Integrating event signage with other elements of a marketing and communication campaign is recommended. Evidence suggests that event signage can be effective as a reinforcement of a pre-established message or corporate/brand image relationship. Some suggestions include: linkage of the sponsor association to a pre-event promotion or advertising campaign, and/or couponing or product sampling at the event site. In addition, a follow-up campaign with the media may also be a tactic worth considering.
