Marketing methods seem to change by the day. Yesterday, the experts may have said that you should make use of direct response advertising to increase sales. Today, those same experts put an emphasis on joining the content marketing movement. Tomorrow – who knows what they’ll say? They all have their time and place, and you’ll have to try different mediums to see what works the best for you.

Now what if one of those areas was tailgating? You might think of these parties as drunken festivities for college students with too much time on their hands. And that couldn’t be further from the truth, since people of all ages attend these gatherings. Tailgating events can serve as the ideal platform in which you reach your audience and build brand loyalty.

With that said, yes, it can turn out to be a bad idea if not well-executed. But that’s the case with just about any form of marketing. However, an understanding of what works and what doesn’t within the tailgating world can open up new opportunities. So it’s worth giving it a try.

Suspend Your Disbelief

Still need proof that tailgating is a viable marketing strategy? Unlike many industries inhibited by the economy, tailgating has risen significantly in terms of popularity and consumer spending. Mark Stewart, a former executive director of the Tailgating Industry Association (TIA), estimates that sports fans spend about $10 – $20 billion on football, and around $35 billion on auto racing and baseball-related tailgate events. The TIA also estimates that party-goers spend roughly $35 billion annually for these festivities. Those are huge numbers! Not only are they impressive, but they’re indicators of the huge opportunities that await businesses who are willing to use tailgating as a marketing arena.

How to Get the Ball Rolling

As a business owner, you know that it takes a considerable amount of time to launch something, whether it’s a product, campaign, or rebranding effort. Fortunately, that prior experience will make it easier for you to accept the effort you’ll have to put into creating a tailgate party. It’s not a “breezy” task – hosting one of these events, that is. But considering some of the basics will greatly improve your impact and lead to a favorable response.

Learn Everything You Can About Tailgate Enthusiasts

Tired of hearing the phrase, “know your audience”? Get used to it. Planning a successful tailgating event will depend on your understanding of those who might attend. First of all, it helps to know the sports they love, the teams they admire, and the emotional significance of the event. Second, you need to identify the differences among those who may attend – their age, gender, background, and interests.

When you know this info, you’ll know how to setup the event and what activities to employ. A great way to figure this out is by attending a few tailgate parties to gain insight on how party-goers interact with each other. Another practical tip is to watch videos of these events, or ask enthusiasts what they think makes a successful gathering.

Learn Everything You Can About Tailgate Culture

The other important thing you need to do is learn all you can about tailgating culture. Learn the rules of beer pong and the importance of choosing good cornhole sets. Make a list of the common food items that you’ll find at tailgating events. Also, read about the necessary equipment such as tents and tables.

There’s a lot to learn, and it’s in your best interest to compile as much info as possible. The more you understand what a successful tailgate party looks like, the easier it will be for you to execute yourself. You’ll find a reiteration of the above mentioned necessities below.

A List of Tailgating Considerations:

• Games (cornhole, beer pong, washer toss, ladder golf)
• Food (grilled and barbecued meats, vegetables, snacking items, beverages)
• Shelter (tents, sheds)
• Location (Parking lot? Grassy field? Corporate grounds?)
• Theme (Football, Basketball, Baseball, etc.)

Show ‘Em What You Got

Once you’ve gathered all the essential details, it’s time for you to execute. That means going through the motions of planning an event. Now the pressure is on you to impress those who you invite. There’s a great likelihood that those in attendance have been to quite a few tailgate parties, so you’ll want yours to be the one they remember!

Planning the Party

• Research - “To do or not to do.” Without getting too Shakespearean, you have to determine whether a tailgating party is worth your time. That’s where research comes in. You should learn everything you can about these events and what goes into making them successful.
• Budgeting - At the end of the day, money determines whether ideas are tangible or not. Fortunately, tailgating events can be affordable, so you don’t have to worry about straining your budget. With that said, the scope of your vision can bring on added expenses.
• Organizing - If your budget will support the event, then you need to start thinking of putting things together. Calling up sponsors, local celebrities, and dedicated tailgate companies should be on your “to-do” list at this point. You’ll also have to think about dates, party essentials (see “A List of Tailgating Considerations” above), and the number of guests you plan to accommodate.
• Announcing - You’ll have to let the world know about your grand event at some point. The best time to do so is when you’re far into the planning stage, but not too close to the actual date. You want to find a middle ground, one that doesn’t induce anxiety for you to finish, but at the same gives your prospects enough time to plan for it.

Add Some “Pizzazz”

The average tailgate party has limitations. There’s only so much you can bring or do at one of these events. But as a business owner, you can add an element that your guests may not be used to. The fact that you have products and services to offer (as well as a bit more money in the budget) can create opportunities to make your event a knockout! It’s up to you to figure that out, but that missing factor can really add some life to your tailgating event.

Finding the “It” Factor:

• Add a cool piece of technology
• Hire performing artists
• Bring a local (or national) celebrity if possible

Don’t Oversell Yourself

In regards to the title of this post (“Business and Beer Pong”), you’ll want to remember something very important here: Don’t overdo the business part, neither the party side. Find a mix. The mere fact that your logo and product may be present makes your brand visible enough. What really matters at tailgating events is the experience, and that’s what you need to focus on. That’s what your guests will remember and they’ll express more loyalty to you by means of such a soft-sell approach. With that said, don’t get too cozy by indulging in heavy drinking or getting too casual with your audience. Do what you can to maintain a conversational yet respectable demeanor.

Don’t Trail Behind the Tailgating Craze

Marketing is all about change and going with trends and what’s considered “in”. There’s no room for pigeonholing yourself into one or two arenas. You have to try them all. And that’s why tailgating events can help you build your brand in ways you never thought possible. Keep an open mind and learn everything you can about tailgate culture. By doing so, you’ll gain an understanding of what it takes to host a successful party. Don’t be surprised if it turns out as one of the smartest business moves you’ve ever made!

Looking for more info on how you can use tailgating events for business? Give us a shout so we can give you advice on hosting a party and finding the right equipment.