How to branding in esports?

Surely you have ever wondered how to branding in esports. And the truth is that the recent growth of esports in Western popular culture has taken many well-known and less well-known brands by surprise.

Not only has its audience grown, but also the number of brands trying to invest in this still unknown gaming culture. While esports has been incredibly successful for more than a decade in countries like Korea, the esports boom has now spread to many more countries.

A  Business Insider article reported  that esports corporate and ad sponsorships are around $ 900 million. Brand owners and advertisers are adapting to this emerging new form of entertainment . And there is expected to be further growth in endorsement deals across the industry.

So how do you branding in esports? Basically stepping into your community. And with a good strategy. Ensuring that you add value to the experience of fans and players, as well as the game itself.

As a brand, and this is absolutely true, it can be challenging to find the right opportunities to connect with esports fans. And in the most authentic way possible.

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Discover how to branding in esports

This is a list of some of the most common initiatives to know how to branding in esports. And that as a brand you should start to launch if you are interested in communicating the value of your product to esports enthusiasts and followers.

1.- Create attractive videos around esports

According to Mill , 78.8% of marketers confirmed that video marketing , specifically YouTube, is their most effective marketing channel. One way to bring your brand closer to the esports audience is to create engaging videos around esports that may be of interest. And in which your brand can take a back seat to the content itself.

Esports fans appreciate brands that provide them with valuable content. The one that is relevant to your interests. And this may be the tactic you need to get your brand recognized. Without necessarily having to come through sales processes that can be considered aggressive.

These video content sales opportunities can cover topics such as education, entertainment, and advertising. And they can create brand recognition within the esports space.

People don't like direct and promotional sales anymore. What you want is to consume content. And the challenge in this case is that the content must be attractive and valuable to the specific esports audience.

2.- Speak the language of the community

If as a brand you want to know how to branding in esports, it is important that you know that speaking the language of the community to keep your audience engaged is the key . Each of these esports influencers has a huge number of loyal fans.

Your audience sees you as a source of valuable information. And related to your favorite electronic sport. In this way, by leveraging the relationship between content creators and content consumers, brand messages increase in effectiveness.

3.- Sponsor a team

One of the most interesting concepts to know how to branding in esports is that you understand that the esports teams are of two types: " Esports Works Teams ", and " Esports Agency Teams ":

A.- Esports Works Teams

Esports Works Teams teams are teams funded and run by product companies . An example is  Samsung Galaxy Pro-Game Team , the current League of Legends world champion.

When it comes to implementing your strategy and knowing how to branding in esports, you must know  this business model. Surely you know it if you are a fan of football, rugby or motorsports. In these cases, brands such as Volkswagen, IBM, Samsung, Toyota and Airbus have invested many times in their financing.

The upshot of these Esports Works teams being sponsored by larger, product-focused companies is that sponsorship can bring more challenges for brands. Mainly for those who want to start investing in the world of esports.

Also read : Qnnit

Needless to say, many work with product sponsors. Like Nike, for example. That makes your brand visible through the players of the teams. So if you're looking for more brand visibility, it probably makes more sense for your marketing investment to start by sponsoring an Esports Works team.

B.- Esports Agency Teams

The second variety is Esports Agency Teams . Agency teams are much more attractive to brands looking to create awareness through esports. And they function as mini sports marketing agencies . They use their equipment to market brands and treat sponsors like customers.

Brands that sponsor Esports Agency Teams generally gain visibility by placing their logo on the corresponding team jersey. Also with his presence on the team's website. And its presence on social networks. They get additional visibility through posts when the team does well and wins. These are some keys to know how to branding in esports

These Esports Agency Teams typically offer additional services such as branded content creation. And they offer their players influencer status for reviews and testimonials of products and offers from their sponsors.

The downside to this type of sponsorship  is that many of these agency teams are not mostly made up of salespeople.

Which means that while brands that sponsor these types of teams reap great benefits, such as the visibility that team sponsorship gives them, the traditional marketing they offer can be limited. And not very imaginative. Something that affects the decision you must make about how to branding in esports

4.- Sponsor an event

Event sponsorship is one of the most visible and effective ways to get started in the world of esports. Many brands are already financing most of the actions related to esports. Mainly through sponsorships with some of the most innovative brands in the world. Who are already taking advantage of esports event sponsorship.

Companies like Coca-Cola, IBM, Intel, and LG are generating big, blockbuster events for esports fans. And the fans thank him for that. Because they become loyal brand advocates.

Sponsorship of esports events is a relatively low investment alternative compared to  sponsorship of traditional sporting events . Sponsoring a big esports event still costs a lot of money. But compared to traditional sports, it is significantly less expensive.

A good and really creative way to subsidize the cost of hosting or sponsoring a large esports event is through crowdfunding.

Last year, DOTA 2 creator Valve sold in-game items and bundles with a portion of the  proceeds going directly to The International event. The result was a jackpot of more than $ 20 million and one of the largest esports events to date. Think about how you could take advantage of crowdfunding for your brand initiatives within esports.

5.- Create White Label Events

White Label Events are usually smaller. They are invitation only tournaments . And events organized by agencies. Its structure and format are already established.

These events are almost always successful for brands, without question. Provided that the agency implementing the initiative is competent to adapt the brand's message to the gaming consumer. Red Bull is one of the followers to participate in esports events of this type.

Some examples of great White Label Events:

• Red Bull Battlegrounds.
• Red Bull Kumite .
• North America iBuyPower Invitational .
• Goro Lives: Mortal Kombat X Full Access Launch Event.
• St. Jude PlayLive .

6.- Take advantage of the potential of esports facilities

Like conferences, marketing facilities that cater to the interests of esports enthusiasts could be a very successful method of promoting your brand and learning how to branding esports .

Or promote your product within the field of esports. MadCatz and Xtension Arcade Cabinet did it at EVO in 2013. While Coca-Cola took this concept to a new level at the 2014 League of Legends World Championship in Seoul, Korea.

“ The worlds of the physical and the digital are completely merged now. These gamer and esports enthusiasts are at the epicenter of this new physical / virtual playground that blurs altered realities. Creating multi-sensory brand experiences for your core audience puts' excitement 'in sports and stimulates the mind thousands of times faster than standard rational thinking .' Peter Sena, Digital Surgeons

7.- Create landings and immersive experiences

Surprisingly, landing pages are still relatively rare in esports campaigns. Although landing pages can be one of the most important aspects to consider in a digital marketing campaign.

If you are thinking of using esports to market your brand, creating an effective campaign aimed at esports involves building specific landing pages.

Set your goals and choose the right moment. This will help you know how to branding in esports. At Antevenio  we can help you with your  esports & gaming marketing strategies  so that you can make your way in this new and exciting market. 

 

Influencer marketing strategies for the Tourism sector

 

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" Influencer marketing tourism sector " is one of the most repeated searches within this industry. And it is that among the Performance Marketing strategies for the tourism sector that can be developed, collaborations with influencers are one of the most important.

Influencer marketing is trending. These are people who have the ability to influence the purchase decision of their followers. And as a Nielsen study points out  ,  personal recommendations are considered the most powerful advertising mode.

For this reason, on the other hand, the tourism sector needs so much to work on the reviews and testimonials of its clients, to gain credibility. But a joint study by  Twitter and Annalect goes further:

• 56% of users follow the recommendations of their friends.
• A 49% of people trust recommendations of influencers  on Twitter.
• While 40%  of them have bought  an article online  after seeing that an influencer was using it  on Instagram or YouTube.

The search " influencer marketing tourism sector " responds, therefore, to the need of users to feel safe when buying products and services that they trust. So when it comes to product recommendations, users find that social media influencers are almost as trustworthy as their own friends.

Why collaborate with influencers in the tourism sector

Travel agencies, hotel establishments and different brands in the world of tourism have verified that the results of the influencer marketing tourism sector are positive. So much so that they have exceeded their expectations. In fact, brands now don't expect influencers to approach them.

Also read : Qnnit

The companies themselves are the ones who follow good practices to hire an influencer . But they also work hard to overcome the challenges they face with these types of strategies. Is it really worth influencer marketing tourism sector?

1.- Your opinions translate into sales

When you are organizing a trip you want everything to be perfect. And regardless of there being more improvised trips, most prefer to inform themselves and soak up the data before leaving. So much so that, according to AXON data , 82% of users follow travel blogs or travel influencers on social media:

• Most trust their opinions more than other reviews they can find on opinion forums. Since some may be false.
• The testimonials shared by the brands themselves are brief and the identity of the person writing it is not known. Users know their favorite travel bloggers. They identify and empathize with them. They are much more credible.
• A travel influencer is important because of his community. That is why it is important to maintain it. Something that is achieved by working on credibility. It is understandable that the recommendations of these profiles have more power.

2.- No advertising, experiences are shared

Influencer marketing tourism sector works because it does not share commercial content. Share stories , emotions , sensations and experiences. That is why its effectiveness is so powerful. When the user is faced with advertising content, he knows that the brand expects him to make a purchase. Therefore, he rejects it.

However, the influencer marketing tourism sector provides that same service in a more natural, entertaining and fun way. The influencer shares how they felt during their stay, which facilities they liked the most and least, shows how the service has treated them, interacts with it, etc. Here are two recommendations to make your tourism sector influencer marketing strategy more powerful and enriching:

• Organize activities  so that your content is interesting, fluid and natural.
• Only then can you  build experiences , which is precisely what the audience expects.

3.- The influencer creates content that generates engagement

There are different techniques to generate engagement with an audience . And the influencers know them all. Especially since these people know perfectly what it is that most attracts their audience, so creating the content that best suits their taste is easier. However, it is important that you keep some guidelines in mind when creating content:

• It works hand in hand with the user so that they can create content adapted to the needs of the brand. Listen and share suggestions.
• The more the influencer identifies with the content they are going to share, the more credibility it will generate.
• In fact, the more satisfied the user is with the experience, the better that feeling will convey. Therefore your strategy of influencer marketing tourism sector will be satisfactory.

The best influencer marketing strategies for the tourism sector to inspire you

Tourist agencies, hotels or the countries themselves can publish quality content on their social networks to develop their brand identity, introduce brand values ​​and boost engagement.

However, as data from  Chase Card Services point out , 44% of travelers seek opinions on networks from influencers when planning their trip. What type of content do influencers share about it?

1.- Airbnb and Coachella

If you are looking for “ influencer marketing tourism sector ” campaigns, it is likely that one of the most repeated cases is Airbnb. The brand has shown how influencer campaigns can help travel brands at featured events to publicize their own services.

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In this case, his strategy was developed during the famous Coachella music festival in California. Airbnb provided accommodation to great influencers for the event's audience, such as Martin Garrix or Drake . In addition to a large group of influencers and models. In return, these people had to share their experiences in networks in those houses.

The result was demonstrated with a large participation of the public in these publications, where influencers managed to promote the brand among millions of people. That's why the Airbnb campaign during Coachella is a clear example of how brands in the tourism sector can take advantage of popular events to promote themselves.

2.- Artist Residence

Artist Residence's tourism industry influencer marketing campaign was promoted by the British hotel chain. In fact, it stands out mainly because it targets a very specific type of traveler. The luxury traveler.

In order to reach young professionals, the campaign featured luxury fashion “ Chromo-Influencers ”, featuring bloggers and Instagram stars such as Suzie Bonaldi from Hello October and Liv Purvis from “What Olivia Did” . And the campaign was perfectly adapted to the followers of these profiles.

Prior to the hotel stay, the brand sent the Chromo-Influencers  to a therapy facility at Oxfordshire's design venue, Bicester Village. This attracted public interest and marked the Oxfordshire area as a destination for young fashion conscious professionals. And of course all of this was captured in high-quality content on a wide variety of social platforms such as YouTube and Instagram. Which has helped to publicize the name of the hotel chain.

3.- #VisitBenidorm

Another of the tourism sector influencer marketing strategies that is worth highlighting is that of Visit Benidorm in collaboration with Ice Lolly. On the surface, it seems like a simple promotion for users to go on vacation to Benidorm using the cheap travel comparison website, Ice Lolly.

However, this campaign stands out from the rest because of its great aspirations. It aimed to transform the way tourists saw Benidorm. And he did it thanks to influencers of all kinds: bloggers, youtubers and instagramers.

The group enjoyed an action-packed itinerary. The influencers participated in snorkeling excursions. But they also rode jet skis and e-bike rides. Thus, they had the chance to discover the most picturesque side of the complex, the often forgotten old town of Benidorm. Of course, the influencers captured all these adventures and reflected it in their profiles on networks.

And all this managed to capture another face of Benidorm to thousands of followers. Campaigns like this are helping to transform the resort's image, making it one of the most sought-after vacation destinations in Europe.

4.-  Curaçao and New York State's Travel

Coraçao is an island in the southern Caribbean Sea, easily accessible from New York's JFK airport. And, as a vacation destination, it is something of a hidden gem.

Therefore, to promote this island among New York travelers, the tourism board teamed up with a number of influencers from New York City itself, including well-known fashion personalities such as Jessica Wang or Marcel Floruss. These influential people promoted the island's tourism on their social media for a long period. All this in order to maximize publicity.

All in all,  the campaign promoted the island to nearly 10 million New Yorkers and was a great success. As has been proven, tourism sector influencer marketing campaigns can be easily designed and targeted to very specific audiences.

All this, thanks to all kinds of content. Although videos are the format that best manages to capture experiences. Especially when it comes to travel. Would you like to reach a very specific target using influencer marketing campaigns?  At  Antevenio we can help you. We provide you with a quality inventory in relevant content.

 

Coraçao is an island in the southern Caribbean Sea, easily accessible from New York's JFK airport. And, as a vacation destination, it is something of a hidden gem.

Therefore, to promote this island among New York travelers, the tourism board teamed up with a number of influencers from New York City itself, including well-known fashion personalities such as Jessica Wang or Marcel Floruss. These influential people promoted the island's tourism on their social media for a long period. All this in order to maximize publicity.

All in all,  the campaign promoted the island to nearly 10 million New Yorkers and was a great success. As has been proven, tourism sector influencer marketing campaigns can be easily designed and targeted to very specific audiences.

All this, thanks to all kinds of content. Although videos are the format that best manages to capture experiences. Especially when it comes to travel. Would you like to reach a very specific target using influencer marketing campaigns?  At  Antevenio we can help you. We provide you with a quality inventory in relevant content.