If you’re looking for ways to promote your brand and your products, race tracks offer a unique opportunity to connect with the public. On event days, they are usually bustling with energy and crowded with supporters who have time to relax and enjoy themselves.
Before and between the main events, people are looking for entertainment. When they come across something interesting or intriguing, they have time to stop and find out more.
To attract passers-by, and connect with customers, you need to ensure that you really stand out from the crowd. A folding marquee, decorated with your colours and symbols, is a brilliant tool to highlight your identity and make sure that your presence is unmissable.
Bright, high-resolution printed images, and stunning designs will really capture people’s interest. Your marquee will soon become an indispensable marketing tool and you’ll wonder how you ever managed without one!
Table of Contents
Claim Your Space
Let Your Folding Marquee Do the Talking
Entertain Your Guests
Make Your Guests Comfortable
A Way to Socialise Your Brand
Recognise Your Sponsors
Reinforcing Sponsor Engagement
Expanding Your Brand Presence
Wherever You Go, Your Folding Marquee Goes
Can It Withstand the Australian Weather?
Is your marquee rainproof?
Strengthen your folding marquee to face the strong winds
Now It’s Time to Find the Right Folding Marquee
Claim Your Space
One of the great advantages of a folding marquee is that it’s highly visible, whether viewed from a distance or in crowded aisles, from the front, sides, or back. When you’re easy to see, make the most of it! Your marquee will soon become a hub for all kinds of activities. Inside, you can create a space unique for your brand and keep everyone in the know. Not only your supporters but the wider public will be drawn in to learn more, as well as get to know your brand at the same time.
If your team is competing at an event, let the spectators know who you really are. Show their details, images of past achievements, and highlight messages of support. Your folding marquee will become the portable headquarters for your event team and your loyal supporters.
Let Your Folding Marquee Do the Talking
When selling your products or services is the main reason for your presence, a marquee also works fantastically well as a pop-up retail space. Attract customers with your displays, and invite them in and show them what you’ve got!
There are so many ways to make a folding marquee work as the hub for your activities—it’s versatile, cost-effective and can be used over and over again in many different settings.
Entertain Your Guests
Corporate hospitality is an important feature at many race-track events, and something that most race-goers love. Inviting sponsors, supporters and other guests to your folding marquee to enjoy some delicious food and drink is a great way to thank them for their support, strengthen existing relationships, and build new ones.
Make Your Guests Comfortable
When you’re offering hospitality, the first thing you need to ensure is that your guests are protected from the heat of the day. If they’re uncomfortably hot, it’s unlikely they’ll stick around. Helping them cool down inside the marquee or under the shade of the awning will encourage them to stay longer and appreciate your work. Whether you’re serving champagne and caviar, or sodas and potato chips, your folding marquee will help keep your refreshments out of the sun and at the temperature they’re meant to be. A 3m x 3m marquee can typically accommodate up to 32 standing guests at any one time.
For greater welcoming potential, you may choose to put two marquees together or choose a larger size, making your space more comfortable and inviting. Add an awning or two, and you’ll increase the sense of space even more. So whether you have chosen a setup with buffet tables, or the waiters will be serving the guests, there’ll still be plenty of room to mingle.
A Way to Socialise Your Brand
The relaxed atmosphere of the marquee makes it the ideal space for informal networking. Your branding can be displayed on the inside walls of the marquee while your guests enjoy socialising as your company or team image is being promoted.
Recognise Your Sponsors
From here, let’s move on to another important reason why you want your branding to be highly visible at race-track events: to attract and reward your sponsors. There are many reasons why a company may choose to partner with you. However, they’ll always appreciate knowing exactly how you will create a return on their investment. How will linking their brand with your brand help them? Make it clear that you will add value by enhancing their reputation and raising their profile at public events. Ensure that their logos and advertising messages are prominently and consistently displayed on your folding marquee, together with your messages of appreciation for their support.
Reinforcing Sponsor Engagement
Incorporating your sponsor’s branding into the design of the roof, valance, and walls of your folding marquee couldn’t be easier. There’s no need for extra expense as design teams such as Technishelter will advise you on the most effective way to do this without any additional printing costs. They’ll even create a 3D visual mock-up, free of charge, so your sponsors can see for themselves how amazing their branding will look on your marquee. It’s an incredible way to strengthen a sponsor’s engagement and support for you.
Expanding Your Brand Presence
It’s not only on race days that your sponsors will be noticed. Photos and videos taken in and around your eye-catching folding marquee can be used in marketing materials, press releases, and on websites. In addition to the pictures that you take, it’s almost certain that informal photos and moments caught by spectators will be posted and shared on social media. Your branding will reach a far wider audience, over a far longer period. Whenever you attend race-track meetings, a folding marquee is an essential marketing tool for you and your corporate sponsors!
Wherever You Go, Your Folding Marquee Goes
So, there are plenty of reasons why, in marketing terms, you’ll really make a difference at race-track events when you choose a folding marquee. But will it be really practical? The answer is a definite yes! Your folding marquee is easy to set up and break down, takes only minutes, and no special skills are needed. Smaller models can be set up by just 1 or 2 people; larger ones generally need more volunteers.
Can It Withstand the Australian Weather?
Ensure that your marquee can handle the Australian weather! Choose a high-quality cover fabric that will block out harsh UVA and UVB rays that are harmful to people’s health. Finding a solution with a UPF rating of 50+ will keep your visitors safe from the burning rays of the sun.
Is your marquee rainproof?
On the other hand, if sudden rain showers are an issue, you’ll also want to ensure that your visitors are well-covered. There are marquee materials available that guarantee waterproofness for up to 5000mm of water! Your marquee will provide welcome protection for visitors and keep any property you’re storing inside safe from the downpour.
Strengthen your folding marquee to face the strong winds
Although folding marquees are designed to be steady and durable, weather conditions can vary in Australia. They are temporary structures and are not fixed into the ground, so there’s a risk that they could be lifted by strong winds if not properly secured. Public safety is paramount, so to prevent this from ever being an issue, a weighting solution such as cast-iron leg weights should be used. These are often required by event management, so it is well worth being prepared to protect your investment, as well as others.
Now It’s Time to Find the Right Folding Marquee
Before you buy the first option that comes up, do some research. Look for brands that specialise in the industry and offer honest advice. It is worth investing in a marquee the same way you invest in your brand—choosing quality products that you believe in.
With so many advantages, a folding marquee really is a must-have! Not only can a marquee satisfy comfort and shade, but it gives you an opportunity to engage with the public, have your brand recognised, and strengthen your relationships with sponsors. You’ll wonder how you ever managed without one at the race track!
