Take a peek behind the curtain of Wisconsin’s latest and greatest music festival — Summer Jam. Debuting in July 2025, Summer Jam celebrates what makes summer in the Midwest so magical. The event features the music that’s blasted from boat speakers across Lake Michigan. It feels like having a Summer Shandy in one hand and a beer brat in the other! But how can the event producers effectively communicate this compelling vibe to potential ticket buyers?
What is Performance Branding for Events?
Performance branding is the process of visually conveying how an event should be perceived by others while simultaneously generating bottom-line results. It is what turns a “maybe I’ll go” into a “hell yeah, I’m there!” Consistency is essential — establishing and maintaining the brand’s look and feel across every touchpoint builds recognition and familiarity. Familiarity breeds trust, which is the key to selling tickets and generating a loyal fanbase that returns year after year.
Discover how the badass creatives at Bauer Entertainment Marketing nailed the essence of a classic Midwestern summer while keeping our eyes on the prize: maximizing ticket sales!
Challenge: Summer Jam takes place in an oversaturated Midwest festival scene where over 200 major events compete for attention and ticket sales each season. Because fans are inundated with so many options, BEM’s expert event marketers were hired to address three core issues: 1) Create a unique visual identity that resonates with both music fans and midwesterners; 2) Establish a new event that makes fans think, “THIS is where I need to be!”; and 3) Compel audiences to confidently invest in tickets.
Solution: First thing first — when it comes to telling a brand story, we determine who we’re talking to. BEM crafted detailed “personas” to align marketing messaging with Summer Jam’s target audiences. Examples include nostalgic dads reliving their glory days, carefree college crews wanting an epic hang, and young families seeking affordable summer fun. By identifying core fans’ demographics, locations, affinities, likes, dislikes, etc., we could create brand assets that hit ‘em where it counts: right in their feels (and their wallets).
Before BEM jumped into drafting visuals, we needed to nail down Summer Jam’s unique value proposition. What’s their “special sauce?” Unlike other events in the region, Summer Jam isn’t just about one music genre. Rather, it’s the ultimate summer playlist. It represents the essence of classic summer activities. Think tubing and boating, fish fries, backyard BBQs, and time spent with friends and family. Summer Jam is the only festival that fully embodies summer in the Midwest.
With the target audience and positioning locked down, we then crafted visual representations. BEM developed assets with a vibrant, nostalgic look-and-feel reminiscent of a dockside sunset. We designed bold, punchy graphics and rustic fonts that mix classic summer vibes with today’s sun-soaked style.
When it comes to branding, the logo is the “frontman” — it is the face everyone remembers, the one that shows up first and steals the show. The color palette, like a backing band, helps the story truly come to life. We nailed these visual elements so the brand won’t just be noticed—it’ll be remembered long after the lights go down.
Results: By establishing and then keeping the visual energy consistent across every piece of marketing content, BEM cooked up a brand for Summer Jam that truly stands out, feels genuine, is fresh, and excites prospective attendees. The response from fans? Positive and motivating!
As a performance-based marketing agency, BEM branded Summer Jam so it looks stunning and maximizes sales. When people are emotionally connected to an event, they’re more likely to buy a ticket. Let’s face it, a concert without a crowd is just a soundcheck. Effective branding is your secret weapon, setting the stage for a packed house, today and in the future. 🤘
So, if you want branding that looks great AND delivers big-time results, give us a shout. Contact BEM and let’s turn your event into a smash hit!