What approach works best for on-trade venue activations—should brands collaborate or compete?

Members strongly favour **collaborative activations over competitive ones**, describing them as more creative and effective for building relationships with venues and audiences.

**Key recommendations:**

- **Partner with complementary brands** rather than competing directly. Members highlighted a successful co-branded activation as "one of the best activations I have seen in years," emphasising the value of "collaborating not competing." - **Expect venue margins of 20–25% on spirits** when working with chain venues like **Inn Express**; factor this into your activation economics. - **Build relationships with venue group decision-makers early**. Members note that venue groups like **Open House London** (which operates The Lighterman, The Broadcaster, The Italian Greyhound, and Boxcar) are worth targeting directly; introducing yourself via site visits and building rapport with marketing leadership can open doors for summer activations and menu placements. - **Be prepared to generate takings that offset activation costs**—members joked about running tabs and placing bets during activations to cover stand costs.

**Caveat:** Collaborative events can get "out of hand" as the day progresses, so plan your activation timing and engagement strategy carefully.