Summerfest has been a haven for music lovers, eaters and people watchers but it's also become a valuable marketing opportunity for national companies, looking to grow awareness of their products.

Throughout the festival's 11-day run, a number of companies will set up shop at the Maier Festival Park's north end, peddling their wares and letting patrons get hands-on with their various products.

Sony's PlayStation 3 is on the grounds this year with a semi-trailer that allows fest-goers to come in and try their hand at the latest games on one of 20 game consoles. People get the opportunity to learn about new titles while potential buyers can learn about the system.

"We get a lot of people coming in who want to try new games," says Jonathan Anderson, who oversees the PlayStation 3 operation. "Others want to know about things like the switch to 3D television. It gives us a chance to showcase the product."

Anderson is employed by a marketing company out of Chicago and, along with his crew, spends roughly six months a year traveling across the country to various music festivals and large-scale events.

PlayStation products aren't sold at Summerfest, but Anderson does track "business" each day, recording the number of visitors and tracking various demographic patters. Those stats are then sent back to Sony.

"Basically, the more people we get through, the better," he says.

To keep people coming through, the staffers hold contests throughout the day with various prizes like PlayStation gear going to winners.

"We try to make it as fun as possible for people," says Anderson.

It's not all work, though. Anderson and his crew work until about 9 p.m. Or so, allowing them to get out and experience the festival itself.

"We're pretty much locked in during the day but we always try to experience things wherever we are," Anderson says. "Here, we usually get out in time to catch some of the 10 p.m. Shows."

Some companies also take advantage of Summerfest's large pool of performers to expand their business.

Not far from the PlayStation 3 trailer, Sennheiser has a booth set up where patrons can sample -- and purchase (at a 50 percent discount) various earphones, ear buds and headphones. Two shifts of local workers are supervised by a representative from corporate headquarters.

Behind that set-up is a tour bus where performers can come in, relax and get familiar with Sennheiser's line of professional products.

The Sennheiser Blue Room is a popular attraction for Summerfest musicians. Posters are placed in the dressing area of all stages and staffers run a golf cart shuttle service for performers and engineers.

"We get great feedback on it," says Sennheiser Vice President of Strategic Marketing Stefanie Reichart. "There really isn't any place like it on the grounds."

Guests in the Blue Room can meet a Sennheiser Artist Relations manager while having a cool drink, a quick snack or just taking a few minutes to relax away from the masses.

The various promotional visits are good for Summerfest too.

The companies pay a fee to bring their exhibits to the festival, says Summerfest Vice President of Marketing John Boler, but their presence also gives Summerfest patrons something to do besides taking in a favorite band or eating their way around the park.

"There is a segment of people that come because it's a festival; a happening," Boler says. "Music may not be the number one driver for them so we need to still provide something interactive, fun and entertaining for that audience."