Event branding is an effective form of marketing where the concentration is on making the event unique in its presentation so that it will appeal to the customers, and they will interpret the event as consistent with the brand image of the organizing company. Since businesses have adopted the use of events to create a niche in the market, it becomes important to learn how to create a good event brand. This article looks at what event branding entails, why it is important, how it can be managed, and some best practices.
Event branding is the process of designing a particular image in light of the objectives of an occasion and within the vision and mission statement of the brand. This includes having a coordinated look, feel, and experience that a participant connects the event with the brand. To get the benefits of the event brand: An effective event brand must be properly implemented, well designed, and able to create recognition of the event, accomplish attendees’ loyalty, and make positive and uncountable experiences that the attendees are willing to pass on to others.
To create a successful event brand, organizers should consider several key strategies:
The most important step is the definition of brand visibility. This includes developing the event goals and objectives, the organization’s standards as well as the image it intends to portray through the event in question. Think about what emotions you would like the attendees to attribute to your brand.
Logos and the color scheme used should be the same as that on all other materials produced for the event, including the typeface used. This includes any advertising collateral, banners, and other forms of advertising as well as online assets. A well-developed image makes it easier to read and tends to remind the intended target market of the brand’s promise.
The information process is the key to understanding the attendee experience. This category involves mostly informative and social events such as PowerPoint presentations, group workshops, and others that support the brand. This leads to the definition of engaging content as content that not only passes information but also passes entertainment to its attendees thus making them more likely to retain the event.
Among the most effective channels for marketing events and creating expectations are social networks. An author can use popular social media instruments: Instagram, Facebook, and Twitter to share updates, show some behind-the-scenes content, and attract potential attendees. This means that organizing appropriate has tags can help enhance attendees’ experience engaging the event on social media platforms.
Working with people who inspire your audience can help with getting the word out about your event. By partnering with an influencer, you can leverage their networks since they will bring in quality numbers to your event.
Organizing an event in conjunction with local communities or industry groups can improve your event’s exposure and legitimacy. Find and cooperate whether with other businesses and organizations of the area or with other companies similar to yours to co-organize or co-finance parts of the event.
Based on this, it is important to try and make sure that after the particular event ends, you should give the head or a particular department a report showing how well or low the branding strategies were effective in making a particular symbol popular among the attendees of the event. Knowingly, surveys may reveal what strategies are effective or not for future events of such a nature.
Several brands have effectively implemented event branding strategies that serve as excellent examples:
SXSW is an annual festival featuring music, film, and new media technology and culture that takes place in Austin, Texas. The festival has positioned itself as a creative and innovative event by selecting a number of events of interest to market leaders as well as creative thinkers. This is because over the years they have embraced the culture of encouraging creativity thus footing them as representing upcoming trends in entertainment.
Cannes Lions is a global festival of creativity in communications. It has slowly carved out its niche to focus specifically on the best of creativity in advertising and marketing. As demonstrated by highlighting case histories and exhibiting means for getting to known industry talents, Cannes Lions strengthens its image as a go-to creative conference.
Adobe MAX is an annual event that targets users of Adobe products who work in creative industries. The conference offers active sessions with the professionals of the field while focusing on the strengthening of proper communities of creative individuals. Adobe’s branding strategy is based on the concept of empowering customers through creativity, which is well accepted by the target niche market.
It is therefore very notable to realize that event branding is not just a marketing tool but it is an integral part of event management that aims at creating a positive brand association with the event well after its completion. When brands define a brand event and accordingly align themselves with consistent visual identity, content themes, social media management, strategic influencer collaborations, and audiences, combined with the evaluation of success post-event, brands can successfully create events that further foster consumer loyalty and future engagement.
As more business establishments begin to learn the benefits of experiential marketing via events, extra effort will be required in branding to ensure that consumers take note of these particular products out of a growing list. Through concentrating on such approaches, brands get to set up events that not just gain attendees but also abilities that guarantee success in the long haul.