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HelpEmpowering Your Business Branding Through Events
Whether you’re organising a one-off pop-up on a busy street or appealing to the captive audience at a large-scale exhibition, event marketing techniques give a business the chance to raise their publicity by pitching the brand and product line directly to prospective customers. But with an exponential rise in experiential marketing campaigns in recent years, standing out from the crowds is a must for businesses looking to make the most of this impactful marketing strategy.
As any event planner will know, organizing and executing a successful campaign isn’t the easiest of tasks, but with the opportunity to build brand awareness and connect with consumers face-to-face, ensuring that your business branding is as effective as possible will mean that you could soon be reaping the rewards that come from event marketing. Events provide a platform for businesses to display their brand, ethos and culture - and that’s why today, we’re bringing you a handful of tips for a brand-driven event.
1. Communicate your company culture
Image source: Pixabay
Consistency is key when it comes to branding, especially on busy high streets and in fast-paced exhibition spaces - and that means that when you’re planning your brand’s upcoming event, focusing on conveying the brand’s values and culture throughout your promotional materials is a must. From free merchandise to the adverts you display on social media, by reflecting your company’s ethos in every aspect of the event marketing campaign, attendees will identify your business’s branding as both clear and unmissable - which will make them less likely to forget your name in the near future.
2. Focus on bringing branding into the physical space
While high-impact engagement marketing activities will no doubt resonate with attendees who take a closer look at your event stand, adorning the space with your logo means that your brand will make an impression on attendees, even in the most high-traffic areas. Events offer an amazing platform for increasing brand awareness, which is why so many brands transform their stands by decorating the space with their company colours, logos and most well-known marketing messages. So for any business that’s destined for success, ensure that your brand is at the forefront of every interaction at the event by utilising display materials like colourful dump bins and eye-catching totem covers.
3. Integrate core elements of your in-house style
Image source: Pixabay
If you’re an event planner, you’ll know that how your brand ambassadors portray the business on the day is just as important as the branding of your physical display, and that makes it worth investing time and money into an in-depth training programme for your events team. Integrating your in-house style into every aspect of your campaign will ensure you’re all working towards the same goal - which is why, ahead of the event, you should be teaching your promotional team everything from how to adopt the in-house business voice to the brand values you want to convey to passersby.
Brand ambassadors will represent and endorse your business, so whether you’re a luxurious bespoke brand or a casual clothing company, ensuring that your events team will reflect the brand according to your current marketing strategy means that you can ensure consistency across the event.
4. Make a strong impression online
While creating an impression with attendees on the day itself can be incredibly lucrative, if you’re organising an event, it’s important to remember that exhibiting will open up opportunities on digital channels too. Whether you encourage attendees to get involved with your brand by creating a unique and immersive event space or you use your event stand to introduce your brand to new audiences, utilising live video features on social media platforms means that you can invite online users to become digital attendees - and by improving your online presence in these engaging ways, you’re guaranteed to maximise your reach.
5. Invest in innovative technology
When it comes to organising an event, the secret to a brand’s success is to ensure that the schedule runs seamlessly - and that means investing in hi-tech, automated software could be what leads your business to success. From improving the admission experience with walk-in registrations to validating data with signature collection features, investing in innovative online event management systems means that you can rest assured that the event will run smoothly. By placing your confidence in these event software solutions, your team of brand ambassadors will have the opportunity to focus on networking with attendees. The high level of professionalism that will come with a well-executed event won’t go unnoticed by attendees either, so by opting for these time-saving software solutions, you can show your commitment to putting attendees first.
From prominently displaying your branding across physical displays to finding unique ways to make an impression on online followers, when it comes to empowering your brand, events offer a one-of-a-kind opportunity to engage with your target audience. And by following our handful of actionable ways to build a brand-driven event, you could maximise exposure and build a genuine sense of brand loyalty with attendees.
Guest Author Bio: Siobhan Scott is Marketing Executive at shop4pop.com. With over 40 years’ experience creating and producing full event and retail campaigns for large national clients in a variety of industries, they’ve been able to transfer their expertise from Simpson Group to the new web-to-print website, shop4pop.com.
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