5 Steps to Planning a Measurable Brand Event

March 26, 2019 Susan Douglin

When a company decides it’s time to plan a brand event, the first decision they have to make is whether they will hire a Corporate Event Planner, or if they will have the courage to assign the event planning task to someone in-house that will be able to find the time to organize the entire affair in between their daily tasks and business meetings.  

You may think “this post is probably going to address the latter.”

Hmmm, yes and no.

Even if you typically hire a Corporate Event Planner, reading this article is going to help you a whole lot.

Before you begin to set up the parameters for a brand event or schedule a meeting with a Corporate Event Planner, you have to define the strategic aspect of your event goals to guarantee success.

Businesses run brand events for a variety of reasons.

In some cases, the main goal is to increase revenue; in other instances, the goal is to raise funds for a specific cause. Then there are the times that you simply plan an event for the sake of hosting a casual affair, without necessarily having an end goal.

When it comes to brand events, you can confine the mission to one transparent end goal, that is to drive measurable business results (which can fluctuate from converting leads into clients or upselling services to your existing customers).

To accomplish your business-oriented goals, you should follow the steps we listed below to place your mission in a better position to succeed:

Step #1. Strategize the Guestlist

In a book written by Steve Blank called The Four Steps to the Epiphany, the author highlighted five different types of people who might be potential customers that buy from you:

  • Someone who has a problem
  • Is aware of having a problem
  • Has been actively looking for a solution
  • Has a part of the solution
  • Has acquired a budget for the solution

Considering these categories, you may easily define different types of event content for attendees whom you can transform into customers based on the problem–solution phase they find themselves in.

You can run a brand event for those who don’t even know they have an issue, or for those who already have a part of the solution.

This way, you make your potential clients aware of the challenges they have, and then help them overcome these challenges by offering them valuable insights.

Step #2. Create a Communication Campaign

By knowing your audience, you have the necessary tools to craft attractive brand communications that will encourage people to pay attention to you, register, and attend your brand event.

Communicating with them in their language helps build a true connection.

Step #3. Deliver Unique Experiences

What should you do to make people talk about your brand after attending the event? Provide amazing food, and your guests will recall the different treats. Invite a super-funny moderator, and your attendees will retell his or her jokes.

Provide out-of-the-ordinary brand experiences, and your guests will rave about how cool your company is.

Step #4. Boost Attendance

Sometimes, well-crafted invitations aren’t enough. That’s why you’ll have to think about possibly attracting attendees by offering discounts or a specific time frame to access different products or services.

If you’re planning a brand event for potential customers, you can give them free products or longer trial periods (for services).

This not only encourages them to attend your event, but also gives them a firsthand experience of what your brand has to offer.

Step #5. Due Dilligence

Brand events are perfect for gathering lots of information about your prospects or customers.

So don’t waste your opportunity to run live polls or surveys to find out more about their problems, expectations, and preferences.

You can also decide to use powerful event management software and collect valuable data about your attendees’ behavior to give you concrete information about what to improve, add, or exclude when you plan your next brand event or marketing campaign.

Conclusion

You can run multiple brand events, yet if not done correctly, you’ll waste money, time, and resources, without being able to drive measurable business results. So now your main goal is to magnify the brand event’s appeal.

When planning a brand event, your intention is to shape your attendees’ opinion, attitude, or behavior into making them understand why your value proposition is unique, and how their lives will improve or change by purchasing (or advocating) your products or services.

If you’re an Event Planner who specializes in event marketing, we’d love to hear from you! Please contact us to be featured on our blog as a guest blogger that can contribute a valuable article for event professionals.

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