7 seconds. That's how much time you have to make a first impression. And a bad first impression could last forever.
Guests attending a branded event are going to form their opinion on your brand right then and there. Poor event branding could send the wrong message to potential lifetime customers. Once you've lost a customer, there's often no way of getting them back.
As you go about your event planning, there are a few pro tips to keep in mind. Keep reading as we discuss the dos and don'ts of event branding.
Do: Maintain Event Branding that Is Consistent With Your Established Brand Identity
Any successful brand has a strong brand image. From your services to your websites to your events, it should all feel one and the same. Your clients will notice if event services deviate from your philosophy and methodology--unless you choose to do a brand refresh.
As you prepare brand events, keep some of the following in mind:
- The visual style and aesthetic, especially as it pertains to your logos and colors
- Language tone and style, both in printed and digital media
- Event activities that fit your style
- Event location that is worthy of your brand
Do: Engage Across Platforms
The online world is a complicated one when it comes to event marketing. Fliers and posters are now only one small piece of your overall marketing strategy. A successful event makes use of all the tools at your disposal:
- Social media: understand the differences between Instagram, Twitter, and LinkedIn and promote these platforms accordingly
- Website or blog: update your website and/or blog in line with what your customers see on social media
- Email: don't neglect email newsletters and virtual offers/coupons
- Print media: ads and billboards may be old hat, but these are still a means to access your customers in the offline world
Don't: Forget to Stay in Touch
Brand events are excellent networking opportunities, and your brand lives or dies by how well you build links.
Make a concerted effort to gather contact information. Follow people on social media, or DM them. Keep track of the ones you like so you can strengthen your professional relationship after the party is over.
Build a strong base with these people. These are your core customers and partners, after all. Customize your correspondence to them, and make them feel like they're the only ones that matter.
Don't: Be Inconsistent With Promotion
Some studies suggest that the human attention span is shorter than that of a goldfish. A single reminder about an event a month from now may fail to stick.
Consistent promotion well in advance is key. Make use of those platforms that you've established. Make regular posts, email newsletters, and print media that reminds people of your upcoming brand events.
Repetition is the only way to cement your branded event in the minds of your customers and clients. You want to remind them so much that they start to dream about it.
Get Your Tickets for the Event Planner Expo 2023
Event branding tests the mettle of all your marketing efforts and will be a key factor in your success--or lack thereof. Maintain a strong brand identity, both on social media and in snail mail. Keep in touch with the people that matter, and promote the event to them long in advance.
Event Planner Expo 2023 will be here before you know it. Get your tickets here and make history at this must-have annual event. This year will be unlike those before it, providing an excellent networking opportunity--and a chance to learn from the greats.