For event planners, it's no secret that our industry is booming. People are making events a part of their lives more than ever before, whether for business or for fun, and the demand for better events — and more of them — is growing as well. That means competition between event brands is increasing, too; as planners, we've got to make sure our brands stand out from the pack and resonate with people on an emotional level.
Build and cultivate relationships.
Relationships are the foundation of any successful business. They’re what help you to build a loyal customer base and brand yourself as an industry leader.
What does building relationships mean? It means creating connections with your customers, partners, vendors, and other stakeholders. It means giving them a reason to engage with your brand on social media platforms like Facebook and Instagram (or whatever platform they use). This will be incredibly valuable in helping spread word of mouth about the event that you’re hosting!
How do you build these relationships? By being a good listener who demonstrates interest in others. The people who attend events are just as important as the people who organize them – so make sure they feel welcome by asking questions about what matters most to them during this time off from work or school!
Own your brand.
You've heard the term "brand" before, but what does it mean? And how can you use branding to set your event apart from the competition?
Branding is more than just a logo or a slogan. It's also about your company's reputation, values, mission and personality. Branding is an important part of any business because it helps customers identify with you and understand what makes you unique — so they'll want to buy your products or services over those offered by other companies.
The best way to explain branding is by looking at an example: think about Coca-Cola versus Pepsi Cola. Most people don't know anything about the ingredients in these drinks (or even what they're made from) but they still know that Coca-Cola has red labels and Pepsi has blue ones—and which one tastes better! That's because each soft drink brand has been built up over time through advertising campaigns that have brought them into our subconscious minds as something we associate with fun times or happiness; no matter how old we get, there will always be some part of us that longs for a refreshing sip of one of these classic beverages whenever we see their logos anywhere.
Use a combination of marketing channels.
Don't be afraid to try new channels. It's not uncommon for event marketers to rely on tried-and-true tactics like email or social media, but don't forget about newer channels like Instagram Story ads and Pinterest Sponsored Pins!
Use a combination of marketing channels. Mixing up your marketing strategy is an effective way to grab the attention of your target audience and get them excited about coming to your event.
Speak your brand's language.
When you understand your brand's language and how to use it to communicate with your audience, you'll develop a more cohesive marketing strategy. This means that your event content will not only sound like the brand but also visually look like the brand. And that matters!
If you want to set yourself apart from the competition at events, be sure you're speaking their language—and vice versa.
Get personal.
Personalization is a great way to stand out from the crowd. It's also one of the most effective ways to build relationships with attendees. If you've ever received an email that feels like it was written just for you, you know how powerful this can be.
Imagine how memorable and special your event will feel when attendees receive branded materials that were created specifically for them.
Focus on the event experience to build loyalty.
When you think about the average event, you probably think about the venue and the food. These are all elements that can be improved upon to create a better experience for your attendees, but there’s another element that tends to get overlooked: focus on the experience .
I know what you’re thinking—the event itself is an experience! Sure, and it can be one heck of an experience if done right. But when we think of events in general terms, we tend to focus on what happens at these events rather than how they make us feel after they’ve happened (i.e., having fun). And when it comes down to it, building loyalty is all about creating experiences that make people happy—which means going beyond just giving them food and drink (although those things do matter).
You might have noticed that some of these suggestions are related; this isn't coincidence! When planning your next event or conference, consider how each element might affect how attendees will feel throughout their time at your event as well as after attending—and use this information to guide decision making about what kind of impact each element should have on them throughout their stay.
Event branding is more important than ever, especially as competition heats up
Event branding is more important than ever, especially as competition heats up. Event branding isn't just a logo or a website or a marketing plan: it's all of those things together and more.
It's the complete and total feeling you get when you think about your event. It should be cohesive across all channels—from your ad campaign to social media posts, to signage at the venue itself.
By keeping this in mind while developing your event branding strategy, you'll be able to create something that connects with attendees on an emotional level and makes them feel like they're part of something bigger than themselves.
Conclusion
When it comes to event branding, the best approach is to think of your audience as the ultimate arbiter of value. What makes your event so desirable? Why should they care? And more importantly, why should they choose you over the other options out there? If you answered these questions with integrity, authenticity and a brand that speaks to their needs, then you'll be well on your way to winning them over every time.
Join us at the 2022 Event Planner Expo and mix and mingle with industry leaders that will help you improve your brand recognition!
