We all know by now: you don’t just buy a product or service; you buy a good experience. And events are undoubtedly the best way to provide that experience to your audience.
At an event, the relationship between the brand and the consumer is stimulated. The consumer’s presence (either in-person or online) at the event makes them a kind of “brand ambassador”: “I was there and I experienced it!”
WHAT IS BRANDING? According to marketing expert Neil Patel, branding is a brand management strategy that involves all actions aimed at making it stronger and more present in the market, recognized by the public, admired, and desired for what it offers.
These actions must be planned, continuous, and consistent. One of them may involve organizing an event, and that is precisely the topic we will address today.
BEFORE THE EVENT… As with any other marketing action, before carrying out an event, it is important to define:
- Your objectives;
- Your target audience;
- The type of event that is most suitable for your objectives and your audience.
The event you organize must be consistent with the brand’s profile, its identity, and, obviously, with the target audience.
THE ADVANTAGES OF EVENTS FOR BRANDING There are multiple advantages to organizing an event in support of a brand. We have selected the most relevant ones:
- It is the best way to improve the brand and company image. The event gives more visibility to the brand and, therefore, more notoriety.
- It is a way to distinguish yourself from the competition. By producing better, more original, and disruptive events, we are distancing ourselves from competing companies.
- Events are excellent for promoting the launch of a new product or service, as if it were a commemoration.
- Similarly, a celebratory event – such as a corporate anniversary, for example – is an effective way to attract attention to the brand, its longevity, and progressiveness.
- Therefore, an event is a product that works very well on social media, bringing even more visibility and exponentially multiplying the desired results.
- It is an opportunity to provide a different and pleasant moment for company employees, reinforcing team spirit and morale.
THE RISKS While a successful event always has very positive repercussions, with a reach that goes beyond the number of participants, a hasty and poorly organized event, in turn, has the proportionally opposite result…
Therefore, when it is our brand at stake, we always recommend using professionals. A team that can ensure the success of this marketing action across the board.
CONCLUSIONS According to the Journal of Advertising Research, it is mainly younger brands that benefit from events to stimulate their sales.
At Supreme Stage, we believe that, depending on the identified target audience, the organization of an event can – if properly planned – benefit any brand.
Schedule a meeting with our team: we will do everything to design a memorable event with you that will leverage your brand!
