Your brand encompasses everything you are and sets you apart from the competitors in the market. It helps you show the target group how you can solve their problems, what you stand for as a company and why you do what you do.
Events are based on the same principle. Organizing events is rarely done to fill the calendar with activities, but is part of something bigger in relation to your brand. You may have identified a specific need in the market or a problem you want to help solve for your target audience and now you want to create an event to meet that need or offer the solution.
Today, however, the market is filled with events that draw people’s attention, time and physical presence. This makes it increasingly important to create events that stand out in the crowd. But how do you do that? How can you create a value-based, persuasive story that your target audience is attracted to?
A strong and attractive brand for your event is a must to attract the right audience. A target group that identifies with and relates to your brand, who you are, what you stand for and what your event is about. In this way, you can build an event in the longer term where the target group “just has to participate”.
For most people, a website dedicated to the event becomes your target group’s first point of contact with the event and your brand. An SEO-optimized gathering place for your event is thus A and O, to drive the right traffic and create relevance on site. Here you can receive notifications, publish information, create content in text, image, and video, create discussion or direct traffic to your social media. In other words, inform, build “hype” and begin the target group’s journey towards brand awareness!
Why do you want to say something important? Of all the events that people today are invited to, professionally and privately, why are you important to attend? What underlying values are there for your target audience?
In all channels you should produce content that reflects your “why”, the more people relate to it, the more people will be interested in visiting your event! Try to deliver content that educates, assists and engages the target audience.
A newsletter or e-mail is a good reminder to your target group about your event, what to offer and why. It can also help drive traffic to your landing pages, blog posts, sign-up page or other interesting you want to get the target group to.
Social media is invaluable, almost no matter what your target audience looks like. Build interest by creating contests before, during and after your event, using relevant hashtags to stimulate user-generated content or by creating event pages on Facebook, for example. Social media can then be used to continue the hype even after your event through throwbacks, hints about the next event, etc.
Does a large part of the target group follow a certain influencer? Take advantage of these content creators’ networks to maximize your reach and make it as relevant as possible!
User-generated content is one of today’s strongest marketing factors. It instills confidence in your brand (provided the content is positive) and creates a sense of security for potential customers in relation to your brand. Try to stimulate this by encouraging the target group to discuss, share and create content in your various channels!
Mini pop-up event
Build a mini pop-up event where you know you will find your target audience! It can be at a trade show, a public place or another event. You will then have the opportunity to physically interact with your target group which can be advantageous. Focus on why (what values exist for the target group) to attend your big event and make sure that your target group catches the eye of your brand! The most common is that pop-ups take place in retail, where players such as Kate Spade and Daniel Wellington are good examples of pop-ups power and efficiency.
Where the target group is, you need to be there to create brand awareness! Try to reach out to industry magazines (analogue and online), digital media, blogs, yes everything that is relevant to your target market simply. Prepare ready-made articles, interviews or content and try to reach journalists and bloggers directly.