In it’s many forms, an event is a powerful tool to inspire loyalty, to attract new audiences, to engage, or to start a movement. Harnessing the enormous potential of events, requires a cohesive approach to create a “real brand experience”. Without doubt, a winning strategy if meticulously planned and implemented.
Whether you are hosting a global or local event, the key to a favourable outcome is to fuse the brand proposition to the experiences that your audience care about. In other words, evoking sound and emotional responses, happens when the brand promise is tangible through all the aspects of the event.
Meet the audience expectations and needs
Before spending time planning for your event, make sure that your have interested audience. Think like an attendee and identify their reasons and their core needs. Exploring their interests, allows you to tailor your event and ensures that their expectations are inline with your goal. Questions to consider:
Why I need to attend?
What I want to get out of this event?
What kind of format I prefer?
Define your Goal
Ask yourself: What is it that you want to accomplish? Regardless of the event’s type, you should be clear about your goal.
Craft a tagline for your event
It is challenging to communicate in few words your brand promise that differentiates your event. However, following a framework to answer the questions in the brand pyramid, allows you to plan an unforgettable experience.
A vey good example is TED Talks. The non-profit foundation is a global community that provides a platform to exchange ideas, usually in the form of short conferences and distributes through video streaming. Their goal is to spread great ideas. Their videos are educational, inspiring, motivational, funny and give advice. Hence, their tagline is “Ideas worth spreading”.
Define your brand identity
Make sure that your branded event elements are consistent and recognizable:
- Colour palette
- Tone of voice
Remember persuading people to attend your event is about resolving problems, emphasizing on the benefits, powering a trademark by tapping into the five senses. Manage these essentials to create a must attend event.