“Don’t watch the clock; do what it does. Keep going.”
In its 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 a 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 cares about. In other words, evoking the sound and emotional responses happens when the brand promise is tangible through all the aspects of the event.
Before spending time planning for your event, make sure that you have an 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 in line with your goal. Questions to consider:
Why do I need to attend?
What I want to get out of this event?
What kind of format do I prefer?
Ask yourself: What is it that you want to accomplish? Regardless of the event’s type, you should be clear about your goal.
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 n excellent 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”.
Make sure that your branded event elements are consistent and recognizable:
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.