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Media Post

Events Play A Role In Brand Marketing

By: Jennifer Kurland

07/13/2018

A good event leaves an indelible imprint, resonating for years to come. It is why global brands have been shifting their marketing dollars away from traditional advertising in favor of experiential marketing. For a generation of streamers who consume media on their own time, a unique in-person experience is a shareable moment, and for big business an opportunity to develop a deep personal connection with consumers. 

While experiential marketing may be one of the oldest marketing channels, it integrates well with new media, becoming a content factory for brands. Events offer businesses an opportunity to showcase videos, screen relevant content, distribute printed material and amplify through social channels. Events deliver Instagram-able moments which get shared peer to peer. They become a testimonial for the brand, providing real, authentic moments that drive consumer engagement. It is why so many corporations have increased their budget for brand activation spending.

Creating a branded event needn’t be complicated. First, you must develop a dynamic concept with which to showcase your brand or product. As the event will be a reflection of your corporate identity, you will likely want to bring in a live-event company that can translate your vision into a multi-sensory experience. 

The event company will work with you to solve complex engineering challenges and will ensure that the right choices have been made so that your show goes off without a hitch. It can collaborate or help elevate at any stage of the process. Whether you need show calling, live-event support including script preparation, or talent coaching and wrangling, the company is an expert at building powerful human experiences. Once you’ve established your game plan, it’s time to invite the media and influencers to garner the pre-launch buzz. Next, you’ll need to target potential customers and, finally, welcome in the public for an unforgettable experience.

How do you measure success? It starts early in the process. You must first fully define your goals and objectives. Then establish a baseline, know all of the costs associated with the event, and then devise ways to capture data. Once the event is complete, you will need to offset the costs by your established goals. 

Did your event translate into sales? How many new consumers signed up for newsletters, registered for news on future events, shared social posts, or earned media generated from your event. Having metrics to benchmark your events success is critical to measuring an event’s success. While metrics and goals may vary for each organization, the ultimate goal remains the same, investing in relationships that will last a lifetime.

Gaining loyal consumers who not only monetarily support a brand but who amplify a brand’s messaging through social sharing and advocacy is worth its weight in gold. It is largely why global brands have been shifting their marketing budgets to investing in experiential retail.