Webster defines a “brand” as “a particular identity or image regarded as an asset.” Market research tells us that customers who are emotionally engaged with a brand are:
- 3x more likely to recommend that brand
- 3x more likely to repurchase
- Less likely to shop around
That’s all well and good, but until you experience a real connection—or disappointment—with a brand it’s hard to truly understand the impact these experiences have to the bottom line. Best case scenario, your brand performs so well that your clients are turned into brand evangelists. And brand evangelists are a marketer’s dream.
We see it time and again—initial interactions with a company contact can paint a picture of the brand that’s reflective of that one particular individual. But exposure to the brand (through an immersive experience) can paint a much different picture of its character, vision and values.
That’s the power of a well-branded event.
An event can bring a brand to life like no other marketing tool—if it’s done right. A signature color can boost brand recognition by 80%*. A comprehensive event blueprint can deliver powerful experiences by combining high impact branding (think wrapped busses and signage that would only fit on the side of a very large hotel), and small/unexpected touches (food in only the colors of the event, branded apparel on the people working the registration desk, colored soap in the public restrooms). Your attendees will be immersed—and that is a key element of engagement. You may even learn just how crazy brand evangelists can be!
And more important, when they return home, they’ll have a story to tell and the excitement to share it with everyone they know.
So, what makes an event “must attend?” What’s the secret to persuade attendees to keep coming back—preferably with a friend or coworker? Sure, expanding your budget or hiring well-known speakers and entertainment makes sense if you can swing it. But we had found that event branding was a brilliant way to stand out—and you could do that without breaking the bank.
At MotivAction, we’ve developed a framework—a blueprint—to ensure we are going about this the right way.
To develop a successful event brand, ask yourself:
- Who is the attendee?
- What venue(s) will the event be held at?
- What’s the destination?
- What are the personality and esthetics (of the client, attendee and venue)?
Then there is the shift in how you think about events. It’s really about delivering unique experiences to each attendee rather than building an event that caters to a group.
- Who is our target audience?
- What types of things motivate the audience?
- What are they looking to get out of an event?
- Who do they want to connect with?
- What content and speakers will be the most engaging?
After you’ve answered these foundational questions, it’s critical to remember to keep your event unique, authentic and meaningful as you work through the creative development process.
Creating impact during pre-event, onsite and post-event is integral to the success of an event.
And when you are bringing a brand to life onsite, no detail is too small!
In summary, the groundwork is well worth it. And if you go about things the right way, you too may be left with customer kudos like these:
“Artwork used across the last three summits was amazing. [The team] went above and beyond to make sure we were satisfied with everything, and even found added value opportunities across some of the properties for us to display our brand.”
“The branding was without a doubt the best I have seen… the award you all won for the Branding/Creative is proof [of] it. You [involved] the entire team, impressive!”
*From a study by the University of Loyola, Maryland