by So you’ve seen Converse’s One Star Hotel and Google’s pop-up doughnut shops and wondered how to increase brand awareness with events.
Let’s see if we can help out.
Read this article to learn…
- Why events are such great brand awareness tools
- How you can organise one to boost your own brand
- Some ideas for the type of events you can put on
Let’s get the word out about your brand!
Why events can help improve brand awareness
You’ve probably heard that people don’t want products, they want an experience. That’s only partially true.
While people do want to buy an experience, the right experience will also make them want to buy the product.
Extensive research into this phenomenon tells us that successful brand awareness events are an invaluable part of a company’s marketing strategy.
No less than 98% of consumers are more likely to buy something after attending a cool event that gave them an experience.
So let’s dive into how you can give an experience…and receive more sales in return.
Your next event could break records
Create an event
How to plan an event that gives maximum brand awareness
There’s a lot to consider when branding an event for maximum exposure. Fortunately, there are also a ton of great brand awareness tools you can use. Let’s go through them one by one.
1. Define your brand
The first step to planning an event that will increase awareness is to define your brand clearly. That means determining your colour scheme, tone of voice, values, and brand persona.
2. Define your target audience
Once your brand is clearly defined, you will have a much better idea of who it will appeal to. All of your event planning efforts should go into targeting the right audience for your brand.
3. Choose an event theme
The theme of your event should be consistent with your brand values and your target audience. It should be the honey that attracts people to your brand and gives them a reason to engage.
4. Pick a memorable venue
With the event theme in place, you’ll be in a good position to scout for appropriate venues. The venue should not only be consistent with your brand and theme but also help sell the event itself.
5. Tell a compelling story
A good story sticks in people’s minds. Use your brand definition, event theme, and venue to tell your target audience a compelling story that they can be a part of by participating in your event.
6. Create an event website
You might already have an established website for your brand, in which case you can promote your event there. But it might also be a good idea to consider a dedicated event website.
7. Create engaging content
Most of the pieces are in place, so it’s time to create some marketing content for your event. Form a content strategy that includes blog posts, videos, memes, GIFs, and email newsletters.
8. Get on social media
You should now be armed to the teeth with great marketing content. Put together a social media schedule so your brand constantly stays at the front of people’s minds in the run-up to the event.
9. Promote with PPC ads
The organic reach on social media ain’t what it used to be. So you might have to invest in some PPC ads on Google, Twitter and Facebook to push the content you’ve created for your event.
10. Create contests
Everyone loves to win free stuff, so make sure you create a ticket giveaway contest as part of your event marketing. Ask people to tag your account or share your content to participate.
11. Use hashtags
Hashtags are still a good tool for discovery and promotion on platforms like Twitter and Instagram. Create a short, unique, and descriptive hashtag for your event branding.
12. Reach out to influencers
Another way to increase your brand awareness is to team up with a relevant influencer. That could be a social media star or a local celebrity from the community you’re holding the event for.
13. Run a PR campaign
Write up a press release for your event and try to get it published in relevant publications. That could be industry magazines, local newspapers, or event niche blogs related to your brand.
14. Get listed on event sites
Many people head over to discovery sites (like this one) to find out about upcoming events. Most of these event listing sites can also help you sell your tickets — two birds, one stone!
15. On-site branding
Finally, it’s important to consider what to brand at the actual event. Some of the things you can brand include the food, staff clothing, exhibition booths, social walls, and marketing collateral.
Create an experience that inspires, connects and is remembered forever
Create event
A few event ideas to raise brand awareness
We’ve talked about how to create brand awareness with an event. Let’s now look at what type of events you can organise.
1. Music events
Music concerts and festivals can be a very rock’n’roll way to create brand awareness. The iTunes Festival (later Apple Music Festival) worked wonders for Apple as a brand.
2. Sports events
Another action-packed event you can organise to promote your brand is a sports competition. Red Bull has dabbled in music events, but they’re best known for their connection to sports.
3. Food and drinks events
If your brand is all about the taste, it makes more sense to put on a food and drinks event. Tiger Breweries has had great success with their world-wide brewery tours.
4. Wellness events
Does your brand revolve around beauty and wellness? Then your best option is to show off your products with a wellness event. Check out 7th Heaven’s pop-up bunny spa for inspiration.
5. Charity events
Teaming up with a good cause can also work wonders for your brand. You can also help raise funds for a charity at the same time, so consider organising a charity event.
6. Workshops
Workshop events come in many sizes and shapes, but they can be a great way to promote your brand whether you’re into art or technology. See KneeVR’s health workshop for an example.
7. Shows
Live shows like comedy or dancing can also help boost your brand awareness if done right. You can also take it to the next level by live streaming your show for maximum exposure.
8. Private events
If your brand targets a more exclusive audience, then a private event might be the right way to go. Round up some VIPs and make your event (and brand) as exclusive as possible.
Ready to boost your brand awareness?
You now have a step-by-step guide on how to plan an event that can boost your brand’s awareness among your target audience.
You also have a handful of great event ideas you can use as a template to organise your own branded event.
Got any first-hand experience with brand awareness events? Drop us a comment below!