Branding is one of the prime tenets of marketing. When a company is founded, outside of establishing core products or services, brand identity is the most important piece to nail down. Branding is the visual and behavioral representation of who your company is. According to this article, “A brand represents the sum of people’s perception of a company’s customer service, reputation, advertising, and logo.” This week, the EPS Water Cooler features discussion on why branding is more critical than ever at your marketing event. We also touch on how the event industry is embracing the tiny house trend. Finally, we deliver the third installment of why the brand experience is the future of marketing.
“Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier.” This quote, continued from the article above, summarizes exactly why branding is so important. It also illustrates why this importance applies to experiential as well. For most events, goals include promoting brand awareness and company value. Through events, companies also seek to acquire new customers. And, to accomplish these goals, event staff must have clear direction and motivation. Here are 10 reasons why great branding is so important for every marketing event.[Tweet “Through marketing events, brands create a memorable experience that is proven to earn sales.”]
Over the past few months, the EPS Water Cooler has featured a series of blog posts from Freeman on why the brand experience is the future of marketing. The first post defined “brand experience” and showed why they are so impactful. The article pointed out that today’s consumers “are also much more interested in collecting memories rather than “stuff.” The second post explored how brand experiences are developed, and how brands have turned to design thinking for insight. This final post discusses four ways the brand experience will evolve over the next ten years. It provides insight on how marketers can continue to use this medium to better connect with current and potential customers.
Experiential marketing has always excelled in generating “buzz” and positive brand awareness. But as the discipline has evolved, so too have marketers’ goals for events. A marketing event provides a company with a captive audience of consumers. Here brands engage face-to-face and create a memorable experience that is proven to earn sales. They can also gather critical market and product data. And, events are also a wonderful place to gather consumer contact information and generate leads. Here are 5 essential tips for gathering leads at an experiential marketing activation.
Retail has taken many forms over the past few decades. One of the most notable methods of recent is direct to consumer. While this business model is not new, the online space has given more companies access to operating in this fashion. In these cases, there is no storefront or physical brand presence. So can these companies practice experiential marketing? The answer is, absolutely. “Brand activations such as pop-up shops, product launch parties, influencer experiences, or space takeovers see high attendance and positive feedback because it is usually the first time, and often only time, consumers have to interact with these brands face-to-face.” Here are 4 big D2C brands that have done experiential extremely well.
While a growing number of marketers and brands are regularly executing experiential, there are still many who have not yet embraced the marketing event. Jumping into experiential is not simple, nor is it easy. To make your events well worth the investment, understanding the specific planning, strategy, and contingency requirements for successful events is paramount. Here, EventMB provides a detailed guide to experiential marketing for those beginning to consider it. From key event components to experiential on a budget, this resource is a great starting point for event planners.[Tweet “When planning your trade show set up, where should you be in relation to your competitors?”]
Out of home marketing (OOH) focuses on reaching consumers in the time that they leave their homes until the time they return. This method of marketing is all around us. It includes “billboard or transit opportunities that are used by smart marketers to intercept and intrigue people as they are out and about.” Experiential focuses on engaging consumers where they live, work, and play. As a result, there is a tremendous amount of overlap opportunity for these two disciplines to meet. Here are some key reasons why experiential and OOH complement each other so well. The article also offers tips on how to make this marriage work in the best possible way.
Face-to-face marketing is important, and part of the strategy for many companies is attending trade shows. Today, there are hundreds of trade shows spanning a multitude of industries. These can be prime places to generate leads and develop strategic partnerships. Developing a trade show strategy that includes an eye-catching booth and an attendee engagement plan is critical. Yet, much more basic is not only the what, but the where. Every exhibit hall is different, and every show has a unique set of attendees and circumstances. When planning your trade show set up, where should your booth be? Where should you be in relation to your competitors? What location will earn you the best results? Here are key considerations when choosing your trade show exhibit place.
If you have watched HGTV or perused lifestyle media lately, chances are you have seen tiny houses in action. These super-small living spaces can start as little as 100 or so square feet. But even with their tiny footprint, the structures still contain everything you need, including a bathroom, kitchen and living space. And as the article points out, “Tiny houses are also relatively easy to build and move from place to place, a fact not lost on event marketers who have jumped on the tiny house bandwagon.” Traditionally, experiential marketers have used a variety of structures for their temporary events. These include trailers, shipping containers, and more. With the advent of tiny houses, brands are seeing yet another great option to use when engaging with the public.
Every marketing event is unique, but in any situation, having a well-trained group of professional event staff is high on every list. Our free Perfect Event Staff Training System will ensure your team is prepared to reach your goals.