Whether you’re a traditional bricks-and-mortar store or an online business, you know that your brand is about much more than just your logo. It’s the feeling your products evoke and the ideas people associate with your company that makes all the difference to people’s engagement with your company, and their willingness to invest.
That’s why events are such a powerful way to build your brand. It can give you a chance to mingle with customers/clients, provide additional networking opportunities, and even help produce some revenue.
However, hosting an effective event requires a lot of planning and preparation. A hastily thrown-together event can damage your business by wasting money or tarnishing your brand. You might feel like you are flying by the seat of your pants with your event, but you don’t want others to know that!!
Here’s a quick guide on how to build a strategy to amplify your small business brand through event marketing.
Decide whether to join in or D.I.Y.
Whether as a vendor, speaker, or sponsor, there are plenty of ways your small business can get involved with existing events. These partnerships let you take advantage of the reputation of established events — without all the effort it takes to organize your own event.
But if you really want to make a splash with your brand, the best way is to organize your own event. You can start small: Your first event might be a simple Grand Opening event, an Open House, a Meet & Greet or a Launch Party.
Create an event brand.
As a business owner, chances are you already put a lot of thought into your marketing. When you throw events into the mix, it’s important they have their own brand focus. You can create an event with its own memorable appeal. Here’s how:
- Make it unique. Offer something other events don’t. That might mean a compelling celebrity guest, like a local chef or visiting expert. Or it might simply mean an experience they can’t get anywhere else.
- Make it meaningful. Consider your target customer base and what they really want. You can do this by researching the needs of a demographic. Or if you already have customer data from past events, sales, or even surveys, use the data to inspire experiences that will satisfy your audience.
- Make it authentic. Yes, you’re doing this to build your brand. But if you’re not throwing events that speak to what your business represents, people might have a good time — but they won’t become loyal customers.
Creating events with an intentional eye on brand is critical, but once the event’s in motion, it’s equally important to ensure a smooth, enjoyable experience that has people leaving as raving fans.
Make the experience easy for attendees.
You’ve done all the legwork to conduct a fabulous event. But now your attendees — who were so excited by your promotion — are stuck standing in lines instead of enjoying themselves.
One of the easiest ways to derail your brand is with poor logistical planning. From the get-go, make it easy for attendees to do things like:
Buy tickets. Team up with an event ticketing platform (like Meetup.com) that has a simple ticket purchase process built for all kinds of electronic devices.
Purchase merchandise, food, and drinks. Contact a local caterer or chef who can help you with food and drinks at your event. You may also offer them sponsorship and tie up with their services for a certain period of time. This way, your event will be known for your “feast offering” and at the same time help a fellow small business owner to market his services. Win-win!
#ourplacemelbourne #ourplaceisyourplace #melbournemeetingrooms #meetingrooms #eventorganisers #boutiqueeventspace #melbournevenue #morethanjustavenue #melbourneevents #businessbuildingevents
* * * * * * * * * * * * * *
At Our Place Melbourne we are passionate about doing everything we can to make your event outrageously successful. Despite only launching in March 2017 we have made a big impact with our high value offering, our dedication to community, and our commitment to offering a uniquely personalised event hosting service for all of our clients and their guests. Stay tuned for our next big announcement. It’s always just around the corner. And please, don’t hesitate to contact us here, or in Facebook. Or email us on firstname.lastname@example.org We are only a message away.