5 Keys to Brand Experience
Thursday, July 27, 2017
by: ILEA HQ
The Freeman Global Brand Experience Study, released earlier this spring, demonstrates that event planners and brand managers are placing greater emphasis on in-person experiences to build relationships and appeal to new audiences. Such events as fairs, festivals and trade shows are settings that present unique marketing opportunities in this regard. They offer a chance for brands to engage the public with one-on-one, face-to-face marketing. They provide a window of time to get the brand in consumers' hands and open a dialogue with them.
When done well, these interactions can indeed build valuable and lasting relationships and result in greater brand affinity. When done poorly, though, they can have the opposite effect.
So, what are the keys to creating a great brand experience?
- Plan well. The event itself is, of course, the most important factor. Planners should take into account the type of event, its reputation, its timing, the location and venue, along with the advertising and sponsorship opportunities it offers. Other factors to consider are the event's demographics and both its past and estimated attendance numbers. If those elements all line up with a brand's profile and consumer demographics, then it will likely be a good fit.
- Create a pre-event campaign that incorporates everything from press releases to social media posts, all of which must clearly reflect the brand.
- Get people to register using a registration site like RegFox Event Management. In some ways, the registration page is as important as the event itself in that it creates a feeling that people have signed up for something special and worth attending. The registration process also helps plan for numbers and can be used to find out more about attendees ahead of time or for future marketing.
- Don't forget to add a personal touch. For those attendees who have registered in advance, send a pre-event e-mail that both reminds people to attend and gives them a sense that they are very important to the event. At the event, be sure to create an attractive and coordinated look throughout, keeping in mind that first impressions are highly important. To this end, make use of banners, well-placed stands and promotional materials that prominently display logos and messaging.
- Integrate social media. Attendees should be able to easily communicate their brand experience at the event via such social media channels as Facebook, Twitter and Instagram.
In the end, it's all about designing and delivering end-to-end experiences. There is an opportunity to personalize each phase of the event experience. And don't be averse to taking inspiration from the biggest of marketers. Walt Disney Co., for example, has had great success over the years with its "magic wristbands." By starting the customer conversation early, the device has allowed the entertainment giant to personalize a guest's visit to their resorts (right down to dietary needs) before they even check into one of their hotels or set foot in any of the Disney theme parks.
Never forget that people want to connect with brands. Whether it's an automobile, fitness apparel or a health-care provider, they want to feel like they've gone with the brand that understands them and aligns with their own personal beliefs and lifestyle. As the positive results become more evident from immersive, personalized brand experiences, marketers are expected to boost spending in this area.