Building a strong brand is not easy, neither for newcomers nor for established companies. Brands are "brands" because they offer their target groups a unique value proposition. A brand differs from a mere product/portfolio primarily through the "extra" of contact/dialogue, virtual or personal experience and trust. Events are an excellent way of creating these added values.
Live marketing activities in the form of attractive face-to-face or virtual events for the brand’s various target groups should therefore be an integral part of any brand strategy. However, new ideas are always needed to motivate as many people as possible to participate in the brand’s events. The editorial team at EventMasterBook.com has compiled some event formats that specifically support brand building.
MSM Event (Multi-Sensual-Marketing Event): The brand is transformed into different sensory experiences that can be experienced on site. How does the brand taste, sound, smell, feel and look from different perspectives and in different environments? Bringing a brand to life with all the senses is a proven concept for exciting business events. Involve the target group in the development of these brand experiences! Ask the people on site to define the above-mentioned "translations" themselves. Offer a fragrance workshop, a songwriting workshop, a "smoothie lab" etc. It’s fascinating to see how different people interpret the brand message in different ways. This can provide valuable insights for future brand activities.
Hot Topic Event: Stage the brand in connection with a theme that is highly relevant to the target audience. People are less interested in products than in exciting topics. Choose a current lifestyle or business theme that fits your brand and create an exciting experiential space in the format of an exhibition, experience trail, or a festival event with a good mix of information, entertainment, interaction and networking.
Gamified Brand Event: A gamified event format is very attractive to many people. Bring the brand to life through games and challenges. Find out which games, gaming platforms and experience themes are currently popular with the target group. Develop suitable games and challenges that can take place in person, hybrid or exclusively in virtual spaces.
User-generated Fan Event: The brand community, not you, determines the program. Encourage your brand community to suggest what they would most like to learn about the brand and who they would like to meet in person at the event. Develop an exciting event program accordingly and present the whole thing as a "Super Fan Event". Announce the event as a "Community Convention" (or similar) so that every visitor can feel like a real VIP.
Immersive Brand Presentation 360°: Enable people to virtually "dive" into the brand with a very special 360° presentation. Choose a location that is suitable for large-scale 360-degree image and sound projections. Develop a story that tells the vision, mission and values of your brand. Summarize it all in a video and present it in large images throughout the space, accompanied by appropriate sounds. Visitors will feel as if they are right in the middle of the brand experience and can move around in it. An unforgettable experience.
Branded Green Event: Although more sustainable events and "green events" are urgently needed, they are currently not very popular. Experience with events that are explicitly declared as "sustainable events" shows that many people think that such an event would take away the fun factor. However, this is not necessarily the case. Many people are very interested in the sustainability efforts of brands and companies, so an event that makes this commitment explicitly tangible will appeal to many fans. The idea of making a brand’s various CSR (corporate social responsibility) activities the overarching theme of a brand event can be perfectly combined with the concept of immersive brand presentations (see above). Steps towards a better world, presented in large images and with matching sounds, definitely leave a long-lasting positive impression.
Cover image (collage): eventmasterbook.com
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Brand Management, Event Management, Event Ideas, Branded Events, Brand Building, Event Formats, Event Planning, Event Manager, Brand Manager, Tips, Inspiration
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