What are the best ways to use events for brand awareness?

En comunicación corporativa en mercados B2B, los compradores están hartos de eventos tradicionales. Recomiendo definir los objetivos de marca desde una perspectiva inmersiva. En lugar de limitarte a aumentar métricas superficiales generales como el tráfico web o el seguimiento en redes sociales, enfócate en crear experiencias memorables que inciten a la acción directa con los embajadores de tu marca, con metas como el aumento en la participación activa durante el evento o el número de contactos estratégicos adquiridos. Debemos diseñar eventos que no solo informen, sino que también emocionen alineados con los valores de la marca y lleven a la generación de leads. Ahí está el desafío.

Events define your company. Planning and execution of event’s play an important role in an event for a company. For event planning the selection of event date plays a major part. Set the goals, right place and right time for events. Events surely add on to the brand awareness for a company.

Creating brand awareness is all about memorable experiences. Host unique events that align with your brand's identity and values, inviting the community to engage directly with your products or services. Think pop-up shops, interactive workshops, or community service days that not only showcase what you offer but also embed your brand in the hearts of participants. Leverage social media to amplify these events, encouraging attendees to share their experiences online. This strategy not only brings your brand to the people in an impactful way but also fosters a sense of community and loyalty around your business. When people feel connected to your brand's story and ethos, they become ambassadors, spreading the word far and wide.

Communiquer avant, pendant et après l'événement. Soigner la logistique et notamment l'accueil et l'orientation. on peut rater un grand evenement à cause d'une mauvause restauration, un mauavis matos ou bien acceuil choisir la bonne date et lieu de l'evenement, l'éloigenement porrait etre un frein Immortaliser l'événement avec une bonne couverture audiovisuelle et des témoignages sur place. Inviter les journalistes à couvrir l'événement si la thématique convient comme un lancement de produit et d'initiative RSE ou autres et veiller à bien préparer les kits presse pour les journalistes pour avoir de bonnes retombées presse Et surtout, collecter le feedback à chaud, par e-mail ou en face to face pour améliorer la prochaine édition.

Leveraging events can be a powerful way to enhance brand awareness for an organisation. Here are some effective strategies: 1.Strategic Sponsorships 2. Thought Leadership Sessions 3. Interactive Booths 4.Networking Opportunities 5. Content Distribution 6. Social Media Engagement 7. Branded Giveaways By implementing these strategies effectively, one can leverage events as a valuable tool for increasing brand awareness.

One of the first things ever to do while planning any event is to determine the target audience of your event. This will help in a variety of ways. First, it helps you with the topics for conversation. This will help you properly analyse what discussions will interest your audience and add value to them. Second, it is also good to help you seek the right sponsorship and partnerships. You can pick a sponsor that aligns with your audience and they can find the perfect angle to promote their initiatives and value to them. The better you know your audience, the more engagement and value offered.

I guess, next to everything said, is knowing what your target group is interested in and even knowing better what they are not interested in! The latter will help you to lift further potential in planning your events successfully. Requirement for this approach is to be in constant exchange with all relevant target groups.

Através da minha experiência com eventos, vejo que utilizar eventos visando o reconhecimento de marca somente dá certo se você compreender profundamente o seu público-alvo e suas necessidades. Ao adaptar o evento para atender às preferências e interesses do seu público, você aumenta a relevância da marca e fortalece o vínculo emocional. Isso pode incluir a personalização da experiência do evento, oferecendo conteúdo e atividades que resolvam problemas específicos ou forneçam valor direto aos participantes. Além disso, criar oportunidades para interação e engajamento genuíno com o público durante o evento ajuda a construir uma conexão mais significativa e duradoura com a marca.

Conhecer o público e suas necessidades é essencial para organizar um evento bem-sucedido. Eventos de sucesso, na minha opinião, precisam ser relevantes, envolventes e significativos para os participantes.

By knowing your audience and their needs, you can tailor your event and address their specific concerns or interests. This can help you engage with your audience more successfully.

To achieve maximum brand awareness through events, it is necessary to ensure you have the right budget to achieve your goal while you create captivating activities, and utilise real-time social media interactions. It is crucial to create unforgettable experiences that are in perfect harmony with your brand identity in order to leave an enduring and meaningful impact on attendees of your event.

The event market is very competitive nowadays and it is much and much more difficult to differentiate yourself from your competitors. So you must be one step ahead of competition and try to have the unique advantage that they appreciate: it might me the informal context, the party experience or the memorabilia you provide.

Launch event must be a unique experience provided to media, influencers and other stakeholders that reflect creative thinking, and gestures of the brand. Its three phases represent, 'pre' for creating excitement, 'event day' for introducing the product and creating awareness at large, and 'long-tailing' to create discussion. The event is not just a one-day activity, but a sequence of activities to establish the brand.

How do you create a memorable experience for your event? You must ensure it is engaging enough and offers the perceived value. Use visuals, storytelling, and interactive activities to capture attention and make a lasting impression. By combining visuals, storytelling, and interactive activities, brands can create a powerful trifecta that transcends mere information dissemination. This approach fosters emotional connection, stimulates active participation, and leaves a lasting impression that goes beyond the fleeting moment of engagement.

When we think about events we should definitely think about something stimulating our senses, giving a real experience to the participants. That's the most difficult part because it involves studying the target, identifying what could represent the brand at its best, and differentiating from competitors. Is it worth it? When you see people coming, enjoying, and feeling valued I'd absolutely yes, especially when you can create memories lasting forever. But to make sure the experience gets stuck, it can't be a one-shot event - you need to follow up, think about the following format, and have a strategy for all the plans ahead, taking into consideration the guests' feedback and the mistakes made. That's the way to increase awareness, IMHO!

No estoy del todo de acuerdo, el fenómeno influencer está sobrevalorado y va a pasar de moda, corremos el peligro de que se conviertan en protagonistas del evento desdibujando el valor de la marca y personalizandola en perfiles concretos con los que no todos los públicos confluyen. Pueden ser útiles para el marketing y determinados productos de consumo masivo, pero no para crear valor de marca en sectores empresariales serios, que huyen de la farándula y de una exposición tan banal.

Para promover um evento de sucesso, é fundamental contar com o apoio de influenciadores e aliados da marca. Com o avanço do digital, para fazer com que seu evento tenha ainda mais sucesso não apenas no local, mas por meio da crossmedia, fará com que haja repercussão antes, durante e após o evento. Como um exemplo prático, cito a cobertura que fiz de uma conferência anual da Adobe, realizada em Las Vegas, nos Estados Unidos. Fui ao evento como repórter de uma grande revista de negócios do Brasil, acompanhar as tendências de mercado e as novidades da companhia. No evento, não havia apenas especialistas de tecnologia, por exemplo. Mas atores e pessoas que falavam sobre comportamento. Isso fez com que o evento se tornasse memorável.

Para aprovechar a los influencers y otros aliados estratégicos en la realización de eventos para dar a conocer una marca, se pueden seguir los siguientes pasos: Investigar, contactar, co-crear, promocionar y difundir.

In my opinion and based on my learning experiences at Red Bull, leveraging the power and reach of influencers and advocates is indeed one of the most effective strategies for enhancing brand awareness through events. By collaborating with influencers who align with our brand values and resonate with our target audience, we can amplify our message and extend our reach to new and diverse communities. Additionally, nurturing relationships with brand advocates empowers us to harness authentic advocacy and word-of-mouth promotion, which are invaluable in building credibility and trust.

En este tema es clave el saber elegir los influencers que de verdad tienen poder sobre tu público objetivo. Si no, el efecto puede ser el radicalmente opuesto y perjudicar el posicionamiento de tu marca.

Es importante considerar el "share of voice" durante los eventos para evaluar la cobertura mediática y analizar quiénes son las voces principales que generan valor de marca durante el evento. Los KPIs deben ser SMART (Specific, Measurable, Attainable, Relevant, Time Framed) para ser efectivos y orientados a objetivos concretos y medibles. Medir estos KPIs proporciona una visión integral del evento, permitiendo identificar áreas fuertes y áreas a mejorar, así como tomar decisiones informadas para futuros eventos.

Avaliar o desempenho de um evento com base em metas e métricas é fundamental para garantir que ele foi eficiente em termos de recursos. Para ter certeza de que, no próximo evento, tudo seja direcionado para as áreas que têm maior impacto e retorno.

There is always room for improvement, so post-event evaluation is also a must-do. Collection and analysis of data after the event for further improvements and overcoming the deliverables during event execution will help an event planner to deliver the best next time.

La phase finale implique l'évaluation des performances de l'événement en fonction des objectifs et des indicateurs. Analysez les données et les retours pour mesurer l'atteinte des résultats souhaités, identifiez les points forts et faibles, puis tirez des enseignements pour améliorer les événements futurs. Évaluez la pertinence auprès du public cible, la valeur du contenu, l'engagement de l'expérience, l'utilisation des influenceurs, la génération de contenu par les utilisateurs, l'augmentation du trafic, l'amélioration de la notoriété de la marque et la croissance des prospects ou des ventes.

Es lässt sich immer etwas besser machen. Darum sollte am Ende einer Messe bzw. eines Events unbedingt eine Bewertung stattfinden, damit man für die nächste Veranstaltung dazu lernen kann.

Anyone who has planned events knows that they can be complex, time consuming and expensive. So how can we make sure that investing time and budget into events is worth it? One way is to approach an event as a moment for content creation. In addition to stakeholder engagement, events can be leveraged to create content to support other brand marketing efforts. For example, attendees can be interviewed for testimonials that can be packaged into social media content or a video. Photos can be taken for websites, social content and other publications. Attendees can be rallied to post online to help evangelize an organization’s message. Events are best viewed not as static moments but as content creation opportunities for future branding efforts.

To effectively boost brand awareness you want to tailor your events precisely for your intended audience. Design them with your target audience's preferences and locations in mind, creating an environment that feels both exclusive and relevant to them. Prioritize setting specific, attainable KPIs such as increased social media engagement, direct feedback scores, or conversion rates post-event to measure success. And before committing, don't forget to weigh the costs against other marketing strategies; although costly, well-executed events have a remarkable ability to generate the coveted word-of-mouth promotion and secure positive media coverage.

Be helpful. Before promoting anything, ask yourself what your target audience’s pain points are, then offer to solve some of that. That could encompass offering labs, Q&A sessions, and 1x1 meetings with customers and potential customers. Offering help and sharing knowledge for something people really want to know automatically builds reputation and thought leadership.

Es necesario tener muy en cuenta que la fecha elegida no se cruce con otro evento (partidos de fútbol, eventos políticos, etc.). Esto permitirá un mejor posicionamiento del evento. Tu evento debe ser parte de la narrativa de tu estrategia, es decir haz que cuente la historia también. De esta manera será más fácil para los embajadores de marca, por ejemplo, unirse y así aprovechas todo el impacto.

Craft unique experiences that resonate with your audience, like workshops or interactive activities. Amplify reach with social media buzz, using hashtags and encouraging engagement. Partner with influencers to tap into new audiences. Remember, content is king: offer valuable information, showcase expertise, and tell compelling stories that leave a lasting impression.