August 31, p107
Events as Branding Vehicles
Blake Goldsmith
In late August, event marketing experts from around the world gathered in Atlanta for an exposition held by Events Solutions. The purpose was to enlighten one another on all aspects of event marketing, management and production. The hot topic was branding. Branding is the ability to differentiate your corporate or non-profit event from all others; it's your unique trademark. And small- and mid-sized companies can reap the same benefits from event marketing, but on a different scale.
Special event branding improves bottom line performance and market share by creating new customers, thanking your existing ones and enhancing morale.
Meetings and events are a strong platform for the "experience economy." In the experienced economy, the customer becomes the product. Highly targeted audiences with strong demographic and psychographics profiles are motivated, educated, congratulated, and networked face-to-face. Max Carey, CEO of Corporate Resource, tells us, "Never create demand for your service or product or you will be replaced by a cheaper faster competitor. Create demand for your brand identity. Create the brand, sell the brand and live the brand."
Important questions need to be addressed before planning a marketing or employee event? Why are we holding the event? When will it occur? Where should we hold the event? What are the new and unique venues out there? Who are the potential clients? What image or brand are we projecting with this event? What are our goals? Should we create a strategic partnership with a non-profit organization? If so, what nonprofit fits in with our corporate identity and marketing goals? Can we get sponsorship or in kind support from our vendors? What promotional opportunities for media coverage exist? What is our budget? What is our ROE (return on event)? Once these questions are answered then the planning begins.
The trend for special events is toward authenticity and specificity. Create a Santa Fe theme at an art gallery while they are featuring an exhibition with a Tex/Mex theme. Design your invitation with one of the pictures displayed at the exhibit (after you have received permission from the artist, of course). Hire Native American dancers to do an authentic dance. The goal is to create an experience or a memory that visitors will not forget -- and will associate with your company. Give your guests the "wow" factor. Illusionists, laser shows, fashion shows, intelligent lighting and video productions are all more affordable with the new technology. Try something unique this holiday. Go for the ROE!
R. Blake Goldsmith is the president of Extraordinary Events in Baltimore. He can be reached at (410) 889-1171.