If you've grown your events to a stage where you need to think about your brand, you should begin to look at your brand footprint and audience touch points.
How, when and where does your audience interact with your event brand:
How many times does your audience (or stakeholder) interact with your brand?
How is your audience growing and where are they based?
Where do they interact with your brand - offline or online (which platforms)?
This will help you understand how to tailor the different parts of your marketing strategy to engage with them.
Your brand footprint is influenced by all aspects of the event: its marketing, advertising, sponsorship opportunities, speaker and exhibitor involvement. It's important that each element in the process contributes to a consistent image and message so that there is an identifiable association between all aspects of the event.
This is where, possibly, having a strong website plays an important role in building relationships with attendees. The website should be designed in such a way that it can easily be accessed by all devices and platforms. A website that is compatible on mobile devices will help increase reachability as well as provide easy navigation for users on the go.
You need to start working out what other ways in which you can get them engaged with your brand so that when it comes to making an actual purchase decision for tickets or sponsorship, they already know what they're getting and have already bought into the idea of getting involved.
We hope this will help you with your event marketing. Stay tuned for more creative event ideas!
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