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Event Marketing: Event Brand Franchising

on November 24, 2023

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EVENT MARKETING: Ideas, Insights and Strategies

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Are You Just Another Logo on a Banner?

Exhibiting at a trade show, conference, or festival requires a significant investment of time and budget. But many exhibitors have a passive strategy : booking a booth, setting up displays, and waiting for passing attendees to stop by. You’re just another logo on a banner. For attendees, being on the exhibition floor can quickly turn into just window shopping. If you want to build deeper engagement and stronger brand recognition , your booth should only be the start. Ever thought of hosting your own side event ? Go from Passive to Active Engagement : Instead of competing for attention in a crowded hall, create your own space where you can control the environment and have a real dialogue with attendees. Reach out to the event organizers early: Ask about, e.g., renting breakout rooms , hosting official morning coffee meetups, or anchoring a post-floor happy hour. Use the side event to host a workshop, a roundtable discussion , or a Q&A session. A side event gives intereste...

Customer Experience Lives in the Frontline

Your best brand experiences for your audience may not be from hiring an outside marketing agency. An outside agency probably won’t know your audience or customers as well as your frontline staff do. Look at what the big brands are doing: Starbucks has its ‘ coffee creators ’ that turn employees into influencers who create experiences at stores building a relationship between customer and brand Apple holds workshops in its stores that create a sense of community and customers get experience of Apple products. What other brands are doing something similar? These experiences are like micro-events that engage your audience and make them participants in your brand. Employee influencers can be experience and event creators for your brand. In-house experience or event creation creates brand ambassadors of your staff. Time to rethink how you create your brand experience for your audience. How are you creating your in-store experience? Let’s swap ideas in the comments below.

Content is No Longer King. The Room Is.

Content is Just the Ice-Breaker. We’ve all been to conferences where the speaker delivers a brilliant, data-heavy presentation, the audience applauds, and then… everyone walks out to the coffee break and stares at their phones. It’s a massive missed opportunity. People don’t pay hundreds of dollars for information they could have found online. They pay for the room. They attend business events to network, make contacts, secure leads, and convert those leads into customers. And, in the age of personal branding , people also want to build their own networks. If networking is the real product, your agenda shouldn’t crowd it out. It should fuel it. Flipping the Script on Keynotes . Too many event organizers treat speeches as the main event and networking as the “intermission.” It should now be the exact opposite. The Shift: Speeches and Q&A sessions shouldn’t just deliver content. They need to act as structured ice-breakers for the conversations that happen after the mic turns o...

The "Next Best Thing" is Getting Better: The Evolution of Hybrid Events

We’ve spent years viewing “hybrid events” as a compromise. A grainy livestream for those who couldn’t make the trip. But the ceiling for remote attendance just got significantly higher. The latest signal? Apple TV is bringing F1 races to IMAX theaters . This isn’t just about bigger screens; it’s about a fundamental shift in how we define “being there.” Why Theaters are the New Front Row For high-stakes live events, the gap between a laptop screen and the actual venue has always been a chasm. Moving the broadcast into cinemas solves the two biggest pain points of remote viewing: Shared Energy: You can’t replicate a crowd’s collective gasp or cheer in your living room. Theaters provide the community aspect of a stadium without the travel + accommodation costs. Sensory Scale: In the case of F1, seeing a car at 200mph on an IMAX screen—with professional-grade sound systems—is an entirely different product than a standard home stream. The Strategic Shift We are entering an era of t...

Can AI Do What Event Professionals Do?

Event Profs: An AI -proof Job? You keep hearing news about companies making lay-offs due to AI. The question for a lot of people is: what can you do to be AI-proof? AI can do lots of things. But can it plan and host an event? No! Not yet, at least. AI can definitely help event professionals in their work but it can’t do all that is required in the job. Event professionals should be one of the most sought-after jobs. In the AI economy , live events (F2F marketing) take on more importance to brands so they can build trust. Events are also the go-to platform for brand collaboration. Brands should know how to collaborate effectively with event professionals. Live events can’t (yet) be done by AI. You still need a human to organize these. Event professionals still have some level of AI-proof to their roles. We would love to hear your views on: Are brands treating event marketing as a cost that can be cut? Are brands making the best use of live events to grow? As an event professional, how...

Living the Experience

Event marketing , or experiential marketing , if you prefer, is continuously breaking boundaries in brand collaboration . We’ve written a lot before about how events are platforms where brands can collaborate and, also, how artists use their events to grow their brands through collaboration. Search this blog. A recently announced brand collaboration caught our attention. A new music festival-branded, residential development in Miami is coming soon that has a live DJ and dance club: the Palm Tree Music Festivals branded development: get more in the Wall Street Journal article . Event, experience brands collaborating with real estate developers. Who would have thought it! Take this idea further, and imagine residences being built in stadium complexes. Living there, you’d have access to live events around the year. Even imagine an event brand, like Coachella or Tomorrowland building an event venue with residences! Living there: would that be a great lifestyle or sensory overload? With...

Event Marketers: Learn the Language of Data

Event marketing is a powerful tool for building brand awareness and generating leads. However, organizing and executing successful events requires a lot of effort, time, and resources. To make sure that your events are delivering the expected outcomes, you need to measure their success with data. As an event marketer, your job is to create experiences that engage and inspire attendees. However, achieving success in event marketing requires more than just creativity and planning. Today, data analytics plays a crucial role in the event marketing landscape. By learning the language of data, or hiring someone that knows, event marketers can unlock a wealth of insights that can help them create more effective and engaging events. Data analytics has revolutionized the way event marketers approach their work. By using data, they can analyze and measure event performance, optimize strategies, and get insights into audience behavior. To harness the full potential of data, event mar...

How Do People Choose Events to Attend?

Is there some way to measure what value you will get from attending any event – in order to help you decide which events would be better for you to attend? What factors do you consider before attending or choosing a particular event? E.g.: - Cost of attending – ticket price, travel, accommodation, etc., - Other people who will be attending that you would like to meet - Enjoyment - You want to be seen there - Estimated business you hope to get done - You hope to learn something - The number of people attending - Someone else is paying for you to attend - Can attend remotely online - Convenience - People you already know will be attending - The ‘breakout rooms’ that will be organized for you to attend - The activities that are organized at the event – e.g., giving you an opportunity to speak - Location of the event - You can combine the event with other activities e.g., Meeting clients who are based in the event city Which factors are more important to...

Improving the Quality of Your Feedback

If you're hosting events, you need feedback from your audience. More thoughts from our last blog post. Audience members may be reluctant to give you their real thoughts on your events for various reasons. So, you need to create an atmosphere of confidence and trust with your audience. Just as you put effort into your event, you need to put effort into how you go about getting feedback. With feedback, you need to see what works better for your audience. You will need to adjust your ways of getting feedback that suit your audience. The more you can improve the quality of the feedback you get, the better your events can get. For example: 1. ask audience before your event what they might want included, timing, location etc.,; 2. you ask them during the event for feedback and what they might want in future. Get people to write down their thoughts as they go along — especially if they're attending a multi-day seminar or workshop. At the end of each day, ask everyone in the room to wr...

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