Establishing a strong brand for your event helps you differentiate your event and build loyalty with attendees. While branding encompasses everything from your logo to the way you write your social media posts , your on-site experience is critical to building a memorable brand.
After all, having a captive live audience gives you the rare opportunity to fully immerse people in your brand. But how do you create a brand experience that goes beyond slapping your logo all over walls of your venue?
1. First impressions are everything.
From the moment a guest arrives at your event, they should have a sense of your brand. Consider key moments of entry where the most people will interact with your brand: the front door, the entryway of your venue, or even your registration table. These areas are worth investing in because they’ll get the most eyes.
Especially if you’re working with a limited budget, prioritize your high-impact points of entry — and don’t worry about placing costly signage at every turn.
2. Quality over quantity.
Don’t just throw your logo everywhere. Sure, you want your logo prominently placed throughout your venue, but think about the big picture. It’s about creating a clean, consistent look throughout your venue. You want to come off as polished — not pushy. Think about subtle ways to weave in your brand look and feel at key touchpoints like:
- Building exterior or front gate signage
- Registration or check-in area
- Directional signage within the venue
3. Creativity counts.
Beyond traditional signage like banners, think about how can you surprise and delight your guests with your brand experience. Instead of traditional foam core signs placed on easels, why not create floor decals? In place of printed posters, how about on screen motion graphics that catch your attendee’s eye?
Here are a few other ideas to get you started:
- Coffee sleeves: Include your event tagline!
- Projected lights: Project your logo or brand color(s)
- Window or column clings: Put them in unexpected places
- Swag guns: Shoot swag from a “swag gun” onstage to engage the crowd
- Photo booth: Create a fun branded backdrop or frame to give attendees a photo op (An added bonus? You’ll improve your chances of attendees sharing your event
4. Engage your audiences before and after the event
- Event lasts longer and people have the ability to connect with friends long after the event
- being able to network, network, network
- better audience to advertise next years event
- Sponsor have better presence, and intern stronger buying power!
Courtesy of Doubledutch.me
Bryan Peters , Meetings Expert Consultant with American Express Meetings and Events, Questions/ comments? Bryan.firstname.lastname@example.org or call me at 330-274-7353
MEETINGS EXPERT Consultant, a freelance independent contractor, duly appointed by and working in association with American Express Meetings & Events. “American Express Meetings & Events” is a service provided by American Express Global Business Travel (“GBT”).