How can you successfully brand your event?

How can you successfully brand your event?

Today’s business world is largely populated by suits and entrepreneurs. These entities try everything to be visible. But for most, their inability to stand out from the crowd holds them back.

It’s no secret that building strong branding is an essential lever for company growth.

Everywhere you go, people know the names of the best-known brands and what they stand for. You can establish what your audience needs. And you want your audience to collaborate with you.

If you’re ready to learn about the benefits of powerful brand awareness and the role of events in it, here are three tips to help you stand out from the crowd.

But first, what is an event?

BtoB events are communication levers that can be used both internally and externally. Every event communication has a precise objective and encourages a specific type of action for a given target: employees, suppliers, service providers, etc.

This practice not only gives you visibility, but above all enables you to convey the message you want to your audience. Whereas previous event techniques focused on “push” communication (CEO monologue, top-down announcements, …) the concept that AppCraft suggests instead is the construction of a win-win bilateral relationship.

This is one of the reasons why branding is necessary: to establish a strong image in the minds of the people attending your event.

Why is it important to hold an event?

Putting on events is the cornerstone of any company’s brand awareness. It’s a way of introducing yourself to the world and creating a space to share your ideas, exchange ideas, humanize your structure and make it more accessible to your audience.

If you think of major brands such as Coca-Cola or Citroën, they all seem to have a defined objective and a common focus. They have a mission and know how to execute it, know their target audience and manage to convey a controlled perception of their image in their respective sectors.

Every company, through events, must seize the opportunity to build its branding. This shows your audience your company’s values and what you stand for. The event must be the reason why your audience is attracted to your company rather than to that of a competitor.

If you don’t make the effort to promote yourself, people will create their own image of you. An image that is potentially skewed by their interpretation of your company.

If your aim is to stand out from the crowd, emphasize your innovative and human side. And events are the perfect channel for this!

What are the advantages for a company of staging an event?

  1. Increase your visibility: every day, billions of people exchange information on the Internet via social media. Use this! If you’re looking to get noticed, it’s worth setting up an event with strong branding and well-crafted communications via a variety of channels. If your communication goes viral, you increase your market visibility. If you choose the right channels, you’ll increase your visibility with your target audience.
  2. Improve your credibility: an event can help you stand out from the crowd and inspire confidence in your message. An event with good storytelling can give everyone the feeling that they can trust you. This contributes greatly to your credibility. This is one of the undeniable keys to a successful event and a long-term relationship with your target audience.
  3. Increase your revenue streams: This means attracting people’s attention long enough to exchange what you have to offer. The more people you reach, the greater your chances of increasing sales (provided you target your communication properly). In fact, some tools allow you to collect all the data from your events, so you can easily generate a return on investment (#ROI).

The event CRM you urgently need

With AppCraft’s CRM platform, bring all your tools together in one place and create a seamless event experience for your attendees, guests and exhibitors. You can seamlessly manage registrations, participants and content.

Here are 3 tips for a successful event:

Conveying your values and storytelling

Focus on a specific message

When planning an event, it’s important to define your communication objectives in advance. Would you like to develop your sales? Launching a new product/service? Communicate your strategy to your employees? Network with your suppliers? Defining your objective will enable you to create a unique branding tailored to your audience and that will make you stand out from the crowd.

If you don’t have a clear and precise message, it will be difficult for your audience to understand your message. Deliver a clear, specific message so that your target audience understands exactly what they can expect from you and your company. Ultimately, your brand will be more likely to attract the audience it needs if your values are aligned with its own.

For example, one of our customers decided to digitize their Cybersecurity Week and set up fun workshops to create commitment. At their event, only one topic was highlighted: as you may have guessed, it was cybersecurity. And their event had just one objective: to raise awareness among their employees. If this customer had tried to cover other topics, they would have potentially lost some of their participants’ commitment.

To achieve high engagement, you need to go through a thought process to determine what your issues are, your context, your target audience, your message… But also how these factors correlate. This will create an impactful event and a positive return on investment.

Once you’ve found your specific message that fits your event, it’s time to implement a communication strategy that stands out.

Your goal must be a subject that interests you and your audience. Who adds value to the lives of your audience in your industry.

How do you choose your message? Here are a few steps to follow.

  1. Think about what you want to convey. Think about your company’s values, your interests and your skills. What kind of campaign can you imagine incorporating these elements? This is often the best way to find out where your specific message lies.
  2. Examine your past experiences. Think about your past events: which format best engaged your participants? What added value did you offer them? These are good KPIs with which to evaluate your event. How do you want people to remember your event?
  3. Explore areas not yet exploited. This may seem counter-intuitive at first glance, but it’s actually one of the best ways to find a specific, engaging message. Because today there are so many people trying to cover every possible subject that some messages are saturated. If you want to stand out, find a message where few competitors are currently positioned and claim it as your own. This will help your audience connect with you and remember you.

In conclusion, you need to define a targeted audience to tailor your message specifically to them. Remember that every individual is unique, so it’s vital to target your audience and tailor your message to their expectations.

A visibility strategy to boost your audience

A visibility strategy to boost your audience is the art of an event. We live in an age where we are constantly being solicited and harassed by messages. So it’s not surprising that we’re becoming less able to be receptive to the messages we send. That’s why it’s important to implement a visibility strategy.

This strategy will help you connect with the people who make up your audience. It shows who you are and what makes you different from others in your specific message. This will determine – more or less – whether your event will be a success.

Communication has been ingrained in us for thousands of years, and we know that it engages our brains at an emotional level that helps us remember messages better.

Everyone needs a story to hold on to. So, to solidify your corporate branding, ask yourself:

How did you get started?
What was your most memorable moment?
What are your core values?
The starting point is to identify what motivates you, look for other similar stories to engage in relevant storytelling and then build a case around this strategy.

In conclusion, storytelling is crucial to a communication strategy that will give you visibility. Because stories touch our emotions and inspire us to act. But even the best storytelling in the world won’t have any impact if it isn’t properly conveyed to the right audience.

Every interaction counts

Start by considering your branding as the result of what people say about your company. What three to five words would your colleagues, employees, personas or customers use to describe your company? If you haven’t asked them yet, we recommend you do. Once you’ve received feedback, think about how these words reflect your company’s values, passions and strengths. Now think about how they can contribute to both achieving your goals and creating value in the workplace.

It’s not enough to have a great product, but rather to know how you connect with your customers. Even the smallest action can make a huge difference.

It’s about being reliable, helpful and consistent in every customer interaction, and building trust and credibility by delivering value.

People can smell a fake/lie a mile away, so it’s important to be authentic and stay true to your values.

If you want to build strong branding, you need to build relationships with your customers. It’s more than a financial transaction, it’s a human connection.

In conclusion...

Creating a memorable event will enable you to enhance and strengthen your brand’s branding and gain recognition in the industry. Branding isn’t just for individuals, it’s also important for companies to highlight the value you want to share…

Strong corporate branding provides opportunities to attract new talent, gain visibility, assert a responsible approach, strengthen partnerships and, above all, stand out from the competition.

If you want to create a memorable event, follow these three tips to help you stand out from the crowd:

  • Make a key value the central pivot of your event
  • An engagement strategy to get your audience fully involved in the event.
  • Focus on gathering feedback, a key element in finding out how your event was perceived by your audience.

In conclusion, a successful event can set you apart from your peers and ensure your long-term survival. By following these steps to build an event, you’ll find and unlock new opportunities.

Take your first steps in digital event management with AppCraft

Our tool will enable you to organize every stage of your event in a simple and personalized way, thanks to our team available to set up your event. This will simplify event organization.

Event management for ALL your events:

for your 80% recurring events

A totally autonomous "SELF-SERVICE " EVENT PLATFORM
- Pack A: everything you need to manage your registrations
- Pack B: additional management of registration and check-in
- Pack C: the added bonus of a mobile event application

For your 20% events
made-to-measure

A unique white-label CRM for events white label
- Over 150 modules at your disposal
- Dedicated project managers
- White-label customization

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