Whether you’re planning a new event or are marketing a long-standing one, event branding is essential to reach a wide audience and secure event ROI. To brand your event, you must establish your event’s goals and personality and translate this messaging into the look and feel of your event.
But event branding can be easily overlooked when planners are focused on all the other details of their event. So how do event planners build a powerful brand and ensure brand consistency across all communication channels throughout the event lifecycle?
We’ve outlined the three ways planners can build attendee trust through their event brand. Check it out.
Why is Event Branding Important?
Before you can build a trusting event brand, planners and marketers should understand why having an established event brand is important.
Event branding is how you can build trust and brand loyalty with your attendees. If your brand effectivity encompasses who and why your company is, it helps your attendees understand your company, your event, and the kind of relationship they will have with you. All of this information will help planners build better, long-lasting relationships with their audiences.
How to Determine If Your Brand is Strong
So now you understand why event branding is important, but how do you determine if your current brand is strong? Ask yourself these seven questions when planning your meeting or event:
7 Questions to Ask Yourself About Your Event Branding
1. Does your brand marketing utilize all the basic parts of branding building?
2. Does your brand capture your company and event’s goals and mission?
3. Is the branding consistent across my entire event marketing strategy? (e.g. Does my mobile app match the event branding?)
4. Are you utilizing all of your integrated event management software branding features?
5. Did you create templates with important branding elements?
6. Are you incorporating the four pillars of a strong brand?
7. Are you keeping your event branding fresh and trendy with:
- Minimalism meaningful design
- Taking risks
So, know you why event branding is important, the components to a strong brand, and how to determine if your brand is strong. But what tools and technologies exist to help planners and marketers build a strong event brand? We’ve researched and curated a list of the top four technologies below. Discover what they are and how to implement them into your next meeting or event planning and marketing processes.
4 Brand Tactics to Build Trust with Attendees
1. Using One Event Management Software Platform
If you’re hosting a meeting or event, chances are you’re using some type of event management software tool. But not all event management software’s are created equally. Not all event management software’s are fully integrated or nativized. As Mike Burns, Aventri’s chief revenue officer said in an exclusive interview, “a fully integrated, nativized event software platform is a must.” Not only are fully integrated event management software platforms easier for customers to use, but, as Burns notes, these types of platforms are critical for “cost savings for organizations as well as ensuring all data is centrally housed and easily accessible.”
Shane Edmonds, Aventri’s chief technology officer, expands and says, “If your event management software platform has a fully integrated system, then the data sits in one place, which is a huge advantage. Because by having all the event data and touchpoints in one place, companies can analyze their data to better understand their events, attendees, and easily share this data with other peers in their organization or external partners, so they too can analyze it and get value out of it.”
So how does this affect branding? How can an integrated event management platform be used to create trust with attendees?
By using one platform, planners can collect data from feedback surveys, mobile apps, registration websites, etc. and use this information to make informed designed about how the brand communicates to attendees at a particular event. Using one platform also helps planners keep their branding consistent. For instance, they can create templates with branded elements and use these templates across all communication channels (e.g. to create an email, webpage, mobile app, check-in kiosk, etc.).
Using one fully integrated event management platform saves planners time and money, and helps create a consistent brand experience for attendees.
Key Features of Event Management Software:
- A venue sourcing solution that helps streamline the eRFP and negotiation process.
- Mobile responsive and personalized event registration with reporting features that help you stay on track.
- An event website builder that's easy to use and allows you to incorporate your event's branding and overall look & feel.
- Flexible and customizable email marketing that targets the right people at the right time.
- Onsite check-in & on-demand badge printing options that makes the process quick and efficient.
- An event mobile app with several engaging features for attendees like in-app messaging, personalized agendas and more.
- Post-event surveys that are easy to create and collect attendee feedback.
- And finally, data & analytics that can give you the big picture with dashboards that also drill down to the specifics.
2. Social Media
Whether you’re using Facebook, Instagram, LinkedIn, Twitter, or all four, social media is critical when it comes to building your event’s branding and attendee trust. But how? With all social media platforms building towards video as the content category of choice, we’ve curated a list of the other top tactics planners can use across their social media channels to build brand trust with their attendees.
- Humanize your brand through livestreaming. Humanizing your brand is important. People want to see the people who make up your company and what goes into making your event. Livestream content on Facebook, Instagram, or LinkedIn to show attendees who make up your brand.
- Personalized interactions. Another easy way to establish brand trust with your attendees via social media is by interacting directly with your followers. Whether you’re liking or responding to their comments or reaching out to them directly, personalizing your interactions with them on social media will help them feel connected to your brand.
- Use hashtags. Hashtags have become one of the most used tools on social media networks. Why? Because hashtags are an easy way to build brand interest around an event or long-term campaign around your event.
3. Using Your Event Registration Website All-Year Long
Registration websites are an integral part of securing event ROI. If you don’t use a branded template (which is an easy way to create consistency across your event communications), they can take a lot of time to go into making. But what happens once your event is over? Do you still use your event website? Well, you should!
With the data you receive from your integrated event management software, you can design and update your website to keep your attendees engaged all year long. Here are a few ways to use your event website year-round.
3 Ways to Use Your Event Website Year-Round
- Use post-event data. If you use an integrated event management software, after your event you can analyze and discover what exactly your attendees are interested in, what they want, and what they need. You can then customize your event website to directly address your attendees needs. and attract potential clients with similar interests and needs.
- Write weekly blog posts. With the same attendee event data, you can create relevant thought leadership content attendees identified being interested in and post it on your blog. You can also offer sponsors the opportunity to write content and be featured on your blog.
- Use videos to boost page traffic. Adding videos to your event registration page has shown to increase registration by 80 percent. So why not incorporate videos on your past events, interviews with customers or employees, etc. throughout your website?
For more ideas on how to use your event website year-round, check out our full blog post, “6 Ways to Use Your Event Website Year-Round”.
What do you think of these tips, tactics, and technologies to help you brand your event and build trust with your attendees? Did we miss any? Let us know by commenting below!