This informal CPD article, ‘Promoting a Brand with an Event’, was provided by Up Level, a CPD course provider who have over 30 years’ experience in the world of management in every aspect, dynamics and change. They offer a tested and functional teaching method, which uses alternate canonical teaching techniques with extremely innovative approaches, to guarantee students training that is rigorous and engaging.
The term 'brand event' refers to a marketing activity that primarily utilizes the dynamics of an event to promote and amplify a particular brand and, consequently, all its products. What are the characteristics of an event organized with these specific objectives? And most importantly, how can promotional activities be integrated into an event without disrupting its natural dynamics? Let's find out together!
What is a Brand Event and How to Organize a Promotional
If the purpose of a brand's promotional activity is to increase customer interaction with its products, then a brand event is undoubtedly the ideal and most immediate solution to achieve this goal. A brand event consists of an actual event, big or small, where the focus is on the brand and the visibility of the products. The brand, therefore, will be amplified within the event, resonating in different ways among people throughout its duration.
It is easy to understand how this type of promotional activity has many more advantages compared to classic promotion techniques, which do not require very structured organizations. If the goal is to create interactions with customers, the more the atmosphere is perceived as less commercial, the more people will feel free to interact with the brand and, consequently, with its products.
Characteristics of a Brand Event
Having analyzed what a brand event is, we can describe its characteristics. In addition to wanting to create interaction, when organizing a promotional event, it is important to keep in mind from the beginning what the experience of the person who will be the protagonist will be like. From this perspective, every choice related to the brand event should be aimed at creating an unforgettable moment between the participants and the products.
The products must be the center of attention for the customers. They should be within their reach, or at least it is important that they come into contact with them easily. But most importantly, if the product can be presented in different ways, it can be integrated into different moments of the event, thus avoiding redundant repetitions.
From Offline to Online: How to Engage Customers at a Distance
It is not mandatory to create a large-scale event, but it is also possible to organize a smaller one, amplifying it online for the entire duration, through different channels and platforms. From this point of view, technology offers many solutions: live streaming on the website or social channels, the use of hashtags created specifically for the event, and the ability to interact even with those who are not physically present.
We hope this article was helpful. For more information from Up Level, please visit their CPD Member Directory page. Alternatively, you can go to the CPD Industry Hubs for more articles, courses and events relevant to your Continuing Professional Development requirements.
