4 Watchouts for Brand-Loving Event Marketers
At The XD Agency, we believe that a brand is a living, breathing thing, rooted in purpose and a consistent set of values. We also think that branded events are one of the best ways to show people exactly what a brand stands for—when they’re done correctly. But we see a few misses from time to time and want to caution all of the brand-respecting event marketers out there to avoid these common mistakes.
#1. Know your audience
Brands exist to serve their audiences, so any event you create should serve them, too. That means taking the time to understand their passion points and pain points so you can serve up exactly what makes them giddy up and go. To get this intel, reach out to your customers, consumers and sales people, or commission research. And once you have answers, make them the bedrock of your event’s agenda.
#2. “This is how we’ve always done it”
Watch out for this pesky little phrase—because it means you’re well on your way to creating a drab, gutless event. It’s the sign of a team that’s focused on production, not on building relationships. Which completely misses the point. Instead, focus on making every step of the audience journey awesome and engaging. And you’ll reap the rewards of a happy crowd.
#3. Theme schmeme
Don’t assume your branded event needs a theme. Your event should help your audience understand your brand in the clearest, most immediate way possible. And sometimes—often times—a theme just adds a layer of complexity. So, ditch it. No one will miss it. Let the event itself tell your amazing brand story. Your attendees will appreciate the clarity.
#4. Trinkets and trash
Pop quiz: which word best describes your brand—trinkets or trash? That’s a trick question. If premiums must be part of your package, please, please, please pick ones that give your brand props. Crap swag lands in the garbage can, so skip it. Go for utility and value. And, if you decide to give away branded clothing, definitely do those folks a favor and spring for high-quality gear.
Looking for some brand-loving experience designers to help think problems like these through? Email us at firstname.lastname@example.org and let’s get to work.