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Inbound Marketing Blog

    7 Elements of a Hit Brand Event

    Posted by Jenni Bednarz

    Brand events are a great way to connect with your clients, but many companies shy away from hosting an event due to the hassle of planning one.

    The payoff of a brand event can make it worth it, though, by bringing your company more leads, increased brand recognition and loyalty, and more.

    If you’re thinking about hosting an event for your company, make sure you give these seven elements some thought.

    1. Goals

    No brand throws an event just to have a party. Before starting to plan any of the details of a brand event, it is imperative to determine your goals. Some great goals for brand events include:

    • Lead generation
    • Product launch/sales
    • Increase brand recognition
    • Show customer appreciation and gather feedback
    • A combination of the above

    Setting goals must be the first step in planning an event, so you can ensure that every other element works to achieve those goals. Once you have the determined the goals of your event, keep them in mind throughout the rest of the planning process.

    2. Title

    The title of your event should be the next step in the planning process. Think about it - you’ve never attended an event that doesn’t have a name.

    So what goes into a great event title? It should bring to mind what type of event you’re hosting and the vibe of that event. It should also be relatively short and easy to remember. Try to come up with something catchy and shareable. Bonus points if it easily translates into a hashtag.

    3. Logo

    Every great event has a great logo behind it. Logos are a wonderful way to brand your event. You can include your company logo in the event logo, or alongside it. EIther way, the event logo should include the name of your event and be a visual display of the overall atmosphere of the event.

    You may be wondering why you need a separate logo for your event. Event logos can (and should!) be used on the event website, invitations, email blasts, printed materials, and everything in between. They are the best way to create brand recognition for your event, and they can be used for years, if you have a recurring event.

    4. Website

    In the 21st century, a website for your brand event is an absolute must. Although having a unique URL for your event is a good idea, you don’t necessarily need a website that is entirely separate from your company’s website. If you’re trying to save time and money, creating a webpage for your event on your already existent website is a viable option.

    The website (or webpage) should include the title/logo of the event, as well as the following:

    • Date, time, and location of the event
    • Who is eligible to attend
    • How to register or purchase tickets
    • Contact information

    Other information, such as an agenda for the event, can certainly be included. No matter what extra information you choose to feature on your event website, keep in mind that attendees will expect to at least find the who, what, when, where, why, and how of the event on the website.

    5. Ticketing/Registration

    While some events can be open to the general public, more often you will want to limit the number of people invited. Sometimes it is necessary to limit the amount of attendees due to venue space; other times, you may wish to limit attendees to a particular segment of your customer base.

    No matter how many people you choose to invite, a form of registration or ticketing makes logistics much easier and can provide invaluable analytics. A registration form is ideal for free events, whereas ticketing makes paid event purchase as breeze. Whichever option you choose, be sure to include a link to register or purchase tickets on the event website.

    6. Social Media

    Social media is an integral part of just about everyone’s lives - and it should be an integral part of your event. From promoting the event ahead of time, to on-site integrations, social media can play a huge role in making your event a success.

    Prior to your event, social media should be a primary platform for promotion. You can create profiles specifically for your event, and this is what we suggest doing if you choose to have a separate event website. However, if you are keeping your event webpage on your company website, we suggest using your company profiles to promote the event. Besides just posting, ads on social media are a great option for spreading the word about your event.

    There are a variety of options for integrating social media on-site. These can range from contests centered around using your event hashtag, to live broadcasting attendees posts that include the hashtag. This is a great way to creatively interact with your attendees, so spend some time brainstorming the best option for your event.

    7. Agenda

    No matter what type of event you’re hosting, there are going to be a variety of activities for attendees to participate in. No one goes to a party just to stand around. Whether your event involves speakers, contests, one-on-one sessions, or something else, an agenda helps keep the party going smoothly.

    If your event includes many activities that occur at specific times, the attendees will most likely find it helpful to have access to the agenda - both on the website, and print copies at the event. However, if your event is more relaxed, it’s possible that only staff members working the event will need access to an agenda. Either way, be sure to create an agenda that includes the times important aspects of the event will occur, such as welcome speeches, breakout sessions, and announcing contest winners. Most importantly, once you’ve created the agenda, do your best to stick to it.

    Although brand events involve many small details, focusing on these seven elements will ensure that your event is successful.

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    Topics: Inbound Marketing