5 Signs It's Time for a Brand Event

There are times in your marketing year where you do a diagnosis.

Ask yourself:

1. Where is your company?

2. Where do you want it to be?

3. What does it look like in your audience’s overstimulated mind?

At that time, it might seem that you need to make some changes. Do something big. Make a statement.

Make a stand.

(Literally!)

(An exhibition stand!)

If the thought has crossed your mind, but you’re not sure if it’s worth your time, here are some of the best times in your calendar to host an event.

Brand Events help when...

1. You don't know who your brand's audience is

It might be that your diagnosis uncovers that you don’t actually know what your audience looks like anymore.

You need to understand both the broad demographics, and the nit-pickier things, like the sorts of industry they work in and the sorts of ads they click on.

Events are great ways to both understand your brand community. That means that, when you’re drawing a blank, it’s good to meet those folks face-to-face.

Luckily, big events and expos have gathered them all in one place for you. How nice!

2. You’re running out of content ideas

Happens to everyone now and again. We’re humans, not machines.

But sometimes it’s a sign that you need to mix things up a bit.

Events fit in as part of your content calendar. You can spend time promoting them online beforehand and reflecting on them afterwards. You can even use the event as an opportunity to create user-generated content, which will keep your feed busy for a while.

But they should also work towards the cause of your latest campaign. That helps you to focus in on one campaign for a time, which enables more efficient content production.

3. You’ve launched a new product or rebranded

So, your brand is what exists in the mind of your audience, right? All the things they associate with you.

That means that, if you’ve change anything, you need to meet with people to let that change sink in. Also to grab attention and forge some new associations with new followers. Events are such an efficient way of doing this, inspiring real attention and memorability in experience economy.

Similarly, if you’ve launched something new, you’ll want to show it off. Build new associations around it. Show people, literally, in-person, what they’re missing.

4. Even people in your industry don't know who you are

Maybe your diagnosis shows that those associations aren’t flourishing like you’d hoped. That’s all right. All is not lost!

But, to fix it, you’ll need to make some noise.

Events are a sure-fire way to do that.

They gather like-minded people together in a single space, to discuss a shared interest. If your exhibition stand is eye-catching, immersive, and intentional you stand a good chance of issuing a rallying cry.

In short, people will begin to talk. Trust gets built in-person, as well as attention.

That’s how your name spreads...

5. It’s been almost a year since your last event

With events, as with all marketing endeavours, consistency is key.

You’re not as forefront in customers’ minds as they are in yours. Sorry. Feeds are busy, algorithms are hungry, and there’s a lot going on.

Consistency helps you to become a regular touchstone, building brand loyalty.

It can also feed that hungry algorithm so that it pushes your content towards people again and again, making sure you’re higher up in their mind than you were before.

But nothing quite beats that human connection, which builds trust on top of all that. Meeting with clients on a regular basis—at least once a year—at events you attend regularly, goes beyond marketing. It creates relationships. Proper, sturdy relationships with people who become your regulars.

That’s the key to brand loyalty, which is so important in retaining a foundation of customers.

This is going to be eventful...

If you’d like?

Get in touch to talk events, exhibition stands, and brand experiences.