What to Consider When Marketing Your Brand through Live Events


Live events offer a number of advantages when marketing your brand. These might include opportunities for your customers to demo and interact with your product. It may serve as a venue where you have a complete control over the environment and messaging. Live events these days are also shareable on various social networks, extending your audience substantially.

Consider the following tips on how to successfully market your brand through live events:

Set clear and measurable objectives beforehand
In order to gauge if your event is successful, you have to set clear and measurable objectives beforehand. Try to ask yourself first, what action/s do you want people to take after the event, what circumstances or outcomes would prompt you to guarantee that you’ll host it again, or what do you want the attendees to think about your brand after the event?

Create a palpable and compelling message for your guests to share
You should also think of what you want the attendees would say about your brand after event. Such message should be just short, palpable and compelling. Make it easy for people to grasp it. Then, try to make each element of the event to support that message. Here, you are aiming not just for the attendees to understand it, but also for them to easily share it with others.

Also consider your secondary audience
While it is important to consider the on-site audience, extend your efforts to make it share-friendly. Think about how your secondary audience will interact with it. For example, if you have 500 people in your product launch, there could also be another 10,000 people participating on social sharing apps such as Snapchat, Periscope, Twitter, Facebook, Instagram, etc.

Negotiate venue costs
The venue usually includes in-house food and beverages, and most often get the biggest expense for most events. With this, it is important to choose and negotiate wisely. A lot of venues require you to use certain in-house vendors like audio visual companies, which can really take a significant part of your budget. The best you can do here is to look at the entire cost of having your event at venue A versus venue B, including all related support costs. Negotiate first before committing your event to a particular venue.