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HELLO@XENMARKETING.CO.UK
+44(0)7984 311472
YOU ARE YOUR BRAND
Every interaction with your brand should have your clients saying 'Yes! I want more of that in my life!'
I was lucky enough to be at Confex North this week; an exhibition packed full of venues and suppliers to the live events industry, and content around the future of events.
The key takeaway from this was questioning the impact of advertising vs live events. Today it's all about how a brand makes you feel.
When was the last time we remembered an advert? Since leaving your house this morning you have been bombarded with adverts but probably won't remember any of them. This is something Holly Moore, from Make Events, discussed with her panel. Times are changing and it's becoming all about the experience - why do you buy from certain brands? Is it the advert, or is it the trust you have in that brand to deliver, or that you have a positive experience?
I'll share an example with you - I buy from MyProtein because they have everything I need in one place for my fitness and wellbeing needs, they deliver next day, they always have great offers, and I have never had a bad experience with them. This is part of their brand.
IBM have an annual budget of £500 million for their live events. This is an indication of things to come; as we focus more on feelings and trust, companies will start incorporating and apportioning larger budgets to creating memorable experiences which entice clients and prospects into the brand.
But don't forget about the visual elements! It's great creating a memorable experience but also make sure it's on brand so that your guests remember your logo, your strapline, your core values, your colour palette, and most importantly the service you deliver. This is what makes your brand stand out in the marketplace.
Over the last 2 years I have developed a brand for two large suppliers in the live events industry which has involved a complete refresh with new marketing collateral (online and offline) and then bringing this to life at large exhibitions such as Confex and the Conference & Hospitality Show. This is what I love doing; creating something on paper and turning it into something tangible, an experience which people are still talking about 6 months later. The time spent on planning, preparing, the stress over delivery; it's all worthwhile.
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Published Saturday 6th July 2019