The Impact of Live Events on Brand Awareness and Marketing Strategy

posted on February 28, 2023 By Twist Media

The Impact of Live Events on Brand Awareness and Marketing Strategy

Live events have long been a mainstay marketing tool for companies looking to increase brand awareness and engagement. From product launches, trade shows to conferences, live events provide a unique opportunity to connect with customers, build brand loyalty, and generate buzz.

So how exactly can event marketing activities held by you or your event management companies help make a positive impact on your brand? Let us list a few benefits here.

Increased Brand Awareness

Live events provide a powerful platform for you to showcase your brand and products in a tangible and immersive way. It gives you valuable face-to-face opportunities with your customers and lets them experience first-hand the look and feel of your brand identity and personality. This creates an emotional attachment as well as a sense of excitement and anticipation around your brand. It also generates media coverage and increases word-of-mouth referrals.

Event marketing can also help you reach new audiences and connect with potential customers who may not know your brand beforehand. According to an EvenTrack study, 91% of consumers say that participating in brand events and experiences makes them more inclined to purchase. This suggests that live events can be a powerful tool for converting leads into sales.

Effective Marketing Strategy

According to some estimates, an average person may be exposed to anywhere from 4,000 to 10,000 advertisements per day, including ads on television, radio, print media, outdoor billboards, social media and other online platforms. To help your brand rise above others and get noticed, you need to do more than just expose them to your brand. You need something memorable.

The purpose of event marketing is to help grab your potential customers’ attention and connect with them through a positive experience created by the event. And if they love your brand, they can—and will—spread the word to their friends and family. According to a survey by Eventbrite, 65% of people who attended an event said they shared their experience with others, with 78% of those people sharing their positive experiences.

Social Media Amplification

Live events also provide an invaluable opportunity for social media amplification. When attendees share their experience, they are more likely to share it on social media, creating more buzz and awareness around your brand. Some examples of how you can make use of social media are encouraging attendees to use event-specific hashtags, creating shareable content and running social media contests.

By incorporating event marketing into your social media strategy, you could kill two birds with one stone, using content created by the live events as your social media content. Not only can it help increase engagement with the brand, but it can also reach new audiences who have yet to attend the event in person.

Measurable Results

Experienced event management companies will tell you that live events produce measurable results. By setting clear goals and objectives for the event, you can track metrics such as attendance, engagement and sales to evaluate the success of the event.

Measuring a live event’s result can also help inform future marketing strategies. By analysing attendee feedback and engagement, companies can identify areas for improvement and tailor future events to better meet the needs of their target audience.

Building Brand Loyalty

The EvenTrack study also found that 40% of consumers feel they become more loyal to brands after attending their events and experiences. This shows that using live events can encourage repeat business and positively impact your loyalty programmes.

Depending on the size of your business, your events don’t have to be large-scale to be impactful. The most crucial factor is tailoring it to your audience’s specific needs. Explore what works best for them in order to continue building a long-lasting relationship, and creating a memorable and enjoyable experience should always be the ultimate goal. For example, giving your existing customers priority access to a product launch or sale can create a sense of exclusivity.

Regardless of the industry your business is in, hosting live events is an effective way to make a significant impact on your brand. Live events can easily be managed by event management companies with expertise in creating experiences that suit your customers’ specific needs. Call us at (65) 69966700 or email [email protected] if you wish to discuss your event management needs with us.

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