Use Events to Bring Your Brand to Life
Strategic events can elevate your brand
Events aren’t relegated to the big and bold. They can be anything from a staff holiday party to a community-wide celebration. In fact, Merriam-Webster defines the word event as “a noteworthy happening.” So, how do you make an event noteworthy? You treat each event as an opportunity to bring your brand to life, using public relations (PR) and marketing efforts to create a positive event experience for guests before, during and after the event.
How events enhance brand awareness
Once Upon a Farm co-founder Jennifer Garner did just that when she hosted a launch party at a farm in the Hamptons. Every detail of the event underscored the farm-to-fridge food company’s values. Guests and their children picked fresh produce, sampled the company’s snacks, and even planted fruits and vegetables. By approaching this event as a marketing opportunity, the company not only introduced their products, but they also presented important parts of their corporate culture to a group of influencers who then shared their personal experiences with their millions of followers on social media and beyond.
Your events are branding and marketing opportunities to set a tone, communicate your core values, offer a glimpse into your organization’s culture and earn or strengthen the loyalty of your team and external constituents, giving you a natural group of brand ambassadors.
How to maximize virtual events
When getting together in-person just isn’t possible, virtual events can be a great opportunity to create a noteworthy happening, while bringing your target audience together. Sometimes, organizations use a virtual event as an extension of their live event, offering guests the opportunity to view portions of the event virtually if they can’t make it in-person. Virtual events are opportunities to think creatively about defining an event. For example, you can make your event globally accessible through social media platforms like Facebook Live. While the event itself may be different, the planning process and event marketing should be essentially the same.
Much more goes into a successful event than simply making a guest list, signing a venue contract and hiring vendors. While doing those tasks with excellence can certainly improve your odds of making the experience noteworthy, viewing the event through a wider PR lens will maximize its impact. How can Guardian help make your next event noteworthy?