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Create branded events

Use case

Generate demand, set expectations, and create excitement.

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1. Decide on an event type that appeals to your audience, relates to your campaign, and represents your brand. 

There are endless event possibilities, so narrow down options to those that are consistent with your mission and inclusive of your audience. For example, a literary magazine group is likely to have success with an open mic or a theatrical experience while a marketing company may benefit from a networking mixer. 

Consider:

  • Educational workshops and classes.
  • Concerts and performances.
  • Conferences.

Consider accessibility options and virtual events. People have grown more comfortable with online events. Hybrid events are a great way to include the broadest audience while also demonstrating your brand’s eye for innovation.

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2. Choose a place to host the event that is accessible and suits the event.

For online events, choose a meeting system like Zoom or live stream service like Futurestream. For in-person events, choose a venue that is in an accessible location. Bookstores are great for reading events, but bars are good for mixers.

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3. Direct users to a page on your website (small events) or a dedicated event site (large events).

Be consistent in your styling and content to enhance the user experience. Having a brand color will boost brand recognition by 80%. Limit yourself to one or two fonts, keep a consistent theme, and emphasize your logo.

Set these guidelines in the design process before developing the website to help guide the voice and tone of the content. Once your branding guidelines are set, make sure to keep your designs consistent across all things related to the event, such as advertisements and social media posts. 

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4. Create a registration system for attendees and decide a ticket cost and setup.

Digital platforms like Eventbrite make registering and tracking attendees easy. Before creating your registration forms, pick a type of ticketing: 

  • Free admission broadens the possible audience but risks high dropoff rates. Free events may be a good option for low-cost events, events catered to low-income communities, or events in a high-traffic location. 
  • Paid admission raises the barrier to entry but holds attendees accountable. These are good for high-demand, exclusive events. 
  • A tiered system will let a broad audience with broad needs enjoy your event and allow you to allocate resources more efficiently.
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5. Promote the event on your existing channels.

The best examples are social media and email newsletters, which are the two most effective tools for event marketing. While it’s important to advertise through your own accounts, this is also a good opportunity for collaboration. 

One option is to reach out to influencers to communicate with new audiences through a trusted voice. You can offer sponsorship, admission to the event, or some other compensation in exchange for their exposure. 

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6. Advertise with paid ads to help expand your event’s social media presence.

One option is an extension like TikTok for Business. Paid ads will be able to reach more viewers if you choose placements on other websites or in physical spots like billboards.

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7. Maintain constant contact with registrants by sending reminder emails or text periodically before the event.

As previously stated, dropoff is a major issue for free events, but it affects all events. Make sure those who registered don’t forget about the event.

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8. Entertain attendees with constant, diverse onsite experiences.

At the actual event, make sure there aren’t any lulls in engagement. Especially for larger events, it’s important to offer several activities or spaces for people to enjoy. In addition to your main event, additional onsite experiences can include: 

  • Food stations
  • Giveaway booths
  • Mingle lounge

For online events, you may want to include interactive moments or breakout rooms to keep the audience from becoming disengaged. 

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9. Keep in touch with the attendees after the event by sending an email or other message to keep your name in their minds.

Events are not only a great way to reinforce your relationship with existing audiences, but also attract new ones. Include a CTA in your message to keep them invested in your business. Point them to another event or provide exclusive offers on products or services.

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Current Playbook:

Create branded events

Nov 28, 2021

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