A good marketing strategy aims to reach your target audience by positioning your brand at the right place at the right time. But once you’ve got their attention, what message do you want to send? What’s your brand personality?
Event marketing is a great way to make an impression on consumers and develop stronger relationships with them. By including occasional events in your content strategy, you’ll have the chance to highlight your brand values and generate buzz—especially if you’re creative about it.
Falling for a lovemark?
A lovemark is a relatively new advertising concept that involves associating brands with emotions. According to Kevin Roberts, the author of Lovemarks: The future beyond brands, the three requirements for creating a lovemark are mystery, sensuality and intimacy. Keep these inspiring words in mind when you plan your events.
At Performa, we organize an event for our in-house team and external collaborators once a year. Since we like to think of ourselves as a colony of hard-working bees, we chose “Honey” as the theme for our most recent event. Since it also happened to be our 10-year anniversary bash, we wanted the event to showcase our creative talent!
Based on our experience, here are a few essentials to keep in mind when planning an event.
- Choose a theme and make it shine
Brand events are so common, it’s hard to get excited about them. How can you make your event stand out and work for your brand? What can you do to make guests want to snap selfies while interacting with your brand and share them on social media? “Veni, vidi, vici,” as Julius Caesar once said.
An event should reflect your brand attributes and values, while capturing the public’s imagination and putting a smile on their faces. Little details can add up to big success. And the good news is that the possibilities are endless.
At our event, the concepts of “honey” and “environmental responsibility” were ever-present, reflecting our core values. Here’s how we did it:
- Invitation copy: “Share the sweet taste of success with us!”
- Honey-yellow was the predominant colour for the graphic design, which was inspired by the Performa logo.
- Organic finger food made with honey and served in compostable or reusable containers.
- Hydromel and organic wine (complete with bees on the labels!).
- Jars of local honey and assorted candies as take-home gifts.
- Recycled craft board used for printed material.
- Focus on the first impression
Think about what you want people to feel when they walk through the door (whether it’s to your office or an event venue). What should their first impression be? Time to start brainstorming!
Guests attending our small-scale, private “Honey” event were greeted by a surprising character: a mannequin with a bear’s head, yellow polka-dot dress and a sign that said “I wish I were a honey bee.” People took some hilarious photos with her and were excited to post the pics on social media. The bear even made its way to the dancefloor at one point!
- Plan activities that emphasize your values and personality
During our “Honey” soirée, Performa’s president Annie Verrier gave a speech to thank our contributors and mark the agency’s 10-year milestone. She also included a quick game of “Guess who?” to present our team members. Unexpected revelations got people talking and helped create stronger connections between them.
- Be attentive to your guests
Time is everyone’s most precious asset. That’s why it’s important to deliver maximum value for your guests through impeccable planning and attentive service.
Our “Honey” event included an on-screen presentation of the agency’s accomplishments and we made a point of mentioning who had contributed to each initiative. This shout-out let our collaborators know that we appreciate the time they dedicate to our projects. We also gave them jars of honey (M le Miel, Baie-Saint-Paul) and candies as thank-you gifts.
Organizing high-impact events is a worthwhile pursuit, but—let’s be honest—it often takes more time than expected. Rest assured that you’ll reap returns on your investment as your audience revisits your brand values and falls deeper for your lovemark.
Need help planning your content strategy or defining your brand DNA? All you have to do is ask. We’d be happy to help!