Brand Awareness Tactics You Don’t Want to Miss Out On.
Brand awareness is when people recall information or emotions that they relate with. Even in events, this poses a situation wherein they have a general impression of your brand in their minds.
A brand can be stated as everything about your business that differentiates you from your competitors.
So, it means representing everything about you that is extremely distinctive and unique.
Same is the case when it comes to events.
You’re going to exhibit at an event expecting the maximum number of people to recognise you.
But don’t get us wrong. Brand Recognition is simply when people identify you by one quality (visual symbols etc.) but Brand Awareness? That goes beyond just recognition.
But What Really Is Brand Awareness?
“Brand awareness refers to the extent to which customers are able to recall or recognize a brand.”
(Source: Wikipedia – Brand Awareness)
We have brand awareness described now. So, without any further ado, let’s get to the tips to boost brand awareness for your next event!
1. Segmenting Target Audience
It’s All Based on Target Audience
This is one critical prerequisite for effective event marketing. Before you’re exhibiting, there are a lot of efforts you need to put in beforehand. This aids in exhibiting successfully in terms of brand awareness.
So, define your target audience well before time and segment them in accordance to the demographics that work for you.
If you have a crystal-clear understanding of the target audience, you will ensure that your event efforts aren’t misdirected at any stage. After all, the main aim is to communicate the message across the right audience.
2. Double-Up the Social Media Buzz – An Easy Way to Get Good Brand Awareness
All We Need Is More Likes! – Really?
Creating a pre-event buzz on social media is yet another way to facilitate brand awareness.
But if this process isn’t planned well enough, things may go haywire. Always take in consideration the value proposition of your social media efforts.
Also, when it comes to social media, unique isn’t unique enough. Design creative posts and stories for all social media channels to spread the word. Just keep trying and testing to understand what works best for you in your quest for brand awareness.
E-mail marketing is yet another option to turn to, in order to create a pre-event buzz.
You can go live on the day of the event or upload a YouTube video about your event experience!
3. Aim to Get Your Branding Noticed
After All It’s Brand Visibility!
Okay this one’s totally on you.
You can either go overboard or decide to keep it low-key. But branding has to be made visible.
You can either consider your motto to be “Go Bold or Go Home” or “Kill Them with Subtlety.”
Going bold requires creativity. But trust us, nailing low-key branding requires epic artistic instincts and loads of hard work.
4. Prioritise Customer Engagement
Most Important Pixel of Brand Awareness Graphic
If the exhibiting process does not involve provisions for your customers to stay awhile, all your brand awareness efforts will fall apart. Customer Engagement is a key element for your brand activation process.
The paradigm of customer engagement while exhibiting mainly comprises:
- Interactive Design
- Technology Integration (Read: 17 Event Technology Trends That Will Transform Your Event Today)
- Host Recreational Activities
- Food and Beverages
- Offer Giveaways (Read: 21 Amazing Promotional Giveaways for Trade Shows in your Budget)
Your attendees need to get their hands dirty in order to truly comprehend what you’re offering and how it adds value to their lives.
So, always have live demos and engage them on another level.
5. Narrate a Compelling Story – Most Important for Brand Awareness
Content Is Surely The King And Technology Is The Queen!
We’re not going to lay emphasis on the importance of a killer content marketing strategy for your brand awareness. That is because we’re hoping you’d know that.
So, we’ll rather explain to you how to go about it.
So, if you wish to stand apart this event season, don’t just put content for the sake of it.
Frame such an intriguing content that they carry it with them long after the event is over. Try adding a personal touch to the content on display while exhibiting.
Intend to stir all kinds of positive emotions (zest, happy, excited, invigorated, sentimental etc.) through your content.
This will for sure lead to mass brand awareness through word of mouth. Why? Because people tend to remember instances that take them on an emotional rollercoaster ride!
And yes, don’t forget to use technology to tell your story.
6. Aim to Build Relationships That Have a Lasting Impact
Valued Conversations Are Always Fruitful!
Business relationships you build during the little time you get in events tend to be extremely evanescent.
Take our word for it, it will prove to be way more rewarding in the long run if you value quality over quantity. Do not aim to attend to so many visitors that you don’t get enough time with even one to have a meaningful conversation.
And sure, this is important on-ground but it is as important post event, too. So, don’t slack away from rigorous follow-ups.
7. Define Metrics to Measure Success
If You Are Not Measuring then It’s Not Happening!
Brand Awareness is not as vague as it sounds when it comes to tracking the performance.
The brand awareness for your events can be measured in the following ways:
- Rate of Registration
- Visitor Satisfaction Survey
- Event Check-Ins on Social Media
- Marketing ROI
- Intangible Factors (Attendee Behaviour, Meaningful Networks etc.)
Also, when it comes to tracking the event success, do not forget to remember – consistency is the key!
Brand Awareness is a step-by-step process that can be mastered only if you’re patient enough. It’s not something that happens overnight.
But constant efforts will sure yield desired results, sooner or later.