There is a huge variety of events – from concerts and festivals to annual general meetings and sporting events. Live, digital, hybrid. There’s something for every taste. Although these events appear very different at first glance, they all have one thing in common: they should trigger emotions and create a lasting experience. The question is: how does successful brand marketing work at an event?
Brand marketing ensures that a brand remains in the customer’s memory in the long term by arousing specific emotions in people. It’s about building a strong brand identity that stands out from the crowd in order to establish a connection with the target group. Well-planned communication measures not only create a short-term peak in attention, but also a lasting bond with the event participants.
What does it take to be successful?
The aim of every event is to ensure that the brand and the product remain a talking point after the event and that the event guests feel emotionally connected to the brand. Lifecycle management for brand marketing is successful when customers return again and again and a long-term relationship is built up. Fans travel the world to see their idols in concert. B2C consumers buy the same brands – from everyday food products to car brands; in the B2B sector, it is the long-term relationships with their contacts that make cooperation with agencies or service providers successful.
Seaside Festival, Habegger has been the event technology partner since 2017
Is content still king?
Definitely. Social media is not the only factor playing a major role – high-quality, targeted content is also crucial to whether customers choose a brand, product or service. Successful content goes beyond mere information: it solves problems, offers added value and builds trust.
What is the after-effect?
After attending an event, it is common to post your recordings on social platforms such as LinkedIn, Instagram, Facebook or TikTok, which in turn generates attention – the social media algorithm can also contribute to this. The more posts, the more attention generated. An artist can use this to their advantage to create an even greater appeal and a desire in the target audience to buy a ticket for a future performance. The influence of small gestures, such as a personalized thank-you email or an exclusive offer for future performances after an event, should not be underestimated either.
For us and our clients, too, everything revolves around a successful event and brand presence. As Sandhya, Concepter and Malik, Stage Director mentioned in the podcast episode, while events differ in their structure and atmosphere, they all have one thing in common: creating a wonderful experience that will be remembered for a long time. While annual general meetings exude a more serious energy than an energetic football match or a loud concert, the aim of an event organiser is for the audience to leave with good memories to share.
Find out how to successfully design different types of events and trigger emotions in your audience with the help of our experts Sandhya and Malik in the sixteenth episode of Radar.
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