At some point in all of our business lives we must host an event. If you sell a product, that could mean a limited time only sale, a “private access” trunk show or an experience that gets them into the door. For us service based businesses that means getting in front of people that need our services and talking to them to show them how our service brings results.
Starting from the beginning, you need an effective name. What holds true in branding your company also holds true here. Naming is soooo very important. It’s the reason many businesses are not doing as well as they could be doing, and why some events are not well attended, though the content may be amazing. In our visual world, the name is the first impression, and we all know first impressions are hard to change.
As you’re doing that, try to also come up with an interactive call and response. I love the events I attend where the audience in unison says something in response to the speaker. It always makes you feel bonded to the team. It’s like that commercial where the chef says “Set it” and the audience responds “And Forget It.” Now, your call and response doesn’t have to be commercial tv quality, but something that keeps the group interactive and going along with you will boost morale and keep the energy in the room high.
Use posters or powerpoint to create a branded environment. Even if you’re not using powerpoint slides, it’s a good idea to have a projection on the wall or on a screen that builds that impact and let’s attendees know they’re in the right place. In a small space, this feels good because it brings a theme to the room without doing a decor overhaul, and in a larger space it customizes the space and gives you more control.
Put your logo on the nametags, handouts, signup forms and all other printed materials. I have a custom ID tag that I use when attending events, but most people do not. A printed name tag with their name and you logo is always better than those peel and stick labels that they write on with a marker. Also, be sure to put your logo and web address in the corner of anything you hand out.
Invest in custom napkins, cups, note pads and other materials used for your event.
There are a few resources on the web that allow you to print small quantities of branded items and they don’t have to cost a small fortune. This add impressive impact to your event and go a long way. You don’t have to customize everything, that would be overkill, but choose 2-3 elements that will have a memorable impact on your attendees, even if they’re disposable. This one steps helps you stand out against all the other generic events on the market and builds brand equity as well.
Make sure your signage helps attendees easily find you. There’s nothing worse than rushing to get to an event and then getting the run-around when trying to find the room or building. It’s a nightmare and transforms the mentality of the attendee to a negative one that you then have to overcome.
Let’s skip that barrier and make sure you have signs – and people – able to assist anyone attending your event from the point of entry for your building, and even from the street if your building is in a complex location (such as a college campus). This will also help you feel more at ease because the room will fill up quicker and can begin on time.
Brand Yourself. We can’t forget the most important asset in your business – YOU! The branding isn’t complete if it’s the room, the registration and the display. Since you’ll be an integral part of the event we also need to make sure we brand you. The simplest way to do this is to wear something that’s brand attractive, such as the colors of your outfit or the accessories that you use. Let these be a reflection of your brand and make sure not to wear an overbearing fragrance (I prefer to play it safe and not wear any, in case anyone may be allergic).
Each of these suggestions are simple and affordable ways that you can brand your event. Many of them you can do yourself, and for those that you can’t you can find a supplier online that meets your budget. Remember to brand smart and be sure not to go into brand overkill, and make your event a fun and memorable one, ok?
Need help with your branding? How about booking a 1 hour strategy session? It’ll push you past the barriers that may be keeping you stuck and allow you to get one to your passion. Call me at 888-YOU-BRAND (or 201-984-5984 for international dialers) and we’ll make it happen, ok Pamela?
Article by Beatrice Johnston, Director, http://www.Brand Excitement.com | All Rights Reserved.
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