Most large events are part of a strategy. According to the Event Marketing 2020: Benchmarks and Trends report, 85% of marketing professionals have identified in-person events as critical for their company’s success. Meaning that, despite the current situation caused by the COVID-19 pandemic, large events will once again be in the spotlight soon.
All events, from a marketing perspective, are actions seeking to associate unforgettable experiences with a brand. Their goal is to create a lasting memory in the consumers or, in this case, the attendees. It’s a tool to connect directly with the target, trying to create identification with the brand.
In short, events seek to create notoriety, connect with the client, educate, network, and generate leads.
Through this strategy, brands strive to increase recognition and create stronger bonds with their audience. Rebranding, launching a new product, or merely creating engagement with clients or prospects, are some of the many reasons why brands organize or are part of an event.
Take Care of Every Detail Because Everything Will Talk About Your Brand!
According to the American Management Association (AMA), a dissatisfied customer will share their experience with at least ten people. That is relevant information, but even more interesting if we consider the amplification power social networks have nowadays. Starting from this point, guaranteeing a great experience to your attendees when organizing an event is of vital importance, not only for the event’s success but also for your brand image.
Designing, growing, and maintaining a brand image is not an easy task. It is perhaps one of the most delicate and time-consuming aspects. When organizing an event, all values involved in the identity of a brand become physically represented in actions that will talk about your products or services, making it a fundamental aspect.
Therefore, it is crucial to take care of every detail and ensure that the people involved directly or indirectly in your event have the right training, experience, and a high level of professionalism to be part of your brand’s voice. Everything will be directly related, from the event staffing and the verbal and non-verbal communication processes to the guest mobility management design and strategy.
So, When Do Social Networks Come Into the Equation?
Today, people use social networks to narrate the activities they are doing. In the case of a large event, they will share photos, tag or mention, post, and even record lives where they will describe how their overall experience is. Thus, this is of great importance because your event will go from being exclusively offline to having an online presence, through the eyes and feelings of the attendees.
Beyond physical and visual aspects, the attendees’ experience is also influenced by the attention received, the warmth and closeness of the staff interacting with them. This is an important factor where you will notice the event staffing promptitude to do an impeccable job, allowing the experience to be shared positively. At SET Events, due to our expertise, staff preparation is something we always guarantee our clients.
At this point, conversations about the event linked to your brand start to arise. And then a fundamental concept such as your brand’s reputation emerges. Brand reputation is something that must be cared for and protected as one of your most valuable treasures.
But, What Is Brand Reputation?
Basically, brand reputation is how a user or client perceives your brand, as a result of all the actions you take to communicate and promote its values. If your actions create a positive impact, your brand will benefit from strengthening the relationship with the customers, which translates into benefits for your business. On the other hand, a negative experience will certainly have the opposite outcome, affecting your goals.
At an offline level, there are ways to reverse the situation, and somehow it can be better controlled. However, in the online scenario, things can get out of control. Although there are ways to solve the problem, social networks have a very significant impact because of the speed and potential for expansion, and obviously, its easy visibility and, in some cases, virality.
Event Staffing Experience and Preparation Will Be Fundamental in the Success of Your Event!
At SET Events, we always stress that organizing an event carries great responsibility. As a brand, you have a lot at stake since your image is behind every action you make. That is why we emphasize that our company pillars are knowing our clients’ needs, understanding their brand, and becoming an ally to offer service quality and assurance through highly qualified and professional staffing.