Business events such as award ceremonies, business breakfasts, conferences, exhibitions, golf tournaments and roadshows are increasingly becoming vehicles for brand marketing objectives. This is because events enable marketers to create waves of brand awareness, visibility and relatability if they are well leveraged. They are part of experiential marketing. Business events are a powerful way of building brand awareness and engaging with customers.
Events provide a unique opportunity to build relationships with potential customers and other stakeholders. These relationships go a long way in assisting to build trust and loyalty. This, in turn, leads to long-term customer relationships.
A survey of consumers and brands on the impact of event and experiential marketing which was carried out for Event Marketer in 2018 established that 91 percent of people have positive feelings about a brand after attending or participating in events of which the brand was part.
Pamela Nyakabau, a marketing executive with Dandemutande, a local internet access provider brand, touched on this very important subject recently when she posted on her LinkedIn handle about the importance and power of brand presence at relevant business events.
“In today’s dynamic business landscape, where digital interactions are the norm, the importance of connecting with your audience in person should not be underestimated. One of the most effective ways to achieve this is through brand presence at relevant events,” she posted.
But what is brand presence? Fitsmallbusiness.com says: “Brand presence is the space (that) your business occupies in the market you want to tap into. This includes all your marketing materials, including your website, social media, print marketing materials, publicity, and any advertising you buy.”
Other marketing authorities state that brand presence is brand awareness or recognition, which refers to the level at which a brand’s customers remember and recognise it.
Nyakabau gave a number of top tips for making the most of business events through brand presence.
“In my opinion, in order to make the most of your brand presence at events, here are some key ingredients: Choose relevance. Select events that align with your target audience and industry. This ensures that you’re reaching the right people,” she advised.
The marketing executive emphasised the importance of engagement and consistent branding.
“Engagement is key. It’s not just about setting up a booth. Engage with attendees through interactive displays, demos, and conversations. Ensure your branding is consistent across all materials and messaging,” she said.
Nyakabau underscored the importance of leveraging social media to make the most of business events.
“Maximize your event presence by sharing updates and engaging with attendees on social platforms.
“Events have the power to turn your brand into a memorable experience. They create moments that leave an indelible mark on your audience. The impact is real, and it extends far beyond the event itself,” she said.
Business events provide an opportunity for attendees to share their experience on social media which amplifies the participating brand’s message and reach. This enhances brand awareness and widens the reach of the brand’s message.
One of the best ways that those responsible for making the most of one’s brand presence at business events is to ensure that they put the brand’s best foot forward. This is achieved through making sure that every aspect of the brand that interfaces with customers, potential customers and other stakeholders is consistent and looking its best.
This includes exhibition stands, exhibition staff dressing and behaviour, graphics on show stands and event banners. Even when a staff member is presenting at a business conference, they should carry themselves in a manner that is befitting and consistent with the brand’s values.
At business events, brands are driven by staff. It is, therefore, very important to train the staff who will be behind the brand at an event. They should know the company’s objectives for participating in the event. They should understand their role in putting the brand’s best foot forward to achieve the company’s objectives.
