Event management – brand marketing and the role of communication
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Event management is an integral part of brand marketing. Event management’s contribution begins with the very first step of branding which is a brand launch. Ever since a brand is launched there are many instances that the brand team needs to organise many events. Events can be classified under two headings.
- The events that are directly connected with the brand –
Brand launch, re-launches, promotions-related activations, sponsorships related events
- Events that are not directly connected with the brand –
The annual awards ceremony of the company, CSR events of the company, other collaborative events related to the company and the brands
There is a marked difference between product and service brands’ events. Service brand events are more about tangibalising the intangible and product brand events are mostly about Intangibalising the tangibles. The role of marketing communications in brand events is also an important section of the discussion.
As far as the event is concerned, the following key areas are looked at and paid attention.
- Logo – the brand logo and the event logo (If required) need to share the same fonts and same look and feel to create a link between the brand and the event-related communication.
- Name – it’s always advisable to have a name for any event as it can be branded in line with the brand’s requirements
- Colour Palette – sticking to brand colors is the key to success. As much as we try to create an identity for the event, it’s equally important to maintain it in line with brand colors.
- Brand Story – It’s always good to connect the event with the overall brand story than isolating the event from the brand
- Typography – This too plays an important role of an event. In gigantic events such as Tomorrow Land, the planning of typography begins a year ahead. It may involve 3D, graphics etc
- Voice – Compeer of an event plays a critical role. Depending on the nature of the event the compeer has to change. The tonality of each compeer is unique, and each event has a persona and a character that the event tries to maintain.
Other important elements of an event
- Branded Signage - Every sign should remind people of what event they are at. That means everything from the entrance to the exit sign and everything in between should be branded.
- Branded Map and Agenda - Your event map and agenda should be branded as well. They should get attendees excited to participate in all the amazing experiences and entertainment you have worked so hard to plan.
- Food and Drink - Consider taking your brand story to the next level by incorporating it in the food and drinks offered at your event. That could be by offering branded reusable water bottles, cutlery, or cups.
- Photo Opportunity Booths - Set up branded photo backgrounds or other experiences to encourage your attendees to take pictures and promote your event out through their social networks.
In order to get all these done properly, it’s important to have the support of a reputed event organizer or event management company. In order to have a flawless event and to make it a truly memorable one, it’s mandatory to have an event team that can work closely with all the suppliers of the event. Having a reputed event management company will always assure that everything is in order and there is no risk of having any flaws during the event. When it comes to mics, sounds, LED walls etc. having a reputed supplier is a must. In addition to that, the team which works on the event needs to maintain cohesive connectivity to perform well.
Denzil Indrajith Perera – Brand, Growth, and
Strategy Consultant
MBA – PIM (Merit), B.Sc. (Marketing Special) Hons,
CIM-UK, MSLIM
Chairman – Lanka Salusala Ltd.
Non-Executive Director – SANASA General Insurance
Co. Ltd.
Inquiries – Denzil.indrajith.perera@gmail.com
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