Successful events bring your brand alive in a way that nothing else can. Why? Because they’re experiences that, unlike the internet, involve all five of the senses: sight, hearing, smell, taste, and touch. Done right, you can literally immerse your attendees in your brand – creating long-lasting memories, a deeper connection, and increased brand loyalty.
And who doesn’t want that?
The best part is, all it takes is a little strategic planning. Here are 4 ways you can immerse attendees in your brand:
1. Choose a venue that screams your brand
Have you ever walked into a venue and exclaimed, “I love this place!” or “This is so me!” Guess what? That’s probably where you should be hosting your next event! (Or someplace like it.)
Because here’s the deal: your brand is unique (because you are) and your tribe connects with that uniqueness. So choose a venue that embodies that. Let them experience it all around them through the decor, architecture, sights, sounds, and colors. Whether it’s your favorite local haunt or an Airbnb that your clone must have decorated, it’s a simple – yet genius – way to literally surround your potential attendees with your brand.
2. Harness the power of smell, taste, and touch
These three senses, which obviously don’t exist online, are extremely potent when it comes to creating strong, long-lasting memories. So utilize that power at your event!
For example, if your brand had a scent what would it be? Woodsy? Floral? The smell of fresh and healthy citrus? Whatever it is, incorporate it into your event through things like candles (if permitted at the venue); a strategic location (such as eating at that healthy bistro that always smells divine); or even the items in your gift bags.
Events are where your brand suddenly becomes 3D. So determine what a full sensory experience should look like and offer it to your attendees.
3. Take something your tribe enjoyed online and bring it to life
What did your tribe go crazy over recently? A 60-day challenge? A series of Facebook lives? The release of your new book? Maybe it was an organic conversation that happened within your tribe’s community.
Whatever it is, take that experience and bring it to life. You don’t need to replicate it 100%. Just take the heart of what people were responding to and give it a place of prominence. For example, if your tribe loved competing against each other in that 60-day challenge, offer a similar (but smaller) competition at the event.
Your attendees will love the chance to have that experience in real life!
4. Make sure attendees connect with you
As an entrepreneur, your brand is YOU. And while your event’s location, sensory experience, and activities can all represent your brand… they can’t replace the heart of it.
If your event is smaller, make sure there’s built-in time for attendees to get to know you. (Yes – you too fellow introverts!) Have a meal, mingle over some finger food, or share a relaxing activity. Give them a chance to be immersed in conversation with you and experience you in 3D.
If your event is larger, one-on-one time is often more difficult. However, you can offer a connection through things like a group Q&A session or exclusive mini-group activities. You can also show your brand personality (and thoughtfulness) by offering fun personalized gifts or giveaways.
Ultimately, the more attendees feel connected with YOU, the more they’ll feel connected with your brand.
And that’s what events are ultimately for, right? Beyond the sales goals and business objectives, they’re about connecting with your clients and online tribe – which requires amplifying your brand in real life. And by instituting the tips above, you can crank up the dial and give attendees an experience they’ll not soon forget!
Your brand is YOU. While your event’s location, sensory experience, and activities can all represent your brand, they can’t replace the heart of it. The more attendees feel connected with YOU, the more they’ll feel connected with your brand. #Youpreneur Click To Tweet
Jenn Murray is an Event Strategist based in Pittsburgh, PA. Through her company Relate Escape, she helps entrepreneurs plan events that cultivate authentic, long-lasting relationships with their clients and online tribe. Jenn believes events should be impactful, transformative, and customized for the unique needs of each business.
