Last updated on Mar 10, 2024

How can you create a memorable brand experience across events and digital marketing?

Creating a memorable brand experience is not just about having a catchy logo or a catchy slogan. It is about engaging your audience across multiple touchpoints, both online and offline, and delivering value, emotion, and differentiation. In this article, we will explore how you can use events and digital marketing to create a memorable brand experience that builds trust, loyalty, and advocacy.

1 Why events matter for brand experience

Events are powerful opportunities to connect with your audience in a more personal and interactive way. They allow you to showcase your brand personality, values, and story, as well as to demonstrate your products or services in action. Events can also generate word-of-mouth, social media buzz, and user-generated content that can amplify your brand awareness and reputation. However, events are not isolated activities. They need to be integrated with your digital marketing strategy to create a consistent and coherent brand experience across channels.

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Lara N.

Financial Services Professional
Creating a memorable brand experience across events and digital marketing requires a strategic approach. 1. Consistent: Ensure your brand identity remains consistent across all platforms. 2. Personalisation: Tailor your brand experiences to individual consumers when possible. 3. Engaging: Incorporate storytelling into your event experiences and digital marketing campaigns. 4. Interactive: Create opportunities and interactive social media campaigns. 5. Seamless: Integrate your brand to create a journey. 6. Influencer: Collaborate with an influencer or industry expert to amplify the reach. 7. User-generated: Encourage your audience to share their experiences. Remember, creating a memorable brand is an ongoing process and consistency.
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Daniel Martinson

President/Owner at Wave Point Digital || Father of an Amazing Son || Part Owner of a Storied NFL Franchise
Understand your customer's problem and provide the solution. This provides consistent value and the connection is, essentially, personalized to their needs. If we can provide value, we've don our job.
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2 How to align events and digital marketing

To align your events and digital marketing, you need to have a clear understanding of your brand identity, your target audience, and your goals. You also need to map out the customer journey and identify the key touchpoints where you can engage your audience before, during, and after the event. For example, you can use email marketing, social media, and landing pages to generate interest and excitement for your event, as well as to collect data and feedback. You can use live streaming, video, and podcasts to extend your event reach and content lifespan. You can use remarketing, email marketing, and social media to nurture your leads and customers and encourage referrals and reviews.

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Danilo Tauro, PhD

General Manager at Uber Eats Advertising | Advisor | Investor | Author | P&G Alum | ex-Product at Amazon Ads | AdAge & AMA 40 under 40 | LinkedIn Top Voice
Multi-sensory and experiential marketing can be a game-changer, if executed well. A lot has been done re. creating immersive and memorable experiences that bridge the physical and digital worlds. For events, this means crafting seamless, hybrid experiences that engage attendees both in-person and online. This extends the reach far beyond the venue, leveraging digital platforms to enhance engagement, networking, and content delivery. This also helps craft personalized journeys that captivate customers across touchpoints. All of this can help drive long-lasting brand loyalty, by delivering value, evoking emotions and making interactions more meaningful.
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Dr. Elsir Ali Saad Mohamed

Associate Professor | Business Development Consultant| New Media & AI, Expert at UAE Researchers Map
Forget siloed events! Align them with digital marketing for a marketing power couple. Social media & content build pre-event buzz & extend reach post-event. Data from online channels helps refine future strategies. It's a seamless audience journey that strengthens your brand. #EventMarketing
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3 How to create event content that stands out

One of the most important aspects of creating a memorable brand experience is to create event content that stands out from the crowd. Event content includes everything from your event name, theme, and agenda, to your speakers, presentations, and activities. To create event content that stands out, you need to focus on three elements: relevance, value, and emotion. Relevance means that your event content should match the needs, interests, and expectations of your audience. Value means that your event content should provide useful information, insights, or solutions that can help your audience achieve their goals or solve their problems. Emotion means that your event content should elicit positive feelings, such as curiosity, excitement, inspiration, or gratitude, that can create an emotional connection with your brand.

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Lara N.

Financial Services Professional
Consider these key strategies: Know your audience: Understand their interests and preferences to tailor content accordingly. Unique topics: Choose original and relevant topics that offer value. Engaging formats: Utilise interactive elements, multimedia, and diverse formats Speakers: Invite dynamic speakers who can deliver engaging presentations. Storytelling: Incorporate techniques to create an emotional connection. Interactive experiences: Offer hands-on workshops or sessions to actively involve. Surprise elements: Introduce unexpected activities. Social media engagement: Leverage social media to engage attendees before, during, and after the event. Continuous improvement: Gather feedback and make adjustments to enhance future events.
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Dr. Elsir Ali Saad Mohamed

Associate Professor | Business Development Consultant| New Media & AI, Expert at UAE Researchers Map
Imagine attending a conference. Same old presentations, generic topics, and a lukewarm atmosphere. You leave feeling uninspired and with little to show for your time. Now, imagine a different event. The theme is captivating, the speakers are engaging, and the activities spark new ideas. You walk away feeling energized and connected to the brand behind it. The difference lies in the event content. Event content encompasses everything: the name, the theme, the agenda, the speakers, presentations, and even the activities. So, how do you create event content that truly resonates and makes your brand stand out?
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4 How to design event visuals that attract attention

Another key aspect of creating a memorable brand experience is to design event visuals that attract attention and convey your brand identity. Event visuals include everything from your event logo, banners, and flyers, to your slides, videos, and graphics. To design event visuals that attract attention, you need to follow some basic principles of visual design, such as contrast, hierarchy, alignment, and balance. You also need to use colors, fonts, images, and icons that are consistent with your brand guidelines and reflect your brand personality, values, and message. Additionally, you need to use event visuals that are clear, simple, and memorable, and that can communicate your key points quickly and effectively.

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Dr. Elsir Ali Saad Mohamed

Associate Professor | Business Development Consultant| New Media & AI, Expert at UAE Researchers Map
Tired of event visuals that blend into the background? Here's my take: ditch the generic! Grab attention with visuals that tell a story. Use bold colors, unexpected layouts, and captivating images that reflect your event's theme. Spark curiosity with teasers that hint at the exciting content attendees can expect. Remember, visuals are a silent invitation - make them irresistible! #EventDesign
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5 How to measure and improve brand experience

Finally, creating a memorable brand experience is not a one-time effort. It is a continuous process that requires measurement and improvement. To measure and improve your brand experience, you need to use both quantitative and qualitative methods to collect and analyze data from your events and digital marketing campaigns. Quantitative methods include metrics such as attendance, engagement, conversion, retention, and revenue. Qualitative methods include feedback, surveys, interviews, and testimonials. By measuring and improving your brand experience, you can identify your strengths and weaknesses, optimize your performance, and increase your customer satisfaction and loyalty.

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Dr. Elsir Ali Saad Mohamed

Associate Professor | Business Development Consultant| New Media & AI, Expert at UAE Researchers Map
Brand experience isn't just a vibe, it's measurable! Track customer satisfaction surveys, social media buzz (positive & negative!), website traffic, and conversion rates. Analyze these to see what resonates (and what flops). Use insights to personalize interactions, streamline touchpoints, and address pain points. Remember, a memorable brand experience fosters loyalty and drives results. #BrandMarketing
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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a memorable brand experience across events and digital marketing?

1

2

3

4

5

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1 Why events matter for brand experience

2 How to align events and digital marketing

3 How to create event content that stands out

4 How to design event visuals that attract attention

5 How to measure and improve brand experience

6 Here’s what else to consider

Digital Marketing

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How can you create a memorable brand experience across events and digital marketing?

1

2

3

4

5

6

1 Why events matter for brand experience

2 How to align events and digital marketing

3 How to create event content that stands out

4 How to design event visuals that attract attention

5 How to measure and improve brand experience

6 Here’s what else to consider

Digital Marketing

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