How Do You Create Brand Awareness?

In today’s already crowded marketplace, it is more important than ever before that you have a brand awareness strategy. The goal is to get leads and customers to recognize your business and see it in a positive light while distinguishing you from your competitors. If you’re having trouble knowing where to begin with your awareness campaign, here are some ideas to get you started.

How Do You Create Brand Awareness?

Host Brand Events

One of the best ways to build up awareness is by hosting brand events, which can be anything from industry events and conferences to product giveaways and sampling campaigns. Generate buzz for your event by getting active on social media and sharing event details to make sure people know when and where it is.

Brand events help strengthen your brand presence offline, which is beneficial because it enables you to expand your network, attract new customers and boost sales. For example, hosting an event such as a networking meetup or speaker series can help you turn casual followers into loyal fans who want to learn more about your brand, support your business and tell their friends about you.

Get Social

With 3.6 billion people using social media across the globe, being active on these platforms is essential. They help you create buzz for your brand because it allows you to build a personal connection with customers and establish an online presence that lasts. Set up a business Facebook account, Twitter profile, or Instagram account – whatever forms of social media are working well in your industry.

From there, start showing up with useful content every day to build an engaged audience. For example, if your brand is a bakery, post photos of delectable treats you make on Instagram. Or, if you’re a landscaping business, you could share before-and-after shots of your work. Try to share at least three to five pieces of content each week to keep your social media presence strong.

Try Influencer Marketing

Influencers with large followings on platforms like Instagram and YouTube can create hype about your brand. It’s a way to reach more people by tapping into someone else’s audience. One way to get influencers interested in working with you is to offer free samples of products in exchange for reviews from bloggers or customers you reach out to directly via email or phone call.

Craft a Unique Slogan or Tagline

A slogan or tagline is an opportunity to influence how your customers and leads view your business. For example, Nike has “Just Do It,” while Ford has “Go Further.” They’re simple phrases that communicate your company’s values in an eye-catching way.

What can you say about your business in one sentence? If it’s hard to summarize what you do into a short, catchy tagline, it might be time to refine your brand messaging. A good slogan should be memorable and explain what you do yet is specific enough to set you apart from your competitors.

Get Networking

Attend networking events like conferences and meetups aimed at people in your industry to connect with potential business partners and customers. Make sure you bring business cards with you because everyone will ask for them! You can also make a professional contacts list or LinkedIn account where professionals in your industry regularly update about upcoming events they will be attending.

Networking isn’t limited to in-person events, either. Join an online community where your target market is already engaged in conversations about similar brands or interests, and join the conversation! LinkedIn is a particularly potent networking tool for businesses. Remember, networking isn’t about making sales; it’s about creating lasting professional relationships. So listen more than you talk and aim to be selflessly helpful!

Start a Blog

Your website can be so much more than a place to host your store or list your services. If you haven’t already, start publishing an original blog post at least once a week that targets your audience’s pain points or interests. Include calls to action directing readers to the next step in your sales funnel. You can also create detailed guides with specific practical uses for your products or services, so if potential customers find your blog post and like what they read, they will already feel comfortable knowing what you can do for them.

Repurpose Your Content

One of the best ways to create awareness and extend your reach is by repurposing content that has already been published and using it in different formats. For instance, you can turn your blog post into a video tutorial for YouTube or an ebook. You can also use social media to repurpose content hours, days, or even weeks after its initial version was published. For example, you can tweet relevant quotes from your latest blog post with relevant images every couple of days.

Use Paid Advertising

Paid ads can be powerful for increasing awareness and reaching new people. You can use paid ads to direct people towards specific calls to action on your website, such as encouraging them to sign up for your email newsletter or contact you for a free consultation.

Some examples of paid advertising include Facebook ads, Instagram ads, and Google Adwords. Which medium you choose depends on your target market’s online habits. For instance, Instagram ads work well for a fashion brand that targets young women, while a consulting company targeting business executives may find more success by advertising on Google.

Earn Press

You can also increase awareness by earning press coverage, which is essentially getting featured on other online publications and media outlets as an industry expert. Brand events are also a fantastic way to get press coverage if you can create enough buzz around them! You can also find press opportunities by searching for websites and blogs related to your industry and looking through their contributor guidelines.

Another great place to find free press is through HARO (Help a Reporter Out). HARO is a platform that connects reporters with businesses.
If you sign up as a source, you’ll get an email once a day with inquiries from reports looking for experts to cite in their articles. If you find a query you can answer that fits your brand, you can pitch them your response!

Send Newsletters

Email marketing can boost awareness by sharing your latest blog posts, press coverage, and social media updates with the people who have opted into receiving emails from you. In addition, you can design an attractive newsletter template or create a series of templates for different types of emails that correspond to different calls to action.

Grow your email list by offering webinars, free ebooks, or other digital content to potential customers who are willing to give you their email address in return for access to the free content. You can also use social media to provide links to sign-up pages in return for access to exclusive promotions, discounts, and coupons.

Optimize Your Site for Google Search

Search engine optimization (SEO) is an opportunity for leads and customers to find you when they search for products or services related to your industry on Google. To get your website to rank near the top of the results page, you need to optimize your website for Google search by using the right keywords, formatting your articles correctly, linking to other popular resources within the industry, and creating backlinks.

One of the best ways to improve your site’s SEO is writing blog posts with long-tail keywords related to your business. Long-tail keywords are lower-volume search terms that are easier to rank for. For example, instead of targeting the term “business consulting,” you can target a more specific phrase like “small business coaching services.”

Host Free Webinars

Holding free webinars can be a great way to increase brand awareness by sharing knowledge with your target audience. You can share tips, best practices, upcoming events, or industry news that would be relevant or beneficial for your readers to know about. These are great for establishing your brand as an industry expert and getting broad exposure among people who might not have otherwise heard of you before. They are also great for growing your email list, where you can continue to nurture customer relationships.

Get Involved in the Community

You can grow awareness among prospective clients by becoming active in your community and participating in activities or initiatives that align with your company’s values and mission statement. For example, you could sponsor a race for charity or host a panel discussion at an industry conference.

Try Offline Marketing

Finally, you can increase awareness of your brand by using traditional offline marketing methods like billboards, print, or radio advertisements. These methods are effective, but they tend to be relatively expensive compared to the other options mentioned above. Make sure that these types of campaigns align with your company’s message and branding before investing too much time and money into them!

By focusing on how your customers want to be marketed to and what message you are trying to convey with your brand, you will have a good chance of successfully increasing brand recognition. But brand events are a great way to cover all your bases! Do you need help with raising brand awareness? Contact us at King Sixteen today, and we can help you plan a brand event that will effectively increase awareness and strengthen relationships with your customers.

10 Goals All Brand Events Need to Accomplish

Brand events are one of the most powerful ways to grow your business. Although there are multiple reasons to run an event, they are particularly useful for launching a new product, rebranding, building a loyal customer base, networking, and creating extra revenue.

However, these kinds of events will only give you a good ROI if they are organized and executed correctly. For example, it’s essential to have specific targets in mind during the planning stage. Here are ten goals every brand event needs to accomplish to be successful.

10 Goals All Brand Events Need to Accomplish

1. Generate Buzz

The benefits of an event begin before you even host the event! Creating excitement about your event won’t just increase ticket sales; it will get the media involved and spread awareness about your brand, even to people who don’t end up going to the event.

You can start generating buzz for your event by choosing an exciting or unique venue or offering a limited number of tickets to increase exclusivity. Then it’s a matter of spreading the word online. Here are a few tried-and-true ways to get people talking about your event.

Social Media

Social media is a potent tool. Post engaging content that’s easily shareable on Twitter, TikTok, or Instagram, and word about your event can go viral! You can also garner interest by hosting a contest or giveaway. Incorporating social media ads is another fast and effective way to spread the news.

Website Optimization

Ensure your event website is optimized for conversions by having a clean layout, compelling copy, and good SEO (search engine optimization). It should also be optimized for speed – if the page takes longer than even a few seconds to load, people will bounce!

Your event website should include an email list sign-up form so people can get event updates and news of when tickets will be on sale. It should also have share buttons activated so people can easily share the event on their social media channels.

Email Marketing

Email marketing is one of the best tools for finding and enticing potential attendees. First, create a landing page on your website with really clear CTAs that make it easy for people to sign up. Then, nurture your email lists with regular updates in the weeks and months leading up to the event to build momentum and excitement.

Event Apps

Apps enable you to utilize features like push notifications to deliver the latest news and updates on your event directly to the attendees’ phones while collecting email addresses for future marketing campaigns.

2. Sell Tickets

The fastest way to lose money on an event is to sell oo few tickets, so it’s crucial to know your target demographic and promote the event effectively. There are many ways to sell tickets, including through your event’s website or by using online ticketing websites like EventBrite or AdmitOne. One way to maximize ticket sales is by offering multiple-tired pricing, so there’s something for every budget.

For example, you can offer general admission tickets at a lower price and VIP tickets at a premium price. The VIP tickets could include extra perks like a bag of swag, behind-the-scenes access, or prime seating. You can also create hype through paid ads, free webinars, podcasts, and product promotions. Lastly, hiring a PR agency can help you get the word out and build relationships with sponsors, vendors, and exhibitors.

3. Increase Brand Awareness

Larger events will naturally increase awareness of your product or service. However, a small event can still accomplish this by including brand ambassadors who can explain the benefits of the products to attendees and make them feel like they are part of a community rather than random people at an event. If you generate enough buzz for your event, you may also get media coverage for the event.

Don’t be afraid to send your press kits to local news networks or influencers and bloggers with whom you have an established relationship. Just remember to always include an invite to the event – asking someone to cover your event without offering access is a faux pas! You may not always get live coverage or positive feedback, but it can be a very cost-effective way to reach new leads and increase brand awareness.

4. Inform People About a Product or Service

Sometimes, it’s okay for the event to simply inform people about your company and what you do. However, one of the main objectives of an event is typically to sell a product or service. It’s a particularly good way to introduce a brand new offering! Introduce your product by inviting industry experts to speak it or have brand ambassadors demonstrate how to best use the product.

These demonstrations aren’t about aggressively selling your product but showing the attendees how it can improve their lives or solve a specific pain point. When the information is presented the right way, you’ll find the products sell themselves! Make sure you collect data from the attendees who were interested in the product but didn’t buy, so your salespeople can follow up with them after the event.

5. Create a Memorable Experience

You want attendees to rave about your event for months afterward, so make a point of surprising and delighting them! Think about engaging the five senses. The venue can create visual appeal by being in an unusual place. For example, consider hosting the event at an aquarium, historical building, or animal sanctuary. Appeal to taste and smell by having themed foods and beautiful, fragrant floral arrangements. And of course, don’t forget the music!

Make it an event they won’t soon forget by offering unique, fun experiences. For instance, a riveting keynote speech, interactive exhibit, or augmented reality demonstration will nearly always do the trick! Lastly, giveaways and raffles always go over well and create excitement in the crowd about the chance to win something.

8. Make Money

Just about every event has the goal of making money – ideally, lots of money! Although a large part of this is through ticket sales, there are many other ways to generate revenue with an event. For example, selling sponsorships are a great way to boost the bottom line. You can secure sponsors by providing them exposure. For instance, you could show the sponsor’s logo on your email invite, which goes out to an email list of 20,000 people.

You can also sell services or products at the event by hosting a brand booth or putting on a demonstration. Another option is selling event merchandise, like hats and t-shirts. Lastly, keep the event fresh by adding new elements to it. For example, you can change your giveaways every year so that people will be excited to come back again and again!

9. Generate New Leads and Customers

New leads and customers are the ultimate goals of any event. Make sure your attendees are being entered into a contest or raffle to build your email list, and reward those who spent time learning about you with special offers and discounts. It’s great to generate new leads through your event, but what you do with them afterward is equally important.

Ensure that you have a robust contact database so you can follow up with details about upcoming sales, offers, and other interesting news. You can use the information they provide to segment your audience to target people more efficiently and reduce costs with targeted marketing. Marketing activities at your event will also help build trust between you and the customer. That way, when the time comes for them to make a purchase, they’ll think of you.

10. Garner Trust in the Marketplace

A successful brand event that offers informative or educational value will build people’s trust in you and your company. In addition, your event can establish your brand as a thought leader in the industry and give attendees a clear vision of your company’s core values. This is important because it helps you gain new customers and encourage current customers to keep buying from you.

It’s also another great way to build your email list and improve your website’s SEO; when people trust your brand, they will reference your site and link back to you, enhancing your brand’s authority in Google’s eyes. That means search engines will rank your site higher, driving even more traffic and leads to your brand.

Accomplishing the above objectives will ensure your event is successful. Whether it’s a one-day experience or a multi-day festival, the most important thing is to create a positive experience that positions your brand as an industry leader.

As you can see, there’s a lot of work and coordination involved in hosting a successful brand event. We offer turn-key solutions and manage everything you need for a successful event, including security, catering, technical support, entertainment, and catering. Whether it’s a 100-person bar or a 1000-person gala, we’ve got it covered. Ready to host your brand-boosting event? Visit us at King Sixteen today, and we can help you coordinate a rockstar event that rockets your brand into the stratosphere!

How Can Experiential Marketing Help Retail Businesses?

Experiential marketing is essential to any modern branding strategy. It provides customers with the meaningful interactions and personalized experiences they crave. In other words, it allows consumers to be a part of your brand and can cultivate loyalty and influence buying decisions. And when done correctly, EM can even help you generate additional attention both in the media and online.

How Can Experiential Marketing Help Retail Businesses?

Unlike online or traditional marketing efforts that take time to build brand awareness, experiential marketing (EM) is a uniquely fast and effective way to connect with customers through face-to-face experiences. It engages all the senses and ignites emotions to create lasting memories that, in turn, drive brand loyalty.

EM invites customers to meet brands in person rather than force them into the role of observer. Radio, newspaper, and TV ads are crafted in the hopes that a message will resonate with audience members. But EM is an interactive experience that can have a substantially more significant influence on customers. They get to know a brand, its character, and the people behind it.

Why It Works

Consumer behaviors are changing, a fact we can attribute in part to social media. People today see a meaningful and happy life as one focused on experiences they can share online.

To illustrate, a Harris Group study shows more than 70% of millennials prefer to spend money on experiences rather than material goods. And they’re happy to pay to participate in exciting, memorable events that range from parties and food festivals to concerts and fine arts shows.

Giving Customers What They Want

EM fulfills modern consumer needs by giving them opportunities to create content that can be posted to popular platforms. Sampling makeup in a retail store, for instance, provides plenty of photo opportunities. In the meantime, brands garner free advertising from the frenzy of social media sharing that ensues.

EM also helps consumers feel included, like they’re part of a brand’s extended family. Finally, it improves brand value in a way that trying to influence customers from a remote position cannot match.

A Few Statistics

EM delivers a desired human touch, and statistics confirm its power. A study from the Event Marketing Institute finds 72% of consumers see brands from a positive perspective when they provide quality event opportunities. That same study also shows 74% of consumers are more likely to purchase from a brand after attending marketing events.

Real-Life Retail Examples

Brands ranging in size from large to small understand live events are critical to their company’s success. Orvis, for example, is an apparel and gear company that also sells outdoor activity classes. L.L. Bean offers similar educational classes in addition to camping trips. Both witness a surge in sales immediately before and after each of their events, realizing as much as a 30% increase in profits.

The success of these two brands demonstrates EM may be even more powerful than influencer marketing. EM brings everyone – customers and influencers alike – together in one place. It eliminates the need to manage influencer giveaways and outreach. Experiential events also eschew long analytical hours needed to determine if an influencer partnership benefitted the brand.

Crafting a Vibrant Landscape for Consumers

EM can benefit more than traditional clothing retailers. A wine purveyor in New York City has created a wine-themed playground that adults can enjoy as they sip on rosé variations from across the world. Pantone, which provides a color standardization system for industries like printing and graphic design, created a pop-up cafe in Monaco. The small menu features food in Pantone’s signature colors and has proven to be a hit with all who visit.

The point is that companies can create a new buzz on social media, and similarly connect with customers, by implementing well-planned experiential marketing strategies. These occasions can bring a brand to life. And marketing managers have a whole catalog of appealing events to choose from, including:

  • Educational classes
  • Food and beverage tastings
  • Parties
  • Pop-up shops
  • Tours
  • Community Events
  • Event series, like a book club
  • Trade shows
  • Kiosks
  • In-store experiences

The Benefits of EM for Retailers

EM is a great way to drive word-of-mouth marketing. Event attendees often talk about their experiences with friends, and as mentioned earlier, they’re sure to post photos on social media. This chatter helps generate interest in your brand and the products you promoted at the event.

Offline events also provide an opportunity to receive immediate customer data and feedback. You can see first-hand how consumers interact with your services and products as well as ask real-time questions to understand how you might improve future offerings. Events additionally provide a chance to gather customer information that can be used for later marketing campaigns, such as direct email.

Build a Sense of Community

The engagement loop created by an offline event helps build a sense of customer community. We already know consumers want to feel like they’re part of a brand. A strong sense of community helps reinforce the loyalty that experiential marketing jumpstarts. Crafting an audience around your brand also keeps consumers engaged between events and unites people who share similar interests.

Stand Out

A crowded market can make it difficult for any brand to rise above the competition. EM provides a break from the ordinary and nabs the attention of consumers. Nearly every brand has a digital marketing strategy, but few capitalize on the power of EM. When you harness this power and use memorable events to position your brand as edgy and creative, you find a real opportunity to scale.

Gain Media Attention

Launching a bold EM initiative can effectively grab the media’s attention, meaning you’ll gain coveted press coverage for your event. Media outlets are eager to cover big and daring events because they appeal to audiences. The bolder your campaign is, the better your chances of earning coverage.

Why Your Brand Needs EM

Researchers estimated in 2017 that nearly one-third of all Internet users would choose to use some type of ad blocker within the next five years. This means online advertising may become even more problematic, and it’s already tough because the market is so crowded. Brands must therefore start thinking outside of the box now, before their marketing campaigns hit a dead-end.

Improves Customer Acquisition

We’ve already established that experiential campaigns and in-store events are more efficient, and far more rewarding, than a standard Google ads campaign. That’s because these events stick in customers’ minds and generate something even more important than word-of-mouth promotion: customer acquisition. And this happens much more quickly than the traditional sales funnel required with digital advertising.

Increases Purchase Intent

Studies confirm that EM can increase customer purchase intention. People are profoundly influenced by emotional, associative, and sensory experiences and are more likely to rate a product or service as “positive” following a branding event.

It’s important to understand that value resides in more than the functional benefits of a product. It also exists in the hedonic elements surrounding a product, and companies that successfully manage these aspects can achieve a great competitive advantage. In other words, crafting a unique and engaging marketing experience can influence a customer’s intent to purchase.

Creates More Value for Consumers

EM is a great way to build value for consumers. It allows customers to see how products can be used to the greatest advantage, and with this comes increased desirability. Television shopping networks have capitalized on this concept beautifully for many decades. They demonstrate the positive impacts a product can have on a person’s life, and that product suddenly becomes irresistible. EM can have the same effect.

What EM Is Not

A quick online search will reveal any number of definitions for EM, but we prefer to think of it as a marketing strategy that deeply engages customers with a brand. This does not mean, however, EM is just another term for experience marketing. EM refers to interactions that occur in an offline settering, whereas experience marketing covers the entire customer experience, whether that occurs online or not.

A Synonym for Event Marketing

It’s equally important to understand EM is more than event marketing. Events like trade shows, conferences, and in-store sampling are individual channels of EM each used to achieve a specific goal.

EM encompasses the many elements that go into planning and executing these events with success. This means that experiential marketing, if done correctly, considers the expectations of event participants as well as current consumer behaviors. It is a much broader initiative that ultimately aims to humanize brands.

A Solution That Can Be Developed Without Effort

If EM could be quickly and easily implemented, more companies might include it in their annual marketing plans. But EM is not a silver bullet. It is comprised of real-time, one-on-one interactions that give consumers an inside look into a brand’s character. This means every element must be carefully considered with the right strategy, people, and process.

The time and effort you invest in EM will be highly rewarding. It provides an exciting way to meet the people buying and using your products. But these campaigns, as you likely noticed, also require a strong command of event planning. That’s where we come in, with our ability to ensure every detail is accounted for and executed. Contact King Sixteen today and plan your next event with a team of dedicated professionals.