Why Effective Event Marketing Includes A Focus On Branding

Photo: Pixelme Studio

Event marketing is a hot topic these days, and rightly so. Marketing your event is what gets the details and message out to the public to draw in ticket sales, donors, or product sales. But don’t get so caught up in the traditional forms of event marketing (social media promos, email marketing, advertising) that you forget about branding the event itself. Let me explain… Just like you want a cohesive theme from the invite (first touch) to the event (last touch), it’s important to think of the same thing from an event marketing perspective. This is where a solid brand, both for the organization hosting and the event itself come into play.

Recently the Ronald Reagan Building and International Trade Center hosted its annual Sparkle Lounge, a cocktail party to celebrate the new year for both past and prospective clients. While the venue changes the theme each year, the Sparkle brand remains consistent. (#GoodBranding) Guests know they can expect themed decor, an abundance of culinary options (both passed and food stations), and some element of guest interaction. On February 9, that is precisely what they got.

This year’s event drew 325 people to the venue for a graffiti-themed party. From custom graffiti letters at the registration desk, branded bars, and a live artist to an interactive glow-in-the-dark chalk wall asking guests to leave their favorite memory at the building, the Sparkle name permeated the event. Check it out:

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Want more tips on how to brand and market your events? Learn how to grow your event business without a full-time marketing department or hours slaving away.  Get in touch today! 

D. Channing Muller
Principal at DCM Communications

Channing has more than 10 years experience in the marketing and communications field, specializing in advertising, copy writing and reporting, editing, event management, and brand marketing. Beyond the marketing world, her experience in the events industry has taken her from Miami to New Orleans, Toronto, Chicago, and Washington D.C., where she currently resides, and to attend and report on special events. Follow Channing on Twitter or Instagram for an inside look.

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