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“We are in the phase of easing measures prudently, step by step.”
This is what Raquel Duarte, government advisor for the pandemic, has to say, statements that open the door for the return of mass in-person events such as festivals, fairs or congresses without the restrictive measures that belgium email list have marked the social and cultural landscape over the last two years.
The end of restrictions and the return of these events is something that everyone is eagerly awaiting, especially for the many brands that are taking advantage of these showcases for proximity marketing actions.
Although the online channel is being used to great advantage, the truth is that the presence of brands at in-person events is an excellent way to, among other things, establish a closer relationship with their customers and potential customers and get their message across more easily, since people who attend fairs or festivals are more willing to welcome them.
How should brands plan their presence at in-person events?
Given the return of mass in-person events and the marketing benefits that attending these events offers, it is important that brands start to properly plan their presence at these types of events. How? We will explain below.
Choose the event carefully
Choosing the right event is crucial to your planning and should be carefully considered. Consider your overall strategy, the economic context and market trends, and remember that there are fairs that are open to the public and others that are only open to professionals.
Choose the one that best fits your business.
Establish an action plan
Once you have decided on the fair or event where your brand/company will participate, determine the objectives you want to achieve with your presence: build customer loyalty, promote the company, study the market, present new products, etc.
This planning should also include the level of investment, marketing, type of stand and logistics. Also think about the promotional gifts you want to offer and the trips you will need to book.
Marketing Plan
Despite being prepared before the event, marketing is a decisive factor in the reach that your presence at the event will have in terms of visitors and in the way your brand will remain in their minds.
Send personalized invitations, launch a mailing campaign and promote your event through the press and social media. Invite journalists or influencers to your stand and, as you would with all other visitors, don't forget to offer them personalized gifts.
Choose the Team
One of the secrets to ensuring your brand's presence at a physical event is a success is undoubtedly choosing the right team to represent the company at the stand. In addition to being friendly, which is essential when it comes to attracting visitors, these people must have skills in areas such as sales, marketing and public relations.
Design and Identity
It is said that a picture is worth a thousand words. This is particularly true when it comes to your brand’s presence, for example at a trade show or festival.
At these events, the company's visual identity must be evident not only in the structure of its stand, but also in the promotional gifts it offers and in the clothing of its employees.
If promotional gifts are normally received as an item of value by those who receive them, thus helping to preserve the memory of your brand in the visitor, personalized clothing is no less important.
In addition to being an important component of your brand identity, personalized clothing paves the way for a more effective way of communicating the organization's values, leading to a higher rate of appeal among visitors.
Therefore, when choosing clothing for your employees who will be at the fair/festival, prioritize pieces that simultaneously provide greater comfort and safety and clearly convey your brand's message, thus giving it greater visibility.
