Branding has taken over the budget line item once called signage. Branding is a more comprehensive term that includes everything from parking lot decals to blimps, and it has revolutionized marketing altogether. However, it’s all too easy to reproduce branding from your previous event without taking time to look into creative new options. Consider these six tips for building a lights-out branding strategy for your next event.
Walk it out.
During your site visit, walk the paths attendees will take to the venue and explore branding opportunities along the way. Is there a parking deck with elevators you can wrap? What does the venue allow on the sidewalk? If there is a fountain outside, can you create a cling for the bottom of it? Use your budget wisely by directing dollars toward high visibility areas.
Think beyond the venue.
Work with the CVB to contact public transportation to see what can be branded on trains, buses and adjacent restaurants your guests will likely patronize. What branding opportunities can your contracted hotels offer? “Venues make [branding opportunities] a selling point instead of a reaction point,” says Kavin Schieferdecker, director of sales and marketing for Hilton Anatole in Dallas. Alongside traditional standing signs or looping welcome messages in lobbies, some hotels are now branding room keys and offering more moments for recognition.
Nonprofit organization The Pack Shack facilitates meal packing parties that benefit food insecure Americans.
When negotiating contracts, back yourself with data to prove your event’s worth to a potential venue and include language that mitigates risk.
Add these three attractions to your must-see list for Colorado Springs, a city that's home to dozens of faith-based organizations.
Morgan’s Inspiration Island, described by its staff as the world’s first ultra accessible splash park, opened in June in San Antonio. It is adjacent
Use your educational seating setup to focus on influencing the ABCs of group interactions—attitude, behavior and change—you’ll be on your way to
Connect's Senior Meeting Coordinator Nicole Reynolds shares a few of her tried-and-true tips for maintaining a healthy lifestyle on the road.
With spring 2017 upon us, the latest set of hotel builds, restorations and renovations emerge.
Hungry For A Day encourages people to fast and donate what they would have spent on food to a partner organization.
Each May, Ashlyn and Josh Murphy lead Sawyer’s Art, an art supply drive for Children’s Healthcare of Atlanta, in honor of their late son.
An event's livestream can lead to increased social engagement, marketable content and an insider’s perspective to those unable to attend.
Gaylord Rockies Director of Sales Michael Kofsky shares the inside scoop of the massive Aurora, Colorado property, slated to open in 2018.