SNJ Business People
Large or small, elaborate or on a budget, special events are powerful marketing communications tools. Which if well-thought out and properly implemented can be vital toward a company's long-term success and top-of-mind awareness. Whether organizing a small fundraising event or coordinating a corporate meeting, it is essential that your event is branded properly. Special event branding increases your position in the market by creating an experience that participants will remember and take away the message that you intend.
"To create an event that is fun and exciting, it is critical that the details are thought out in advance," said Phyllis Lacca, President of Masterpiece Advertising. "It takes a lot of work behind the scenes, which is what makes events so successful if branded properly.
Over the years, Phyllis and her team have launched Saturday Night Live slots at Borgata with Dan Akroyd, worked with Playboy on multiple events and organized several of Donald Trump's birthday celebrations. Masterpiece works with numerous organizations and corporations to create strongly branded events and fundraisers including their own annual holiday party which has become the most sought after invitation.
When working with strongly branding companies such as Playboy and Trump Entertainment, it is essential that every detail of the event is properly branded according to the corporate standards.
Every detail of a special event conveys a message making it extremely important for everything to follow strict brand guidelines including invitations, logo, venue, speakers, decorations, gifts, special guests and entertainment. By creating a single unified identity across all aspects of an event, it ingrains a specific message and thus creates a branded experience across all customer touch points. Proper branding turns your event into a multi-faceted marketing experience.
Event branding emphasizes image. Determine a color scheme and identity that will be used across multiply aspects of the event. Be sure that the chosen identity can not be easily confused with another company or organization. You want to create the perfect synergy between the host or sponsor and the event through branding efforts.
"Someone should be able to open an event invitation and instantly know it's from your organization before seeing a company name or logo," explained Lacca. "Using a company color or font type instantly creates an instant recognition and bond with invitees."
During an event you must carry out your brand throughout multiply touch points. Begin by implementing your color scheme throughout including the table linens, napkins, floral arrangements, balloons, room decor and even personnel attire. Details, sometimes even the smallest event details are ideal ways to promote your brand. For example, a corporate meeting can be branded using notepads and pens while party napkins, ice sculptures and gift giveaways can all include a logo or event identifier. Offering a water bottle featuring a company or event logo on the label is also great way to brand any event.
Whether a seminar or elaborate gala, signage is key. This can vary from a billboard announcing "Annual Ball next left" to a step and repeat banner ideal for photo opportunities. A welcome banner is typically a great signage opportunity to introduce guests to your brand upon their entry. This does not mean that your company logo should be plastered wherever possible, you must be strategic and place signage where appropriate throughout the event venue.
"Organizing and implementing an event take extraordinary detail but is a vital key to company success," said Lacca. "If branded properly, an event creates the desire for attendees to want to come and spread the word to others to attend as well."
For more information on how to brand your next special event, please contact Masterpiece Advertising by calling 609-344-2400 or visit www.masterpieceadvertising.com.
