Maximizing Brand Activation and Event Engagement (video)

In a recent episode of the Expert Insights interview, John Golden, the host and publisher of Sales POP! Online Sales Magazine and Pipeline CRM, sat down with Brandie Weaver, an expert in brand partnerships and live events. Brandie, the owner of Brandie Weaver Partnerships, specializes in helping brands grow their understanding of reaching potential through events, influencer marketing, and sponsorships. This blog post delves into the key takeaways from their conversation, offering actionable advice and expert insights on how brands can maximize their event participation and brand activation efforts.

Understanding Brand Activation

What is Brand Activation?

Brand activation is a strategic approach aimed at creating meaningful experiences that engage audiences and capture valuable data. According to Brandie Weaver, the main goal of brand activation is to create an experience that prompts action, whether it’s through on-site engagement or digital interactions at events. This process is crucial for growing brands as it helps them connect with their audience on a deeper level.

Key Elements of Effective Brand Activation

• Experience Creation: Develop interactive and memorable experiences that resonate with your target audience.
• Data Capture: Implement strategies to collect valuable data from event attendees, such as contact information and feedback.
• Audience Connection: Foster genuine connections with your audience through personalized interactions and follow-ups.

Getting Value from Event Participation

Setting Clear Goals and KPIs

One of the common pitfalls brands face is feeling that their event participation was a waste of time and money. Brandie emphasizes the importance of defining clear goals and setting key performance indicators (KPIs) to measure success. Here’s how to do it:

• Define Objectives: Determine what you want to achieve from the event, whether it’s brand awareness, lead generation, or sales.
• Set KPIs: Establish measurable indicators such as the number of leads captured, social media engagement, or sales conversions.
• Evaluate Success: Regularly assess your performance against these KPIs to understand what worked and what didn’t.

Standing Out at Events

To make a lasting impression at events, brands need to find ways to stand out. Brandie suggests several strategies:

• Creative Booth Setups: Design visually appealing and interactive booths that attract attendees.
• Engaging Activities: Offer activities that encourage participation, such as games, demos, or workshops.
• Unique Experiences: Create memorable experiences that attendees will associate with your brand, such as exclusive product previews or VIP lounges.

Selecting the Right Events

Out-of-the-Box Event Selection

Choosing the right events to attend can be challenging. Brandie recommends using out-of-the-box methods to identify events where your brand can make a significant impact. Here’s how:

• Research and Analysis: Conduct thorough research to identify events that align with your brand’s goals and target audience.
• Unique Opportunities: Look for events that offer unique opportunities for engagement, even if they are not directly related to your industry.
• Competitive Analysis: Analyze where your competitors are participating and identify gaps where your brand can stand out.

Post-Event Follow-Up

Nurturing Connections

Post-event follow-up is crucial for nurturing the connections made during the event. Brandie shares several strategies for effective follow-up:

• Personalized Emails: Send personalized follow-up emails to attendees, thanking them for their time and offering additional information or resources.
• Distinctive Engagement: Find unique ways to continue engaging with your contacts, such as personalized invitations to future events or exclusive content.
• Relationship Building: Focus on building long-term relationships by staying in touch and providing value through regular interactions.

Creative Event Experiences

Innovative Networking

Events often follow a standard format, but creativity can make a significant difference in attendee engagement. Brandie highlights examples of innovative networking experiences:

• Color-Coded Lanyards: Use color-coded lanyards to facilitate networking among like-minded individuals, leading to more meaningful connections.
• Intimate Dinners: Organize intimate dinners or small group activities to create a more personal and engaging experience for attendees.
• Facilitated Interactions: Implement structured networking sessions that encourage interaction, especially for introverted attendees.

Conclusion

Brandie Weaver’s insights provide a comprehensive guide for brands looking to maximize their event participation and brand activation efforts. By setting clear goals, creating unique experiences, selecting the right events, and nurturing post-event connections, brands can achieve significant value from their event investments. For expert guidance on live event strategies, influencer marketing, and sponsorships, consider reaching out to Brandie Weaver Partnerships.

Key Takeaways

• Define Clear Goals and KPIs: Establish measurable objectives to evaluate event success.
• Stand Out with Creativity: Use creative booth setups, engaging activities, and unique experiences to attract and engage attendees.
• Select the Right Events: Use out-of-the-box methods to identify events that offer unique opportunities for your brand.
• Nurture Post-Event Connections: Implement personalized follow-up strategies to build long-term relationships with event contacts.
• Innovate Event Experiences: Introduce creative networking opportunities to enhance attendee engagement.

By following these expert tips, brands can elevate their event experiences and achieve their goals, ensuring a successful and impactful presence at any event.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist