How Branded Events Create Brand Loyalty

Branded events are becoming one of the most popular ways for restaurants, tourism brands, and boutique hospitality businesses to build brand loyalty and increase repeat customers. However, branded events aren’t ONLY limited to these three industries, they’re slowly being integrated into a brand’s and business’s marketing strategy.

Think I’m just pulling these out of my butt? Take a look at these statistics on properly representing your brand and business to make it memorable:

  • 79% of marketers cite increased brand awareness as the main focus for B2B content marketing. (*)
  • 45% of a brand’s image can be attributed to what it says and how it says it. (*)
  • 60% of US millennials expect consistent experiences when dealing with brands online, in-store, or by phone. (*)

So, how exactly does a branded event create brand loyalty?

Let’s break it down based on experiences and how to include branded materials:

Next level interaction

Branded events are great for so many things, but the biggest one (I would say), is bringing in the “next level interaction”!

Personally, I believe that a new interaction would be elevating how an audience already interacts with a brand.

For example, email and content marketing. Most businesses will have an email and content marketing strategy that is (hopefully) planned out weeks in advance. This content shouldn’t change too much, just because there is an event approaching. I would label this as a brand’s “cornerstone” content.

On top of the “cornerstone” content that boosts a brand’s visibility and recognition, branded event marketing material would be what sets them apart. Using targetted email campaigns (that is beautifully branded) and specific branded content for an event elevates the experience with community members that absolutely love the brand and business, wanting to take their interaction up a notch. Make sense?

*PRO TIP: Use branded email and content marketing to create excitement and buzz. These allow businesses to step out of their “usual” content strategy and into something more short-term and quick to build anticipation!

Extending the experience offline

A branded event takes an online business or brand and makes it a REAL thing that gives consumers the opportunity to create connections. Of course, the Internet is an amazing place that allows groups of people to connect from all over the world, but there’s nothing like the connection you build with real-life experiences. Online businesses in the tourism or hospitality industries have the advantage of creating services and experiences that can solely “stay online”, helping people from around the world, in the comfort of their own home. BUT – there’s something to say about a brand that is able to take their message and create the same experience offline.

For example, take a tourism brand that provides a “done for you service”, making it easier for travelers to get situated when they land in a new destination.

Of course, their online presence has a strong message, connecting with clients globally, but what if they could provide a branded event to increase their brand recognition and loyalty?

They could pick a destination that most of their clients visit frequently and decide to have a small event for travelers who will be there at the same time. What happens next – they’re able to connect their messaging in a stronger way, build relationships with their audience, and share their values with more people!

*PRO TIP:Use branded goodie bags or other special offers to have guests leaving with something to remember you by! There are plenty of ways to share your business message through specific items that will be useful for your guests AND carry your message.

Branded launch event for Sana Sana Aroma
Sana Sana Aroma [branded launch event]

Building audience connections

What does it mean when you build an audience connection?

To me, building an audience connection is not only sharing a connection between the brand and the audience.

Building audience connections take it one step further – using a BRAND/BUSINESS to build the audience’s connection to one another. How powerful would it be to connect two like-minded individuals while using a brand/business to be the link between them?

This not only builds a stronger community but can increase brand awareness, because audience members will now relate a positive branded experience with the brand!

*PRO TIP: If your event is able to connect others in some way, with a shared interest (your brand!) why not build on this? Use social media to share event photos, videos, and more and ask others to upload their own!

Brand Experiences = INCREASED brand awareness

As I’ve been studying the market, I see a VERY LARGE advantage to hosting branded events. These events can be small, medium, or large, attracting completely new vendors and clients or focusing on bringing the community you currently have, in-person.

Some ideas for branded events to implement now:

  • Webinars
  • Meet-ups
  • Retreats
  • Workshops
  • Brunch, happy hour, dinners (y’all, food is a GREAT way to connect people)
  • Conferences
  • etc.

Table of food for branded event

To review, branded events can:

  1. Provide a new type of interaction between business and consumer
  2. Extending the brand message from online to off-line
  3. Building a stronger community dynamic

And here are a few ways to make sure your event is branded – to make an impact:

  • Use branded email and content marketing
  • Leverage the power of social media
  • Offer USEFUL branded goodie bags

What types of branded events and experiences are you naturally attracted to? What are some of your favorite brands that have built in live events to enhance their client experience? I’d love to hear what you think!

Do you have an event to promote but unsure how to get started with content strategy? Let’s sit down and design one, together! Book a Clarity Call with me, today, to learn how we can work together!

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Does your content marketing strategy include branded events? In this post, we've broken down how branded events create brand loyalty and increased loyalty. -- The Quirky Pineapple Studio
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