I just attended a BRANDFEST.
It was a great session where the marketing company presented very “cool” and creative ideas, rich with creative case histories. It combined live shots, videos, and excerpts from influencers (happy clients). The biggest draw employed were Portal Prizes (I got it, no doors, just portals). The winner got a weekend trip to a resort near them, a two-night stay. Everyone else got a gift that was to be sent via the mail and a few got digital gift cards. The entire event took about 30 minutes, just the right time and the right time of day….8:30 AM.
If you are not actively engaging customers old and new as well as prospects, then you may not be using the digital world for lead generation as much as you can.
Promoting your company’s BRANDFEST online can be an exciting endeavor, especially when aiming to showcase new promotional ideas and creative strategies.
Define Your Target Audience: Determine who you want to attend your BRANDFEST. Are they existing customers, potential clients, industry professionals, or perhaps a group assembled for you by the Chamber of Commerce or another networking group.
Create Compelling Content: Develop engaging content that highlights what attendees can expect at the BRANDFEST. This could include teaser videos, behind-the-scenes glimpses, interviews with speakers or organizers, and sneak peeks of the promotional ideas and creative promotions that will be showcased. Today, with cyber voiceovers and an app to turn your words into a video, interactivity can cost you “nothing”.
1. Utilize Social Media: Leverage social media platforms like Facebook, Twitter, Instagram, LinkedIn, and TikTok to create buzz around your event. Share visually appealing graphics, videos, and posts with relevant hashtags to increase visibility. Consider running targeted ads to reach your desired audience.
2. Use Email Marketing: Send out personalized email invitations highlighting the unique value propositions of attending the BRANDFEST. Include links to register or RSVP and consider offering incentives like early bird discounts or exclusive access to certain sessions or promotions. You can pay for email services such as iContact or get a free account on Mailchimp.
3. Collaborate with Influencers: Partner with influencers or local experts who align with your brand values and target audience. They can help amplify your message and reach a broader audience through their social media channels, blogs, or podcasts.
4. Create a Landing Page or Website: Design a dedicated landing page or website for the BRANDFEST where attendees can find essential information such as event details, agenda, speakers, registration links, and FAQs. Optimize the page for search engines to improve its visibility. Use a free service for these one-shot webpages…unless you can do a microsite on your own website.
5. Offer Engaging Virtual Experiences: Since your event is online, explore interactive elements such as a live fashion show or hands-on “how to” use it demo. Try virtual booths where attendees can explore new promotional ideas and creative promotions in real time.
6. Encourage Word-of-mouth Marketing: Encourage attendees to share their excitement about the BRANDFEST with their networks.
7. Engage with Forums: Participate in relevant online forums and industry-specific groups where your target audience congregates. Share valuable insights, participate in discussions, and promote your BRANDFEST when appropriate.
8. Measure and Iterate: Track the performance of your promotional efforts using analytics tools to identify what’s working well and what needs improvement. Use this data to refine your strategies for future events and maximize your ROI.
Put me on your invite list, I love to see success.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.