A brand to consumer event is where customers and clients can interact with the product or service directly and have a sensory experience of the benefits that the product or service brings (think cooking up sausages on a brand name grill and handing them out as samples). Could there be a better way for that company to show consumers the superiority of their product?
This is the difference between telling people what features they will get with the product and letting them experience it for themselves.
These events can be held on a small scale, like the outdoor barbecue above, or they can be complicated, multi-city events that will touch thousands. We’ve planned both, and they are both incredibly effective at bringing the company the results they want to see, which is a return on investment.
Brand to consumer events are the most powerful tools out there for businesses to win brand loyalty.
What’s the biggest challenge to planning a brand to consumer event?
It’s that every market will experience completely different results.
The solution to this is to plan a pilot program to test the effectiveness of the event. Do this by choosing at least 2 different cities or markets and then determine the ROI.
Another challenge you’ll face is that these events are open to the public.
Determining the attendance flow is difficult. Without a large enough attendance, companies won’t be able to judge how effective the event was.
In order to overcome this challenge, a solid pre-event marketing budget is needed. This will ensure a respectable turnout. When you are expecting a large turnout be sure you know how to handle large event logistics.
By knowing these two challenges you are ahead of the game and ready to plan an incredible event that will please both your client and their consumers.
We’ve distilled 30 years of actual experience, knowledge, and know-how into an intensive corporate event-planning curriculum that prepares students to become successful event planners.
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Our 4-part curriculum offers students a behind-the-scenes look at the world of corporate event planning. We’ve focused our materials on what we’ve learned from spending more than 30 years in the trenches of corporate event production. The knowledge, insights, and stories we share in our curriculum prepare students to become successful Corporate Event Planners.
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