An effective event product stems from the same deep understanding of customer wants and needs that drive the positioning and messaging in an effective marketing campaign. It’s not enough to throw open the doors and hope that your attendees have an experience that lines up with what you’ve promised – today’s event organizers must take responsibility for creating and facilitating opportunities for attendees to live that promise. Accomplishing this means developing a partnership between marketing, sales, programming and operations to ideas and deliver an experience that reinforces the event positioning and delivers on the brand promise.
This session will start with an overview of effective (and not so effective) approaches to developing a compelling event brand promise and then move into an ideation workshop using participants’ events and industry examples to come up with possible on-site experiences that deliver on that position.
- Contrast the difference between messaging points and a true brand promise
- Translate a brand promise into ideas for on-site experiences
- Describe the roles and responsibilities of various team members in developing brand-driven experiences