What is an ‘In Person event’?
As the name suggestions, it’s an event that happens with people IRL. Also called a Live Event. It can be in the form of an Expo which is when companies gather together to showcase their products or services, think The Baby Show or Wedding Fayres. Events can also include things like The London Marathon or Glastonbury. But I’m guessing your not here to set up a London Marathon 2.0. Brand events are usually a lot smaller and are aimed at connecting with their ideal customer, rather than the masses.
Since Covid there have been a lot more Virtual Events, held over video calls and they aren’t always live. Virtual events has it’s own set of benefits but are generally quite different to in person, live events.
What are the benefits of partnering with another brand for an in person event?
There are so many benefits for your brand to hosting an person event and even more so when you collaborate on the event with like-minded brands.
These benefits can include:
- Sharing the cost – in person events can be expensive if you want to rent out space, hire additional staff, create physical POS
- Tap in to each others customers – When marketing for the event, you’ll have the benefit of reaching the other brands customers.
- Create more buzz – The more brands talking about the event, the more people are likely to participate.
- 2 heads are better than one – When generating ideas, pulling the creative together and conducting the event it can be easier to do this along side brands with the same goals and strategy.
- Connect with attendees – Being able to talk to potential customers in person builds rapport and makes selling much easier. They are more likely to buy if they receive a good service and tell their friends about your brand event too.
- Opportunity to get products into hands – whether you want to sample or just showcase products. In person events are a great opportunity for potential customers to test and learn about your brand and products.
- Everything goes on social media – Invite influencers and loyal customers to the event, they are likely to share content free of charge about your brand if you put on a good show for them!
Now, let’s talk strategy. Here are 10 steps to curate the ideal in-person event in collaboration with other brands:
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Find the perfect partners. Sign up to PartnerUp, or tap into your network to connect with brands that complement your offerings.
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Scout for like-minded brands with physical products that align seamlessly with your own. For instance, if you specialise in sports bras, teaming up with a sports shoe brand can create a powerful synergy.
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Choose the perfect venue. Whether it’s a shared space within a store or a neutral location, finding the right setting is crucial. Consider splitting the costs among all participating brands for a win-win solution. Some ideas for venues could be: Art gallery, Warehouse, Gym studio.
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Set the stage with a captivating theme. Whether it’s “Pamper Yourself” or “New Mama,” a well-defined theme appeals to attendees’ interests and creates an immersive experience for all involved brands. Customers can picture what the event will entail and creates excitement for them.
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Define clear marketing goals. Whether you aim to boost sales, elevate brand awareness, gain consumer insights, or delight loyal customers, aligning these objectives with your partner brands is key to crafting an unforgettable event. You don’t all have to have the exact same goal. If you want to offer samples and get products into new customers’ hands, but your brand partner wants to drive additional revenue, that’s okay as long as you know how you’re going to make that work at the event.
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Masterful marketing is essential. One cohesive marketing strategy, integrated across newsletters, social media, websites, and physical collateral, ensures a unified front that draws attendees and creates excitement. Ensure each brand knows what they should be marketing and when. In an ideal world one brand would own the creative for the marketing, to establish consistency.
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Keep the communication flowing. Regularly touch base with your collaborative brands to ensure flawless event execution and shared expectations.
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Seal the deal on costs. Prioritise transparent and agreed-upon cost-sharing among all brands involved before you begin planning. Notify of any additional costs as soon as possible.
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It’s showtime! Dive into the event headfirst, engaging with new customers, and driving sales while having a blast yourself. In person events are hardwork and often long days but really enjoyable.
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Reflect and improve. Post-event insights and learnings are invaluable. Sharing successes and areas for improvement with partner brands paves the way for even better future collaborations.
By following these steps, brands can create engaging and successful experiences for both themselves and their customers, within the magic of in-person events. After all, when like-minded brands unite, it’s a win-win for everyone! Let the magic begin.
