How To Throw An Event That Will Generate Lifetime Brand Loyalty

How To Throw An Event That Will Generate Lifetime Brand Loyalty

Corporate events can be challenging to execute, but if you get them right, you can sometimes generate brand loyalty for life. Customers who have had good experiences with you will often stick with you for years and continue contributing to your coffers. 

But how do you put on one of these events that will generate brand loyalty for a lifetime? What should you do? 

Here’s a rundown. 

Know Your Audience Inside Out

First, you’ll need to figure out what your audience wants. The more you understand them, the more likely you will reach them when you meet them in person. Understanding their requirements and the problems they want you to solve is critical. 

Remember to pay attention to the details. Focus on what your audience wants and make it organic. Ensure that they can share your brand online with their friends and connections. 

Deliver Unexpected Value

Next, make sure you provide unexpected value to your guests. The more you can work with them, the better the results will be. 

Unexpected value can take all sorts of forms, from Domino's pizza for free to new information they didn’t know they would get. 

You want to surpass expectations wherever you can (think Steve Jobs’ “one more thing” moments). If you can add surprise to proceedings, you can completely change the experience. 

Personalize The Experience

It can also help to personalize the experience. Once event-goers feel like you’re making the event for them, they are far more likely to remember and celebrate you. 

For example, you could offer VIP services based on the guest’s profile. You could also have different categories of guests and serve them differently. B2B companies usually separate the executive decision-making parties from the regular foot soldiers. 

Facilitate Better Connections

You should also consider the connections you can facilitate at your event. If you can bring people together, they are much more likely to remember the value you provided. 

That’s why choosing corporate event venues in the middle of large cities is often a good idea. These are more accessible and allow more meetings between people in the same or different industries. 

This also means that people are more likely to be seen and feel valued., which is often critical for building personal rapport and helping them form their professional networks.

Gather Feedback

You should also gather feedback after your event to see how people feel about it. This information will enable you to create more impactful events in the future. 

Feedback tells you what you did wrong and what went well. Guests will usually tell you what they enjoyed and how they’d like you to improve the experience further in the future. 

Use Storytelling

Of course, you’ll also want to use as much storytelling as possible during the process. The more you can engage your audience in a narrative about your brand, the more likely they will come back to you. 

Ideally, you want them to know what makes you stand out. There should be some higher narrative they can tap into that motivates them to buy from you, whether it’s because you do things better than your rivals or just because you cater to the environment without greenwashing. 

Create Share-Worthy Moments

Then, there’s the need to create share-worthy moments. These could include photo booths or interactive installations. 

You want to make it easy for guests to share their on-site experiences with others and what you offer. This can generate more excitement and reinforce the idea that you put on a great event. (After all, guests who share your media are reminding themselves of their great experience and are more likely to want to use you in the future). 

Reward Loyalty

You can also throw an event that rewards loyalty on the spot. For example, you could enter people who go to your event into your VIP database, providing them with early access to all your best deals. 

Ideally, you want to reward attendees for attending your conferences and provide them with lasting value. For example, you could send them discount emails whenever they sign up for the mailing list at your events, but only if they return annually. 

So there you have it: some methods for throwing an event that generates lifetime brand loyalty. It’s not easy, but it's well worth the effort if you invest in it.

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