Experiential Design: the Importance of Cohesive Event Branding

Today’s Guest Post is by Tori Atkinson – Enjoy!

Event branding offers companies, organisations and collectives a chance to massively amplify awareness – using experiential design best practices to offer an impactful and unforgettable experience. Through the power of distinctive, dynamic design, businesses can harness the immense potential of event branding – but it’s only through an intelligent and cohesive approach that you’ll experience the full effect.

Here’s how it’s done.

The Campaign Trail

The success of any event depends on how you execute the countdown. This phase is often neglected by businesses and organisations during the run-up to the big day – but taking the time and initiative to plan the preliminary elements, with a focus on cohesive design, is the key to ensuring the best possible results on the day of the event.

A strategic approach to event branding involves the creation of elements designed solely to build awareness and maximise the hype prior to the event itself. Considering how professional event design could enhance your invitations, tickets and even social media pages during the proverbial drumroll will generate as much interest as possible – boosting attendance and creating some welcome buzz around the event during the weeks or months beforehand.

Try it: bring some design cohesion to your event campaign materials by using one consistent tagline across the invite emails, print media and physical or online tickets to create a sense of recognition. Using one core aesthetic theme throughout, like one unifying symbol or colour scheme, adapt and embellish this as you see fit across the various design elements so that all materials are complementary without being visually identical.

From the Drawing Board to the Big Day

Event branding is an involved, ongoing process that starts with the drawing board and develops and evolves continually until the day of the big event. A sense of cohesion is crucial to experiential design – as no event will have the aesthetic or conceptual impact it should have without some harmony among its various parts. From the initial design stages to the production of event elements, the overarching concept should ring loud and clear across the campaign.

Ensuring that the unifying idea behind your event isn’t forgotten along the way will prevent the core message from being lost or diluted. So whether it’s pre-event advertising, the all-embracing branding or the experiential design itself, keeping a firm grip on the concept of the event will guarantee that it’s cohesive, connected and delivers on every promise.

Our work with 100%Design involved creating a holistic campaign design and carrying this concept throughout all elements made to support, promote and populate the event. Settling on an idea of ‘inspiring connections’ that tied everything together, we were able to guarantee total cohesion across the event branding.

Try it: keep a rigid focus on the overall purpose and concept of your event and create every element with this in mind. Promotional materials give you a chance to hint at your concept in a more abstract way, whereas the event itself is where you can bring these abstractions into the tangible, three-dimensional world.

‘Inspiring Connections’ was a theme that simultaneously offered inspiration for the pre-event promo design and informed the way the actual event was populated and presented. All elements of the event served as a translation or physical representation of this key concept.

Photo by Shaw+Skerm

Photo by Shaw+Skerm

Attendee Journeys

Creating a sense of togetherness throughout your event branding is especially important where the attendee journey is concerned. Whatever the ultimate aim of your event is – whether it’s to increase brand exposure, raise awareness on a given topic or drive sales and subscriptions – the journey an attendee takes from entrance to exit needs to be subtly and strategically designed.

With all elements of the event working in synergy, the journey from A to B should be seamless – that way, your audience will have the most immersive and engaging experience possible. Maintaining a sense of perspective throughout the event branding process guarantees results. It’s by keeping one eye on the big picture, exploring how different elements interact and how they work to communicate your core message, that you’ll deliver a meaningful and memorable event.

Try it: when designing the event itself, keep all primary components connected by enforcing one overriding aesthetic theme – whether that relates to colour, form or the message your displays communicate. Guaranteeing that all elements contribute to the central theme in a way that’s clear to all attendees will ensure you leave a powerful and lasting impact.

Tori AtkinsonTori Atkinson is a creative design blogger for Shaw+Skerm – providing professional event branding services to SMEs and organisations throughout London.

How Working Collectively Can Create a Better Customer Experience

Today’s Guest Post is by Duct Tape Marketing Consultant, Jamie Patterson-Kaulmann – Enjoy! 

via PhotoPin

via PhotoPin

The concept of the Marketing Hourglass is ubiquitous in the marketing world. An improvement on the traditional marketing funnel, it expands the traditional funnel by adding a back half to the equation and putting the focus of marketing on the total customer experience. In the same way that John has introduced the Marketing Hourglass as a systematic way to improve your customers’ experiences, he has also advocated for focus on strategic partnerships as a way to add additional value to your customer.

Today I’d like to talk to you about the power of collectives and how not only projectizing your organization around collective knowledge and your strategic partnerships, but how actually forming strategic networks can add exponential value for everyone involved. There are several ways you can leverage the power of your network to provide increased value to your customers by working with partners to increase their knowledge, provide them additional services and create projects around their needs.

Leverage collective knowledge

One place to start is by looking within your network or extended network for anyone who could augment your expertise. Look for people with whom your combined expertise could add value across functions and disciplines in areas where you might not personally be an expert. An example of this would be a former executive at a company I once worked. Bob Stangarone recently formed an agency Stangarone and Associates, a powerhouse of Aviation Industry experts who collectively provide value across all disciplines and knowledge areas of the industry.

The Duct Tape Marketing Consultant Network is another prime example of a network of independent companies working together to provide collective value to the market. We frequently work together and share experience to provide added value to our customers. The beauty of this type of network is that any customer who engages with one network consultant gains access to the collective knowledge of 80+ other marketing consultants in the network.

Form a collective network

Work on becoming a super connector. By looking at your network differently and placing a priority on finding opportunities to bring people together who can add value to each other and who might not have had the opportunity to work together otherwise, you become even more valuable to your entire network. This is especially true when the parties you bring together might have seen each other as competition previously, and you help them see how they can actually add more value to the market together than was possible independently. If you need some inspiration, look to the following examples as guides.

Collective entrepreneurship is epitomized in female entrepreneur Lisa Chuma, who created the Women’s Expo shortly after immigrating to Switzerland. Her Expo allows women business owners to present their products and services to the Swiss population, but her guidance and leadership has created an environment where many of the women now work together to provide enhanced packages and services. This not only has the added value of providing better products and services to the market, it has increased the respective customer bases of everyone in this network.

Unity Mark, a fellow Duct Tape Marketing Consultant, is another example. Their UnityMark project is a social directory platform that allows non-profits and cause-based projects to develop powerful online profiles so that the real story behind their cause can be heard, found and shared. It is a place where businesses, consumers, and causes can connect, communicate and support each other.

And lastly, www.addictlab.com is a platform in existence for almost two decades which encourages sponsors, members, and clients to come together from anywhere in the world to collaborate on innovation co-creation projects. They have recently launched www.yourownlab.com, a platform where you can create your own innovation lab for creative collaboration.

When looking to build a collective network, think of yourselves as a neural network. In a neural network, not all neurons are firing all the time; they only fire when they are needed for delivery of the task at hand. By forming such a multi-disciplinary, comprehensive network and bringing together your respective communities into a larger community, you provide more people with the power to collaborate, increase ideas and provide a value far greater than what would have been achieved independently.

Patterson-Kaulmann Jamie 2 (1)Jamie Patterson-Kaulmann is the founder of Alight Business Solutions GbmH, dedicated to helping mission-driven small businesses implement systematic, workable agile and marketing solutions. Jamie is a Certified Duct Tape Marketing Consultant and a PMI certified PMP. A displaced Kansan, she currently resides in Switzerland with her husband and daughter. For more articles like this, visit the Alight Business Solutions blog or connect via LinkedIn.

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