Digital Tools & Event Marketing: The Killer Combo for Creating Memorable Brand Experiences

It can be the biggest trade show of the year in your industry, and you want your booth to be the “Space That Launched a Thousand Shipping Requests” for your products.

brand-experiencesOr it’s a press conference to launch a new product, and you have a simple goal: inspire the media to rave about your product the way comic book geeks rave about The Avengers when they leave the theater.

Or it’s a concert you’re sponsoring that benefits a favorite nonprofit organization and you want your brand to deliver something other than the same old song-and-dance.

What’s the link among these three scenarios?  Creating a compelling experience for your audience. It’s not enough just to get them in the tent; it’s making their experience of your brand memorable  before, during and after what happens inside the tent  that really matters.

You’re in luck.  Digital tools  offer new channels to communicate with your audience and break out of  traditional event marketing brand experiences.. Yes, you should always start with your event objectives—Sales? Brand awareness? Thought leadership? Community outreach? Employee training?—and know your audience:  Potential customers?  Media?  Industry influencers? Potential supply chain partners? Employees?

Digital technologies can help you answer those questions,  thanks to the interactive nature of social media and Internet-based services.

  • Social Media – You may have built an event website for the occasion.  Adding an event-based Facebook page gives you more distribution outlets for exclusive content, as well as two-way communications to learn what potential attendees want to see before and during the event. And what they did or didn’t like about their experience.  A Twitter hashtag can help build pre-event buzz and let you seed anticipation as well.
  • Online Video – Take people behind the scenes of your event; give them exclusive content and interviews. This is part of the “hybrid event” theme that’s catching on with some major brands. It’s a way to make sure people who can’t attend the actual event don’t miss out. And it turns you into a trusted source for the latest industry news by becoming a broadcaster of sorts.
  • Location-Based Services – Allowing people to “check-in” to your event can result in special giveaways and incentives. Some events turn attendee use of Foursquare and other GPS-based mobile apps into games; the person who posts the most photos of your event wins a prize—and your brand  wins exposure.

Don’t forget to  listen: digital tools can also help you monitor and respond to  feedback from attendees.   It’s a great way to keep an ongoing dialogue with your audience.

CI-Group, a New Jersey advertising agency, provides digital marketing and advertising consulting to Fortune 2000 companies in a wide range of industries. Founded nearly 30 years ago and based in Whitehouse, N.J., CI-Group is recognized as a top advertising agency specializing in marketing strategies, event marketing, promotions, direct marketing, digital printing, warehousing and fulfillment. Companies seeking an award-winning interactive agency thatmerges creative strategies with effective tactics should call 908-534-6100 or visit

If you want to create an amazing brand experience for your company, please Contact Us today of fill out the form below.

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1 Comment
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    20 March, 2014 at 6:46 pm

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