In today's competitive market, brands continually seek unique and impactful ways to interact with their audience. Live events have emerged as a powerful tool for building deep connections and fostering brand loyalty. In a recent episode of the "On Branding Podcast," host Arek Dvornechuck sat down with Brandie Weaver, a renowned event strategist, to explore how brands can leverage live events for growth. Here are some key takeaways from their enlightening conversation.
Brandie Weaver opens the discussion by highlighting the significant advantages of hosting intimate events. "You'd be surprised how far you can make that twenty or thirty thousand dollars go when you're having an intimate event," she says. With smaller gatherings, such as events with 200 attendees, brands can create meaningful interactions and leave a lasting impression. This is in stark contrast to engaging with 40,000 people where the impact can get diluted due to the sheer size.
Live events provide a unique opportunity for brands to connect with a new demographic and niche down on specific types of attendees. Brandie emphasizes that live events open doors for direct engagement with potential customers or clients, which is crucial in today's market where everyone is looking to connect on a deeper level. "When you're able to put your product in the hands of potential buyers, it's a game-changer," she notes, underscoring the tactile advantage of live events.
When it comes to deciding between hosting an event or sponsoring someone else's, Brandie offers valuable insights. For startups and growing brands, sponsoring can be a hefty expense without guaranteed returns. "The biggest pro of hosting your own event is that you control the scenario," she says. Hosting an event allows a brand to target its ideal audience and ensure that every attendee is someone they are ready to engage with. This level of control and personalization can significantly enhance the effectiveness of the event.
Effective event planning starts with clear goals and KPIs (Key Performance Indicators). Brandie shares her approach: "We ask the client what their overall goal is and work on those KPIs from the beginning, engineering it backwards." This strategic planning involves creating a roadmap that leads up to the event, ensuring every interaction—whether it's an email invite or a social media post—is aligned with the event's goals.
The cost of organizing an event can vary widely depending on factors like location and the type of event. Brandie suggests that brands need a budget of around five to ten thousand dollars to host a meaningful event. However, she also emphasizes the importance of bartering and leveraging existing resources to keep costs down while still achieving impactful results. For instance, using in-house photography services as a bargaining chip with caterers can offset some costs.
Maximizing return on investment (ROI) is a crucial aspect of event planning. One effective way is through bartering services and leveraging community connections. Brandie advises brands to lay out their assets and determine how these can benefit potential partners or vendors. Additionally, working with influencers and leveraging their networks can amplify the reach and impact of the event.
For brands or startups looking to organize their first event, Brandie offers practical tips:
For those interested in learning more or working with Brandie, you can connect with her through her website, (www.brandieweaver.com), or reach out via her Instagram @BrandieWeaverPartnerships.
In conclusion, live events are a powerful strategy for brand growth. By hosting intimate gatherings, brands can create memorable experiences and form deeper connections with their audience. Strategic planning, cost management, and leveraging community resources are key components to maximizing the impact of these events. As Brandie Weaver illustrates, with the right approach and mindset, even smaller brands can make significant strides through live event marketing.
