12 Mar 2014

How to choose an event that best represents your brand?

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Have you ever tried a Google search for, “Events in Maine?” Over 185,000,000 results appear.

When you narrow your search to, “Events in Southern Maine,” only 35,300,000 results appear. 

Now search for, “Trade shows in Maine” and 9,080,000 results appear.

Lastly, when you search for, “Trade shows in Southern Maine” you receive over 11,200,000 results. 

Clearly, you cannot choose the perfect event for your brand in just four simple Google searches.  There are over 240,580,000 results alone just by searching for generic events in Maine and Southern Maine.  I googled, “Events in the U.S.” and over 3 Billion results appeared.  I don’t know about you, but I do not have time to search through millions of pages on Google.  You need to clearly define what type of event you are looking for.

What is an event?  

e·vent [ih-vent]


One Definition of an event 

  1. Something that happens or is regarded as happening; an occurrence, especially one of some importance.  

First, you must determine what type of events would be most relevant for your brand.  There are so many different types of events to choose from.  Can you imagine your brand at a Tradeshow, at a Family Festival, in a Parade, at a Sporting Event, Business Meeting, Charity Event or even a Golf Tournament?

When considering an event for my clients I always determine the following: 

  1. Who is the Target Audience that they are trying to reach? Age? 

  2. What is the specific product that they are promoting?

  3. What are the Geographic Demographics that we are trying to reach?  Is this a Local or a national promotion?

  4. What other brands will be at this event?  Who are the Major Sponsors of this event?

  5. Who were the Vendors or Exhibitors at an Event in years past? 

  6. How much does it cost to exhibit at the event?  Are there Sponsorship rates?  What do these include?  How much money does it cost people to attend an event.  

When you begin to answer the questions above, you can start to narrow down the types of events that may work for your brand.  Every event is unique in it’s own way and is managed differently.

It can take some time trying to figure out if an event is the best fit for your brand.

My strongest word of advice is, once you find an event that works for you. Remember to do something unique to stand out in the crowd.  In fact, check out my earlier blog on, “How to be heard in a crowded environment.”