Whether you are hosting your own event or are making a presence at someone else’s event you are going to want to get your brand out there.

Distilling the essence of a brand at an event isn’t easy. It can be done in a multitude of ways, stretching it across event marketing campaigns, through digital platforms (whether it’s an app, website or emails) or on-site (signage, hand-outs and killer swag). However, when you’re branding an incepted event (an event within an event) it’s important to share a brand story that resonates with the audience.

We know that along with word of mouth, digital marketing is a cost-effective solution to reaching a large target audience. But, what about participation in live, virtual or hybrid events? How about events that include digital marketing opportunities?

When considering brand participation in events, either live, virtual or hybrid, consider the immediate and long-term reach, the potential for cross-marketing opportunities, such as branding on printed or digital materials, inclusion on event home pages and ability to create relationships (yes, that means networking). If participating as a sponsor, either for live or virtual events, insist that all digital mentions/logos include a hyperlink to your website. This will allow you to track the traffic and determine the value of your spend.

Speaking of spend… don’t spend a significant amount of time worrying about direct mail opportunities – attendees are often drowning in a sea of exhibitor/sponsor collateral. Simply roll-out the best design and create the most engaging booth (real or virtual you can afford. Most importantly be sure that your design is one that definitively tells your brand story. Adding sponsorship or some other form of engagement to your participation in live or virtual events, when done correctly, can magnify the number of impressions and significantly impact your success.