David Taylor, founder and managing partner of Brandgym, believes that events possess a unique and often underestimated value. Recognized among the world’s leading marketing thinkers, Taylor has worked with major global brands including Sainsbury’s, Mars, and Unilever.
What unique value do events offer among traditional marketing channels?
Events give a brand the opportunity to literally bring its story to life. An event allows brands to add real drama and excitement, while also enabling face-to-face interaction with potential consumers.
What role can events play in a brand’s marketing?
Events are about bringing the brand world to life. The best events, however, can go beyond the relatively small number of lucky people who attend them. This can be achieved by adding a “wow factor” to events that encourages both attendees and the press to share coverage on social media.
You work with many brands. How many of them appreciate the value of organizing events to increase brand awareness?
I feel that only a limited number of brands understand the full potential of events because they focus on the people who attend. As discussed, the real potential for increasing awareness lies with a much broader target audience.
What have been the most successful events you have seen over the years in terms of increasing brand awareness?
At Brandgym, we worked with the South African beer brand Carling Black Label on the “Be the Coach” activation. It was centered around a single event—a live football match between two of South Africa’s top teams. But the magic was that people were given the opportunity to choose the teams that would play by purchasing a Carling Black Label beer and voting via mobile phone. More than 20 million people voted, dramatically increasing the campaign’s reach. It has since become an annual event and, after more than 10 years, it is still going strong.
Source: exhibitionnews.uk
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