Everyone wants to hear from industry experts. The trick is gaining brand recognition for your expertise. In this blog post, we will discuss how to gain authority in a saturated event market when you are just starting out.
Planning a conference or trade show for the first time is a huge undertaking. It requires a lot of advanced planning and strategic thinking to achieve success.
A great deal of success when planning an event is about building authority.
But how do you draw in crowds and sell out tickets if you have not hosted an event before? In this blog post, we will discuss how to establish brand authority when you are planning your first conference or trade show.
What is brand authority?
When it comes to branding your event, reaching the right target audience and positioning your brand as an industry thought leaderis key.
It really boils down to gaining trust and building your reputation.
Regardless of your previous event planning experienceestablishing an authentic brand identity is crucial to the success of your trade show. Let’s take a look at a few ways to build authority when you are just starting out.
Finding your niche and build a community
There are millions of trade shows taking place around the world across various industries. It’s important to differentiate your event from the hundreds of others in your industry.
One way to build brand authority is to niche down and focus on sharing your expertise within a smaller community. In a society where people are only loyal to brands they trust you want to be able to establish creditability with a small community of people before focusing on reaching a broader audience.
It’s important to figure out your niche and determine your target audience before the initial planning process begins. Develop a psychographic and demographic report using data and analytics, social media, and third-party research to decide on your target audience.
With audience insights, you can learn more about each attendee interests and tailor your event marketing strategy around their wants.
Develop partnerships with well-established thought leaders
Choosing partners that already have a well-established brand authority will increase your chances of being viewed as an industry thought leader.
You can maximize your potential reach by aligning with a few brands that people already know and trust. Event marketing partnerships are a great way to expose yourself to the target audience you want to reach.
You can work with your partners to organize joint marketing and PR efforts leading up to the event.
Once your team has all of the initial details like location, dates, and themes figured out,distribute a joint press release with your partners announcing the event. This will generate publicity for your event while increasing brand awareness.
Secure a top-tier speaker line-up
The most important thing to remember when planning your conference or trade show is that speakers sell tickets. The biggest draw for attendees to consider attending your event will be the content and speaker line up.
Inviting speakers that are industry experts will only increase your chances of being viewedasan industry-leading event.
Build momentum on social media
Building your brand authority online is just as important as establishing a rapportoffline. Today, your online presence is a critical component to the success of your event.
Nearly every brand has a presence on social media. But many organizations are still figuring out how to establish credibility and obtain brand loyalty from their target audience online. Social media is a great way to promote your event but also build a relationship with your target audience.
The key to building momentum surrounding your event is to deliver authentic content that positions your brands as an industry expert and speaks directly to your audience. Brands that fail to do so often experience a disconnect with attendees.
Utilizing social media storytelling is a great way to win over prospective event attendees, garner media attention, increase brand awareness, and build trust amongst a niche community.
Achieving name recognition in today’s event climate is possible. Remember people interact with brands they trust, admire, and respect. To differentiate your event in a saturated market, It’s extremely important to build a niche community of followers, collaborate with well-respected industry experts, and generate buzz on social media.