The Use of a Brand Event

An event is something which can be very rewarding to a brand. People can be reached on a global scale if there is enough coverage; drawing in so many new and excited consumers. In contrast, an event can be intimate, personal, low-key, and even for ‘members only’. These may make outsiders of the brand turn their noses up, believing they’re not being inclusive; however, the almost private style events can help a brand directly engage with their most loyal customers in order to find useful help and insights.

So why else do brands choose to use events? The brand themselves can show off their personality and history in a super creative way. For example, Fred Perry recently opened a new store in Camden, London, and decided to throw a launch party to celebrate! The basement is an exhibition on Camden’s musical legacy, and so Fred Perry hosted a night filled of music in this exhibition space. The decision to do this is very on brand for Fred Perry since part of their heritage is the link to music and pop culture:

An event is also a beneficial way to promote themselves publicly as recordings through intentional cameras, or from attendees via mobile phones, will always tend to happen – with content then being shared worldwide.

Both a benefit and a limitation of an event is the criticism factor. If a brand has previously had bad publicity, it is an obvious move to try and regain their self-image. On the other hand, as with anything, bad publicity and critique could actually lose both customers and money for the brand.

Mia

xo