POV

The creator economy market is growing disruptively and events for creators are taking the stage. Major events like TwitchCon not just became a touchpoint for influencers and their fans, but also a space for brands to build tighter relations with creators. So, how to do it? 

Event marketing is a powerful brand-building tool, especially if the approach is competent and contains a clear strategy. It is an opportunity not only to attract the attention of new customers but also to strengthen relationships with old ones. According to Freeman's report, 71% of Gen Z attendees claim their trust in a brand grew after engaging with it at a live event.

In this article, I would like to delve deeper into how to entice the audience and stand out from other participants during industry events.

Tip 1. Don't Cut Corners On Your Stand. Prioritize It In Your Budget

When discussing the stand’s budget, it does not mean fancy and sophisticated designs. Usually, at all events, all companies have all sorts of stands with their logos; in fact, it does not stand out from the crowd at all. Here, it is more important to consider the activities you can offer your audience. Consider how you can stand out and be remembered; you are not the only brand represented at the event. If you can only offer the history of your company and boring stories about your products, it is not a good strategy, especially when dealing with Gen Z, who have ‘clip thinking’.

Tip 2. Consider Activities That Will Attract The Attention Of Your Audience

Activities with prizes and gifts are perfectly suitable for reaching your goals. For example, to interact with influencers and Gen Z, we used a popcorn machine and the Wheel of Fortune. Research shows that nearly 60% of Gen Z event attendees value novelty in their event experience, so this hype can be partially explained. 

Your activities should be “instagrammable” to attract more influencers, meaning worthy of being enlightened in their blogs. If influencers see something catchy and worthy of posting, they will do that because they also work for their subscribers and need content. Given this, try to do something viral that will look good on social media. It would be a win-win for both your business and the influencers' audience.

Tip 3. Participate In The Activities Of The Event Organizers

It is great to do your own activities, but do not forget to participate in the ones introduced by the event organizers. Being a part of them can be beneficial as it is an additional point of contact with the participants. Plus, it is a great networking opportunity; you can also support the organizers and be remembered for it. Be active and proactive at events. Do not wait for people to approach you — be initiative and communicate with partners, neighboring stands, and influencers you already know.

Tip 4. Do Not Forget To Communicate With The Audience Online

To make a lasting impression, make sure to be present not only offline but also online. Do not forget to follow, like, and comment on influencers' social media accounts during and after the event. It will create additional brand coverage, especially if they tag you or post your products. Take selfies and do live streams at the event — create a friendly atmosphere and foster a close connection with your followers and clients.

Create merchandise that people will really like to wear and want to photograph and post. Consider our example: influencers were given custom Crocs that were comfortable for walking around the large event all day, and they shared this experience on social media.

Tip 5. Attract Local Influencers And Content Creators

No matter how hard businesses try to explore and adjust to local markets, the locals will always know and feel the specifics better. Research also shows that local influencers have a big potential to boost your brand. They produce content that resonates with the local community, making it more relatable. Additionally, local influencers tend to have higher engagement rates since their followers are actively involved in the local scene. It can also be cost-saving if there is no budget to attract global stars.