Pull through page title

Consumers’ perceptions of an organisation can make or break any business. By failing to leave a positive impression, or by failing to leave any impression at all, you run the risk of stagnating your organisation’s growth – or in worse cases, risk the value of the organisation altogether.

Fortunately, there is an easy solution to improving brand recognition and enhancing consumer perceptions: hosting a well thought out event.

Hosting an event is a powerful tool for elevating the status of an organisation, in fact, it was found that 74% of people had a more positive brand perception after attending an event and 70% later go on to become regular customers.

The following are five events that your organisation could host to elevate the status of your organisation.

1. Thought leadership conferences

Thought leadership conferences are a highly effective way to position your organisation as a knowledgeable and trusted authority within your industry space.

Whether you had previously considered your organisation to be a thought leader or not, by assuming the role within your industry you immediately credit your organisation as innovators and experts in your field. Ultimately, this will help to build credibility among your attendees and enhance your brand’s reputation as a go-to source for industry related information.

Furthermore, thought leadership conferences are a great opportunity to network with other people and organisations within your industry, which could potentially lead to new corporate alliances and future business opportunities. Which if successful, will help in expanding your organisation’s reach and influence.

2. Interactive workshops

Hosting interactive workshops helps to position your organisation as a trusted resource and build relationships with your target audience.

By creating an event that offers valuable insights and relevant practical knowledge to your attendees, you establish your organisation as a reliable source of expertise, enhancing how your organisation is perceived by your consumers.

If you are also able to position your workshop so it encourages your attendees to work together to solve real industry challenges, you can also demonstrate your organisation’s commitment to collaboration and overall betterment of the industry, cementing your position as a key player within your sector.

3. Product launches

If your organisation is looking to release a new product or service, consider hosting a product launch event for its official unveiling.

Hosting a product launch for your organisation is a valuable method for developing a strong reputation and improving recognition.

Having a whole event dedicated to one of your new products or services not only helps to validate the authenticity of your organisation and its deliverables, but also reinforces the notion that your new services are both newsworthy and a cause for celebration.

Additionally, product launch events are typically infused with branding, logos, and other organisational imagery, which all help to reinforce awareness of your brand.

If marketed correctly, product launch events also help to gather attention and create a buzz around your organisation, increasing your brand awareness.

If you have any concerns about potential attendance numbers, consider making it an invitation-only event. While this might seem counterproductive in enhancing your brand’s reputation, an invitation-only event will help to create an aura of exclusivity among your attendees and enable you to only invite those that you think are likely to share positive messages about your organisation and the event.

Don’t worry too much about losing exposure through having less people attend, typically 84% of event attendees use social media to share event experiences with their friends and followers, so choose your attendees wisely and you can ensure your messages won’t get lost.

4. Seasonal Events

If you’re hoping to improve relationships with your customers or other organisations, consider hosting a relaxed, informal seasonal event such as a Christmas party or summer barbecue.

Seasonal events are a good idea for organisations that are looking to increase their brand awareness and encourage friendly relations. What’s particularly beneficial about these types of events is that they typically require much less planning in comparison to other organisational events like a workshop or product launches.

An event like a summer barbecue only requires an agenda if you plan for one, most people attending however will expect a laid back, informal gathering in which they can enjoy themselves, rather than the usual structured event.

Through creating a relaxed and informal event, you can capitalise on the positive energy created by your organisation by networking with your attendees, informally promoting your organisation’s services, and ultimately, enhance your relationship between your brand and your target audience.

5. Community engagement initiatives

Community engagement initiatives are one of the best ways to not only improve your brand’s awareness, but also your brand’s perception and reputation.

By having your organisation actively engage in initiatives that look to improve the local community, you demonstrate your commitment to social responsibility. This helps to establish yourself as an ethical and moral business, improving how you are perceived by both customers and the public.

Another advantage of community engagement initiatives is that they open the doors to building relationships and partnerships with organisations and local community groups. Not only is this beneficial for increasing your brand awareness, but it creates an opportunity for future collaborations, endorsements and the sharing of resources.

Presenting your organisation as an ethical business has become particularly important in recent years as 68% of Gen-Z customers now expect brands to contribute to society , which is a sentiment only likely to increase over time.

In addition, by creating an event that allows you to engage with the community, you strengthen your customer loyalty and trust. When customers see that an organisation is involved with initiatives that address community needs or support social causes, they are more likely to feel a sense of connection and loyalty.

People appreciate organisations that demonstrate a genuine concern for the wellbeing of the community, and this appreciation can translate into long-term customer relationships and repeat business.

Events can provide a unique opportunity to elevate the status of your organisation and improve your brand authenticity among your target audience. If you would like support finding what type of event is right for your improving your organisation, arrange an informal conversation with a member of our team at hello-conferences@warwick.ac.ukor call us on 024 7652 3222.

Gail Tomlinson-Short

Gail has over 20 years of experience within the events services industry at Warwick Conferences, developing strong business relationships through a consultative sales approach. Primarily specialising in the automotive, construction, logistics and manufacturing sectors.

Gail dot Tomlinson-Short at warwick dot ac dot uk

Say hello on LinkedIn