The power of team promotion and the key to standing out from the crowd
I’m sure we’ve all been in the same situation where we open our emails first thing in the morning and are inundated with the latest venue offer or special promotion. We’re now so used to these types of emails that we don’t give it a second thought before deleting them.
We’re in a world where clearly communicating what’s unique about our venues is becoming increasingly tricky year on year, with what we like to call content bombardment. So the question is how can we make sure our brand stands out from the rest? The answer we believe, lies in the people behind it.
If you mention any of your top events you’ve attended or venue you’ve visited you’ll immediately think of the person who dealt with you during your time there. The market is gradually changing not just in the events space but across business in general, years ago the more material you sent out the more you were heard. Today content bombardment is something we have to accept and adapt too. So now, more emphasis should be placed on
the personality and team behind the brand as people will always do business with people.
Using Your Voice
Building brand awareness is rule number one in business and this means keeping an eye out for opportunities to capitalise on. For example the media is always on the lookout for relevant, interesting and newsworthy content to share.The launch of a new venue or additional venue expansion are all things the media loves to write about. Getting involved with the commentary side of things can be equally beneficial. Not only will the media gain
your expert opinion but you can also use the opportunity to share your teams insights.
Share Your Knowledge
A huge part of building a profile is sharing your teams knowledge at exhibitions and trade events. Event organisers are always on the lookout for team members to take part in event workshops or panel discussions. This is the perfect opportunity to share insights, experience and industry knowledge.
Knowing Your Audience
As time and trends move on, social media continues to be the best means of tracking and targeting potential clients whether this be from a wedding or a corporate point of view. No matter the form of communication, your message always needs to be tailored to the right audience and this will never change no matter what platform the message is projected through.
From what we’re seeing in the event industry, Twitter is the place to go for customer/client complaints. Linkedin is top for interactions and business conducted. Facebook allows you to target individuals personal events such as weddings, engagements etc. Lastly, Instagram is the go to for any image worthy news and is the go to media for most young people. So it’s more important than ever before to make sure you’re in the right place, with the right product/service with the right message behind you.
Share Newsworthy Content
The key to brand awareness is to fully utilise the channels available to you. For example, if you have any special events coming up, are launching new menus or have a famous wedding on site. These are all newsworthy content scenarios which should be shared across all your relevant channels.
We all know that getting an award is the ultimate sign of recognition in the industry. Being nominated and winning gives a level of acceptance from our industry peers that what we’re producing is regarded as top quality. In the events industry, there are usually several awards covering every part of putting on a great event, whether that be from catering provider of the year to venue of the year, the possibilities from these are endless with plenty of new enquiries bound to take place in the weeks and months to come.
Of course the desired result of all of this is additional business. The way to getting there is through brand promotion, but with digital means becoming increasingly saturated, exploring other options of standing out is inevitable. Ultimately what gets people interested and reading about your venue/business is the experience and knowledge of the team that sits behind the brand. Personality and integrity is everything in business and this is a constant that will never change and if you can communicate this effectively then you’ll start to stand out from the crowd.
Here at the IXL Events Centre we’re all about promoting our team as we believe a great venue cannot succeed without a great team behind it.