How your company stays memorable through events
You see it every day: advertising messages of every kind, almost everywhere you look. And even if you notice them, you have forgotten them a few seconds later. In an age of digital overload, real experiences are rare. And what is rare is usually valuable. Put that to work and use well-planned live marketing to put your brand in the spotlight.
In the theatre, too, the production and the quality of the acting win the audience over. Not that you need to put on an act for your guests. But with a live experience, the audience is no longer condemned simply to watch. Entertaining, interactive formats trigger emotions, leave lasting impressions and win people over for good. Fabian Gruber and Alessandro Ianeselli can promise you that with a clear conscience. For years the founders of the agency that bears their names have been creating memorable formats with their team of 14 further specialists. So they know exactly what makes live marketing work, both for people and for the bottom line.
Storytelling and emotions you can feel
How often have friends raved to you about a talk full of facts and figures? Or about a standing reception with an opening speech and finger food? Interesting as it may be at the time, it rarely makes a story worth retelling. Events built on well-planned live marketing are different. Vivid storytelling speaks to your guests’ senses. Combine it with the facts about your brand and you have storytelling that works.
Whether at corporate or client events, company anniversaries, pop-ups or roadshows: stories bring words to life. Your products and services always remain the main character. But so subtly that your campaign does not come across as advertising. Instead it becomes an immersive experience that builds trust, lasting memories and long-term relationships. Anything is possible, from gripping storylines and moments of humour to compelling hosting with multimedia effects and ways for guests to take part.
Put yourself in your audience’s shoes and see the event through your guests’ eyes. Do not simply present your new range to your target audience. Use well-crafted storytelling to amaze them, and inspire them with an authentic, personal introduction to the new product line.
Live marketing: shaping and sending your message
Live experiences are ideal for spreading your brand message, because they create a world your customers cannot escape. You have plenty of options for communication that suits you, carrying your messages without obvious advertising:
- Choose a theme and let it run through your entire concept as a common thread. Always keep the purpose and audience of your live marketing event in mind, from the first save-the-date post to the follow-up campaigns.
- An unexpected opening grabs your guests’ attention. Then hold on to it. Create pictures in your audience’s minds and build emotional connections with them. Everyday stories that everyone recognises do this just as well as a brand hero who wins your guests’ hearts in no time.
- Get your core message across authentically and in plain terms. Swap the usual platitudes for creative ideas and fresh solutions. At in-person events, appeal to smell and touch as well.
- Finally, do not underestimate the follow-up to your live marketing. When people can give feedback, they feel noticed and valued. Short video recaps on the platforms your audience uses bring the best moments back to life. And a genuine offer of dialogue often turns prospects into buyers.
Think global with live marketing for a strong foundation
Your company is based in Switzerland. But the world is connected, so you should make your live marketing accessible across borders. As your reach grows, so does your profile: you build a solid foundation for your brand internationally.
Anyone who cannot attend in person need not miss out, thanks to hybrid formats. You can stream your event in real time, or set up digital touchpoints or an interactive livestream with chat. That creates a sense of global community just as a Swiss fan zone does. Perhaps you were there yourself for Euro 2024 or the last Eurovision Song Contest …
With international live marketing that reaches beyond Switzerland’s borders, you benefit from global competition too. You
- gain access to new customers and markets.
- build a strong social network through a permanent presence on social media.
- cut water, energy and waste with digital formats, and earn a reputation as a climate-friendly business.
In short: with live marketing people can actually experience, you stay miles ahead of the everyday flood of advertising. As a creative agency, we would be glad to support you with the event planning for your next lasting agency event.
