Successful Branding and Event Strategies are based on a very broad based science, but it all begins with first identifying the end user of your products, goods, or services. Once you have identified who those customers are, and often there are different channels you will identify, you then develop the strategies that allow you to build a more consistent brand strategy that connects with each of those channels in a more effective manner. That is where branding and strategic planning interplay into todays market place.
Todays Brand and Event Strategies are more closely aligned than ever before:
The Page Group prides itself in the diversity of clients that it has worked with in being able to quickly and effectively find and connect with that clients consumers of goods and services, and we have proven highly successful in building unique strategies that are highly effective and deliver beyond expectations in creating strong connections between the brand and their consumer channels.
Event marketing is one area of activation and from a branding and activation perspective is a very unique opportunity to truly create programs that work. But the work is not just inviting guests to attend an event, it begins with identifying the activation you desire to come out at the end of the process and working backwards to build the toolbox that achieves those goals.
That is why we work hard with client companies to truly build a fully integrated program that has specific goals and targeted achievements that can be measured.
With CrowdStrike and AWS they were seeking a way to connect with Sr Cyber Security executives in an environment that brings peers together to discuss threats they are facing and engage in conversation to build peer to peer relationships across industries and companies. They wanted to be assured that they were reaching the Sr executives in the organizations with a campaign that would be seen as valuable to them, and yet fun and engaging.
Recognizing that the use of Ball Sports (Baseball, football, golf, etc.) have been overused, and often don’t entice those same executives away from their homes to participate, and they don’t offer the time necessary to truly build relationships with their potential guests / clients we looked at other event opportunities. Motorsports came front and center for a variety of reasons including the perspective that as people succeed in their careers one of their first purchases is moving up into higher end vehicles.
We started with Arrive and Drive Events inviting clients to come spend a day with us at the track driving high performance vehicles, and sharing a unique experience that many might not do on their own. By creating a program that allows them to only be away from their offices for a day to participate, and created a non-sales atmosphere it allowed guests to meet and speak freely about the issues they were confronting in todays markets. We found that with 36 guests and six cars we had 30 people always interacting throughout the days activities. By hosting a casual round table environment it opened the conversation that built trust with the participants, and expanded the influence of the brands.
As the programs evolved we saw opportunities to expand into motorsports as members of both organizations currently competed in racing to bring a program to the tracks where they competed, and that launched the CrowdStrike / AWS CXO Roundtable Summits that were connected with Sportscar Racing.
Today, these summits have expanded to include:
Full Day Roundtable discussions that are open for any topic that affects the individuals attending.
Further Educational Credits that people in the industry require to stay in good standing.
Inclusion of their spouse, or partners, so we don’t take away from the little family time the guest may have.
VIP Experiences including:
Full hospitality for the weekends activities
A behind the scenes look at motorsports – Bucket List Experience.
Guest Hosts / Speakers
Tours inside the world of motorsports
Opportunities to sit in the cars
Participation in the VIP GT Paddock Club environment (sponsored by the companies)
Private viewing suites with the best trackside visibility
Special Swag, iPhoto Books – unique memories of the activities
Additionally focusing on building the momentum of these programs thru the effective development of:
Strong social media efforts
Video and Photographic production