What are curated events and how can they help you?
It’s not the latest marketing buzzword and nor is it a new breakthrough marketing strategy. Curated events are a humble, consistent method to make sure your consumers don’t forget you.
A form of experiential marketing, curated events are recurring events with which brands or companies associate by either organizing them or being a prime sponsor.
These events are like your stealth fighters. They put your brand’s name in the consumers minds and before you know it, your consumers begin to associate the event as part of your brand.
It’s a simple marketing tool that will help any brand or company to connect with the target audience and inculcate a better brand recall.
How, you ask?
Well, it’s simple. Think Lakme Fashion Week. It has always been Lakme Fashion Week. It is a curated event organized by the brand Lakme and now the event and the brand’s name are synonymous.
Similarly, a RedBull or a Smirnoff can organize or sponsor music events like a Sunburn festival.
Even smaller brands or startups can take advantage of this tool since these are not constrained by budgets. Smaller companies or startups with tighter pockets can take advantage of these by conducting lower budget events like Hackathons or panel discussions on a regular basis to engage with the startup junta.
One of the best examples to note here would be Tlabs’ StartUp Dash – the startup event that has mentors, team building and pitching opportunities for the participants.
The purpose however will be lost if it isn’t a recurring event. Organizing a one-off event will not do much for brand recall as the regularity of the event is what ensures the brands stays in the consumers’ minds. The regularity in the events also helps to maintain the existing consumer base and adding to it.
Why does it work?
1.The more they see you, the more they know you
Such events lend a visibility that nothing else can. The visibility is also tangible to some extent as you can see how many people came for your event and general vibe at the event about the brand.
2.Total (brand) recall
If you are organizing a recurring event (and you nail it) chances are that the event will be known by the name of your brand.
Pick any of the most popular events like Stardust Bollywood Awards or Reliance-sponsored fashion shows each event aims at initiating a brand recall which is in continuation with the event’s success.
3.Getting the right impact
The impact of an offline event is much more since there is personal interaction involved. One can play around as to what message needs to be conveyed.
You can launch a new product/line/flavor, you can take feedback from the audience present, you can even announce a new development like a new logo or new name.
Curated events have been there forever but now is the time to focus on them.
Few of the curated events set up by Explara
A new age marketers’ tools have to include curated events in it. And Explara can help you do that. Having tie-ups with some of the biggest brands under its belt, Explara can help you go that extra mile to organize an event around your marketing strategy.
Candid talk-shows, Tastings, Webinars or Hybridized Networking events; Explara assists you with setting up high impact events for your brand.
Make sure you check out the next edition of ROOTS while you’re at it!
By SONAM GULATI