Brand value is often thought in terms of financial significance, however, in the modern world, brand value means so much more. The new generation, being more connected than ever, value unique experiences and that keeps people coming back for more. Brands are more inclined to invest in swag or personalized products for their consumers because they know these types of marketing strategies ensure brand loyalty. In this article, we will take you through the benefits of on-site event customizations that encourage brand engagement and awareness.
WHAT IS “ON-SITE CUSTOMIZATION”?
The term on-site customization refers to live screen printing, sublimation, embroidery, and other types of activations. Live events such as conventions generally have a large list of brands that participate such as Amazon, TikTok, and Instagram and they have them set up a booth to promote their services, a new tv show, a product, or an app. Free promotional items are very common in these types of events, what on-site customization offers is a more interactive and fun way to engage the attendees.
HOW DOES IT WORK?
Family Industries work with several brands to create a fun customization set-up. Typically, brands reach out to us with designs they would like to have printed on t-shirts, totes, or jackets for their attendees. We, as a third party company, take on the brand identity to best represent the company. Depending on the size of the event and the activations, we select a crew of our employees to manage the event booth, from printing to interacting with the attendees ensuring a stress-free feature for the company hiring us.
The most popular activations are screen printing – for this activation we bring the screens ready with the designs and we print live on-site, many times encouraging the attendees to print with us allowing for a more interactive process. Sublimation is the second most popular activation, for this process, we typically have touch screen tablets set up with our application which allows the attendees to drag-and-drop different designs unto the t-shirt. This is a more custom experience and the design process is fun for the guests. In recent years, embroidery has become very popular and it’s a fun way to customize items that the event guests are already wearing or customize items that the guests have purchased on-site.
3 KEY BENEFITS
BRAND AWARENESS |
Creating brand awareness is a key step in promoting a new product or reviving an older brand. By providing a free customizable gift, the brand is engaging with consumers in a way that traditional marketing would otherwise not be able to do. Additionally, by providing this unique experience, the attendee is more likely to post a picture on their social media, which is free advertising for the brand and can be incredibly beneficial.
DATA COLLECTION |
Many of our clients seek our services as part of a data collection method. Generally, these clients will have a survey for the event attendee to fill out in order to receive a free gift. This allows for the brand to collect valuable data that can be used to narrow down their marketing efforts such as email marketing campaigns.
BRAND ENGAGEMENT |
Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. An event attendee is more likely to remember your brand if they interacted directly with fun activities such as screen printing their own tote bag or designing their own t-shirt with the brand logo. Fun and entertaining live activities at an event that may otherwise not be so exciting leaves a lasting impression on people and they are most often inclined to share these experiences with others by sharing a picture on their Facebook profile and tagging your business for others to see.
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