How to increase brand awareness at corporate events.

When it comes to promoting your brand at events, choosing the right physical product to put your logo on can make a big difference in boosting your company’s visibility and image. According to a study by Harvard Business Review, descriptive logos that include visual design elements that communicate the type of product or service offered are the most effective at creating brand recognition and recall[1].

In addition to logos, consistent branding across all aspects of an event can help people recognize and remember your company. This includes colours, typography, photography, graphics, swag, posters, and stage design[2].

When it comes to physical products to put your logo on, some popular options include branded apparel such as t-shirts or hats, promotional items like pens or keychains, and custom bags or totes. However, the best product to choose ultimately depends on your target audience and the type of event you are hosting. For example, if you are targeting a tech-savvy audience, branded phone chargers or other tech accessories may be more effective at creating brand recognition.

So, what is a proven branding product?

As an event organizer, you want to make sure your brand stands out and leaves a lasting impression on attendees. One effective way to achieve this is by putting your logo on a physical product that people can take home with them. While there are many options to choose from, branded pens are a popular choice for several reasons. (Yes, don’t we all love a good pen?! Almost turn an office upside down for that favourite one, or glances of evil eyes at someone who may have taken it – Brand that sticks not only to a product but to emotions is an effective tool)

First, pens are a practical and useful item that people are likely to use and keep. According to a survey by the Advertising Specialty Institute, 50% of consumers use promotional pens at least once a day[3]. This means that your logo will be seen repeatedly, which can help build brand recognition and recall over time.

Second, pens are affordable and easy to customize. Unlike other promotional items that may require a larger investment or longer lead time, pens can be ordered in bulk and quickly imprinted with your logo or message. This makes them a cost-effective option for events of all sizes.

But what makes branded pens particularly effective for marketing?

Here are a few reasons;

Portability: Pens are small and lightweight, which makes them easy to carry around and distribute at events. Attendees can slip them into their pockets or bags and take them home without adding extra weight or bulk.

Visibility: Pens are often used in public spaces like offices, coffee shops, and libraries, which means your logo will be seen by a wider audience beyond just event attendees. This can help increase brand awareness and reach new potential customers.

Longevity: Pens have a longer lifespan than other promotional items like flyers or brochures, which can get lost or thrown away quickly. A well-made pen can last for months or even years, providing ongoing exposure for your brand.

Customization: Pens come in a variety of styles, colours, and materials, which means you can choose a design that aligns with your brand and appeals to your target audience. For example, if you are targeting a tech-savvy audience, you may choose a pen with a stylus tip or built-in USB drive.

Association: Pens are often associated with professionalism, education, and authority, which can help enhance your brand image and credibility. By putting your logo on a pen, you are aligning your brand with these positive qualities and sending a message that you take your business seriously.

Overall, branded pens are an effective marketing tool because they are practical, affordable, and versatile. By choosing a pen that aligns with your brand and appeals to your target audience, you can create a lasting impression and increase brand recognition over time.

Sources:
https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective

https://blog.hubspot.com/marketing/event-branding

https://www.asicentral.com/news/web-exclusive/june-2017/promotional-pens-still-a-staple/

Jonathan Knowles
Jonathan@RapidAV.uk

Guru on Events and Marketing
Head of Strategic & Business Development

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