Use branded events to connect with customers

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The world is a digital place. People are living more connected than ever, but at the same time we don’t connect like before. The best way to form a connection or bond is still to have a face-to-face conversation. It’s the same in the business world. While nearly all businesses have moved online, very few businesses are “real” to their customers, because there is only a slight personal connection.

Think about how a face-to-face conversation works: we see the other person; we exchange information, stories and anecdotes; we greet them with a hug or a handshake. These form a memory, which leads to an emotional connection, which in turn creates a bond.

Isn’t this the experience you want to create with existing and prospective customers of your business? Of course it is. So how can you create a lasting bond with customers; one that transcends the digital realm?

Be in front of your customer

For a business to have a face-to-face conversation with customers, the brand has to be placed in front of the customer. This can be achieved through advertising or renting a space at an expo, but the most powerful experience for both the business and its customers would be a branded event.

What is meant by “branded event”?

A branded event is an event either hosted or sponsored by a brand. These types of events are great for the business because there is no competition, i.e. your business have the customer’s undivided attention, and you have total control over the event.

How do I create a successful branded event?

The most important thing to remember when planning a branded event is this:

It’s not about you or your products. It’s about your customers.

This is the starting point – who are your customers? Or, in the case of an event, who do you want to attract to your event? Is it your customers, or is it suppliers and partners?

The audience you’d like at your event will in turn determine the theme or type of event. Will it be a sports day or a networking event? Perhaps a fundraiser? Keep these pointers in mind while deciding:

  • The event should resonate with the audience and reflect your brand. There is a reason why luxury sports watches sponsors yachting competitions and cool clothing brands hosts surfing competitions.
  • Your logo doesn’t have to be splashed across every single touch-point attendees come across. Rather communicate in more abstract ways, like banners in company colours.
  • Make the event interactive to engage as many of the five senses humans have – sight, smell, hearing, touch and taste. Experiences derived from using as many senses as possible will stick and help create, and strengthen, that connection your business is after.

Get a branded event right and that real connection you’ve created with a customer will turn them into a client. What’s the difference? A customer visits once; a client returns time after time and tell their friends to do the same.

If you need help with your branded event, contact Assignment 3 for a full range of signs, and advertising and printing solutions.


The content in this article was provided by Assignment 3 – a dynamic signage and branding company aiding businesses in attracting the right kind of attention.

For more information, contact:


Tel: 021 551 1637 (CPT) OR 087 075 1208 (JHB)

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