Working closely with inhouse marketing teams is crucial to bringing brands alive through events, says Barclays head of UK banking events Sarah Wright.
Wright presented a session entitled 'Bringing your brand to life through events' at the C&IT Corporate Forum in London this morning.
During her presentation, Wright said a key step to getting branding right was to gain the trust of inhouse marketing teams. "One of the first things I did was to get the marketing team on board," said Wright. "I got the events and marketing teams together at a community event."
She also actively involved the head of marketing in events team meetings and encouraged consultation between the two departments. "You should get in with the marketing team, make sure they trust you and really get under the skin of the brand," said Wright.
Wright said that it was important to think beyond a brand's visual identity and to consider the entire delegate experience. "Don't just think about traditional media, use other touches that create the feeling you want your brand to convey," she said.