From the Publisher: What the Rock n' Roll Marathon Could Teach Us
It’s hard to consider the branding of your event with your eyes half closed.by Meredith Mcllmoyle | Published in October 2009 banners | branding | From the Publisher | Departments
“The end of the zip tie goes through the flat side.” That’s all I used to think about when I was out hanging banners from fences, trees, buildings and anything else with a blank surface. It’s really all I was capable of thinking about since it’s always midnight before any event gets access to public areas to hang those signs, unless your name is Oprah.
I learned early in my banner-hanging career to think through a signage plan in the light of day so I wouldn’t have to while I was surviving on caffeine and sugar alone. It’s hard to consider the branding of your event with your eyes half closed.
In fact, I think branding events is one of those challenges of our business that is difficult to address even in the best of circumstances. When you read the story “Branded Experiences” (starting on pg. 42), it’s obvious that there’s no one path to the perfectly branded event.
Recently, I learned that the Rock ’n’ Roll Marathon is expanding again and will have 12 races in 2010. How great is that? Event expansion in a down economy — nothing could be sweeter to our ears.
I mention that race in particular for several reasons. First, many of the events that kept me in the midnight-banner-hanging business were races. Second, the original Rock ’n’ Roll Marathon in San Diego started at the same time that I was working on a Latin music festival in the same area, so I’ve watched it since its infancy. And, finally, I love the concept of this event and think that they have branded it perfectly for their audience. They get people who spend 11½ months a year on the couch eating potato chips to take on the challenge of a marathon — talk about an effective call to action. I’ve even thought about doing it myself just to be part of the cool factor.
Granted, creating and delivering an image for an event that already has a unique image is very different than most of the events we are challenged with branding. However, I think there’s much to be learned from events like the Rock ’n’ Roll Marathon and those highlighted in this month’s feature. I know that as we at Event Solutions look to our own Conference & Tradeshow in March, my biggest question isn’t, “Which end does the zip tie go into again?” but rather, “How can we continue to grow our brand so it delivers valuable content to our attendees and energizes our industry?” Every day, I look forward to taking that challenge on.
The registration site for the 2010 Event Solutions Conference & Tradeshow is now open – I hope you’ll join me in navigating this branding path.