Do You Have an Event Brand?

Last weekend I visited our local Whole Foods and saw some big changes underway: Temporary walls were placed around a large portion of the main floor with signs making it clear that renovations are underway behind those walls and that “The Amazon Store Is Coming!”

With its acquisition of Whole Foods, the company that started out a mere 23 years ago selling books online will now have a brick-and-mortar presence a mile or two from my house. This week, Amazon also announced a new technology it’s experimenting with that will allow them to enter your house when you’re not there to deliver packages in a secure place, all the while videotaping the visit for your safety.

In other words, the Amazon brand now permeates most parts of our lives as consumers. Can you say the same for your event and the lives of the people who might and should attend it?

Looking back, for Amazon it all started out so quietly. The online book seller took more than a decade before it was the technology disruptor that would destroy most of the book store chains once in existence.

Eventually, it would become one of the first companies to make cloud computing accessible to large numbers of small companies and now has its own branded apparel labels, snack foods, consumer electronics, television shows and movies.

Amazon has taken another step with this next phase, moving beyond online retailing, “back to the future” and an earlier era of retailing that involves personalized, face-to-face customer service with live employees in its own stores.

So, it has come full circle, from offering an alternative to the traditional book store, to practically destroying that entire business model, to a new version of the old-fashioned book store down the street.

Jeff Bezos is always looking for the next opportunity to extend the Amazon brand; this time, it just happens to be back to the past.

Let’s say you started out with a single trade show in 1994 and, even though you might not have known what you were talking about, you called it a brand. Twenty-two years later, how far have you extended that event brand?

There are ways to do it, starting today.

Jeff Bezos is no smarter than you and, if he can do it, so can you. Besides, if you don’t extend your event brand, and fast, somebody else will read this, do it for you, and make it their brand.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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Michael Hart

I focus on helping companies and organizations associated with events, destination marketing and business travel create and market the best products and services possible. I can assist with project management services, providing content and strategic planning.

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