Nowadays, throwing a media event is not all about splashing out on elaborate décor or glamorous venues to get more eyeballs. While it is crucial for brands to stand out and make a lasting impression on their target audience, not all media events are created equal. These types of events have emerged as a powerful tool for brands to create buzz, engage their target audience, and enhance brand visibility. But how can brands determine which type of event will work best for them?
Defining Goals and Target Audience
To determine the most suitable format, brands must define their goals and target audience. Establishing clear objectives, such as increasing brand awareness, launching a new product, or fostering customer engagement, will guide the event planning process and shape the subsequent strategy.
Similarly, understanding the brand’s target audience demographics, preferences, and media consumption habits will help the team identify the relevant media outlets, journalists, and influencers who cover topics related to your brand and audience to invite to the event.
Understanding Different Types of Media Events
There are various types of events, and each one differs in objectives and outcomes. After determining the primary goal and desired outcome, brands need to pinpoint which type of event is best aligned with their objectives before embarking on event planning. Some media event examples include:
Product Launches
Product launches generate excitement and anticipation around new products or services. To create buzz and attract media attention, brands take this opportunity to introduce and showcase a new product or service to the media, influencers, industry professionals, and sometimes even the general public.
Based on the insight that Gen Z consumers paid attention to brands that engaged in innovative and relevant collaborations, last year Mutant devised an immersive, in-person launch event for Logitech that also played on the popularity of coconut-based beverages in Singapore. The launch celebrated Logitech’s new POP series, and offered guests three refreshing, bespoke drinks crafted by CocoBoss and inspired by the trademark pastel shades of the product range.
By partnering with CocoBoss, this launch strategically used trendjacking to insert Logitech into people’s conversations and minds, thereby increasing awareness and consideration. Through the launch, Mutant secured 26 pieces of coverage across media publications and social platforms, including titles like Hardware Zone, AsiaOne, and SGMagazine and over 8 million impressions across social and digital platforms.
Brand Activations
Brand activations focus on immersing consumers in unique experiences that align with the brand’s values and identity. Designed to engage with the target audience, these events create positive brand experiences, and generate publicity and media coverage.
Activations provide opportunities for brands to connect with their audience on a deeper level, create memorable experiences, and generate positive publicity that can lead to long-term brand loyalty and business growth. Some examples of these events can be pop-up stores, interactive installations, or experiential marketing campaigns designed to leave a lasting impression.
In line with Subway’s goal of driving brand affinity in the region, Mutant and Subway Singapore conceptualised the World’s First Museum of Subway. To amplify the awareness of the museum, Mutant implemented an integrated marketing and communications plan to drive both offline and online channels, including PR and social media. Mutant managed to secure 81 earned media hits, more than 63.8 million impressions and 5 interviews.
Press Events
Press events play a crucial role in public relations strategies, as they offer a platform for companies to communicate their messages directly to journalists, who can then relay the information to a wider audience. They provide an opportunity to showcase company updates, milestones, or significant announcements, fostering relationships with key media outlets. By carefully planning and executing press events, companies can generate media coverage, shape public perception, and establish a positive brand image.
To build stronger relationships with media in SIngapore, Bumble hosted a casual media luncheon last December with key mainstream and lifestyle journalists based in Singapore to reminisce on the year of dating and look forward to 2023. During this intimate session, the media had the chance to engage in conversations about love, dating, sex, modern relationships, and everything in between with Bumble’s sex and relationships coach.
Through the event, Bumble and Mutant established a rapport with the attendees, and became a go-to resource for journalists seeking expertise or commentary on dating and relationships topics. These outcomes contributed to strengthening Bumble’s brand presence, enhancing its reputation, and reaching a wider audience in Singapore’s media landscape. Through the media luncheon, Bumble was featured in dating-related stories following conversations from the luncheon in Channel 8, Tatler Asia, TODAY, and itsclarityco.
Overall, throwing successful media events can generate increased brand visibility, positive media coverage, product or service awareness, and relationship building with media. By considering objectives, target audience, and type, brands can plan a smashing event perfectly suited to their goals.
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