Unique Venues CEO, Chuck Salem, hosted a roundtable discussion with our venue clients, delving into the complexities of marketing a sub-brand within a primary brand. The lessons shared during this discussion are just as relevant for vendors like you, who often operate as one component within a larger ecosystem, whether that is within a venue, a planning collective, or a multi-faceted service provider.
Here are key takeaways and actionable insights to help you market your event services effectively while aligning with the overarching brand you’re part of.
Challenges Vendors Face
Chuck began the conversation with a probing question:
“What is the most challenging part of marketing your services as a distinct offering within the larger brand?”
The attendees’ responses revealed recurring obstacles:
- Resource Competition: Balancing your needs with the priorities of the core business, which may not view your offerings as a top focus.
- Identity Confusion: Ensuring clients understand what’s included in your services versus what’s offered by the parent brand.
- Name-Driven Perceptions: Overcoming misinterpretations tied to the name of the parent brand. Words like “Pizzeria” or “café” in the name of a restaurant that offers catering might limit how clients view your offerings.
- Marketing Constraints: Creating materials that emphasize the unique value of your services while operating under the umbrella of another brand.
Strategies for Sub-Branding
Chuck emphasized the importance of creating a sub-brand for the secondary service your business functions as. He asked:
“Does your offering have a prominent spot on your parent organization’s website?”
If not, here’s a roadmap to improve visibility:
- Develop a Sub-Brand Identity: Create a name, logo, and marketing materials specifically for your event services, in a way that complements the parent brand.
- Collaborate with the Core Brand: Ensure alignment with the primary brand’s mission, vision, and values while emphasizing the unique aspects of the sub-brand.
- Core Messaging Framework: Build a set of documents to define the sub-brand’s identity:
- Mission Statement
- Vision Statement
- Commitments and Promises
- Power Words to Inspire
This framework helps demonstrate the sub-brand’s value while showing its synergy with the core brand.
Quantifying Impact: Metrics That Matter
Quantifying your impact is critical to demonstrating the value of your offerings. Here are a few innovative ways to track future engagements with the core business:
- Track Client Conversions: Use promo codes for future redemption, this code is an easy way to identify future business.
- Leverage Branded Swag: Provide attendees with memorable, branded items (e.g., T-shirts, totes, pens) that keep your sub-brand top of mind and can be spotted in the future.
- Client Feedback: Use surveys to identify how customers/clients found you originally.
Refining the Client Experience
Finally, Chuck asked:
“If you could redesign your business’ approach to highlight your services, what would you change?”
Ideas Included:
- Customizing Online Presence: Invest in a unique landing page or microsite that speaks directly to event planners, even if it’s hosted under the parent brand’s domain.
- Refreshing Visuals: Use secondary or tertiary brand colors to design a website section that appeals to the private events industry. Consider creating a softer aesthetic for audiences like wedding planners.
Conclusion: Achieving Lofty Sales Goals
Marketing your event services within the framework of a larger brand requires innovation, clarity, and alignment. By establishing a distinct identity, collaborating with your primary brand, and focusing on measurable growth, you can position your offerings as indispensable to your target audience while contributing to the success of the overall brand.
Remember, every touchpoint with your clients is an opportunity to build trust and drive growth. Embrace the challenge, and watch your sub-brand thrive.