Today we're talking about how Neon help our clients raise brand awareness and engagement through spectacular events. The below story about a superb on-site trip to one of our clients' factories in Finland is a fantastic example of how live events can really engage your audience. However, since the emergence of Covid-19, we have adapted and designed a broad range of Covid-safe 'in person' and digital approaches to ensure the continued engagement of your audiences through ulterior mediums to travel.
Brand awareness is important when launching new products and services, and it drives consumers' decisions when differentiating between competing companies. It encourages repeat purchases and leads to an increase in market share and incremental sales.
Brand awareness and engagement is often the first step to driving performance-marketing goals. Making people more aware of your brand — especially by targeting relevant, prospective audiences - enables you to increase your chances of generating conversions and dominating your market.
One way to reinforce brand engagement and awareness is through hands on experience with the product and interaction with your audience. At Neon we understand that live events give valuable face time with potential customers and offer them the opportunity to experience the look, feel and personality of your brand.
Since 2014 Neon have worked with Valtra to create an all-encompassing brand experience in the heart of the Finnish Wilderness. The programme included a visit to the Sisu Engine Factory and Vasa Cab Factory to showcase their product line to prospective customers who were hosted throughout the trip by their Dealer and Valtra UK Head Office Staff.
Valtra wanted to increase the sales of their new line of tractor by inviting them to visit two of their factories in Finland and witness how these incredible machines were made. Our client was confident that once prospective customers had first-hand experience of the meticulous production, power and technology that sat behind their tractor line, they would be more likely to purchase the product. As the Dealers were requested to subsidise a portion of the trip cost we had to ensure Dealer buy-in by creating an unforgettable programme experience.
To ensure that Valtra customers would have a fully immersive experience of the Valtra brand we included unique activities alongside the Factory visits.
The entire event, from initial conception to realisation, was held together by a clear purpose, and a recurring theme; the Valtra product and how it feels to own one. The Neon Team created a bespoke programme which included an exclusive snowmobiling convoy through the forest and across a frozen lake. Dealers and customers were well looked after with traditional Finnish hospitality, delicious food and exclusive access to a Finnish Farm with its own sauna, hot tub and (for the brave) a dip in the ice hole in the lake. Our team also produced a comprehensive ride and drive experience to demonstrate the machines technical capabilities including a challenging driving experience on an ice track. Through careful planning and adhering to meticulous safety procedures we were able to showcase the commercial ability of the Valtra product.
By taking the attendees on a journey and creating a lasting connection with their Dealers and the Head Office Staff, we were able to create a unique Valtra experience which in turn created heightened brand awareness.
By demonstrating the value of the experience, the level of interactivity, and the power of the brand to connect directly with the target audience, we were able to set up an organic buzz around the event which can make a huge difference when it comes to sales.
The overall programme was extremely well received with the majority stating they would be interested in attending with other prospective customers in the future. At Neon we have successfully run these Factory Visits for Valtra for over 6 years and we are confident that their repeated investment is outweighed by a substantial uplift in product sales; demonstrating that increased brand awareness and engagement is always more likely to end in increased sales!
“Yet again the team at Neon executed another set of excellent factory trips for our Dealers and their customers. As always it was a pleasure working with you all on this and the onsite team remained professional and calm despite any challenges that were thrown our way. We’re looking forward to speaking with our Dealers over the coming weeks and seeing all the hard work come to fruition”.
National Sales Manager, Valtra UK & Ireland
If you'd like to find out how Neon can help your business reinforce brand engagement and awareness in a "Covid-friendly" manner, get in touch with a member of our team today!