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Events are vital in creating a complete brand experience during a recession
(Part 1 of 4)

In good economies and in bad, people want to experience brands face-to-face. Even as companies move to digital platforms, and online stores supplant retail sales, live interaction will always remain vital in creating a complete brand experience. After all, a brand is a relationship between a company and its customer. And most relationships have a tendency to whither without interpersonal communications. You can’t shake hands over the Internet.

The reality today, however, is that budgets are being slashed – both by event-holders and by attendees. Event-holders are being forced to scrutinize every detail to prove the value of running events and attendees must justify the expense of registering and traveling to these events. Also, spending money on large, lavish events can have a negative impact on brand image during a period when attendees themselves are being negatively affected by the recession. Events that provide no obvious benefit to the customer’s bottom line have no place in our new economic reality.

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