How Live Entertainment Enhances Brand Experience Events

It’s no mystery why Event Magazine, the UK’s leading brand for the events industry, changed their tagline from ‘The Industry’s Leading Title For Events’ to ‘Championing Brand Experiences’ just over 18 months ago in October 2014. Experience marketing is “Changing the game in 2016” according to author, educator and speaker, Beverly Macy’s article in The Huffington Post, Dec 15.

Experiences have been termed ‘the 7th era of marketing’ by Robert Rose of the Content Marketing Institute in his 2015 book and through our close relationship with Suzi Smith, Fundraising Manager at the Douglas Macmillan Hospice, we have seen the positive impact that experiential entertainment can have on live events.

Since 2013, Alive Network have sponsored the entertainment at the Dougie Mac Fundraising Ball. The first year saw a record breaking fundraising total which has been smashed each subsequent year!

From themed stilt walkers and fire and glow performers greeting guests on arrival, close-up magicians and human tables entertaining during the drinks reception, to a live jazz band, harpist during the meal, themed ukulele duo in the bar and a rock and pop function band to end the night, we have always endeavoured to create an entertainment experience that will enhance guests enjoyment of the evening.

About the Douglas Macmillan Ruby Ball, Suzi said

The idea behind having so much entertainment was to create such an amazing experience and create that wow factor that would really encourage our guests, not only to enjoy the night as much as possible, but also to book tables for next year’s Enchantment Ball.

Obviously for us, the evening is all about raising money for our local hospice. We’re really trying not to helm people for money during an event, but I do think that the better experience and the more fun they have at an event, the more likely they are to spend a little bit more money.

This year, we actually doubled our income from last year! I really do believe that was due to the overall experience of the night. Entertainment from start to finish was definitely a key factor in that.

With over 1,500 artists to choose from, Alive Network are perfectly positioned to help enhance your events with live entertainment, and as we discovered through working with Suzi and Dougie Mac, entertainment experiences done the right way can have a huge impact.


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