The impact of a worldwide brand experience

An event series allows you to grow your customer base, gain recognition and secure huge engagement. By taking your brand experiences overseas, you will maintain this momentum and amplify your audience on a larger scale.

A 2023 study by AMEX Global Business Travel found that 81% of event planners believe hosting or participating in global events is essential for building and maintaining international business relationships. By creating a worldwide event series, you will build a global community, and create long-term relationships that digital channels could only dream of nurturing.

Here are some of the reasons to take your event series worldwide...

Worldwide experiences allow you to connect with your global community in a united and unique way. Such events allow you to offer networking and partnership opportunities, reaching a range of other brands in similar or different markets. They even allow you to connect with key people within your organisation, if your brand is on a larger scale. By hosting a series of dinners, excursions, tours and trips, you will allow your community to connect through shared experiences, rather than sitting on a Zoom call waiting for the wifi to reconnect.

Face-to-face interactions are the key to connecting with business partners and building brand opportunities. In a recent Harvard Business Review survey, virtually all survey participants (95%) said that face-to-face meetings are a key factor in successfully building and maintaining long-term relationships, reflecting what many executives call the "high impact" of in-person communication. By taking the time to meet with international partners, and spending vital time with the people you're in business with, you make a connection that feels stronger than ever. Despite the distance, you've had shared experiences that make you feel much closer together.

Global events bring together key experts, stakeholders and influencers from various fields to collaborate with you on shared global challenges. You'll be able to build your community and share a united purpose. By hosting your events worldwide, you inspire collective action and foster a sense of belonging on a huge scale.

Perhaps you've already established your worldwide community and your aim isn't to build but to communicate your learnings. Creating an event series will allow you to showcase your latest news, product offerings, and business developments to your large audience. Instead of digital comms, conferences and expos will allow you to deliver vast amounts of information to various groups of delegates all in one place. By taking these conferences on the road, or creating smaller, imitate events within a series, you can replicate your events multiple times across a range of countries. By using the same formula, you'll be able to spread the same knowledge across multiple nationalities while minimising spend, environmental impact and alterations.

By getting people into the same room, or multiple rooms in several countries, you'll be able to share the latest topics, industry insights or innovations from your side of the globe to theirs. Reaching out will allow you to find out what they have to offer too. Despite being part of the same series, you'll have different outcomes for every event in your series. The beauty of an international series is that you will gain new perspectives every time, learning from different cultures, backgrounds and traditions.

A worldwide global series based on teaching and learning could include global summits, international panels and hands-on learning experiences. Workshops, exhibitions, talks and guided tours are all ways to touch on topics of sustainability, cultural and social insights and technological developments. Different stories and traditions provide new insights and perspectives - which can later be shared with the wider hub in post-event comms. You'll nurture the perfect environment to learn and share, with a voice around the globe.

How can you utilise a worldwide event series to increase brand recognition? As a B2C brand, the best way to use global events is to promote your creativity through worldwide product launches or partnerships with international brands. Doing so will allow you to reach new audiences and position yourselves as a world-first, cross-cultural brand with an understanding of global markets.

For your launches, try to pinpoint major locations where your product is available. Areas of cultural significance, places with maximum impact and heavy footfall. By creating uniform activations across the globe, your brand will become an unstoppable force, making way for global news coverage and endless engagement. For partnerships, pick brands that align with your values and objectives. Make sure to partner with brands with cultural significance wherever the location, someone already embedded into the lives of the audience. Partnerships allow brands to combine their following and build each other's popularity. By using a global event series, you can easily enhance your visibility to global audiences and gain a strong reputation on an international level.