EARLIER THIS WEEK IN OUR EVENT TRENDS FOR 2017 POST, WE PROMISED A DEEP DIVE ON SOME OF THE TOPICS WE COVERED. WE WILL WORK ON THAT THROUGHOUT THIS UPCOMING YEAR. BUT ONE TOPIC SEEMED LIKE IT NEEDED ATTENTION BEFORE THE NEW YEAR. IT'S THE THING MOST BRANDS ARE STRIVING FOR: LOYALTY. WE'VE HEARD PEOPLE ARGUE THAT BRAND LOYALTY IS A THING OF THE PAST, OR THAT IT'S AN IRRELEVANT GOAL, BUT WE DISAGREE.
REPEAT BUSINESS IS ONE THING IN THE MARKETPLACE, BUT TRUE BELIEF AND REAL ALLEGIANCE IS ANOTHER. TRUE LOYALTY IS ORGANIC, BORN OF A DEEP CONNECTION BETWEEN THE COMPANY AND THE CONSUMER. SO, HOW TO APPLY THIS TO YOUR EVENTS? IF YOU PLAN TO CREATE AN ANNUAL EVENT, THIS IS ESPECIALLY IMPORTANT IN ORDER TO HAVE BOTH CONSISTENT ATTENDANCE, AS WELL AS INCREASES IN ENGAGEMENT. EVEN IF YOU DON'T HAVE AN ANNUAL EVENT IN MIND, APPLYING SOME OF THESE PRINCIPLES TO YOUR COMPANY, YOUR BRAND, OR YOUR EMPLOYEE RETENTION, CAN CREATE THE KIND OF DEVOTION ANY COMPANY WOULD BE GRATEFUL TO HAVE.
