Written by: Vickie Sullivan | February 15, 2024
How Brandformance Impacts Speaker Engagements
A new word is being bandied about media and advertising circles: “brandformance.” This portmanteau combines branding with performance marketing. And industry media is having a field day with it.
The company Hybe.io defines brandformance this way: “It is a marketing strategy that integrates branding (creating a unique identity for a product or service) with performance marketing (promoting products or services with a focus on measurable results and immediate ROI). Businesses can achieve long-term brand recognition and short-term sales goals by doing so.”
They further say the strategy “has the potential to revolutionize how businesses reach their target audience.”
That may sound overinflated, but I think this trend has legs. It isn’t going to stay in the marketing lane. A version of this concept will play out in the event marketing arena, and organizers will measure the success of events and speakers based on their performance.
Think about it. Event branding is already here. It’s only a matter of time before brand awareness gets measured in this environment.
What the ‘Brandformance’ Trend Means for Event Speakers
The move to measure events based on performance impacts event speakers in two ways:
• Increased brand synergy between you and the event: Event speakers must have tighter brand connections with the event or meeting. Keynote speakers will represent what the event stands for. (What I tell clients: Your face is on the bucket of chicken.) Prepare to make those branding connections. Your relationship with their audience must do more heavy lifting.
• New considerations for speaker sponsorships: Companies that pay your speaking fee for brand awareness have more data to evaluate the partnership. Prepare for that scrutiny. Your presentations will be responsible for things you cannot control. You will not be able to argue with the data.
Brandformance is a clever wordplay on a serious trend. Intangibles such as brand awareness influence the tangibles of marketing campaigns. Those connections will impact who gets invited to speak.
Listen: Using Your Brand in Speaker Pitches
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