Last week, the FAME team hosted our very first brand activation for ourselves! We’re so often busy styling, coordinating, and bringing corporate events to life for others that our own brand tends to sit quietly in the background.
But earlier this year, we made the call: it was time to put ourselves out there. We committed to creating a brand event that would showcase what we do, who we are, and why brands should want to work with us – and we’re even thinking about making it a regular thing.
Here’s what we considered during the brand activation event planning process and why you should too.
1. How are you going to cut through and stand out?
Arguably the hardest thing to get right, especially in a saturated market. Most companies aren’t alone in what they do, and that means your audience is being pitched to constantly.
For us, we wanted to introduce ourselves to Brisbane’s marketing and PR agencies and make an impression that couldn’t be ignored. So how were we going to stand out among every other event agency?
We focused on the invitation. Rather than sending an email (which we all know gets ignored), we developed a creative, branded gifting concept:
A custom box with a cocktail shaker
An espresso martini (the superior cocktail)
Recipe cards themed around past events we’d delivered
“Shake Up Your Event” was born. It was bold, tangible, and instantly connected to our personality as a brand – playful, polished, and detail-obsessed.
The feedback? Incredible. Our guests mentioned how memorable it was and how the cocktail shaker is still sitting on their desk – a daily reminder of who we are and what we do. That’s the power of a great brand activation strategy.
2. Make it easy for people to say yes
If you want people to attend your brand event, remove the barriers. We knew our audience was busy, so we had to think like them.
That meant:
Choosing a Thursday (typically quieter for most agencies)
Keeping the event short and flexible
Picking a central location with easy parking
If attending feels like a chore, people will simply opt out. You want your activation to feel effortless, like a no-brainer.
3. Be realistic about attendance for your first brand event
Even as event professionals, we had to check our own expectations. First-time events are unlikely to attract a massive crowd, and that’s okay.
We chose a beautiful, intimate private dining space in Brisbane. It helped us:
Avoid pressure to “fill the room”
Reduce minimum spend requirements
Create a more relaxed, personal environment
And honestly? The smaller group worked in our favour. We were able to connect one-on-one, have meaningful conversations, and make a stronger impression.
4. Use the day to capture great content
Before anyone even arrived, we had already captured value. The styling was on-brand, the lighting was perfect, and our team was looking sharp, so we turned it into a mini branding shoot.
Our social media coordinator came prepped with questions and a shot list so we could knock it all out before the event kicked off.
If you’re investing in a brand activation event, this is a great way to maximise ROI. You get the benefits of a brand shoot and a networking event in one.
5. Let yourself have some fun (seriously)
It’s easy to get stuck in logistics mode, especially when you’re running the show. I almost forgot to enjoy the moment – and that’s saying something, considering this is what we do every day.
That’s one of the biggest benefits of having an experienced event planning team: we handle the stress, so you can soak it all in.
Hosting your own event is a chance to showcase your brand’s personality, connect with your audience, and enjoy the process – don’t miss that opportunity by being too busy managing it.
Overall, I’m thrilled with how it turned out. We had a solid turnout, the feedback was incredible, and most importantly, we broke through.
People I’ve been trying to connect with for years through LinkedIn or cold emails were at that event. They saw us, got what we were about, and walked away raving. That wouldn’t have happened without taking the leap and doing something bold.
So, if you’re on the fence about hosting your own brand activation, consider this your sign – and if you need help pulling it all together, you know where to find us!