Event Marketing: Start with the End in Mind

With more and more brands investing in experiential marketing, it’s understandable that companies eagerly get caught up in the excitement of engaging consumers. As such, they want to dive right in!

However, an experiential marketing campaign isn’t (and shouldn't be treated as) a cookie-cutter, one-size-fits all approach. Just as each brand has its own personality, target audience, and brand messaging, the same should be true at the start of any event marketing activation strategy.

There are many factors to consider when planning, creating, and developing an experiential marketing campaign…

  • From budgets and staffing to scope of services and geography location to appropriate metrics and benchmarks…
  • Footprints can vary from street samplings and trade shows to luxury suites and resort towns to concert venues and corporate parties to college stadiums and immersive settings…
  • Objectives range from brand awareness and brand loyalty to lead generation and education to sampling and customer appreciation... 
  • Technology integration can vary from Virtual and Augmented Reality to RFIDs, drones, AI, and the latest in transportation innovation…
  • Leveraging talent looks different with each change in objective, engaging influencers, incorporating video and traditional media as well as enhancing the social media platforms…
  • Considerations of vendors, vehicles, permits, premiums, unions, logistics, weather, and appealing to your intended demographic are all event elements that shouldn’t hastily be thought of overnight.

Bottomline:  although this is a non-exhaustive list, start with the end in mind. How can you actively involve your consumers while authentically inviting them to be part of the brand's evolution experience? Only then can an organic brand relationship be properly cultivated that leaves lasting results and returns.