The most effective experiential marketing events are genuine, which means that time has been spent learning about the brand’s audience’s requirements, wants, and expectations.
In turn, this allows brands to connect with the right people in a meaningful way whilst offering a level of interactivity that is both valuable and memorable.
Experiential marketing can establish lasting connections between a brand and its ideal audience. But that’s not all; it also allows for the collection of valuable data that can be utilized to improve advertising tactics and their resulting return on investment (ROI).
Exceptional marketers know how to deliver a marketing event that isn’t stuffy or boring or completely unforgettable, and they do this by following a considered series of steps adapted to suit each client.
Performing effective market research
Market research is essential for ensuring that an experiential event appeals to its target demographic and generates the greatest possible results for the brand.
This preliminary research stage can also aid in the development of effective social strategies that have the potential to boost the event’s overall performance.
Devising an event alongside achieving clear objectives
It’s impossible to build an experiential campaign that hits the appropriate notes and generates the desired response without having clear objectives.
Additionally, setting objectives will allow teams to effectively monitor, analyze or report on the overall performance achieved by the campaign.
Working with relevant teams and individuals
The most successful experiential events leverage the expertise of a range of people, including creatives, social media professionals, and public relations experts.
You should ensure that all involved understand the objectives and timelines that must be adhered to.
Similarly, maintaining consistently open channels of communication to solve problems as they arise is essential.
Maintaining a key eye for detail
First-class experiential event teams can maintain close attention to numerous moving parts at the same time, ensuring everything works properly.
This may include visiting venues to ensure compliance, obtaining and testing key pieces of equipment, and delivering superior sales support.
Hiring experienced events staff
An experiential event’s staff can make or break the event, so choosing the right individuals to answer consumer questions, streamline the sales process, and reiterate clear calls-to-action (CTAs) is essential for ensuring attendees enjoy the full scope of everything on offer.
Calling in the professionals
Finding the right team to support your brand with your next experiential event isn’t always an easy process, but the good news is that there are things you can look out for during your search.
A robust portfolio of previous events, for example, detailing the objectives and performance statistics, is a good sign that an experiential marketing agency genuinely knows what they’re doing.
Additionally, an understanding of the power of social media is key, as a branded hashtag is often an excellent way to get people talking.