5 Tips For a Successful Experiential Marketing Event
Planning an experiential marketing event is no easy task. It takes a lot of planning and sourcing of locations, staff, marketing collateral, set design or any other necessities you require. The logistics can be dizzying! Not to mention trying to please any higher ups who have special requests. We know there’s a lot involved, but sometimes it’s the little things we miss that can make or break your execution. Once you have all of your basic elements in place, what do you do now? Here are some tips for a successful experiential marketing event.
1- Hire Quality Staff
This is probably the most important tip on this list. Staffing your event with people who are professional, poised, responsible and intelligent is extremely important. Cutting corners on choosing staff, just to save a few bucks can have devastating effects. We had a chance to talk to a few companies and have heard some serious horror stories. We heard stories of staff wandering off, leaving retail booths completely unattended at busy trade shows, staff coming dressed inappropriately, or staff throwing away the company’s product. We even hard stories of staff who didn’t bother to show up at all! Don’t let this be you. If the rates for hiring a brand ambassador sound too good to be true, it probably is. Remember, you get what you pay for.
2- Train Your Staff on How to Run Your Booth.
Time and time again, companies are so hung up on brand messaging that they don’t even bother to train staff on how to operate the event booth. A brand ambassador once told us that she sat through an arduous 8 hour training which was chock full of brand messaging. When she showed up at the event site the next day, she didn’t even know how to turn on the lights! No amount of product knowledge will save you from technical difficulties. So, make sure you go through the run of show with your team. Light switches and all!
3- Make Sure Your Team is Outfitted Properly.
It’s summer and the weather is unpredictable. Make sure your staff is prepared for anything. Umbrellas in the event of rain and lightweight apparel are basic necessities if your event is outdoors. If you are promoting at night, make sure to provide lightweight jackets in case it gets chilly. Like any Worker who has been hired by a company, when a brand ambassador is treated well, is comfortable and happy, this translates positively to the customer. If you have a brand ambassador shivering out in the rain with no umbrella or jacket, It makes your company look bad.
4- Pick Giveaway Products That are Relevant to Your Target Customer.
We’ll say it outright. Flyers stink. If all you are planning on doing is handing out cheap photocopy flyers, go home, sleep it off, and come back with a better idea tomorrow. No one wants flyers, not even you. Flyers should be an accompaniment to a giveaway, an experience or a sale. Never alone. On that note, it’s time to start considering items that might be of interest to your demographic. For trade shows, popular items are branded pens, tote bags, lanyards or even samples of what your company sells. The idea is to give the consumer something they can take away with them that has some sort of value. Flyers hold absolutely no value and just end up in the trash can.
5- Engage Your Audience.
Your booth isn’t just a place for people to take free stuff or buy what you sell. It’s an opportunity for customers to truly experience what your brand is all about. Engage your audience with product demos, trials, mood setting decor, performers or whatever else you can access that is within budget. Designing a memorable experience will better ensure a customer returns in the future when they need to repurchase a product like yours. It also makes things lively and fun, and everyone is attracted to that!
What do you guys think about these marketing ideas? Let us know by leaving a comment below!