You may not know the name Vilfredo Pareto. He was an Italian economist and philosopher with a curious nature and a keen eye for detail. A Forbes article tells that one day, while gardening, Pareto discovered that 20% of his pea plants produced 80% of the healthy pea pods. “This observation caused him to think about uneven distribution.” It also prompted several other investigations within various industries. And, the result was always around the same: 20% of companies provide 80% of production. It’s these findings on which the Pareto principle, more commonly known as the 80/20 rule, was founded. In short, “80% of results will come from just 20% of the action.”
You may have heard the example of 80% of a company’s sales coming from just 20% of its sales reps. And, it’s not a good outcome, when you consider a large portion of resources could be working harder or smarter to improve results. But what it does show is that, sometimes, a little bit can go a long way towards reaching company goals.
This is the case with live events and experiential marketing. Some aspects of an event or activation may be grand in scope, yet not prove to be worth the effort. Meanwhile, there are simple ways to enhance the live event experience with real value. In fact, they’ve become almost mandatory.
A 2017 article shares the significance of live events for millennials. “In a time of political upheaval and deafening online chatter, millennials look to events as a powerful way to connect.” For almost 80% of the group, live events make them “feel more connected to other people, the community, and the world.” This remains the same. And, it’s given rise to more live events, which also shows no signs of change.
In fact, new event marketing statistics show 81% of marketers believe “live events will become increasingly important to their organization’s success” in the coming years. Others are making moves now to provide the best live event experience. The most successful are “spending 1.7x the average marketing budget on live events.” And, 63% of the overperformers will increase their live event budgets this year. This puts those behind or with less resources at a disadvantage. But the good news is, no one has to break the bank to make an impact at live events. Remember, a little bit can go a long way.
Improve your event opportunities when you boost the live event experience with these simple tips.
The number one issue 37% of people have with live events is “slow lines.” It can not only be boring but viewed as time (and money) wasted. But there are simple ways to ease their pain and make wait seem like no wait at all. One comes from LG, which used brand ambassadors to connect with people waiting in line for its Cinema House experience in NYC. The brand ambassadors used an app which swapped their faces with characters from a hit TV show that was playing on LG TVs inside the Cinema House. Participants were so amused they reportedly shared this in-line activity on social media, amplifying the live event’s return on engagement – before the experience even began.
At CES 2018, the Google Assistant Gumball Machines drew such a crowd people waited over an hour for their turn. And, Google didn’t let the opportunity pass by. Its partner agency placed brand ambassadors at the machines to survey those in line and gain valuable feedback, while making connections.
Strict reliance on event tech for engaging consumers leaves room for no emotional connection. Yet, there are certainly many areas in which event tech contributes to the event’s bottom line and lessens workloads for event staff. It can also add value to the live event experience for attendees.
Take RFID technology for example. For those events that sell tickets or refreshments onsite, Eventbrite reports on the benefits of RFID for cashless payments. This not only speeds up payments at live events. Attendees using RFID bracelets to pay for goods and services “spend an average of 2x more than those using regular payments.” RFID also results in the collection of valuable data and attendees who are happier due to the convenience. RFID can also be used to engage attendees in fun ways during the live event, such as with polls, games, or digital downloads.
98% of event attendees will create content detailing their experience and 100% will share it. Brands are smart to provide attendees with a multitude of opportunities to encourage content generation. When it comes to RFID, the technology can also help attendees share the live event experience on social media. Yet, even when tech is not incorporated into the event, brands can still offer simple ways to encourage content and help curate what attendees post.
GIF booths have become a popular attraction. But, even a simple, appealing backdrop, such as a magazine cover, can draw people to snap pictures. In these cases, use event staff to assist in capturing the images and encourage use of the event’s hashtag.
Amplifying your event efforts doesn’t have to be expensive or complex. By using the tips above, you can improve event ROI and make your event dollars work harder to reach marketing goals.
With Elevate as your event staffing partner, expect 100% from our team every time. Let us boost your live event experience with the world’s best brand ambassadors and other key event staff.