The nature of delivering an authentic and memorable brand experience continues to evolve year after year. Brands want to create and execute true, content-rich, relevant, and shareable big ideas. For all of us in the fast-paced and audience-driven world who are tasked with executing these experiences, this represents a massive opportunity.
At Elevate, we continually evangelize the benefits of face-to-face marketing as a major driver in delivering a brand experience.
Event marketing requires immense planning, and while the work of engaging consumersface-to-face is largely an enjoyable one, there are certain aspects of the process that are harder than others. As a staffing and execution partner, it is our job to lock arms with our clients to ensure we can deliver an effective and impactful brand experience. And we want to help make those challenging aspects easier for everyone.
Here are 10 things related to executing marketing events that we have been told are especially painful for our clients – and yes, we have heard the “hate” word.
Understanding the campaign’s objectives and vision from the offset is the first integral step to success. Without a clear understanding of what it is we need to achieve, we’d be opening ourselves to risk of failure. So, this part comes in two stages – clarifying your objective with your entire team, then setting up a crystal-clear brief for yourself and your partners.
Set objectives by asking key questions
How to brief your partners
Once you’ve set out a clear and detailed brief, you need to make sure this is achievable financially. Then, start the process by setting these financial expectations with leadership, or, if you are with an agency, the end client. If the existing budget isn’t going to get your company or the client what they want, be clear about it and give options.
Event execution budgeting tips
In this third step, your company or agency will set clear, achievable, and measurable KPIs.
Experiential campaign measurement is integral because without it you can’t show ROI. At Elevate, without measurement in place we can’t show delivery against targets, and our clients can’t sell a success story that ultimately helps grow business and revenue.
NFL player and coach Vince Lombardi once said, “If you’re not keeping score, you’re just practicing.”
Tips to establish KPIs
While some event campaigns are finite, the outcomes don’t have to be. Don’t let results live and die with the experience. Build in KPIs related to tracking success beyond the event footprint and build in mechanisms to continue the conversation with attendees long after the event. This can be through email marketing, social media, and multiple other avenues.
Other amplification tips
In addition to building in ways to amplify the experience, apply a “learn and evolve” mentality to continually improve future campaigns.
It’s the nature of events that things go “wrong.” It’s very rare that everything goes perfectly to plan, on time, and to exact specifications. So being able to manage expectations (internally with leadership and with the client in an agency environment) is critical.
Managing expectations – before the event
Managing expectations – live
Embrace the human connection. People can make or break a campaign – the event staff working with attendees and interacting with clients and leadership have immense power. On the other side, how attendees perceive your campaign and messaging determines your marketing success.
So how do we get this right? First, make your event human. Take the time to get into the minds of the target demographic and understand what makes them tick. Executing a successful event and designing effective messaging means:
The power of people (and event staffing)
Join us in a few weeks for elements 6 – 10, further detailing what our clients hate about executing brand events. In the meantime, subscribe to our blog for more great content related to event staffing, event marketing, and brand activation.