Executing a promotional marketing campaign is a complex task. It not only involves concept development and logistics, but strategic planning paired with data collection and analysis. Companies invest an immense amount into crafting a meaningful, memorable, and actionable brand experience. And while each aspect of brand activation is a critical part of a greater whole, those who are executing the event itself have a tremendous amount of power as it relates to achieving event objectives. This week, the Elevate White Board leads with an article by our very own Carina Filek, Managing Partner and strategic staffing expert, to discuss why people are your number one asset. We also discuss the marriage of experiential and digital to reach the greatest ROI, and trade show metrics that you should be capturing.
As mentioned above, it is no secret that experiential marketing requires a large amount of financial and human capital. Companies who deliver brand experiences are investing in experiential to make an impact and drive growth.
It is with this investment in mind that we, on the staffing side, are so passionate about the people who are chosen to be on the front lines of these campaigns. This is true regardless of the industry, but as Elevate’s Managing Partner, Carina Filek, explains, these event staff “play a particularly important role for any company operating in the beauty and cosmetics industry.” In Carina’s guest blog for Field Marketing Magazine, she explores why people tend to buy from people, and what that means for this sector.
Sales, discounts, cash-back offers. These incentives are everywhere, and, on face-value, it makes sense for companies to believe that they influence consumer purchasing decisions. After all, consumers are generally parting with money to receive your goods and services. It stands to reason that they will appreciate some of their hard-earned cash back, right? Not really, according to research, “with users that received non-monetary rewards experiencing consistently higher satisfaction levels than those who did not.”
People tend to react more positivity to a gift, than to money. I Feel Goods explores the why behind this phenomenon, known as “value sensitivity”, and how understanding the biology of our brains can help marketers make better decisions related to consumer give-backs.
As previously mentioned, measurement and attribution are key to knowing whether your event investment is paying off. To understand the promotional marketing event’s successes and missed opportunities, you need to gather clear and actionable data. Identifying how to gather this information is a key component of experiential ideation. What steps are your team taking to gather enough information to determine if an engagement activity, booth, or even design element, had the effect you were aiming for?
Pop2Life suggests that a post-event survey is a good option for many brands. Not only is it a way to re-engage with attendees, but it is an opportunity to learn more about what worked and what didn’t. The reason? “Surveys provide honest answers about your event straight from those who were chosen to experience it.”
As of August 2017, there were 2.78 million active social media users in the world. As marketers, we know the importance of harnessing the power of social media. And in the world of experiential marketing, we need to have mechanisms in place to show that the event’s social component is effective. Often, we watch the number of social media engagements, but it’s important to explore all the ways social media can be used to its full ROI potential.
Aside from components like hashtags, tagging and QR codes, Wedu advises taking social a step further by engaging with consumers post-event. They also advise brands to make sure to keep the social strategy relevant to the event itself. The article points out that “the integration of social media needs to be true to what is at the heart of experiential, and that is the brand experience.” Using this type of relevant and holistic social media strategy can help increase event ROI.
The world of marketing is always shifting, as marketers adjust to current trends in consumer behavior and engagement. And, almost most importantly, brands need to adapt their strategies as technology continues to advance.
In the beginning, digital media surpassed print media, as consumers shifted the ways in which they consumed information. Now, with the rise of social and streaming media, consumer behavior has changed again, especially related to marketing and advertising. People are inundated with marketing messages, and are likely to skip over an ad entirely to get to the content they are searching for. Traditional ads are becoming less effective.
Given all this, it’s no surprise that brands are allocating more of their marketing budgets toward promotional marketing Face 2 Face Marketing Magazine recently published an article that goes in depth regarding this shift. They discuss why top brands continue to double down on brand experiences as a way to make an impact on consumers.
On Friday, February 16th, the Lunar New Year will usher in the year of the dog, with 1/5 of the world’s population (over 1 billion people) celebrating. Many of these celebrations will span days, if not weeks, and will include friends, family, food, games and traditions.
Marketers have long-seen the benefits and power of tying a brand to an already-positive experience in people’s lives. From event sponsorships to tailgate activations, designing a brand experience around an event can pay dividends. Now companies are starting to see the potential in the Lunar New Year to reach a multitude of consumers.
But when it comes to activating around this holiday, there can be a learning curve. Despite being celebrated by so many, the Lunar New Year is often clouded in a bit of mystery. FreemanXP explores ideas on how brands can design an event around this potentially-lucrative day.
It’s not news that attending a trade show can be good for your business. In fact, we’ve gone into detail on some actions to take in preparation for an upcoming trade show. But, like all marketing initiatives, measurement means everything. Brands need to consider which metrics to consider when measuring the success of participating in a trade show.
Success is not only measured by same day sales or leads generated. Exponents argues that there are several other variables to consider when measuring the success of your trade show presence. They point out that things such as increased social media presence, website traffic, and new customers post-event also count when determining the success or failure of a tradeshow booth.
Historically, many service industries, such as finance, have taken a traditional approach to marketing and consumer engagement. Using tactics such as mailers, print collateral, and television ads have kept many of these brands at arms-length from consumers. This is a considerable challenge, especially because many consumers see brands in these sectors as stuffy, even stoic. But, the consumer push toward brand authenticity has not left these professional industries out. And they are responding, as more and more finance brands are looking to experiential to connect with consumers and drive sales. These brands are breaking the mold and finding ways to engage consumers to get them excited about the industry. This article provides experiential examples for financial institutions to consider when getting face-to-face with the community.