Experiential marketing can be an influential tactic in traditional PR and standing out from the pack is important in this industry. At 4media Group, we assist in experiential campaigns in many ways especially through capturing video content for TV and online.
For the past 7 years, I have eagerly filled experiential roles working with large clients on a National scale. From planning to managing to staffing…I’ve been involved on multiple levels. Though the event execution world requires odd hours, long days and weekends away from home, what I’ve learned in the experiential industry is beyond valuable. My experience has also proved to translate well into the PR realm.
Here are 5 things I that have proven to be important considerations when planning an experiential campaign:
1. Plan backwards- discover the deliverables first. What are your client’s goals? Structure the execution in a way that can measure those targets no matter the size of the campaign.
2. When recruiting contracted staff, allot a couple extra positions in the budget. Many contractors hustle hard to find the best paying job that day. Some are willing to no-show after confirming if they find something more attractive. To ensure the best staff, do your research on typical pay rates for contractors in the event location. Better pay typically means higher quality staff! Don’t be cheap…these people are temporarily the face of your brand and you want the best possible impressions to be made.
3. Get creative- think of ideas outside of the box! If you want your campaign to be a success, you’ll need to do something different. Setting up a boring tent and table with minimal engagement opportunities is likely not going to be effective. Of course, there are exceptions…particular events can require simplicity. This often requires a team brainstorm to create an epic idea. As the great Steve Jobs once said “Great things in business are never done by one person. They’re done by a team.”
4. Technology is our best friend but can turn into an event enemy quickly! Do you plan to integrate monitors, iPads or virtual reality into your plan? Temperature and moisture can absolutely effect these tools, so be ready with additional supplies to make it work. For example, if you are integrating VR in an outdoor setting during the summer, people’s faces are likely to be more perspired…bring extra tech friendly cleaning supplies!
5. Indoor vs outdoor- explore your options for event location. Keep in mind all the additional logistics involved with executing outdoors. Expect the worst and have a plan B in your back pocket.
My extensive knowledge in experiential taught me that when these factors are considered and planning is well thought out, an experiential event can provide influential results. If you are planning a buzzworthy experiential event, ask us about enhancing your reach with video production, broadcast options and distribution.