Concept Art and Design

Concept Art and Design

At King Sixteen, we pride ourselves on our creative, unique approach to event design, leveraging some of the best creative minds available to generate the perfect balance of engagement, form and design for your brand’s event, but there’s no secret recipes with us – choosing King Sixteen gives you an inside look, and most importantly, total control over your event’s design, from initial sketch through to the final product.

For The Clean Show 2022, King Sixteen created this booth for Rumby, including a photo-wall, consultation space, giveaway table, waiting area and check-in desk. Check it out here.

Our concept design department uses state-of-the-art 3D rendering and modelling tools and techniques to provide you with photo-realistic, in-depth concepts, capturing every nook and cranny of your future activation.

This prospective rendering for Google features a custom camera-activated flip-disc display, external activations which capture passers-by, an internal meeting-space, and front desk area.

At King Sixteen, our art department works tirelessly to provide our clients with the highest standard of design quality, creating some of the most advanced and detailed event mockups you’ll ever see during the design process – we make sure to go that extra mile, and keep you in the loop on every aspect of concepting. Checkout some of our renders below, or take a look at some of our great projects we’ve made in the past

See Our Work

Let’s do something amazing together…

Email: info@kingsixteen.com

Phone: +1 707-653-5464

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The Clean Show 2022

The
Clean Show

PARTNER

Rumby

SERVICE

Marketing
Custom Fabrication
Staffing

Rumby, an up-and-coming star in the laundry sector tasked our agency with concepting, creative design, fabrication, and staffing of their debut at The Clean Show 2022, the nations largest and most state-of-the-art laundry and cleaning technology exposition, hosted in Atlanta, Georgia.

Activation Concepting

Our agency pitched a custom booth design featuring a range of activations, including a Bullet-Time Animated Photo Booth, promotional video setup, and consultation nook.

Instead of a traditional informational desk setup, King Sixteen devised a range of fun and unique activations combined with a unique architectural style that would draw in potential clientele at the show, increasing foot-traffic, interaction, and elevating Rumby to be the best booth at the show

Device ID Targeting

This emerging technology allows our partners to pursue sales through to the end consumer, while taking the guesswork out of “project success”. We capture unique Device ID’s within our activation spaces with high accuracy. This affords us the opportunity to direct market to consumers who interacted with our campaigns long after they have left the store or event space; extending the duration in which sales can be proven through measurable marketing. 

“We are a collective of tastemakers and problem solvers that work directly with national brands seeking to activate across the US.”

Tyler Anderson – Senior Partner at King Sixteen

Design & Fabrication

Our team and vendors are exceptionally skilled in their trades, enabling our agency to exceed expectations when it comes to custom projects on tight deadlines. We provide our partners a one-stop-shop for creative services and streamline the manufacturing process on their behalf. By working directly with proven vendors, King Sixteen removes the middle man and oversees projects from start to finish. 

Audi

Audi x

Bluegrass
Motor Sports

How to Make a Lasting Impression Through Experiential Marketing

In today’s market conditions, simply putting together advertisements is no longer enough. To engage customers and encourage them to build up a positive relationship with your brand, you have to make use of experiential marketing. This strategy involves creating events, such as parties or exhibitions, that are targeted at a particular group and provide potential customers with an exciting and memorable experience.

While the concept sounds simple, it can be hard to set up a successful experiential event. You’ll have to make sure it’s convenient for your target group, unique, represents your business’s goals and values, includes a standout feature, and leaves a lasting impression. Because this can be a big challenge, hiring marketing experts to plan your event for you could be a great idea.

How Can You Make a Lasting Impression Through Experiential Marketing? 

Every day, people are bombarded with thousands of marketing messages, but most of them don’t sink in. While TV ads and billboards are often seen as negative, exciting experiences can create a positive impression on potential customers. They add value to people’s lives and therefore encourage your leads to see your brand in a positive light.

To make the most of your experiential event, you have to focus on the planning stages. By defining the goal of your party or installation, including a standout feature, and personalizing each attendee’s experience, you can make sure the day will be remembered for many months or years. Let’s have a closer look at the various factors that contribute to the success of an experiential event.

Planning a Unique Experience

If you want your event to stand out from all the others, you have to make sure it’s fun, exciting, and unique. Since you won’t just want to go with common types of entertainment, this requires a lot of thought and planning. You have to thoroughly research various aspects of the event, such as the venue, the music, the food and drinks, and the entertainment you will offer.

As you can see, there are a lot of variables at play, and planning an event for more than a handful of people can quickly become a big challenge. One of the easiest ways to keep all the information in one place is to use planning software. This will help you keep track of every element and prevent mistakes or omissions. Your event planners can recommend the best software to you or, in some cases, even provide it.

Defining the Goal  

Before you can plan a great event, you have to define what success means to you. Do you want your attendees to come away feeling more positive about your brand? Do you want to raise awareness for your product or service? Or do you want to highlight an important issue in your industry? In most cases, the goal of an experiential event isn’t to sell as much as you possibly can.

In fact, you might not sell your product or service at all during the party, exhibition, or installation. Instead, you are working on the relationship with your potential customers and building up your company’s reputation. Together with your marketing experts, you will come up with two to three goals for the day, then think about the best ways of achieving them.

The Standout Feature 

Most experiential events should have a standout feature in addition to food, drinks, and music. This is the element that will be remembered by your customers. In some cases, it could be related to your business. For instance, a company that sells clothes could have a fashion show, during which their new collection is presented in an original way. However, some standout features, such as concerts or theaters, are unrelated to the company.

While shows can work very well, some firms have found that an immersive or hands-on experience is even more engaging for customers. You could ask your attendees to help you design your new workspace, create unique versions of your product, or participate in a workshop. All these ideas could be memorable, and they lend themselves to sharing on social media platforms.

The Logistics 

Even if you put on an amazing party or installation, you won’t benefit from experiential marketing if your customers aren’t able to attend. For this reason, you should always make sure that the time is suitable for the majority of your attendees and that the venue is easy to get to. In some cases, you might need to organize transportation such as a shuttle bus.

An easy way to find out whether a certain date, time, and place work for your potential customers is to ask them directly. You could do so via an online survey which you send to them in an email or text message. This works especially well if your potential customers are already on your email list. If not, you could share your event plan on social media and ask for input from your followers.

Personalizing Your Event

Because there are countless brands all vying for people’s attention, personalized marketing is more important than ever. While planning your experiential event, ask yourself how you can make the day amazing for the people you’re inviting. This starts with the invitations, which should be addressed to each individual and reflect their tastes. In some cases, hand-written invitations can feel extra special and encourage people to reply.

You will also have to think about seating arrangements to make sure everyone feels comfortable during the event. At the end, you can give your participants a swag bag, which can either be the same for everyone or tailored to the individual’s interests.

Maximizing the Aftermath 

You’re not done when your event is over. Together with your marketing experts, you will come up with several ways to capitalize on your success and engage your attendees further. For instance, your swag bag should contain information about your product or service and how to access it. You could also place a small taster inside, so potential customers can see why they should work with you in the future.

Another great way to engage more people is to encourage social sharing. You can create a hashtag related to the event or organize a social media competition, where the person with the most interesting or popular post wins something related to your brand. That way, you can engage the audience and widen your reach considerably.

Why Should You Hire Professionals? 

As you can see, creating a successful experiential event that stays in the minds of your customers can be a big challenge. You’ll not only have to come up with an excellent plan, but you’ll also have to manage a wide variety of elements, such as the food and drink, the venue, the invitations, the swag bag, and the entertainment.

Since you’re busy running your company, finding the time to organize your event can be extremely challenging. What’s more, you might not have the necessary experience to create the best party or installation possible. Thus, hiring professional marketers can be a great way to take the pressure off you and ensure the success of your event.

Creating a Marketing Strategy

Your party, installation, or exhibition is only one component of your overall marketing strategy. To see continued success, you’ll have to think long-term and determine how you will connect your event to your other marketing efforts, which might include a social media presence, paid ads, and community engagement.

Good planners can help you integrate the event into your overall strategy and make sure the various elements correspond to your brand’s values. That way, your party or installation will help you reach your goals.

Less Stress During the Event 

As the host, you’ll want to appear friendly and relaxed during the event, and you’ll need time to speak to your guests, so you can make a personal connection. However, this can be a big challenge when you have to deal with dozens of potential issues and coordinate the various elements. The best way to reduce your stress levels is to hand over the logistics to someone else and focus on making a good impression on your guests.

How to Get Started Today 

Are you ready to set up your first experiential event? If so, you should reach out to professional event planners as soon as possible. Remember, it can take months to set up a successful party or installation, especially if you’d like to invite hundreds of guests.

When you get in touch with us at King Sixteen, we will book you in for a meeting, so we can find out more about your company and the type of marketing you need. If you decide you’d like to hire us, we can then provide you with a quote and come up with the best strategy possible.

Experiential marketing is a highly effective way of engaging your audience and creating a lasting impression on potential customers. But to maximize the return on your investment during an experiential event, you have to consider a wide range of factors, including the logistics, the standout feature, and the goal of the party or installation. Contact us now at King Sixteen and tell us more about your business. We will be delighted to help you plan a fantastic event.

Planning a Corporate Event: 9 Keys to an Unforgettable Experience

Throwing an exciting, memorable party is one of the best ways of connecting with your employees and customers. A shared event can draw people together and allow them to build up relationships with your brand and with each other. What’s more, experiential marketing is a highly successful strategy for increasing a company’s reputation. Together with an experienced corporate event planner, you can come up with ideas that will wow your guests. 

But how exactly can you make sure everyone has a good time at your event? The key is planning. To get started, you’ll have to determine the purpose of the celebration. Then, you will decide on a venue, a date, catering, technology solutions, and a wow factor element. Finally, you can figure out how to make the most of the party and get a return on your investment, for example by following up with customers. Read on to find out how to best plan a corporate event.

Planning a Corporate Event: 9 Keys to an Unforgettable Experience

1. Hire a Good Corporate Event Planner

The easiest way to make sure your event stands out is to hire an experienced event planner. Such a professional can save you a lot of time and hassle, and they can help you at every step of the process. To get started, they will sit down with you and go through each element of the event. Then, they will reach out to caterers, entertainers, and the venue and set up everything.

By using an event planner, you can delegate most of the responsibility. Instead of negotiating with every professional who will provide a service at the party, you simply have to speak to one person, who then sets everything up for you. In addition to having important industry connections, a good planner also knows what to do in every situation. Even if something goes wrong on the day, they will be able to find a solution much more quickly than you could.

2. Define the Purpose of the Event 

Before you can even start planning your event, you’ll have to figure out what its purpose is. Are you throwing a party because your business has had a fantastic year? Are you struggling with company culture and hoping to put together a team-building event? Or, do you want to organize an experiential marketing dinner that impresses your clients and informs them about innovations in your firm?

The size, venue, and activities vary greatly depending on what you want to get out of your event. Therefore, you should be very clear about the purpose and communicate this to your event planner and everyone else who is involved in the decision-making process.

3. Choose a Venue that Suits Your Attendees

More than any other factor, the venue determines what your event will look and feel like. To get started, you’ll decide on the general area of your party. In some cases, it’s most convenient to host the celebration at your business location or in the same neighborhood, since this is easy for everyone to get to. But if you want to put together something truly special that includes an overnight stay, you could look further afield. 

Because your event planner has connections to various venues, they can help you gain access to locations you couldn’t otherwise get into. If you’re not yet sure where you want to host your event, you should speak to the planner and discuss your options. The ideal place should be accessible, innovative, and able to comfortably host your entire guest list.

4. Choose a Suitable Date and Time 

For your event to be a success, you’ll have to make sure everyone is able to attend. That’s why choosing the optimal date and time is so important. Before you make a decision, look at the calendar to see whether there could be any conflicts. Are some of your employees working on a big project that could distract them from the party? Are there any religious holidays coming up?

In some cases, creating a poll or emailing potential attendees about dates is the best way to avoid problems. If you’re also inviting clients, you should check that there are no big events coming up in their industry. If you have a close relationship with them, you can always reach out and double-check. The earlier you send out your invitations, the more likely you’ll have good attendance.

 

5. Consider Everyone’s Travel Arrangements 

No matter how beautiful your venue is, people aren’t likely to attend if they can’t access it easily. Prior to booking your date, find out how people can get to the event space. There should be parking available, but if you know some of your attendees will come by public transport, you also have to make sure that there are adequate options. 

If you find a venue you love, but it’s hard to get to, you could always organize shuttle buses or other modes of transport that take attendees to where they need to be. In fact, you could incorporate a vintage or novelty type of transport, which adds value to your event.

 

6. Serve the Right Food 

One of the most important elements of any party is the food served. Some venues offer in-house catering, which can be cheaper and less of a hassle than external options. You could either have a set menu, several options, or a buffet. Consider what special dietary requirements your guests have and, if necessary, ask them about their food preferences. 

You should also consider what types of drinks you would like to offer. Most people enjoy having an alcoholic beverage during a party, so providing champagne or wine could be a good idea. There are several ways to organize this. Either you could ask attendees to bring their own alcohol, or you could provide the booze. To limit the cost, you could give each person vouchers, offer a limited number of bottles per table, or give the wait staff instructions.

 

7. Identify a Wow Factor Element 

Every party needs a wow factor element, which stays with the guests long after the event is over. This could be anything, from a special venue to interesting and interactive exercises to a special food display. Small, personalized gifts in a goody bag could also help to keep the event fresh in people’s minds. Together with your corporate event planner, you can come up with some ideas that will knock your customers’ and employees’ socks off. 
 

8. Don’t Forget About Technology 

For many years, events have included various technologies. Most importantly, you’ll need a sound system that provides clear sound for your speeches and music. In some cases, hiring a DJ could also be a good idea, especially if the event is held at night and includes dancing. When you check out the venue ahead of time, you can examine the sound system and figure out how to use it. 

Since the Covid pandemic, many events also include virtual elements. For example, the attendees who are not able to make it in person could still participate via Zoom or Skype. That way, you could extend your guest list significantly without spending much money. During the planning phase, you can determine whether this is a viable option and, if so, how to make sure the virtual guests are included in the most important parts of the celebration.

9. Experiment with Experiential Marketing 

Did you know that a fun, memorable event can influence people’s perception of your brand to a high degree? If your party is meant for clients, making a good impression is crucial because it could affect your future business opportunities. A highly successful party can increase brand loyalty and encourage people to buy from you the next time they need your product or service.

In fact, creating events and experiences is one of the most successful marketing strategies out there. To make sure you get a great return on your investment, your event planners will discuss follow-up strategies. For example, you could offer your product at a cheaper price during the event or encourage people to sign up for your services. Later on, you can follow up with them via email or a phone call to encourage them to keep engaging with you.

Planning an event is harder than it might appear at first. Some of the factors you’ll have to consider are setting an appropriate date, finding an excellent venue, choosing catering options, incorporating technology, selling your product or service to your customers via experiential marketing, and including a wow factor element. With so much to keep in mind, hiring a corporate event planner is almost always the best way forward.

A good planner can help you at every stage of the process, from the initial planning to the execution, cleanup, and follow-up with customers. That way, you can create the best event possible without having to deal with the various vendors. What’s more, you can take advantage of the years of experience and industry connections of the event planner. Get in touch with us now at King Sixteen to find out how we can help you throw the party of the year.

Five Ways Experiential Marketing Is Changing in 2022

Experiential marketing has already turned the world of advertising on its ear, and with new trends emerging in 2022, it’s clear this pattern is set to continue for the foreseeable future. While this form of experience-based marketing has catered to the digital sphere in the last few years, the newest trends are reflecting the desire consumers have to return to a post-pandemic world. Let’s check out some of the latest trends to engage consumers this year.

Five Ways Experiential Marketing Is Changing in 2022

1. More Technology-Focused Strategies

Hybrid events are a carry-over trend from 2021 as brands begin to transition from the virtual-only events necessitated by the pandemic. Hybrid events typically take place online but incorporate augmented reality and virtual reality technology to immerse attendees in the event. This blend of experiences allows consumers to stay at home while also participating in online events that allow for better networking.

There are various immersive technologies that allow for better person-to-person contact, such as augmented reality used in the gaming industry and virtual talking spaces on social media platforms. The advantage of a hybrid event is that brands can reach larger audiences, including consumers that may not have been able to attend the event because of health, financial, or other reasons.

Exploring the Metaverse

Major technology companies are exploring the metaverse, an abstract virtual reality world that allows for more interaction and immersion among consumers. While the metaverse is still relatively new, the central components of using the metaverse for marketing include the creation of avatars and the use of marketing events that can be attended through virtual reality.

As a marketing technique, the use of the metaverse is still being explored, but there are ideas that could see a lot of success in the future. For example, virtual reality concerts can put consumers directly in front of their favorite artists in a more affordable way, while also allowing for personalized content. The metaverse may even allow consumers to experience using a product, such as a car, through a simulation.

2. New Sustainability Branding

Experience-based marketing is used to communicate a wide range of ideals that reflect the current attitudes of consumers worldwide. For example, many brands are investing in sustainability and other eco-friendly products to appeal to consumers who want to save the planet. Clothing brands are using sustainable clothing from fabrics that have been recycled or repurposed to create trendy fashion, while car companies are leaning into alternative fuel sources.

Sustainability branding is a trend that can be easily used in experiential marketing through art installations or other events. Sustainability branding as a marketing strategy can demonstrate how the brand is taking an eco-conscious approach to the development of its products, while also highlighting the importance of minimizing the human impact on the world.

How to Use Sustainability Branding

While every aspect of a sustainability marketing campaign can be used to highlight sustainability, such as using recycled paper to send invitations or distribute swag, it’s also important for the branding to be holistic. It’s not enough to simply be green: companies must also show how the brand is economically responsible and how the brand intends to integrate sustainability throughout the company. Successful sustainability branding builds trust consumers have in the company.

3. Refresh Older Strategies

Art installations are also quickly growing in popularity in 2022. While pop-ups and art installations are not new concepts in experience-based marketing, there are recent studies that show people are more eager to spend time outside post-pandemic and art installations are a good method to draw a crowd. The goal of an art installation is to create buzz about a product, brand, or service.

Successful art installations are entertaining and educational at the same time, particularly when art installations are paired with messages about advocacy. One reason why art installations are so successful is that they create a moment that consumers can experience. When art installations are well done, they are the perfect opportunity for consumers to take pictures to post on social media, which allows the event to gain virtual buzz, as well.

Products and Brand Reels

Video content is still one of the most reliable ways to reach consumers. Video campaigns can quickly disseminate information and are easy for consumers to digest. This strategy is even more effective when brands can create viral video content that captures the consumer’s attention. Some of the most effective video campaigns take on social causes, appeal to the consumer’s creativity, or document real-life stories.

That said, product reels are still effective in 2022. For example, brands can use video content to create a reel of their best-selling products. In one recent successful campaign, The Honest Company created a video featuring Jessica Alba, a founder of the company, showcasing how to use the brand’s best beauty products to create a “natural make-up” look via a short make-up tutorial.

Influencer Marketing

Influencers have been used in the last few years to capitalize on the power of social media. Influencers have the ability to build trust among followers and directly reach consumers to showcase a brand or product. Influencer marketing stands to grow over the next year as new technology and social media apps are used to create content to appeal to consumers.

Furthermore, influencers are often seen as a more trustworthy approach to a marketing campaign, since celebrities can be used as brand ambassadors to endorse a product or testify for a service. Through influencer marketing, brands can share content, host giveaways for freebies, or use other methods to reach a broader global audience, such as hashtag campaigns.

4. Use Simultaneous Events

Live spectator events are still a classic tactic for experience-based marketing, whether the event is an intimate coffee house performance or a concert festival. That said, live spectator events have recently transformed into live-streaming events. Online concerts emerged in 2020 as an easy way for artists to perform for thousands while their audience stays safe at home.

Although in-person concerts have become more common with worldwide restrictions on social distancing lifting since late 2021, there are still many artists who will continue hosting online concerts and other live-streaming events. In many ways, simultaneously broadcasting a live event online while hosting the event in-person is a demonstration of the flexibility future experiential marketing campaigns will demand.

5. Include Advocacy and Important Causes

Today’s consumers care a lot about culture and politics, especially major social issues that relate directly to their lives. To put it simply, for many brands, it may be hard to stay apolitical when so much about the future of consumers is determined by political issues. This is why brands that appeal to the LGBTQ community by hosting pride-related events or creating pride-themed products during June can experience so much success.

Of course, alongside generating consumer loyalty, brands that advocate for important causes can enjoy other benefits. For example, by including advocacy in the overall marketing strategy for a brand, businesses can reach a wider audience – including consumers who might not have heard about their brand otherwise. Advocacy can also reinforce company culture, which can make a business more trustworthy overall.

Some Important Causes to Consider

Younger generations place a lot of importance on values. With the prominence and influence of social media, social and political causes are often hard to avoid, and the younger generation saturates the internet with discourse about these topics daily. Savvy brands have seen this trend and adopted advocacy-based campaigns for many causes, such as:

  • Geopolitical conflicts
  • Climate change
  • Gender equality
  • Awareness months

While advocacy for important causes isn’t the right move for all businesses, there is evidence that brands willing to take a stance garner more loyalty from the public. Furthermore, brands that can educate consumers about important issues and direct consumers toward actionable steps (such as petitions or fundraisers) can also make a difference in the world.

Why Maintaining Flexibility Is Important for Future Campaigns

With the birth of digital marketing, advertising experts learned that flexibility is key. By responding to trends from consumers, brands can stay relevant by adopting new methods of reaching consumers through digital strategies, such as social media and email. Going forward, maintaining flexibility in advertising strategies is essential, especially for brands that want to keep up with advances in technology.

Successful brands will be able to use multiple channels to reach consumers with the same campaign. For example, simultaneous in-person and online events, hybrid events, and pop-up installations that create social media buzz are all methods that help brands maintain flexibility. Essentially, staying relevant will depend on how well a brand can adapt and explore novel strategies.

The experiential marketing trends in 2022 are clearly influenced by new technology. Social media and other tech-related strategies are a focal point of successful campaigns, particularly for brands that want to reach hesitant post-pandemic consumers. In addition to using novel technology, brands should also consider reinforcing their company culture with advocacy and sustainability branding. Find out how to implement some of the latest experiential marketing trends by contacting King Sixteen today.

How Does Experiential Marketing Work?

Good marketing makes an impact on the profits of your business, but a truly successful marketing campaign will make a memorable splash with brand recognition. Modern marketing strategies are designed to use the diversity of channels that businesses can use to reach and engage with consumers. One of the best modern marketing methods is experiential marketing.

How Does Experiential Marketing Work?

Experiential marketing is a strategy that allows your brand to market an experience. By marketing an experience, you can create an event that is memorable for your target audience, which will establish a positive experience for your brand that will make consumers into return customers. Essentially, experiential marketing works by utilizing the power of experiential memory to secure a long-term interest in your business.

Experiential memories are often associated with experiences, events, personal reflection, and major learning. Experiential memories are usually more concrete than other types of memories, so it makes sense to use the formation of these types of memories as a tool in your marketing toolbox. Also known as episodic memory, this type of long-term explicit memory can play an important role in creating a relationship between your brand and the consumer.

Crafting an Experimental Campaign

There are several steps to mapping out a successful marketing campaign. For an experiential campaign, you will need to focus on key points, such as engaging your targeting audience, utilizing other resources available to your business, and thinking outside the box to plan a memorable campaign. Some important steps include:

Planning Your Campaign

The planning stage for your campaign is all about setting goals and outlining ways to measure the success of your campaign. Your business will need to reflect and identify what “success” will mean at the end of the day. Being able to identify success, such as with increased profits, will allow your business to judge how effective the experiential campaign is.

For example, what is the goal for your campaign? Do you want to introduce a new product, create more interest in your business, or increase profits through brand loyalty?

Research Your Market

It’s also essential to understand your market and your target audience. Your consumer demographic will likely change from time to time, so having updated stats on things such as website traffic, the age range of your consumers, and their interests can all be essential pieces of information you can use to tailor your event. At this point in your planning, it may be a good idea to use data analytics to research what your consumer is interested in.

It’s also important to understand how you can connect with your consumer emotionally. The goal of an experiential campaign is to encourage the consumer to emotionally invest in your brand and your products. If you can connect with your consumer on an emotional level, you’ll be more likely to inspire brand loyalty and increase future business profits.

Create Your Online Presence

Social media is the single most effective tool modern marketers and advertisers can use to reach a target audience. If you don’t already have an online presence, building one up before your event is a good way to establish your brand and make your products accessible. Updating your website and social media accounts is a step in the right direction.

For brands that have already established a robust online presence, you can advertise your event through social media, such as with influencers or ads. Creating an online presence for your event, even if the event is offline and in person, is a good strategy to build anticipation for your campaign. For example, teaser photos on social media can generate interest for your event.

Engage Your Audience

You will also need to engage your audience by creating an experience that is tailored to their expectations. For your event to be successful, the experience must be related to both the brand and what the consumer is interested in. For example, if your brand is not related to food, then it may not make sense to have a food-related experience.

Engaging your audience is also about authenticity. When you are engaging your audience with a tailored experience, you may also want to involve the history of your brand and promote transparency. This will help you build trust between your brand and customers.

Examples of Experiential Marketing

An experiential campaign can take many forms. Although many of these campaigns are usually hosted offline as events for select customers, you can also think outside the box and use online events as a more cost-effective option to create an experience for consumers. A few examples of this marketing technique can include:

Pop-Up Shops

Pop-up shops are an effective way to use an experiential marketing campaign. A pop-up shop will sell limited edition products or early release products to select consumers. Many times, pop-up shops will be hosted spontaneously or will require exclusive tickets to loyal consumers. A good example is a pop-up shop related to a musician that sells exclusive merchandise or allows the fan to meet the musician to take photos.

Pop-up shops can, of course, be tailored to your brand and business. If you have a food-related business, then you can use a pop-up shop to offer samples of new products and take surveys of what consumers respond best to. Your event could even include a cooking class for a recipe that uses your products.

Entertainment

Entertainment is another way that you can create an experience for the consumer. By partnering with music venues, sponsoring concerts, or hosting comedy shows, you can create an experience for consumers that will be positively associated with your brand. Entertainment events can also include an interactive opportunity for consumers.

Virtual Events

Virtual events are also gaining ground as a way to create an experience for consumers. Virtual reality and social media are often the easiest and most cost-effective ways to reach consumers. For example, virtual reality tours of exclusive content or even dance challenges can use the flexibility of social media to create buzz about a brand.

Virtual events can also be shared across many platforms at the same time, which will enable more consumers to reach your event through more channels. Additionally, virtual events can be tailored to redirect participants to your website.

Why Marketing an Experience Is So Effective

Marketing an experience is one of the most effective modern methods to advertise your brand and increase the profits of your business. It’s important to realize that an experiential campaign is more than hosting an event. Although events that include catering, entertainment, and technical aspects are fine options for some brands, other businesses may prefer a more nuanced approach to an event to create memories for consumers.

Create a Lasting Memory

Creating a lasting memory is essential to a successful campaign. When you create a lasting memory for the consumer, you are using the power of positive reinforcement to encourage future interaction with your brand. When a consumer has a positive experience at your event or through your campaign, this memory will inspire more brand loyalty.

Build Your Brand

Whether you have an established business or your business is just getting off the ground, an experiential campaign can be a good tool to use to build your brand. Your brand is the cornerstone of your business, sometimes even more so than the actual products you offer. The brand of your business must be recognizable, have a positive reputation, and must reflect the culture of your business.

In addition to advertising the product and service that you provide, your experiential campaign will also need to speak to the culture of your company. You can do this by using recyclable goods, for example, to highlight the fact that your brand is eco-conscious, which is important to modern consumers.

Use Social Sharing

Experiential campaigns are also successful because they use the power of social sharing, which can be seen in a few ways. For example, your products can be shared through word of mouth, which spreads the good reputation of your brand from person to person. People are more likely to trust people they know about product recommendations, so the power of human social velocity can spread the good word about your services and products.

You can also use social sharing by allowing social media to reach a much wider range of customers. For example, by implementing unique hashtags for your event, you will be able to use social media to rapidly reach customers more quickly, which will generate more interest in your brand.

An experiential campaign is a marketing strategy that uses the marketing of an experience to sell a product, idea, or brand culture. You can use this marketing technique in a variety of ways, and the more out of the box in your strategy, the more success you will have. To learn more about how to make your experiential marketing campaign successful, please contact King Sixteen today.

How to Measure Experiential Marketing

Experiential marketing is an invaluable strategy you can use to reach new customers, introduce new products, and increase your brand value. Although this marketing strategy is highly effective, many business owners are interested in learning how to measure the success of experiential campaigns.

How to Measure Experiential Marketing

Measuring the success of an experiential marketing campaign is similar to measuring the success of any other type of marketing strategy. For the most part, you will be using data analytics to assess the effectiveness of the event to market to your business or products. In general, you’ll be looking at specific KPIs for these live events to assess the marketing strategy in terms of measurable ROI. Some KPIs to pay attention to include:

Event Awareness

Specifically, event awareness refers to how aware consumers and attendees are of your event, as well as how much interest your event is generating. The goal of an experimental marketing technique is to have maximum awareness of your brand, services, and products.

Website Traffic

There are a couple of ways you can measure KPI awareness, such as with unique visits or traffic sources. Both of these KPIs are related to data analytics connected to your online presence or website. For example, you may ask your data analysts to consider unique traffic visits to the website versus repeat visits.

It also helps to know how visitors are finding your website, such as through traffic sources. For example, if your visitors are coming through social media traffic, then this can give you a better idea of how awareness of your event is spreading, which may then help you measure the effectiveness of each of your advertising channels. You can also look at SEO and email strategies to judge traffic sources.

Location Effectiveness

Location effectiveness is another aspect of event awareness that you will want to measure. For example, during the event, you can judge how much time consumers spent at the location, how easily they were able to move between attractions, or even how many products were sampled. Each of these factors will be an indicator of whether the event was successful.

Attendee Evaluation

Attendance is one of the key performance indicators that you will need to pay attention to, but it is not the only important aspect of attendee evaluation. For example, attendee evaluation can be related to a positive customer experience at your event. You can use metrics to understand whether attendees seemed to enjoy the event based on the foot traffic during the event or even the average duration of visits to attractions at your event.

Consumer Sentiment

Consumer sentiment is also important as it is related to attendee evaluation. The staff at your event will be key to understanding customer sentiment. For example, you can ask staff if the customer seemed happy or had a positive experience. You may also be able to judge consumer sentiment based on how many consumers received samples or took photos. All of this information will give you an idea of how happy consumers were at your event.

Conversion Rates

For both online and offline events, conversion rates are especially important performance indicators to look at. For online events, you will be able to more easily judge conversion rates based on the traffic your website gets and how much of that traffic converts into consumers finalizing purchases. For offline events, conversion rates could be measured by seeing how many unique hashtags were used during and after your event, which could indicate that attendees are investing in your brand or products.

Consumer Retention

Consumer retention is part of analyzing conversion rates. For example, you will be able to use data analytics to compare event check-ins with the number of people who were invited to the event. You can also compare sign-ups for your event versus real-life attendees, which will give you a better idea of how many consumers were retained with the event.

Although consumer retention and conversion rates are important, they are not the only aspect of judging the success of an experiential marketing campaign, unless your event was very exclusive. If you have an exclusive event but don’t have a high number of attendees, this could indicate that your consumer retention and conversion rates are low.

Brand Mentions

Brand mentions after events are also a KPI to pay attention to. The brand mentions for your business can be measured through Google Analytics or other data analysis software that is used by social media. The more brand mentions you have, the more likely your event was successful. Brand mentions are a good indicator of judging consumer interest in your product or services.

Social Media

Social media is a key area to look at for brand mentions. Most people spend a significant amount of their day on various social media platforms, so using social media and unique hashtags to analyze interest in your services, products, or business, can be a savvy and low-cost strategy. When your social media hits viral altitude with interest in your brand, this can be an excellent indicator that your marketing technique was successful.

Staff Reflection

Staff reflection is another KPI to take advantage of, even if it’s less related to analytics and more concerned with individual opinions. However, the human factor of judging the success of an event cannot be undermined, as staff at the event will generally have a better idea of the real-time reactions consumers had to the marketing strategy.

For example, staff will be able to tell you whether a product was popular, such as with food samples. Staff will also be able to tell you if certain attractions, like photo booths or interactive games, were popular among attendees. Staff reflection will give you a better idea of attendee satisfaction, such as whether people were smiling or not.

ROI Analysis

You can also use classic ROI analysis to determine whether your marketing strategy was successful. Classic ROI analysis is done by using data analytics to assess the performance of your business after an advertising strategy is used. Essentially, this type of data analysis will let you know whether the return on your investment was adequate.

The goal of an ROI analysis is to conclude that the return of profits for your investment in an advertising strategy was greater than the money you spent on marketing. ROI analysis can also give you a better long-term look at the success of an event.

Event Survey

You may also be able to use event surveys after your event to assess whether your strategy was successful. Event surveys can be sent by mail or through email to attendees to assess what they liked about the product or service, which can also be used in the future to help you improve your business. Surveys are a more straightforward KPI, but are nonetheless extremely valuable, particularly for offline events.

Why Does Experiential Marketing Work?

Experiential marketing is highly effective for several reasons. This type of marketing strategy can be used to build a brand or introduce a new product. You can even use this type of marketing strategy to redefine the culture of your business, which can help your business move into the future.

For example, many automotive brands are now using marketing techniques such as eco-friendly in-person events to usher in the age of hybrid vehicles. Some reasons why this marketing strategy is so effective can include:

Customer Accessibility

The unique thing about experiential marketing is how accessible it is to all of your customers. In the past, event planning has been a highly localized activity that can only be accessed by a small portion of your customers. While this can still serve a function as a marketing strategy, exclusivity is losing popularity.

If you can create an event that can be attended by hundreds of people, you can increase the accessibility and conversation about your brand. For example, you can use virtual reality or online events to reach thousands of customers at the same time.

Positive Association

Another reason why this marketing strategy is successful is that it helps create a positive memory about your brand and products for the consumer. Memories are a powerful thing, and advertisers know that the key to long-term success for a business is the ability to inspire customer loyalty.

It’s much easier to create a loyal customer base when your customer can associate many positive things with your service, products, or brand. Events for customers are one of many ways you can encourage positive associations.

Marketing strategies for businesses are constantly evolving to keep up with the fast-paced reality of contemporary life. The days of newspaper advertising are long past, particularly because technology affords businesses the ability to reach all of their consumers at one time. Creating an experience for the customer helps the customer associate positive feelings with your brand. To learn more about how you can measure the success of your experiential marketing campaign, please contact King Sixteen today.

9 Things to Consider When Planning Corporate Events Post-COVID

For many months, corporate events have been off the table due to the COVID-19 pandemic. But now that restrictions are easing in many areas of the country, you can begin to plan your next company-wide celebration or training session. To make everyone feel comfortable and to reduce the risk of disease, you should consider working with a corporate event planner who can help you create a safe yet inspiring event.

You’ll want all the attendees to feel comfortable during your party or meeting, so you should determine what measures will be in place to reduce the transmission of COVID. Aside from keeping hygiene standards high, you can hold your event outside or utilize breakout rooms, send guests helpful advice ahead of time, make use of technology, and inspect the venue to make sure there is a way to ventilate the space.

9 Things to Consider When Planning Corporate Events Post-COVID

1. Find Out About Attendees’ Comfort Levels 

When planning your company’s first event after COVID, you should find out how comfortable your employees and business associates are with socializing in large groups. Someone who is at risk from the virus and has been working from home for many months might not be as happy about attending your event as those who have been working in the office and are not in one of the vulnerable groups.

An easy way to find out what your employees think is to ask them to fill in an anonymous survey. That way, you can find out how many are likely to attend the event and what pandemic-related measures they would like to see. You can then tailor your event to suit your attendees’ needs and make sure that nobody feels uncomfortable about attending the party or meeting.

2. Inspect the Venue Ahead of Time

It goes without saying that you have to inspect your venue ahead of time. But in addition to the normal issues such as seating arrangements, decorations, and entertainment options, you’ll also have to figure out how easy it is for you to implement COVID safety protocols. One of the most effective ways of limiting the spread of disease is to ventilate rooms frequently, so you should make sure that there are windows or air filters. 
If you’d like to take things one step further, you could even opt for an outside event. Many venues have beautiful parks and gardens, and some even offer covered spaces that allow you to hold your event no matter the weather. If you know that not all attendees are equally comfortable with socializing, you should consider a hybrid event with both indoor and outdoor spaces for your guests to use.

3. Testing or No Testing? 

At the start of the pandemic, it was hard to determine whether someone had COVID because there weren’t many tests available. But nowadays, COVID tests can be purchased almost anywhere, and there are even places where you can get them for free. Therefore, you should determine whether attendees should take a test before coming to your event. 
If your group includes vulnerable individuals, this could reduce the risk and increase everyone’s comfort level. Participants who tested positive can stay at home and attend via Zoom or another online platform. 

4. Keep Hygiene Standards High

Even though many people are vaccinated or have already recovered from COVID-19 and are therefore less susceptible to catching the disease, it’s still important to keep event spaces hygienic. But if you’re not an expert, it can be hard to know what measures need to be taken. Speak to your corporate event planner about how to keep your guests as safe as possible and reduce the risk of surfaces being contaminated. 

You could sanitize frequently used areas such as door handles before the event starts and at regular intervals during the party or meeting. Additionally, you should ask the venue about the measures they have put in place. For instance, some event spaces no longer use cloth chairs and have instead switched to wooden or plastic seating, which is easier to wipe down.

5. Sending Guests Information Ahead of Time 

Once you’ve planned your event and determined the guest list, you can send out the invitations. Consider whether you should include information about pandemic-related measures on your invite, since this could influence attendance. Depending on the current restrictions and the comfort level of your guests, you could also send out a separate email with instructions to participants. 

In this letter, you should state what you would like guests to keep in mind during the event. For example, you could ask them to observe social distancing guidelines and stay six feet away from others, sanitize their hands on a regular basis, or even wear masks during certain parts of the event. Clear communication is key and helps to avoid misunderstandings.

6. Use Technology to Help 

During the pandemic, technology had to evolve rapidly to meet our changing needs. As a result, we now have more options than ever. If there are attendees who aren’t comfortable with socializing in groups, you could offer a virtual version of your event. By allowing people to join both in-person and online, you are making your event more inclusive. A side benefit is that you could invite even those employees and associates who are currently in a different city or state. 
Your corporate event planner can speak to you about solutions that make planning and executing events easier. Some of the most innovative and exciting technological options are virtual queues that reduce the need for standing in line, event diagramming tools that can help you model your party or meeting, and hybrid events that allow people who are self-isolating to take part via Zoom or a similar platform.

7. Implement Green Solutions 

While focusing on pandemic-related measures is key, it’s important not to forget about green solutions. The world is moving more and more away from single-use items and practices that damage the environment. Your event planner might suggest cutting down on paper by issuing electronic invites that can be scanned at the door. 
Similarly, you could either opt for reusable or compostable cups, plates, and cutlery to minimize the damage your event does. Opting for a sit-down dinner or a packed lunch for each attendee is not only the more COVID-safe option, but it can also reduce the amount of food you waste. When inspecting potential venues, make sure to consider the environmental impact and whether it’s easy to plan a green event at the location.

8. Use Breakout Areas 

Working in smaller groups has been a successful strategy for many years, as it allows employees to speak more freely and work more creatively. If you’re holding a training or team-building session, you should consider splitting your employees up into groups and allowing them to work in separate rooms. This can help to keep the event safe and allow for a livelier and more productive discussion. 
As mentioned, outside events are always safer than indoor ones, so you should think about ways of holding these meetings in the event space’s gardens or at a local landmark like a beach or park. If the work you do requires more formal arrangements such as a whiteboard or laptops, you can choose breakout rooms that are well-ventilated and offer participants enough room to spread out. 

9. Consult a Corporate Event Planner 

Setting up a company-wide event was never easy, but it is much more complex now that various restrictions have to be observed. For this reason, it’s almost always sensible to speak to a professional event planner before making any decisions about your party or meeting. A professional can help you figure out what the best arrangements are, how to meet your employees’ needs, and how to observe the current government regulations. 

Choose a planner who has worked on similar events before and who has experience dealing with COVID-19 restrictions. To find out whether an event planning company is right for you, you can first look at their website to see what projects they have done in the past. Then, you can book a meeting and let them know what you’re planning. They can give you some suggestions and ideas, and if you find them helpful, you can hire a planner.

Most people are excited to get back to socializing after months spent in isolation due to COVID-19. But despite this, it’s important to consider the various comfort and risk levels of your attendees when planning a big event. Before you book your venue, inspect it to make sure it’s easy to ventilate and think about whether you could hold part of the event outside or whether attendees could be split up into smaller groups.

You will need to determine whether testing is necessary, what pandemic-related measures should be in place, and what information you need to send your guests ahead of time. To make the process easier, you should consider working with a corporate event planner, who can help you find safe solutions and remain compliant with government restrictions. Call us now at King Sixteen to discuss your upcoming event and hire one of our professionals.

Planning Your Corporate Event in a Post-COVID World

In a post-COVID world, the planning and executing of a successful corporate event can feel overwhelming. Numerous factors require consideration when deciding how to run the event, as guests want to know their health is a top priority to their host. Pairing with a corporate event planner to set up and manage your event is an excellent way to put you and your guests’ nerves at rest.

Planning Your Corporate Event in a Post-COVID World

Planning a corporate event presents unique logistical challenges in the best of times. With society struggling to establish a new normal, the stress associated with event planning has increased. In 2022, you aren’t merely tasked with the responsibility of providing your guests with an enjoyable event. You’re also shouldering the burden of helping to keep them safe as they attend your event.

While it would be nice if a post-COVID world meant we could snap our fingers and return to life before 2020, that isn’t the case. However, don’t let uncertainty prevent you from holding the event your business needs. Hosting a corporate event in this brand-new world is much easier with a team, such as King Sixteen, handling the leg work. Our planners are well versed in the best practices to keep your attendees safe and comfortable while putting on a fantastic event.

Maintain Standard Safety Precautions

To guarantee your guests’ peace of mind and safety, continue to follow the COVID-19 safety precautions that society has become familiar with over the past few years. By now, most of your attendees will be familiar with the routine practices that accompany gatherings of people. Your corporate event planner will work with you to create an event that impresses your guests and follows safety standards.

Digital Screening

Keep your participants safe by requiring attendants to fill out health monitoring questionnaires. Short health surveys help track illness and catch potential outbreaks before they spread. For convenience, health questionnaires can be emailed or texted to participants daily. Attendees will ascertain their health status by answering a series of questions. In addition, the survey will instruct them not to attend the event if they have certain symptoms.

Temperature Checks

Consider the benefits of having medical professionals complete temperature checks on attendees before entering the event. This process is quick and non-invasive and can occur while the attendee shows their ticket or badge for entry to the event. An elevated temperature would mean the attendee could not enter the event without receiving a negative COVID test.

On-Location COVID Testing

COVID testing has evolved over the past two years, and testing no longer requires a multi-day wait for results. With rapid testing now readily available, some companies choose to require a negative COVID test from all attendees before allowing entrance to the event. Alternatively, you could also decide to have rapid testing available to attendees if they have a fever during the temperature check or begin to feel ill, but not make testing mandatory for all participants.

Keep in mind, whatever you require of attendees, you’ll need to take equal precautions for the venue staff members, vendors, and presenters. If you offer rapid on-site tests, you’ll want to hire a company to handle the testing. Medical providers will follow proper testing protocol and help your guests feel confident in their decision to attend your event.

Maintain Rigid Cleanliness Standards

When planning the timeline for the event, it’s essential to allow for time to disinfect common areas. Having a set schedule for when rooms will be vacated for sanitation and cleaning will help things run smoothly and prevent the chance of spread should there be a COVID exposure.

In addition, all professional equipment such as microphones and PowerPoint remotes will need regular disinfection. Desks, doorknobs, and communal area surfaces that multiple people use should be sanitized throughout the event.

A Corporate Event Planner Will Make Staying Safe a Breeze

Even after two years, old habits die hard. Most of the individuals attending your events will be familiar with the constant hand-shaking standard that was typical in most industries before COVID struck. Event-appropriate signage that reminds attendees not to shake hands and maintain social distancing measures let participants know that though we are in a post-pandemic world, it is still wise to proceed with caution.

Crowd Control

When dealing with massive groups, it may be beneficial to designate traffic routes to help keep attendees from bottle-necking and becoming grouped. Depending on the layout of your event space, having one-way aisles and hallways can help prevent participants from overcrowding.

Finally, don’t underestimate the usefulness of physical barriers to help guide the flow of lines and physical markers on the floor to help enforce proper spacing in areas where participants will have to wait.

Provide Supplies

Make it simple for your participants to stay healthy. For example, offering complimentary individually-wrapped masks at entrances and places where attendees may need to remove their face coverings keeps safety requests from feeling bothersome.

In addition, touchless hand sanitizers placed conveniently around the space will help attendees keep their hands clean when they cannot wash them with soap and water physically. If your event is offering swag bags, in addition to your usual offerings, include bonuses like facemasks with your company’s logo on them, mini hand sanitizers, alcohol wipes, and even mini ultraviolet sanitizing lights.

Let Attendees Feel Proactive

For conferences or events that require attendees to be seated at desks or tables, provide each desk or table disinfecting wipes. Even though you will still need to sanitize all common spaces throughout the event, this will allow participants to wipe down their area as they go. The easy access to disinfecting wipes will allow attendees to do their part to limit germs and show them you take their health seriously.

Location, Location, Location

No longer is choosing a suitable venue location as simple as finding the right size building that fits your budget. If there’s one thing COVID has made clear regarding event planning, it’s the importance of finding a venue that will allow you the flexibility to adapt in the face of the unexpected.

A location with an accommodative policy regarding postponement and cancellation is a must. Should a COVID outbreak occur and gathering sizes become limited, you’ll want the ability to change your date or make your event virtual.

Communicate Clearly With Vendors

Speakers and vendors will each have their individualized policies regarding cancelation and rescheduling. Be aware of how close you can ask them to reschedule or cancel and note it in your vendor agreement.

If it looks like your event could be rescheduled, reach out to vendors and speakers as soon as possible. This action is not only the professional thing to do, but it also increases the chances that they will be accommodating and more likely to do business with you in the future.

Ask Your Planner for Recommendations

One of the numerous benefits of partnering with a corporate event planner is the insider knowledge they bring to the table regarding venues and vendors. In addition, your planner has industry-wide connections that they can use to help you find the ideal partners for your event. They can also handle the logistics, from finding you a venue to managing vendors and speakers and rescheduling and adapting the plan if necessary.

Take the Party Outside

Depending on your event and location, it may be worth moving the festivities outdoors. Outdoor events grew in popularity during the pandemic, and their popularity hasn’t waned even as things return to some semblance of normal.

Hosting your event outside makes it easier for people to spread out, and the fresh air allows the virus particles to dissipate. If you think you may experience difficulty convincing participants to wear masks consistently, an outdoor event is a smart move.

Watch the Weather

While hosting an outdoor event can ease your stress in some ways, it can bring new challenges. When your event is outdoors, you are at the mercy of the weather, which means keeping a close eye on the forecast. You’ll also want to choose your event date carefully and look at the weather patterns from past years to ensure you don’t inadvertently schedule during times known for inclement weather.

Let Professionals Help

When you hold a corporate event, your hosting represents your company. That means you want to put your best foot forward in every area. The venue, layout, staffing, speakers, vendors, food, and now post-pandemic, protecting the health of your attendees, are critical components that must be flawlessly combined. Working with a planning service ensures your event accomplishes everything you need and leaves your attendees happy and raving about their experience.

It’s time to stop stressing over planning your post-pandemic corporate event. Instead, focus your energy on things you’re passionate about and leave the event planning to our talented team. Then, you can feel excited going into your event and relax knowing that a professional planning team has handled the details, and all you need to do is show up. Contact King Sixteen today and let us design the perfect event for your company.

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How does geo framing work?

1) Create a geo frame

Our agency can draw a digital frame around any building or buildings in the United States down to the square meter. Any device with location services turned on (94% of cell phones) can be captured and targeted for ads. This allows us to target very specific interest groups at home, work, or travel.

2) Trace back to Home IP

We can go back in time up to six months on geo-frame capture. This
allows us to target a specific window of time at a building. For example,
let’s say you wanted to capture the device ID’s at a medical equipment
conference that happened two months ago. We can input the event
start and end time and only capture devices that attended the event.

After device capture, we can trace back to their home IP addresses and
deliver ads to all devices on their home network, including video ads to
web and streaming services like Peacock, Hulu, and Amazon Prime.


3) Deliver digital ads

After defining our geo-frame targets and time frame, we can deliver targeted ad content to those devices. Ads will propogate across all non-vice websites that support ads. In addition, we win our ad calls at a much higher clip because we are not looking for demographics, locations, or interests. Because we have captured the unique device ID, we are only targeting people that were inside of our geo frames.