What Is an Example of Experiential Marketing?

There’s a new trend in the marketing world. Experiential marketing, or engagement marketing, is a way of organically growing customer support and loyalty through direct engagement of consumers through fun and innovative means. There are so many benefits to using this method of promotion for your business and so it’s no wonder companies across the world are adopting the strategy for themselves.

What Is an Example of Experiential Marketing?

The Basics

Engagement marketing has customers at its heart. By engaging with the general public, brands can form a strong bond with their customers, often far deeper than what would be expected from a standard advertising campaign. Potential customers aren’t just informed about the brand and its products, they’re invited to participate in the culture of the brand and take a stake in the business, helping them feel immersed in the company.

By using events and communications which offer something of interest to customers in the advertising process, this marketing strategy is a customer-centered form of marketing that is efficient in its use of resources to generate customers. But there’s only so much you can learn about this marketing strategy from learning about the theory. The best way to understand how engagement marketing works and all the ways it can benefit your business is to look at real-world examples.

Classic Campaigns

Although this form of marketing is becoming ever more popular, it’s been around for a long time. In fact, even if you don’t realize it, you’ve more than likely come across plenty of these campaigns yourself over the years. One of the best-known examples is the Macy’s Day Parade. This marketing event has become something approaching a public holiday and generates enormous publicity and brand recognition, with kids begging their parents to take them to see the floats.

Everyone’s heard of the parade and it attracts hundreds of thousands of visitors every year, not to mention television and other media coverage. Attendees of the Macy’s Day Parade might not feel like they’re attending a marketing event. They’re just there to watch the floats go by and soak in the atmosphere. The fact is, they’re being drawn into a highly successful marketing campaign for both Macy’s itself as well as a bevy of other brands.

Recent Developments

Although they share the same basic traits, modern engagement marketing campaigns have changed greatly from the well-known classic examples. The introduction of new communication technologies allows brands to make all new connections with their customer base and the public at large. As such, the events that normally form the basis of engagement marketing are enhanced by the digital world, using the internet and social media to create a buzz.

Many large media companies use events to grow buzz around their products. This essentially follows the philosophy big sports franchises and musicians use to create a loyal fanbase. The connection you might feel with the local baseball team or your favorite band is likely stronger than the connection you feel with a big clothes company. But both are money-making enterprises and both have the capacity to draw support in the same way if given the chance.

Advantages Over Traditional Marketing

Engagement marketing has been described as a system that allows customers to be the driving force in the interaction between themselves and the business. If you think back to interactions you’ve had with salespeople, you’ll probably remember feeling more favorably about salespeople who sat back and let you make your own decisions, helping you when called upon, rather than badgering you and pushing for the hard sell on products you aren’t necessarily interested in.

These kinds of marketing campaigns don’t just get the name of your business out there and bring in new customers and added revenue. They can inspire greater levels of customer loyalty than other marketing campaigns, helping with customer retention, and encouraging recommendations among friends and family.

A Modern Campaign

Let’s say a new restaurant in New York City wants to create buzz around its location, its products, and its branding. Located in an extremely competitive market, the restaurant’s marketing team would need to think outside the box to get the word out about their business. When there are so many other dining options nearby, simply handing out leaflets and hoping to be the best isn’t going to cut it.

The restaurant might arrange a special event to draw in potential diners. It could involve something unique and creative which showcases the restaurant’s strength, like a special food testing, party, or even a cookery class. Or else, online elements could be used, like holding an online poll to decide the menu or décor, giving customers a real stake in the restaurant and allowing them to feel connected to the brand.

Other Methods

Another advantage of engagement marketing is the sheer versatility which it offers customers. In essence, when it comes to engagement marketing, if you can think of it, it can be done. Campaigns can be run on as large or small a scale as you like, with everything from the smallest to the largest of businesses represented.

Alternative methods of engagement marketing include offering a unique set of branded collectibles, organizing flash mobs, secret events, concerts, and creating video series. The only limits are the bounds of you and your marketing team’s imaginations!

Smaller Examples

Engagement marketing isn’t just for big, multinational companies. It’s also an ideal strategy for smaller, locally-based enterprises. Even a small boutique store welcoming only a small number of customers per day could benefit from this kind of innovative marketing campaign. In fact, it can be particularly successful when targeted at small numbers of a specific community, rather than the general public as a whole.

A special event can show a niche community that your business understands how to cater to their specific needs. A catwalk event at the boutique might show the customers this business understands the intricacies of high fashion. Or a meet and greet with a famous model or designer can piggyback off the popularity of others, associating their popularity with your own business in the minds of consumers.

Online Campaigns

While lots of engagement marketing uses real-world premises to host events, like parties, meet and greets, showcases, and parades. But this is the modern world, so the online world should play a large part in advertising. Just because part of a campaign isn’t conducted in the flesh doesn’t mean it won’t have high levels of engagement. Popular social media platforms have millions of users, and many of these people form strong brand relationships through online interaction.

There are so many ways to engage a customer base online. Digital polls, videos, websites, and so much more can be used to create an engaging and memorable campaign. For example, one professional sports team ran public polls on which of their players they should offer new contracts to. This helped fans feel a sense of engagement with the team and its overarching brand, as well as gain press coverage from national and international outlets.

More Benefits

Customers have been shown to have higher levels of engagement and brand loyalty when they feel more engaged with the business. These campaigns grow organically, with social media, word of mouth, and media all contributing to the buzz, allowing the campaign to grow exponentially. When people on the street are talking about your company, it’s worth more than all the TV or radio airtime you could pay for.

Although engagement marketing is the perfect method of drawing in a modern, cosmopolitan crowd, it can be tweaked and tailored to your target audience, bringing in exactly the clientele you’re looking for.

Press Coverage

Particularly innovative campaigns of this nature often benefit from an extra bonus in the form of press coverage. How often have you seen news reports on special events in your town which on further investigation turn out to be deliberately thought up by the business for exposure?

This is actually an excellent strategy, allowing you to multiply the positive impact of your campaign and gain you huge levels of publicity. And the best part is, an article about your company will be more effective than equivalent advertising could ever be. The public will naturally give more attention to a genuine news story on the TV or in print media than they would to a clearly marked advertisement. Plus, there’s always the possibility you’ll receive attention from multiple outlets!

Engagement Marketing for You

We can work with you to create a bespoke event that will work to your needs. While a conventional campaign of television, radio, or billboard advertisements will get you so far, engagement marketing campaigns are by far the best way to generate a loyal and organic customer base.

We can tailor your needs and resources to create the perfect engagement campaign. Even with limited resources or a challenging market, we can come up with something to set your business apart and give it a strong and unique bond with customers.

King Sixteen understands how to structure innovative and effective marketing campaigns. We’ve worked with some of the world’s biggest brands and have the experience and ingenuity to make any campaign a success. Contact King Sixteen today for your own quality marketing campaign.

9 Qualities to Look for When Choose Corporate Event Companies

When you’re planning a big event for your company, making the right choice on who to work with can be difficult. There are plenty of factors to consider, but once you know what traits you should be looking for in a potential partner business, sifting through the mountain of corporate event companies and finding the right choice for you becomes a lot easier.

Many companies will offer the world as they pitch their services to you. But there are a few simple traits that are especially important to make things run smoothly.

9 Qualities to Look for When Choosing Corporate Event Companies

1. Experience

Experience is important in any business, but when you’re running a corporate event, it becomes even more crucial. Your event might be designed to pull in a new customer base or form vital links with key players in your industry. It’s absolutely essential that things go right, and that’s just one of the reasons you’ll want to work with an established company boasting plenty of experience.

Our expert staff are veterans of dozens of high-end marketing campaigns and events. We’ve run the gauntlet, working those long hours to ensure events go exactly to plan, even in the most trying of circumstances. Whatever happens, we’ve got the experience to ensure we get you through and make things go off without a hitch. Any issue you can think of, we’ve dealt with it before, and when you work with us, we’ll use our experience to benefit you.

2. Portfolio

You’ll want to ensure any company you work with has an extensive record of working with big brands. After all, any established company worth its salt should be able to showcase plenty of real-life examples of work that has been completed on behalf of big-name clients. This shows that the company can walk the walk as well as talking the talk. At King Sixteen, we’ve got a vast portfolio, demonstrating the best of our abilities.

Having worked with the likes of Ray-Ban, Audi, and the Kentucky Derby, and many more, we’re extremely proud of our portfolio. We can demonstrate, in detail, how we took the marketing campaigns of several global brands to the next level, making use of all our collective talents and resources. What better way could there be to understand the work a marketing company can do for you than by checking out how they’ve already helped others?

3. Versatility

Corporate events come in a lot of different forms. From small tête-à-têtes with groups of high-flying executives to vast trade shows attracting thousands of people from across a range of industries, there are so many ways these events can be structured, and so many different forms they can take. While they might share the same basic principles, the different types of events have some key differences and they require some very different skillsets to be a success.

If you work with a company which only offers one specific type of event, you’re severely restricted in what kind of corporate event you can stage. The best option for you is to work with a business that can turn its hand to a variety of different event types, offering you adaptability when you need it. We’re experts at running all kinds of different corporate event structures and can adapt to your needs to create the perfect event.

4. Creativity

No matter who we are and no matter where we live, we come across plenty of advertising in our daily lives. From standard print pieces and television commercials to sponsored endorsements and viral marketing campaigns. Brands of all shapes and sizes fight a constant battle to grab our attention, and they’ve got an arsenal of techniques to convince us to give our business to the company they’re promoting.

That’s why when you’re shelling out on advertising, you can’t just settle for the same old boring ads. You need to work with a business bursting with creativity, capable of thinking outside the box and producing effective marketing campaigns which stand out in a sea of competition. We’ve got some of the brightest minds in the business on our side, able to use their collective imaginations to give your campaign a crucial edge.

5. Commitment

We all know that to get ahead in business, you have to go the extra mile. You’ve probably experienced it yourself, staying long hours, enduring sleepless nights, and making other sacrifices to ensure your enterprise is a success. So, it only makes sense that you’d want to work with others who share your commitment to success, people you can trust to keep pushing through the hard times and go the extra mile for you.

At King Sixteen, everything we do has an overarching philosophy of commitment to getting a good job done. We’re committed to the success of your brand and business, providing the highest quality customer care, and creating memorable, long-lasting experiences and partnerships. When we work hard, we all benefit, so you can always rely on us to work as hard as we can to see that you succeed.

6. Pricing

In the world of business, cash is king. When engaging a company to organize and run your corporate event, you’ll want to be sure you’re getting bang for your buck. We offer that in spades and can work with you to ensure you get excellent value for money.

We offer only the highest quality services, so when you work with us, you can be sure you’re getting excellent value for money. Consider it an investment into the future of your company and its long-term success.

7. Tech Know-How

Time stands still for no man. It’s true on an individual level and it’s important to remember in the world of business too. In the modern world, a successful corporate event can be organized as well as you like on the ground, but if it’s not backed up by the latest technology, it’s unlikely to reach its full potential. Every business needs a digital element, and that can be a little more complicated than setting up a social media account.

You need the services of a company which is thoroughly acquainted with all the latest tech and is capable of using it to your advantage. Here at King Sixteen, we’ve got the skill set required to make full use of the digital world. With our expertise in web graphic design, experiential marketing, and audio, visual, and sound mediums, we’ll make your event a hit in the real world as well as online.

8. All Round Service

There are a lot of different aspects which go into creating an amazing corporate event. For your event to be a success, you won’t just need to think about planning and promotion, but you’ll have to consider plenty of practical elements too. There’s security, catering sourcing, staffing, venue sourcing, valet, and so much more. But when you hire multiple companies to manage all these different factors, things can get confusing.

That’s why it pays to work with a business that can provide everything you need for a successful event. King Sixteen can provide all these services and more. When you consolidate all these aspects into one access point, it takes the pressure off you while ensuring added efficiency. If you hire multiple businesses to help with different aspects of the event, communication can be an issue, and mistakes can happen. Better to keep things simple whenever possible!

9. Quality Talent Buying

No great corporate event is complete without the addition of a little talent to put the cherry on the cake. Whether it’s a local comedian to act as an emcee or a global superstar, booking some quality talent to center your event around is a crucial element of event organizing. So, any business you engage to help with your event should be able to hire the right person for your event and take care of them throughout the process.

We’re experts in talent buying and can work with you to get the perfect guest for your event.  We can scout talent, navigate the booking process, and negotiate fair pricing for your event. It’s highly specialized work that can be the difference between an average event and a truly memorable occasion. With over 15 years of experience in this area, look to us for all your booking needs.

Whatever your needs and whatever kind of marketing you’re looking for, King Sixteen can help. We’ve got all the characteristics of a strong and successful company, and we’re happy to work with new clients to provide an amazing event that will suit your needs and work wonders for your business.

Even small corporate events can have a big impact on your business for years to come. You won’t want to take shortcuts on any aspect of the process. Only by working with a top-quality business like us can you be absolutely sure you’ll get the best service for your money and come away satisfied. Contact King Sixteen today for all your corporate event needs.

How Can an Event Marketing Agency Help Your Brand?

When business owners are faced with dozens of various marketing strategies for their brand, they can quickly become overwhelmed with the possibilities. Many consider traditional marketing or digital marketing to be the first lines of defense. These strategies are certainly crucial in any branding strategy, but real-life marketing tactics should not be overlooked. Professionals who really want to emphasize their brand beyond building a website and developing their social media profiles will want to consider hiring an event marketing agency.

Event marketing that involves creating experiences for your customers leaves lasting impressions that can’t be achieved through other types of strategies. These branded events and experiences motivate and inspire your customers to directly engage with your brand and take action in order to form an emotional connection with you and your business. This, in turn, provides great lead generation benefits. An agency that specializes in event marketing is just what you need to take your brand to the next level.

How Can an Event Marketing Agency Help Your Brand?

What Is Event Marketing?

Event marketing is an effective type of marketing that helps your brand take part in an event. Your business can be the organizer of the event itself, showcasing your brand’s services or products, or you can have your business be a participant or sponsor of someone else’s event. These occasions can be online or face-to-face, both of which are valuable methods of exposure.

The purpose of a marketing and branding event is to drive consumers to your brand while helping them connect with it. Attendees will then take their experience and spread the word to others about your brand, both in person and online. Marketing events can have an amazing ripple effect, informing and inspiring your consumers to build a relationship with your brand and other clients.

Type of Marketing Events

These events range anywhere from conferences and trade shows to pop-up shops and galas. It is important to decide whether your event will be a stand-alone or if you will co-sponsor another event or celebration. If you run a local business, you may want to consider organizing a local event. A virtual event is a great way to highlight your technological abilities if your brand is digitally based. Our agency will help you design the event that best suits your needs.

It is important to consider the goals you have for the event, such as whether you would like to educate your target audience about your brand or if you want to focus on encouraging your attendees to purchase your products or services. Marketing events are not a one-size-fits-all approach, and multiple events in many different formats will help you reach a wide range of consumers.

How Is Event Marketing Different

The average consumer is bombarded with thousands of ads every day. These ads range from posters and billboards to social media ads and TV commercials. Even people’s favorite apps can interrupt their music or videos with ads. Such a relentless downpour of advertisements can cause consumers to scroll past these images without even registering what they just saw. No one can devote their attention to every ad that crosses their path, causing many of these efforts to go unappreciated.

In fact, many people are looking for ways to limit their exposure to ads as much as possible, forcing brands to get more creative in the ways they reach their audiences. To help consumers take notice of your brand, you’ll need something that grabs their attention. Online advertising has its place, but it’s no longer enough on its own. You need to invest in bold campaigns that really connect with your target audience. This is when event marketing steps in.

The Benefits of Event Marketing

Increases Customer Engagement

One of the most crucial parts of event marketing is engaging and inspiring your prospects and customers. In-person events are a stark contrast to digital advertisements as they will provide your attendees with opportunities to form real, in-person connections that have proven to be infinitely more valuable. Building relationships is the foundation of brand loyalty, lead generation, and customer satisfaction. Marketing events provide personalized consumer experiences that allow people to get to know your brand in a new way.

Your event tells the story of your brand. This can be a story about where it all started, and how it grew into the business it is today, or it can be about the overall message of the brand and what it is trying to accomplish in this world. By giving your customers a window into what drives your business, they learn about more than just its name and list of products. This approach creates emotional connections that grow into relationships.

Builds Brand Awareness

Building brand awareness is often listed as a marketer’s number one reason for designing a marketing event. Alongside content marketing, events are undeniably a useful tool in creating recognition and spreading the word about your brand. It would be nearly impossible to improve sales or earn more profit if consumers were not aware that your brand exists. Content marketing that is well-organized can definitely help you achieve more awareness, but an event can help drive your brand into people’s lives.

A sampling campaign, where your target audience is given a sample of your product to generate discussion about it, is a great way to increase brand awareness. Consumers love trying products for free, and you can take the opportunity to create an unforgettable customer experience for them. Pop-up events are a fun way to do this, like creating a small carnival while they sample your new ice cream or try out your brand of sunscreen.

Introduces New Products or Services

Businesses that already have an established customer base may want to expand that base or reward their current base when promoting a new product or service. Events give you a chance to engage your current customers in a highly personal manner, giving them a first look at something they’ve been waiting for, while also broadening your audience.

Events are a chance to inform and educate your consumers about your brand in a way that is more likely to keep them engaged. Studies have shown that new users are more likely to purchase a product after attending an event that included the launch of a new product or service.

Encourages Word of Mouth Marketing

As part of your brand’s strategy, creating a buzz about your business increases brand awareness and attracts new prospects and customers. People trust their friends and rely on well-established businesses to recommend brands and companies that are worthy of their time and money. These days, word of mouth is largely done on social media platforms. People who attend your event will share their unique experiences on social media, posting photos and reviews on various platforms.

The more satisfied these attendees are with your event and products, the more inclined they will be to become brand ambassadors. Brand ambassadors talk about your brand, sharing details of what a great time they had at your event. Social media engagement can be a good way to determine the success of your event, and follow what your attendees are saying. Creating a hashtag for your event is another great way to continue promoting your brand.

Social Marketing

Experiential and event marketing don’t have to only be used for commercial marketing. These marketing strategies are effective in improving business, but they can also be used for benefiting the greater good. Instead of focusing on a commercial goal, such as selling a product, social marketing works to achieve a non-commercial goal that can be used to improve society as a whole. An event that focuses on improving lives can raise awareness by getting more people involved in the movement.

This type of strategy is often implemented by public health agencies in order to encourage the population to work together in creating healthier lives, such as wearing sunscreen, picking up trash, wearing seatbelts, and the like. Event marketing often has more success than traditional marketing efforts in these areas because it brings people together with a common humanitarian goal.

Get Started

It is quite evident that event marketing has quickly become a staple marketing strategy in a variety of campaigns that have a wide range of goals. Your brand will greatly benefit from this strategy, regardless of the service or product that you are offering. Events are a real, tangible way to get your brand into the hands of your target audience. Even virtual events give consumers concrete evidence and information about why your brand should be their go-to.

Working directly with an agency that has an accomplished experiential marketing team is a huge step in the right direction for your business. Contact us today at King Sixteen to have full access to our impeccable design plans and our expert marketing staff. We are committed to helping you build an effective strategy for your brand that will engage your customers, grow your business, and lead to better partnerships that deliver quality results.

How Do You Create Brand Awareness?

In today’s already crowded marketplace, it is more important than ever before that you have a brand awareness strategy. The goal is to get leads and customers to recognize your business and see it in a positive light while distinguishing you from your competitors. If you’re having trouble knowing where to begin with your awareness campaign, here are some ideas to get you started.

How Do You Create Brand Awareness?

Host Brand Events

One of the best ways to build up awareness is by hosting brand events, which can be anything from industry events and conferences to product giveaways and sampling campaigns. Generate buzz for your event by getting active on social media and sharing event details to make sure people know when and where it is.

Brand events help strengthen your brand presence offline, which is beneficial because it enables you to expand your network, attract new customers and boost sales. For example, hosting an event such as a networking meetup or speaker series can help you turn casual followers into loyal fans who want to learn more about your brand, support your business and tell their friends about you.

Get Social

With 3.6 billion people using social media across the globe, being active on these platforms is essential. They help you create buzz for your brand because it allows you to build a personal connection with customers and establish an online presence that lasts. Set up a business Facebook account, Twitter profile, or Instagram account – whatever forms of social media are working well in your industry.

From there, start showing up with useful content every day to build an engaged audience. For example, if your brand is a bakery, post photos of delectable treats you make on Instagram. Or, if you’re a landscaping business, you could share before-and-after shots of your work. Try to share at least three to five pieces of content each week to keep your social media presence strong.

Try Influencer Marketing

Influencers with large followings on platforms like Instagram and YouTube can create hype about your brand. It’s a way to reach more people by tapping into someone else’s audience. One way to get influencers interested in working with you is to offer free samples of products in exchange for reviews from bloggers or customers you reach out to directly via email or phone call.

Craft a Unique Slogan or Tagline

A slogan or tagline is an opportunity to influence how your customers and leads view your business. For example, Nike has “Just Do It,” while Ford has “Go Further.” They’re simple phrases that communicate your company’s values in an eye-catching way.

What can you say about your business in one sentence? If it’s hard to summarize what you do into a short, catchy tagline, it might be time to refine your brand messaging. A good slogan should be memorable and explain what you do yet is specific enough to set you apart from your competitors.

Get Networking

Attend networking events like conferences and meetups aimed at people in your industry to connect with potential business partners and customers. Make sure you bring business cards with you because everyone will ask for them! You can also make a professional contacts list or LinkedIn account where professionals in your industry regularly update about upcoming events they will be attending.

Networking isn’t limited to in-person events, either. Join an online community where your target market is already engaged in conversations about similar brands or interests, and join the conversation! LinkedIn is a particularly potent networking tool for businesses. Remember, networking isn’t about making sales; it’s about creating lasting professional relationships. So listen more than you talk and aim to be selflessly helpful!

Start a Blog

Your website can be so much more than a place to host your store or list your services. If you haven’t already, start publishing an original blog post at least once a week that targets your audience’s pain points or interests. Include calls to action directing readers to the next step in your sales funnel. You can also create detailed guides with specific practical uses for your products or services, so if potential customers find your blog post and like what they read, they will already feel comfortable knowing what you can do for them.

Repurpose Your Content

One of the best ways to create awareness and extend your reach is by repurposing content that has already been published and using it in different formats. For instance, you can turn your blog post into a video tutorial for YouTube or an ebook. You can also use social media to repurpose content hours, days, or even weeks after its initial version was published. For example, you can tweet relevant quotes from your latest blog post with relevant images every couple of days.

Use Paid Advertising

Paid ads can be powerful for increasing awareness and reaching new people. You can use paid ads to direct people towards specific calls to action on your website, such as encouraging them to sign up for your email newsletter or contact you for a free consultation.

Some examples of paid advertising include Facebook ads, Instagram ads, and Google Adwords. Which medium you choose depends on your target market’s online habits. For instance, Instagram ads work well for a fashion brand that targets young women, while a consulting company targeting business executives may find more success by advertising on Google.

Earn Press

You can also increase awareness by earning press coverage, which is essentially getting featured on other online publications and media outlets as an industry expert. Brand events are also a fantastic way to get press coverage if you can create enough buzz around them! You can also find press opportunities by searching for websites and blogs related to your industry and looking through their contributor guidelines.

Another great place to find free press is through HARO (Help a Reporter Out). HARO is a platform that connects reporters with businesses.
If you sign up as a source, you’ll get an email once a day with inquiries from reports looking for experts to cite in their articles. If you find a query you can answer that fits your brand, you can pitch them your response!

Send Newsletters

Email marketing can boost awareness by sharing your latest blog posts, press coverage, and social media updates with the people who have opted into receiving emails from you. In addition, you can design an attractive newsletter template or create a series of templates for different types of emails that correspond to different calls to action.

Grow your email list by offering webinars, free ebooks, or other digital content to potential customers who are willing to give you their email address in return for access to the free content. You can also use social media to provide links to sign-up pages in return for access to exclusive promotions, discounts, and coupons.

Optimize Your Site for Google Search

Search engine optimization (SEO) is an opportunity for leads and customers to find you when they search for products or services related to your industry on Google. To get your website to rank near the top of the results page, you need to optimize your website for Google search by using the right keywords, formatting your articles correctly, linking to other popular resources within the industry, and creating backlinks.

One of the best ways to improve your site’s SEO is writing blog posts with long-tail keywords related to your business. Long-tail keywords are lower-volume search terms that are easier to rank for. For example, instead of targeting the term “business consulting,” you can target a more specific phrase like “small business coaching services.”

Host Free Webinars

Holding free webinars can be a great way to increase brand awareness by sharing knowledge with your target audience. You can share tips, best practices, upcoming events, or industry news that would be relevant or beneficial for your readers to know about. These are great for establishing your brand as an industry expert and getting broad exposure among people who might not have otherwise heard of you before. They are also great for growing your email list, where you can continue to nurture customer relationships.

Get Involved in the Community

You can grow awareness among prospective clients by becoming active in your community and participating in activities or initiatives that align with your company’s values and mission statement. For example, you could sponsor a race for charity or host a panel discussion at an industry conference.

Try Offline Marketing

Finally, you can increase awareness of your brand by using traditional offline marketing methods like billboards, print, or radio advertisements. These methods are effective, but they tend to be relatively expensive compared to the other options mentioned above. Make sure that these types of campaigns align with your company’s message and branding before investing too much time and money into them!

By focusing on how your customers want to be marketed to and what message you are trying to convey with your brand, you will have a good chance of successfully increasing brand recognition. But brand events are a great way to cover all your bases! Do you need help with raising brand awareness? Contact us at King Sixteen today, and we can help you plan a brand event that will effectively increase awareness and strengthen relationships with your customers.

10 Goals All Brand Events Need to Accomplish

Brand events are one of the most powerful ways to grow your business. Although there are multiple reasons to run an event, they are particularly useful for launching a new product, rebranding, building a loyal customer base, networking, and creating extra revenue.

However, these kinds of events will only give you a good ROI if they are organized and executed correctly. For example, it’s essential to have specific targets in mind during the planning stage. Here are ten goals every brand event needs to accomplish to be successful.

10 Goals All Brand Events Need to Accomplish

1. Generate Buzz

The benefits of an event begin before you even host the event! Creating excitement about your event won’t just increase ticket sales; it will get the media involved and spread awareness about your brand, even to people who don’t end up going to the event.

You can start generating buzz for your event by choosing an exciting or unique venue or offering a limited number of tickets to increase exclusivity. Then it’s a matter of spreading the word online. Here are a few tried-and-true ways to get people talking about your event.

Social Media

Social media is a potent tool. Post engaging content that’s easily shareable on Twitter, TikTok, or Instagram, and word about your event can go viral! You can also garner interest by hosting a contest or giveaway. Incorporating social media ads is another fast and effective way to spread the news.

Website Optimization

Ensure your event website is optimized for conversions by having a clean layout, compelling copy, and good SEO (search engine optimization). It should also be optimized for speed – if the page takes longer than even a few seconds to load, people will bounce!

Your event website should include an email list sign-up form so people can get event updates and news of when tickets will be on sale. It should also have share buttons activated so people can easily share the event on their social media channels.

Email Marketing

Email marketing is one of the best tools for finding and enticing potential attendees. First, create a landing page on your website with really clear CTAs that make it easy for people to sign up. Then, nurture your email lists with regular updates in the weeks and months leading up to the event to build momentum and excitement.

Event Apps

Apps enable you to utilize features like push notifications to deliver the latest news and updates on your event directly to the attendees’ phones while collecting email addresses for future marketing campaigns.

2. Sell Tickets

The fastest way to lose money on an event is to sell oo few tickets, so it’s crucial to know your target demographic and promote the event effectively. There are many ways to sell tickets, including through your event’s website or by using online ticketing websites like EventBrite or AdmitOne. One way to maximize ticket sales is by offering multiple-tired pricing, so there’s something for every budget.

For example, you can offer general admission tickets at a lower price and VIP tickets at a premium price. The VIP tickets could include extra perks like a bag of swag, behind-the-scenes access, or prime seating. You can also create hype through paid ads, free webinars, podcasts, and product promotions. Lastly, hiring a PR agency can help you get the word out and build relationships with sponsors, vendors, and exhibitors.

3. Increase Brand Awareness

Larger events will naturally increase awareness of your product or service. However, a small event can still accomplish this by including brand ambassadors who can explain the benefits of the products to attendees and make them feel like they are part of a community rather than random people at an event. If you generate enough buzz for your event, you may also get media coverage for the event.

Don’t be afraid to send your press kits to local news networks or influencers and bloggers with whom you have an established relationship. Just remember to always include an invite to the event – asking someone to cover your event without offering access is a faux pas! You may not always get live coverage or positive feedback, but it can be a very cost-effective way to reach new leads and increase brand awareness.

4. Inform People About a Product or Service

Sometimes, it’s okay for the event to simply inform people about your company and what you do. However, one of the main objectives of an event is typically to sell a product or service. It’s a particularly good way to introduce a brand new offering! Introduce your product by inviting industry experts to speak it or have brand ambassadors demonstrate how to best use the product.

These demonstrations aren’t about aggressively selling your product but showing the attendees how it can improve their lives or solve a specific pain point. When the information is presented the right way, you’ll find the products sell themselves! Make sure you collect data from the attendees who were interested in the product but didn’t buy, so your salespeople can follow up with them after the event.

5. Create a Memorable Experience

You want attendees to rave about your event for months afterward, so make a point of surprising and delighting them! Think about engaging the five senses. The venue can create visual appeal by being in an unusual place. For example, consider hosting the event at an aquarium, historical building, or animal sanctuary. Appeal to taste and smell by having themed foods and beautiful, fragrant floral arrangements. And of course, don’t forget the music!

Make it an event they won’t soon forget by offering unique, fun experiences. For instance, a riveting keynote speech, interactive exhibit, or augmented reality demonstration will nearly always do the trick! Lastly, giveaways and raffles always go over well and create excitement in the crowd about the chance to win something.

8. Make Money

Just about every event has the goal of making money – ideally, lots of money! Although a large part of this is through ticket sales, there are many other ways to generate revenue with an event. For example, selling sponsorships are a great way to boost the bottom line. You can secure sponsors by providing them exposure. For instance, you could show the sponsor’s logo on your email invite, which goes out to an email list of 20,000 people.

You can also sell services or products at the event by hosting a brand booth or putting on a demonstration. Another option is selling event merchandise, like hats and t-shirts. Lastly, keep the event fresh by adding new elements to it. For example, you can change your giveaways every year so that people will be excited to come back again and again!

9. Generate New Leads and Customers

New leads and customers are the ultimate goals of any event. Make sure your attendees are being entered into a contest or raffle to build your email list, and reward those who spent time learning about you with special offers and discounts. It’s great to generate new leads through your event, but what you do with them afterward is equally important.

Ensure that you have a robust contact database so you can follow up with details about upcoming sales, offers, and other interesting news. You can use the information they provide to segment your audience to target people more efficiently and reduce costs with targeted marketing. Marketing activities at your event will also help build trust between you and the customer. That way, when the time comes for them to make a purchase, they’ll think of you.

10. Garner Trust in the Marketplace

A successful brand event that offers informative or educational value will build people’s trust in you and your company. In addition, your event can establish your brand as a thought leader in the industry and give attendees a clear vision of your company’s core values. This is important because it helps you gain new customers and encourage current customers to keep buying from you.

It’s also another great way to build your email list and improve your website’s SEO; when people trust your brand, they will reference your site and link back to you, enhancing your brand’s authority in Google’s eyes. That means search engines will rank your site higher, driving even more traffic and leads to your brand.

Accomplishing the above objectives will ensure your event is successful. Whether it’s a one-day experience or a multi-day festival, the most important thing is to create a positive experience that positions your brand as an industry leader.

As you can see, there’s a lot of work and coordination involved in hosting a successful brand event. We offer turn-key solutions and manage everything you need for a successful event, including security, catering, technical support, entertainment, and catering. Whether it’s a 100-person bar or a 1000-person gala, we’ve got it covered. Ready to host your brand-boosting event? Visit us at King Sixteen today, and we can help you coordinate a rockstar event that rockets your brand into the stratosphere!

How Effective Is Event Marketing?

With the online advertising market becoming increasingly saturated, and users increasingly turning to ad blockers to avoid marketing altogether, it’s time for a new way to get your message out there. Event marketing can be a powerful tool, not only for B2B companies but for B2C-focused organizations as well. Organizing a marketing event can increase awareness of your brand, build brand affinity, and most importantly, drive sales to provide you with a great return on your investment.

In this article, we’ll discuss how a marketing event can be one of the most effective ways to drive your business to the next level, and why it’s one of the most powerful tools on offer today, allowing you to engage with more customers than ever before, and build lasting business relationships. We’ll also give you some tips to ensure that your marketing event is a success.

How Effective Is Event Marketing?

An Authentic Buyer Perspective

Nothing can beat a real, face-to-face conversation with a customer to find out what they really want. It’s a great way to test your buyer persona, especially if you’re a B2B company, where interaction with potential clients may have been limited to emails or the occasional phone call. Marketing through events even allows you to meet your customers face to face and will undoubtedly provide you with high-quality feedback that will later be invaluable when it comes to improving your customer experience.

Meeting your customers, as well as potential customers, allows you to tailor your brand towards what they really want without having to rely on a buyer persona that might well be outdated. For example, if you’re experiencing a level of customer dissatisfaction with your product or service, meeting existing customers and interested prospects can quickly throw up the root cause of it. On the other hand, you might discover an unexpected strength that you were previously unaware of that can now be capitalized on.

Identify And Engage with Potential Clients

In-person events can often attract potential customers and other interested parties. This is an unparalleled opportunity to reach out, engage, and network with prospects, who may be very close to buying your product or service. It’s an opportunity to find out what’s holding them back, and what you might be able to change to make your product more attractive.

An excellent way to do this is to hold a Q and A session as part of the event, where attendees can reach out and to you and your team directly and launch discussions about any queries or concerns that they may have.

Build and Strengthen Customer Connections

Marketing experiences such as events can drive brand awareness, customer loyalty, and ultimately sales in ways that more traditional forms of marketing can’t possibly match. Statistics show that over 80% of consumers are more likely to purchase a product or service after attending an event, and an incredible 91% report a more positive outlook towards the brand.

A live event connects consumers and brands in ways that are meaningful, purposeful, and lasting. Being able to see and meet the people behind your brand in person can lead to the formation of long-lasting brand loyalty. In fact, up to 70% of attendees report becoming long-term customers after an in-person marketing event.

Increase Engagement with Social Media

Hosting a marketing event can have a huge knock-on impact on your online marketing as well. Leveraging social media feeds and influencers to build up excitement and anticipation for your event can not only increase attendance of the event itself but also provide an increase in social media followers that persists even after the event is finished. This helps to build a sense of community amongst your customers, helping to transform them into brand advocates who will willingly share your social media and online content with an even wider audience.

An event is a great way to get everyone talking about your brand, and you can encourage this by regularly posting updates and statistics in the run-up to the event. You can even live-stream the event itself to motivate more posts and engagement. Another great strategy can be to run an online competition tied to the upcoming event, such as for the best picture by an attendee.

Measurable Return on Investment

It’s all very well having a packed house when the day of the event rolls around, but how can you be sure that the right people are attending. At the forefront of any marketer’s mind is the return on investment, or ROI. It’s this figure that’s likely to determine whether the event has been a success, so make sure that you keep a close eye on those sales figures post-event. It’s also important to show that any sales spike is directly attributable to the event before planning it again for next year.

Be sure that you are marketing towards the right segment of your buyer community. Not every segment may attend the event, which allows you to create a bespoke marketing offering for just this segment of the consumer community. Put together a specific attendee persona, in addition to your existing buyer persona. Use this post-event to measure impact; have the sales to this specific group increased? Then the event could have been a success.

Improving Your Event Strategy

Now that you’ve begun to plan your event, how can you make your strategy as effective as possible? An event is inevitably going to require more of your marketing budget than online-only marketing, so it’s important to get it right. you want to get the best return that you possibly can on this large investment, so it’s important to be certain that you’re offering exactly what your attendees want and increase motivation to buy wherever possible.

Create a Welcoming Experience

While it may seem like a small detail, it’s one you can’t afford to overlook. The people who’ve taken the time to attend your event should feel welcome there, and that their presence is appreciated. Make sure this is both the first and last impression you give by using personalized communications such as emails, phone calls, and even paper mail to communicate with those who’ve registered and lay on staff to welcome them at the entrance.

During the event itself, makes sure your staff are constantly on-hand to answer questions and address concerns. Just talking to those at the event can have a huge impact. Post-event, make sure to use personalized follow-up communications to request feedback, offer special content, and even early registration for your next event.

Educate Your Attendees

Those who attend events need to gain something from coming. After all, they’ve given up their time and possibly traveled long distances to be there, and they might also have had to pay the entrance fee that around 40% of marketing events charge for attendance. However, they need more than just a branded pen or t-shirt; many of those who come to events want to learn.

Take a look at the focus of your event. Do you already have an educational focus? Then evaluate what information you’re providing and be sure that you’re adding knowledge to your guests, and not telling them what they already know. If the event is more focused on experiencing or demonstrating a product, try to find a way to give those attendees who want to learn more an educational element.

Consider the Attendee Perspective

When planning your event, think about how it will bring value to your customers. You’ll need to more than simply list speaker names on the brochure – you must effectively communicate a reason to attend. While many may be explicit in what they expect from the event, others may prefer to keep their reasons to themselves. Either way, you need to ensure your event solves their pain points and meets their needs.

An effective approach can be to ensure that potential attendees understand what’s on offer, as they will be unlikely to search for reasons to attend, and if the benefits are unclear, they may switch off altogether. Make sure you successfully capture their attention, for example by providing an effective solution to the problems they’re facing.

Time for a Change

The way events work is changing thanks to the influx of technology that’s connecting physical events with the online world. These can solve some of the biggest problems for the marketer, including new ways to measure attribution and ROI, especially through videos and virtual experiences that tie in with the physical event. While event marketing has a unique set of challenges, it can still be a very effective way of differentiating you and your brand and provides a great alternative to online marketing.

Here at King Sixteen, we are committed to helping you engage your customers in new and innovative ways. We thrive on creating partnerships that matter, and long-lasting experiences for your event attendees. When it comes to event design, we can help you plan everything from a 100-person bar meeting to a 1000-person gala. We’ll cover everything from catering to sound systems, security to entertainment, so you can focus on what you do best. Call us today at King Sixteen to find out more.

How Can Experiential Marketing Help Retail Businesses?

Experiential marketing is essential to any modern branding strategy. It provides customers with the meaningful interactions and personalized experiences they crave. In other words, it allows consumers to be a part of your brand and can cultivate loyalty and influence buying decisions. And when done correctly, EM can even help you generate additional attention both in the media and online.

How Can Experiential Marketing Help Retail Businesses?

Unlike online or traditional marketing efforts that take time to build brand awareness, experiential marketing (EM) is a uniquely fast and effective way to connect with customers through face-to-face experiences. It engages all the senses and ignites emotions to create lasting memories that, in turn, drive brand loyalty.

EM invites customers to meet brands in person rather than force them into the role of observer. Radio, newspaper, and TV ads are crafted in the hopes that a message will resonate with audience members. But EM is an interactive experience that can have a substantially more significant influence on customers. They get to know a brand, its character, and the people behind it.

Why It Works

Consumer behaviors are changing, a fact we can attribute in part to social media. People today see a meaningful and happy life as one focused on experiences they can share online.

To illustrate, a Harris Group study shows more than 70% of millennials prefer to spend money on experiences rather than material goods. And they’re happy to pay to participate in exciting, memorable events that range from parties and food festivals to concerts and fine arts shows.

Giving Customers What They Want

EM fulfills modern consumer needs by giving them opportunities to create content that can be posted to popular platforms. Sampling makeup in a retail store, for instance, provides plenty of photo opportunities. In the meantime, brands garner free advertising from the frenzy of social media sharing that ensues.

EM also helps consumers feel included, like they’re part of a brand’s extended family. Finally, it improves brand value in a way that trying to influence customers from a remote position cannot match.

A Few Statistics

EM delivers a desired human touch, and statistics confirm its power. A study from the Event Marketing Institute finds 72% of consumers see brands from a positive perspective when they provide quality event opportunities. That same study also shows 74% of consumers are more likely to purchase from a brand after attending marketing events.

Real-Life Retail Examples

Brands ranging in size from large to small understand live events are critical to their company’s success. Orvis, for example, is an apparel and gear company that also sells outdoor activity classes. L.L. Bean offers similar educational classes in addition to camping trips. Both witness a surge in sales immediately before and after each of their events, realizing as much as a 30% increase in profits.

The success of these two brands demonstrates EM may be even more powerful than influencer marketing. EM brings everyone – customers and influencers alike – together in one place. It eliminates the need to manage influencer giveaways and outreach. Experiential events also eschew long analytical hours needed to determine if an influencer partnership benefitted the brand.

Crafting a Vibrant Landscape for Consumers

EM can benefit more than traditional clothing retailers. A wine purveyor in New York City has created a wine-themed playground that adults can enjoy as they sip on rosé variations from across the world. Pantone, which provides a color standardization system for industries like printing and graphic design, created a pop-up cafe in Monaco. The small menu features food in Pantone’s signature colors and has proven to be a hit with all who visit.

The point is that companies can create a new buzz on social media, and similarly connect with customers, by implementing well-planned experiential marketing strategies. These occasions can bring a brand to life. And marketing managers have a whole catalog of appealing events to choose from, including:

  • Educational classes
  • Food and beverage tastings
  • Parties
  • Pop-up shops
  • Tours
  • Community Events
  • Event series, like a book club
  • Trade shows
  • Kiosks
  • In-store experiences

The Benefits of EM for Retailers

EM is a great way to drive word-of-mouth marketing. Event attendees often talk about their experiences with friends, and as mentioned earlier, they’re sure to post photos on social media. This chatter helps generate interest in your brand and the products you promoted at the event.

Offline events also provide an opportunity to receive immediate customer data and feedback. You can see first-hand how consumers interact with your services and products as well as ask real-time questions to understand how you might improve future offerings. Events additionally provide a chance to gather customer information that can be used for later marketing campaigns, such as direct email.

Build a Sense of Community

The engagement loop created by an offline event helps build a sense of customer community. We already know consumers want to feel like they’re part of a brand. A strong sense of community helps reinforce the loyalty that experiential marketing jumpstarts. Crafting an audience around your brand also keeps consumers engaged between events and unites people who share similar interests.

Stand Out

A crowded market can make it difficult for any brand to rise above the competition. EM provides a break from the ordinary and nabs the attention of consumers. Nearly every brand has a digital marketing strategy, but few capitalize on the power of EM. When you harness this power and use memorable events to position your brand as edgy and creative, you find a real opportunity to scale.

Gain Media Attention

Launching a bold EM initiative can effectively grab the media’s attention, meaning you’ll gain coveted press coverage for your event. Media outlets are eager to cover big and daring events because they appeal to audiences. The bolder your campaign is, the better your chances of earning coverage.

Why Your Brand Needs EM

Researchers estimated in 2017 that nearly one-third of all Internet users would choose to use some type of ad blocker within the next five years. This means online advertising may become even more problematic, and it’s already tough because the market is so crowded. Brands must therefore start thinking outside of the box now, before their marketing campaigns hit a dead-end.

Improves Customer Acquisition

We’ve already established that experiential campaigns and in-store events are more efficient, and far more rewarding, than a standard Google ads campaign. That’s because these events stick in customers’ minds and generate something even more important than word-of-mouth promotion: customer acquisition. And this happens much more quickly than the traditional sales funnel required with digital advertising.

Increases Purchase Intent

Studies confirm that EM can increase customer purchase intention. People are profoundly influenced by emotional, associative, and sensory experiences and are more likely to rate a product or service as “positive” following a branding event.

It’s important to understand that value resides in more than the functional benefits of a product. It also exists in the hedonic elements surrounding a product, and companies that successfully manage these aspects can achieve a great competitive advantage. In other words, crafting a unique and engaging marketing experience can influence a customer’s intent to purchase.

Creates More Value for Consumers

EM is a great way to build value for consumers. It allows customers to see how products can be used to the greatest advantage, and with this comes increased desirability. Television shopping networks have capitalized on this concept beautifully for many decades. They demonstrate the positive impacts a product can have on a person’s life, and that product suddenly becomes irresistible. EM can have the same effect.

What EM Is Not

A quick online search will reveal any number of definitions for EM, but we prefer to think of it as a marketing strategy that deeply engages customers with a brand. This does not mean, however, EM is just another term for experience marketing. EM refers to interactions that occur in an offline settering, whereas experience marketing covers the entire customer experience, whether that occurs online or not.

A Synonym for Event Marketing

It’s equally important to understand EM is more than event marketing. Events like trade shows, conferences, and in-store sampling are individual channels of EM each used to achieve a specific goal.

EM encompasses the many elements that go into planning and executing these events with success. This means that experiential marketing, if done correctly, considers the expectations of event participants as well as current consumer behaviors. It is a much broader initiative that ultimately aims to humanize brands.

A Solution That Can Be Developed Without Effort

If EM could be quickly and easily implemented, more companies might include it in their annual marketing plans. But EM is not a silver bullet. It is comprised of real-time, one-on-one interactions that give consumers an inside look into a brand’s character. This means every element must be carefully considered with the right strategy, people, and process.

The time and effort you invest in EM will be highly rewarding. It provides an exciting way to meet the people buying and using your products. But these campaigns, as you likely noticed, also require a strong command of event planning. That’s where we come in, with our ability to ensure every detail is accounted for and executed. Contact King Sixteen today and plan your next event with a team of dedicated professionals.

What Are the Different Types of Event Management?

What Are the Different Types of Event Management?

Event management means taking the vision of an event and making it an attainable reality. From arranging a conference to conducting an exhibition, event managers make sure everything goes as planned.

The Different Types of Event Management

Talent Booking

One important way we carry out event management at King Sixteen is through talent booking. Want to find the perfect motivational speaker? How about a band? Once you let us know the goal of your event and how you want it to pan out, we’ll roll up our sleeves and find the perfect talent to fit your needs.

Experiential Marketing

Experiential marketing focuses on face-to-face connections, paired with the fast pacing of the modern world. It uses proven methods to drive brand loyalty and encourage the development of business opportunities. In short, events can be an amazing way to connect with potential clients, and we can help you make your event memorable in all the best ways.

Product Launches

When it’s time to release a product into the world, you want your launch to be exciting. It needs to create an energy and buzz about it that gets people sharing the news. A product launching event is a perfect way to introduce your product and help it stand out in a competitive market.

Event Design

If you have a vision for how you want your event to look, we’ll make it our purpose to bring it into reality. If you just have a vague idea of the theme but you know you want it to be awesome, we can get all those fine details nailed down for you. Event design helps bring your dreams and goals into the real world.

Our Team Can Handle a Variety of Events

This is a large field, and there are as many different forms of event management as there are events to manage. If you’re wanting to use an event as a marketing tool, you’ll need someone who has business savvy. If you want to make sure your huge party goes as planned, a manager who works well with people and is well-organized is your best bet. No matter the vision, our team can help you get there.

The “Five C’s” of Managing an Event

When it comes to managing an event, every detail counts. We know how important it is that your event be given the effort and passion it deserves. There are five “C’s” event managers live by, to bring your event to life in the best way possible.

1. Concept

A solid concept is the foundation an event is built on. The concept may have been dreamed up by the person throwing the event, a planner, or may have been left to us. If it’s our job to come up with a concept, we’ll want to figure out the tone first.

What’s the goal of this event? Who is it being held for? How do you want the attendees to feel during and after this event? Excited, empowered, inspired, or just happy they had a good time?

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The Importance of a Solid Concept

When a manager knows why an event is being held, it will help them develop a concept so attendees enjoy and benefit from it. All of these factors will help a manager decide what the event’s structure should be, what activities should be a part of it, and which venue would be most appropriate for it.

2. Coordination

This is a big one. It’s one thing to have an idea of an event and everything you want it to be, it’s another thing to get everything in motion so this idea becomes a reality. For that, a manager needs to be able to coordinate everything. For instance, once we have the theme we’ll have to decide what decorations, if any, will be a good fit.

Hiring the right speakers and looking into audio and visual needs will be part of this process as well. we’ll want to reserve dates and venues as far in advance as possible, especially if you have a particular venue that your heart is set on.

Advertise and Hire

Once the dates and venue are set, it’s time to think about advertising. If this is an event that wants to attract an audience, we’ll figure out the best way to get the word out about it. Of course, this step can be skipped in events that are private.

When the venue and dates are certain, the next priority is reaching out to performers or speakers. The right technology can make a big, positive impact during an event, and a lot of it can be rented instead of bought. Planning what’s needed and how to get it will be crucial.

3. Control

Keeping on top of everything is an important step, even right from the beginning stages when the event is being conceptualized. Through every stage, staying in control will help us make the event a successful one. One of the best tools available is to practice-run through the event either in person or by laying out all the details and giving them a thorough look.

While running through the event ahead of time, we will be checking to make sure there’s enough room in the venue for everyone, as well as for staff such as caterers. We’ll also want to be planning for the “what ifs” that can pop up throughout an event.

This Helps Us Not Be Caught off Guard

Is there a backup speaker in case the original can’t make it? If a caterer is running late, will we have other options available? What about if the budget is running low faster than expected? By preparing for the worst, we will be able to keep on top of the planning process so we aren’t caught off guard by the unexpected.

4. Culmination

The culmination is when everything goes down. This is the big day, the day of the event, and an event manager is going to need to be on top of absolutely everything. An itinerary can help us keep track of everyone who’s getting the event off the ground. One way to use an itinerary is to move down the list and know what needs to happen before each stage of the event.

Depending on the event, it can be helpful to have access to the venue before the big day so everything can be set up and any wrinkles can be ironed out. Rehearsing can also be helpful for complex events, so the whole team feels like they’re ready and on the same page.

5. The Closeout

When an event is done, a manager’s work isn’t over just yet. We’ll have to make sure everyone’s getting paid on time, and give helpful feedback to our team so they know what was successful and what could be improved for next time.

The best event is one that’s enjoyed by everyone. Asking performers, speakers, and attendees alike if they enjoyed themselves is a good way to tell how successful the event was. A good event manager will also be one that is open to feedback themselves! Sounds like a lot of work? It is, but it’s our passion, and we’re ready to take on the challenge so you can focus on enjoying yourself.

The Difference Between Managing an Event and Event Planning

You may think that event planning and managing an event would be the same job, but they’re actually a bit different. In general, people who plan an event are visionaries who dream up what the event could be and start making the first plans to set things in motion. Managers tend to be more involved with the fine details before and during the event.

All that said, the jobs can overlap with each other, and some businesses and individuals combine the two jobs into one.

What Is Event Planning?

An event planner will often help you choose your event concept or theme, plan the menu, select the perfect venue, and arrange guest speakers or entertainment. They want to make sure you nail down the vision of how you want your event to be.

If you need help with your theme but don’t want to hire a planner, have no fear, our event managers are more than happy to help you with this step.

How Does Managing an Event Compare?

An event manager will often be the one to coordinate with vendors, make location reservations, see to the management and hiring of staff, and be on-site to oversee things during the event. To summarize, managing an event involves a lot of pouring over administrative details, and comes in very handy for conferences, weddings, and festivals.

An event manager will be teaming up with vendors and staff to ensure things run as smoothly as possible. An event manager is usually someone who is very flexible, has strong people skills, and is very organized.

What Are the Signs of a Good Event Manager?

Organization

Organizational skills are a must when you’re looking into an event manager. There are a lot of moving pieces when it comes to events, especially large ones. A manager will need to keep everything in order and make sure deadlines are met.

Multitasking

Multitasking is usually a big part of managing events, and being able to adapt is important too. Sometimes things go wrong, and being able to improvise and come up with a backup plan can help save an event from disaster.

Prioritizing

Time management is another key part of overseeing events. Prioritizing the right tasks can help make sure everything gets done right and on time.

Vision

Besides all the serious stuff, vision is something that helps us breathe life into an event. Being creative and understanding the vision behind each event is crucial.

People Skills

To top it off, a manager has got to be able to work with others. Managers who can’t function in a team will hinder the process instead of helping. Communication isn’t just about booking and teamwork, it also helps when it comes to effective leadership and staff management.

Our team of event specialists and creatives all know what it takes to make your event the best it can be. If you’re ready to learn more about the services we offer all across the United States, contact us at King Sixteen today to make your event a reality!

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How Do You Create a Successful Experiential Marketing Campaign?

How Do You Create a Successful Experiential Marketing Campaign?

There are dozens of marketing strategies businesses employ to attract new consumers, but in the age of digital marketing, launching a new product with an intangible advertisement may not be as effective as one would hope. Fortunately, some marketing strategies are timeless for a reason, and experiential marketing is a classic for a reason. If you want to enjoy an effective campaign to reach new consumers, then taking your strategy to the real world may be your greatest tool.

So, what is experiential marketing? You can think of this marketing strategy as any event where your business can directly reach the consumer to create experiences about your products. While this type of marketing can look like anything from running a raffle to providing taste samples, one of the best campaigns is an event to launch a new product.

Creating a Successful Experiential Marketing Campaign

Corporate events can be an excellent platform to create buzz about a new business or product, or even celebrate the ongoing success of either. No matter what you use an event for, this type of marketing campaign can be an excellent way to create an experience between your brand and your consumers. The key to experiential marketing is to use activation to interact with the targeted consumer and draw attention to the brand.

There are several events that can be used in this type of marketing campaign. For example, a classic product launch party or a gala is ideal for some brands. Other examples of activation events can include product sampling, stunts, and even immersive experiences. But regardless of the type of event you use, some components of a successful campaign include:

Turn Key

A turn key event takes all the stress of planning, organizing, and setting up an event out of your hands. By using an event planning service, you can count on a turn key service that will deliver a flawless, totally customized event for your brand. From top to bottom, an event planning service will secure a venue, organize materials, and even add a special touch that will make your event stand out.

Security

Depending on the type of event you plan to hold, you may need security for your event. This is particularly important for brands holding exclusive events or events with a lot of buzz in the community. Whether you need a little security or a more robust setup, an event planning service will have you covered.

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Catering

Even if you aren’t launching a food or drink product, your event may still need catering. Catering is just as common for galas as it is for intimate small venues with only a few dozen consumers. Even if your event will be short, catering can be a good way to create a positive experience about the event, particularly if your catering is customized to your brand or product, such as cupcakes with your brand logo.

Material and Technical

Successful events are fully coordinated from the bottom to the top. From materials needed to decorate a venue to technical support that will run A/V productions or presentations, an event planning service will provide everything you need to create a fully customized experience. You can also trust an event planning service to fabricate materials for your venue according to your specifications or company culture.

Entertainment

Entertainment is sometimes necessary for certain events, such as galas. Whether it’s a string quartet or a DJ, event planning services are fully capable of hiring entertainment services ideal for your event. In fact, excellent entertainment may be the cherry on top of a good event and may be part of the draw for attendees.

Scalability 

Finally, a successful campaign will be scaled to your needs. Event planning services are fully capable of organizing events for a gathering of 100 people or 1000. Being able to scale your event to the number of desired attendees will give you an extra edge in hosting a successful event, particularly in terms of budgeting.

What Are the Benefits of an Experiential Campaign?

Event planning for corporations has been around for ages – and there’s a reason why this timeless strategy will be around for ages more. While it may seem like the digital age is phasing experiential events out of popularity, the facts suggest that experiential campaigns are just as effective as ever. Aside from the ability to use this marketing strategy to connect directly with your target consumers, there are several benefits to consider for these campaigns, such as:

They Are Highly Effective

If you thought that digital marketing strategies utilizing social media and email campaigns were the only way to advertise new products or build brands, then you couldn’t be more wrong. The fact of the matter is that experiential events are highly effective and generally produce the results you want.

Most consumers have a positive perception of a brand after an event, and they often go on to purchase the product or service promoted by the event. Even more impressively, a vast majority of these consumers also go on to become repeat customers after successful events. This is because successful experiences with new products or services create memories and trust in your brand.

Authentic Experience

While a digital strategy can generally reach more potential consumers, there are many consumers who won’t place trust in new products or brands that are advertised exclusively through the internet. This is particularly important for businesses that are trying to build or maintain brand awareness. By creating an authentic experience, you can make believers out of skeptics and utilize the benefit of word-of-mouth growth. Forming a positive experience about an event makes your brand authentic.

Engaging Social Media

Most social media marketing is related to using data to curate ads for consumers based on their browsing history, and while this is certainly one way to make sure your products are seen by your target audience, it may not be the only way to use social media in a marketing strategy. In essence, you can use an event to appeal to people who like to make memories and share them on social media.

In fact, by creating an authentic experience that people will want to photograph and share, you are building up the appeal of your brand. This is an excellent way to capitalize on essentially free marketing through social media, as sharing visual content can help extend the reach of your marketing campaign.

Positive Brand Connections

Building your brand is all about building trust in your products or services. But creating positive connections to your brand can’t only rely on basic marketing, especially if you have a new business or product. By hosting an event, you can create positive connections to your brand through interactions. If your connections are unique and memorable, you may be able to create trust between the brand and the consumer in a way that will fuel continued loyalty.

How Can You Measure the Success of an Event?

Of course, while hosting a memorable event and allowing consumers to directly experience a product or service is useful, most businesses understandably want to ensure that investing in these events will generate success in the business. Fortunately, there are several ways to measure the success of your event, such as:

Engagements and Conversions

Generating new leads is the basic goal of these events, so monitoring for new engagements and consumer conversions is a key data point to analyze. There are a couple of ways to measure engagements. Both during and after the event, you can check with sales representatives about how much your website was engaged, or even about how many people your sales reps interacted with during the event.

Measuring conversions is even easier, particularly if you are looking at website sales. You can measure these conversions by collecting basic contact information, such as email addresses, and then monitor sales from these addresses to judge how many event guests went on to become active consumers.

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Brand Awareness

For many businesses, the focus of an event is to create more brand awareness. Brand awareness is the bread and butter of a successful brand in the digital age, especially when so much of new business success relies on building a positive reputation. To measure the growth of brand awareness, you can employ a few different strategies.

One of the best and most direct ways to measure brand awareness is to use a survey to judge brand sentiment. Ideally, you should measure your brand awareness before and after an event to have a better idea of the growth accomplished by the event. And of course, you can also look at social media buzz by launching a hashtag and tracking the growth of engagements.

Direct Sales

Naturally, the most obvious way to judge the success of an experiential marketing event is to analyze the sales earned through the event. Experiential campaigns are direct appeals to new consumers, which means that you may be able to increase the overall sales of your business through these campaigns. Looking at sale numbers before and after an event can be an easy way to ascertain event success.

There are other ways you can determine the success of your sales, such as measuring how many products were sampled during your event. Although this measurement will not indicate direct lead generation, it will give you a better idea of how many potential consumers you reached, which you can then compare to lead generation data.

Why Experiential Marketing Is Still Relevant

The way businesses market new products and services in the digital age is simply a faster version of the advertising strategies that were used in the past. Instead of relying on newspaper articles or television ad spaces, now businesses can tailor marketing strategies to consumers based on data analytics. But that doesn’t mean that digital marketing is the only way or even the most effective way to reach consumers.

Experiential marketing is still relevant because it’s still an effective way to introduce new products, create new social buzz, and build more brand awareness and reputation. Successful campaigns can easily generate new leads for new consumers and build up the reputation of the product. For more information about how to activate unique markets around the world with event planning services, contact King Sixteen today. 

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Brand Experience: Why It Matters More Than Ever in 2021

Stop for a moment and think about which kind of memory sticks out the most – tasting a food sample or looking at an ad on social media? If you answered food sample, then you already understand the power and impact of brand experiences. Creating a real experience with a brand can cement the brand’s identity, product, and culture into the mind of consumers, so is it any wonder that more and more brands are turning to this marketing strategy to stand out from the competition?

Brand Experience: Why It Matters More Than Ever in 2021

After the lockdown restrictions that kept everyone inside throughout 2020, 2021 has been a year where many people are catching up on experiences they lost the year before. With lighter restrictions and new hope for the future, people are eager to attend safe events – including brand experience events. In 2021, the ability of a brand to create a unique experience to snag consumers is more important than ever, particularly because a new experience is something people have been missing for the last year.

But there are other reasons why brand experience is picking up speed in 2021. Even with the popularity of digital marketing soaring, companies are still investing in brick-and-mortar events to find new audiences and consumers. In fact, it might be because of the popularity of digital marketing that in-person experiences with brands are also falling into the mainstream. As much as digital marketing is cheaper and casts a wider net, brand experiences foster closer relationships between the people and the product.

Create Deeper Connections

The goal of any marketing technique is to create a deeper connection between the brand or the product and the consumer. Forging a deep connection is the best way to make sure your product stands out when compared to the competition. Connections from in-person events give consumers a memory about a product, as well as allow consumers to form an impression about your brand.

A deeper connection may even create a sense of loyalty from the consumer. When there is an experience about a brand that the consumer can recall, they are more likely to have positive connections to the brand or the product, and ultimately that may mean they are more likely to stick with your product instead of your competition.

Inspire Audiences and Consumers

Inspiring your audience is one of the main benefits of creating an experience with your brand. There are various ways events can be built around your product that can inspire your audience to buy your product or even use your product in a unique way. You can even use events to create trends with your brand to inspire larger audients or sub-cultures.

In fact, when consumers have a positive experience and are inspired by your product, you may be able to benefit from word-of-mouth advertising. With a positive experience, inspired audiences will be eager to share their experience with others and encourage new consumers to try your product. And if a trend picks up because of your product, more and more people will be inspired to stay connected with your brand.

Build Brand Identity and Product Reputation

Finally, experiences help you build your brand identity and product reputation. Your brand identity is essentially the culture and mission statement of your brand rolled into a neat package. In digital marketing, consumers should be able to look at your brand’s website and have a clear picture of your brand; for in-person experiences, the event itself should represent the ideals of your brand, such as by using eco-friendly event planning.

Building a reputation for your product is also important. As much as online reviews can be useful, many people prefer to experience a product themselves before deciding whether or not the product is right for them. Allowing consumers to experience your product will create a real-time impression that will instantly build the reputation of your product and your brand.

Experiential Knowledge and Why It Benefits You

Experiential knowledge is the knowledge you gain through experience. This type of hands-on knowledge is one of the best ways to create a concrete memory of how to perform a task, the types of sensory inputs you prefer, and even lays the foundation for trust in similar stimuli. For example, it’s only through experiential knowledge a consumer might understand they like pudding, and with this knowledge, they can then try other types of pudding and form a preference.

Experiential knowledge is the backbone of brand experiences. Through events, product sampling, and other strategies, consumers can create an experiential memory that will stand out among other types of knowledge, such as the information gleaned from online reviews or social media ads. The benefit of creating an experience is the ability to make long-lasting memories about your brand that the consumer can use to spread a positive impression about your product.

Immediate Impact

After a brand event, whether this is through an in-person gala or another type of product sampling, your band will benefit from the immediate impact of the event. Consumers will form an instant opinion about your product after an event. If the sample of your product creates a positive impression, consumers are likely to purchase your product. This also opens the door for repeat consumers in the future.

Authentic Impression

Digital strategies are a good way to get your product or service in front of the eyes of many, but this doesn’t always lead through high click-through rates – especially if your product is new or doesn’t have many reviews. After all, many consumers place trust in online reviews to assess whether or not a product is a good match for them. But just as many consumers don’t trust online reviews at all and are wary of trying new products, which can cause problems when it’s time to reach new consumers.

This is where creating an authentic experience becomes so vital. With an authentic experience with your brand or product, new consumers will have valuable first-hand knowledge they can use to decide whether your product is ideal for their needs. A successful authentic impression can forge loyalty to your brand or product.

Social Engagement

Right now, social media marketing is one of the best ways for your brand to zero in on likely consumers. But any digital advertising is a gamble; some ads are just as likely to alienate consumers are they are to entice consumers to your brand. But social media engagement is different – and usually more useful. Similar to word-of-mouth advertisement, social media engagement is a way to spread positive impressions about your product organically.

Many consumers will turn to social media after forming an authentic impression of your product, usually to catalog their own experience at your event. This free engagement will create buzz about your product that crafty brands can then use to reach new consumers.

Common Types of Experiences

There are many in-person experiences you can host so consumers have the opportunity to form positive experiences about your brand and your product. These experiences don’t necessarily need to be geared toward brand new consumers. After all, loyal consumers are just as likely to spread the positive reputation of your brand and may even have more credibility. Some of the most successful types of experiences to host include:

Showcases, Pop-Ups, and Workshops

Big audiences make big impacts. A product showcase is one of the more classic strategies in experiential marketing. Showcases can display and sample your product, educate consumers on how to use a product, and allow consumers to directly experience your brand. Pop-up events, on the other hand, are spontaneous, full-immersion experiences that create unique experiences about your products and may even give consumers an opportunity to buy your products directly.

Workshops are another way to engage a larger audience and create an experiential memory at the same time. The biggest benefit of a workshop is the ability to capture the full attention of the audience. With a workshop, consumers can have first-hand knowledge of how to use a product and a positive impression of a product.

Direct Marketing

Direct marketing is a classic strategy that personalizes your marketing strategy to an individual consumer. Things like brochures and catalogs are the most common examples of direct marketing, but modern marketing gives your brand more opportunity to infuse the culture of your company into your strategy.

For example, personalized invitations to workshops or donations to a charity associated with your brand made in the name of the consumer can help the consumer create a positive association with your brand. Bespoke direct marketing makes the individual consumer feel important to your brand, which also inspires loyalty to your products.

Creating an in-person experience for your brand is one of the best ways to stand out among your direct market competitors. Whether you are hosting pop-up experiences or a direct marketing strategy, building an experience for consumers to form a positive connection with is an excellent way to keep your brand relevant. For more information about how you can use experiential knowledge to the fullest advantage, please contact King Sixteen today.