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.

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 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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What Is Experiential Marketing?

What Is Experiential Marketing?

As industries evolve and the need for innovative marketing strategies grows, more companies than ever are devising clever marketing tricks that subvert traditional advertising. There’s more competition to contend with daily, and customers seek out new and interesting experiences now more than ever. Over 80% of marketing experts agree that live events are vital to their success, and experiential marketing is a core component of brand awareness.

To clear up the myths and confusion surrounding this sort of strategy, we’ve written a concise guide on what it is and why it works to help our readers understand why businesses are increasingly recognizing the benefits. There are many facets and a myriad of approaches, but above all, it’s about creating memorable experiences.

Experiential Marketing

Experiential, “live”, or “engagement” marketing is a marketing strategy that aims to immerse customers within a brand’s identity. This is done using branded, hands-on experiences, with the central goal being to get the customer to associate a positive emotional encounter with the brand. Unlike traditional advertising, the customer is no passive, disinterested observer who begrudgingly sits through an advertisement.  

Instead, they are compelled to engage with a brand directly and, crucially, in a way that solidifies the event in memory, drawing a strong emotional bond between brand and experience. Picture an electrifying live event you have attended, such as a concert, theater production, or a sports game. How much more deeply is that occasion rooted in your mind than the countless times you have listened to the radio, watched a movie, or followed a match on the TV?

The Basics

Intense, vivid, memorable experiences are the beating heart of live marketing that makes it so powerful. It is far less about generating sales directly through events, and much more about creating positive associations and real connections with customers on a personal level. These associations invest consumers in a brand, cement long-term relationships, drive repeat business, and create passionate advocates who only amplify the campaign itself.

Benefits Over Traditional Marketing Strategies

The experiential approach is one that provides a myriad of benefits over other, mainstream approaches. Quite simply, it achieves things that other methods cannot, and are as follows:

  • Personal investment
  • Positive association
  • Connection between product and emotion
  • Viral marketing and share-ability
  • Standing out among competitors

Personal Investment

It is no secret that in today’s dispassionate and cold electronic business world, customers value human connection. By interfacing with customers directly, live marketing generates customer investment naturally. They see your brand in immediate proximity and feel as though they are a part of a larger whole – and not just another statistic on a spreadsheet.

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Positive Association

The positive association created by live experiences is valuable beyond measure. Simply put, your customers have fun engaging with you, which builds trust and endears them to you over your competitors. Importantly, once this happens, they’re very unlikely to switch.

Connection Between Product and Emotion

Even well into the future, your customers will continue to associate your products with the enjoyable experiences of a live marketing campaign. The very best of events will accompany them for years to come.

Viral Marketing and Share-Ability

Nobody retweets an advert or shares a post about an upcoming sale. Yet a massive portion of attendees to live events will create social media posts about them. In other words, they magnify the influence of your campaign with little additional effort (or cost) on your part.

Standing Out Among Competitors

Brand identity is what lets you stand out from the crowd, and experiential events build that identity and awareness brick by brick. And if your event has a unique twist or angle, all the better, because customers will associate it with your brand, and others trying to emulate it will only remind them of you.

Experiential Marketing in Practice: Some Examples

Showcases and Pop-Up Experiences

In practice, the possibilities for this style of campaign are boundless, and the sky is the limit. Product showcases are a classic example. With a little creativity, a product showcase needn’t be a dry affair, and they’re great for educating customers on the purpose of a product. Tasting events for culinary products and car exhibits are two typical types of product showcases.

A fantastic example of a pop-up experience is National Geographic’s Ocean Odyssey in Times Square, NYC. While less about marketing, and more about immersion, it serves as a stellar example of the draw of a truly unique experience.

Workshops

Hosting workshops and classes is a fantastic way of engaging with an audience while giving them something in return. A particular advantage of workshops is that they almost guarantee the undivided attention of attendees.

Single-Person Events

Experiential occasions needn’t cater to everybody or even a large audience. With the power of social media, single-person events that are widely shared communicate positive emotions and experiences to a wider audience.

Direct Marketing

Marketing events needn’t happen in public, and they don’t necessarily have to cater to new customers. It’s equally important to maintain the existing relationships, and one of the best ways to do this is with targeted, direct marketing. Instead of the run-of-the-mill brochures, catalogs and discount offers, why not send a bespoke list of existing customers a personalized postcard, or donate to a good cause on their behalf and let them know?

Direct mail combines well with other methods, too, to heighten the feeling of connectedness and personal investment. If you’re hosting a workshop or a showcase in a client’s hometown, send them a personal invite for an exclusive guest list.

Outside-the-Box Ideas

Some of the best campaigns are ones that think truly outside the box. One great example, Folger’s coffee manhole covers, made creative use of the steam emanating from the vents across NYC to emulate a hot cup of coffee. Not only is this immediately shareable on social media, but it’s incredibly cost-effective – and memorable for passers-by.

Another great example, also from NYC, is airline JetBlue’s ice block challenge, which offered passers-by the opportunity to win various prizes ranging from summer accessories to exclusive flights. The catch? The prizes were frozen in a thick block of ice and had to be smashed, hammered, and clawed free by eager onlookers. That’s not an experience anybody would forget.

Hallmarks of a Great Campaign

Anybody can envision a successful marketing strategy, yet there are several points to bear in mind to ensure that it is a success and provides a bountiful return on investment. No two campaigns are alike, yet all of the good ones share many of the same vital aspects.

  • Clear and actionable goals
  • Tell a story
  • Humanize your brand
  • Promote social media engagement
  • Lead Generation and follow-up
  • Measurable outcomes

Clear and Actionable Goals

Above all, your campaign needs to have clearly defined, achievable objectives. This applies to event marketing as it does to any other marketing strategy, and should go without saying. The intent behind a campaign is what defines everything that comes next. Are you looking to break into an untapped market? Improve brand awareness? Endear your brand to a new audience?

Tell a Story

As any junior-level marketing professional knows, stories are memorable. Stories drive advert engagement, engagement drives leads, and leads drive sales. The multi-dimensional aspect of live events offers the indispensable opportunity to involve and embed customers within that story. As we’ve stressed before, this type of marketing transforms customers into active participants.

Humanize Your Brand

One of the core goals of any experiential marketing campaign is to foster a personal connection with customers. To do this, a campaign needs to come across as authentic and down-to-earth. The message must stay true to your core brand identity and highlight what it is that makes you unique.

Promote Social Media Engagement

As we discussed earlier, one of the secondary benefits of this strategy is the free advertising your invested customers do on your behalf, often without realizing that they’re promoting your business. User-generated content can be planned for in advance, by creating appropriate hashtags and picture-worthy scenes that anybody would want to grace their social media feed.

Lead Generation and Follow-Up

Interacting with customers directly affords the opportunity of not only generating new sales leads, but gathering customer information in an organic fashion, potentially even with them volunteering their information. No live marketing campaign should be envisioned without consideration of how to gather information for follow-ups to reinforce the message.

Additionally, it’s a great opportunity to receive honest feedback from customers about your brand, and what’s more, listening to customer feedback at such events only goes further to make them feel included and valued.

Measurable Outcomes

Measurable data in marketing is king, for without it, you are unable to react and adapt to failing strategies, capitalize on successful ones, or even know if your campaigns are having an effect at all. You absolutely must know how well your campaigns are faring, and for this to happen, your outcomes need to be quantifiable.

Checklist for Kick-starting Your Own Campaign

It’s not easy to get it right, and for every story of amazing success, there are an equal number of campaigns that have fallen flat. If you’re looking to start a new campaign, it’s important to follow several critical steps in the planning process to maximize the results.

  • Brainstorm and gather information
  • Know your customer base
  • Understand your goal
  • Engage multiple senses
  • Work with industry professionals
  • Focus on your brand’s strength

Brainstorm and Gather Information

The critical first step. What are the first thoughts that spring to mind? What are others in the industry doing in this regard? Understanding your brand, and the market it exists in is critical.

Know Your Customer Base

Your customers are the ultimate recipients of your targeted strategies. What do they like about your brand, and what emotional responses can you expect from them?

Understand Your Goal

What is the endpoint of your campaign, and what does it seek to achieve? Critically, what do you want your customers to do as soon as they have experienced your event?

Engage Multiple Senses

Immersion beats passivity every time. By engaging more than one of the senses, you can be certain your event will have a larger impact. Sights, smells, sounds, colors, music, wonder, and awe. All are powerful, and all can be made to work for you.

Work With Industry Professionals

Ultimately, there’s no need to rely on your own intuition or guesswork. With the aid of proven industry professionals, your ideas can be supercharged with an injection of innovative ideas and an existing network and knowledge base required to turn foundational ideas into serious results.

It’s harder than ever before to grab people’s attention. In a crowded and bustling market, more and more brands are recognizing that enduring, fruitful relationships with customers are fundamental to generating repeat business. Becoming the brand that fosters positive emotional responses is the key to sustainable success in the future.

Contact King Sixteen today for more information about the pioneering strategies we offer.

Partnerships that matter. Experiences that last.

We are a collective of event producers that work directly with national brands seeking to activate in unique markets across the United States.

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Services

Event Management & Design

Event Management & Design We are the definitive turn-key agency when it comes to live events. From galas and conventions to concerts and festivals, we facilitate every step and every vendor involved in a given project. Whether we are concepting and designing or we are arranging catering, transport or security. Our trusted staff and vendor network…

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Talent Buying & Audio Production

Talent Buying & Audio Production Booking and managing musicians or performance artists is a tricky business, especially when it comes to major label talent. King Sixteen has a wealth of knowledge and experience in this world. We have a personal relationship with numerous agents and tour managers at most major record labels and can help negotiate…

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Product Design & Fulfillment

Product Design & Fulfillment Our team is equipped to tackle any custom fabrication or merchandizing needs your project may require. We are poised to source and design a multitude of promotional items or gifts for your staff or partners. We also have the largest trusted network of fabricators to execute custom designs for any display, buildout…

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Experiential Product Launches

Experiential Product Launches Not only are we capable of bringing your brand’s vision to life, but if your brand is stuck on how to launch, display or rollout a new product or service, we are more than well equipped to concept, strategize and build this project out on your behalf with your brand identity in…

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From our blog

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…

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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…

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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.…

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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…

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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…

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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,…

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Event Management & Design

Event Management & Design

We are the definitive turn-key agency when it comes to live events. From galas and conventions to concerts and festivals, we facilitate every step and every vendor involved in a given project. Whether we are concepting and designing or we are arranging catering, transport or security. Our trusted staff and vendor network has every facet covered.

  • Catering Sourcing
  • Concept Consulting
  • Staffing
  • Floral Design
  • Stage Design
  • Venue Sourcing
  • Valet
  • Security

  • Alcohol Licensing
  • Municipal Permitting
  • On-Site Management
  • Custom Decor
  • Black Car Service
  • VIP Experiences
  • Corporate Meetings & Retreats

Large scale production with VIP guests is always a complex combo to manage. King Sixteen was responsible for all celebrity management – working closely with handlers to keep the show on schedule while accommodating hospitality riders and contracted guarantees. In addition, our team worked closely to execute all design tasks while managing vendors from install to tear down. 

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Phone: +1 707 653 KING

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Want To Throw A Memorable Event? These Hacks That Will Leave Your Guests Talking

Want To Throw A Memorable Event? These Hacks That Will Leave Your Guests Talking

The difference between a memorable event and a forgettable one always comes down to the details. And no, we aren’t talking about expensive floral arrangements or the type of ceviche you chose for passed hors d’oeuvres. Those things are nice, but they aren’t necessarily the things that will resonate with your guests at the events’ conclusion.Instead, they will primarily remember the conversations and engagements they had, along with the emotion they were left with when it was time to depart.

Let me say that again….
Your guests will primarily remember the conversations and engagements they had, along with the emotion they were left with when it was time to depart.

Ok, so let’s unpack this for the ones that don’t believe us. You could hand select every guest to optimize conversations – we suppose. But let’s focus on the other aspect that is most in control for event producers and designers, and that’s the way guests feel once the party ends. How can we positively influence their experience while on-site?

An analogy first! Porsche has been making sought after luxury vehicles for over 70 years, and they understand that the driver experience is much more than just a powerful engine. Last year, our agency launched the Porsche Taycan – the first all electric Porsche to hit the market. A significant challenge presented to Porsche engineers was how to give Taycan owners the feeling of “power” when there was no combustion engine providing feedback to the driver. In other words, the feeling of an engine vibrating and the sound of the exhaust when you push the throttle to the floor wasn’t quite as exhilarating when it was…. well… silent! The Porsche Taycan was wicked fast, but they couldn’t allow their drivers to step out of the car underwhelmed with the whole experience. Just like we don’t want guests leaving one of our events underwhelmed.

What was the solution?

Porsche built an intake-noise amplifier called a Sound Symposer. This Sport Sound device recreates the revving noise and pumps the sound and vibrations into the cabin of the vehicle creating a much more authentic experience. Boom, problem solved!

Ok, so why did we tell you that story? Because guests are sizing up your event on more than one level, and they are doing it without thinking about it. Most Porsche drivers aren’t aware of this car’s feature, but they step out of the vehicle throttled by the experience! Most guests at an event aren’t aware of the details event producers put into play – but at the end of the party they need to be left with good memories and an affinity for the experience.
How can event planners and producers do this? Here are three hacks that can significantly elevate the guest experience for your next event.

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Aroma

No one wants to walk into a party that smells musty and stale. Our noses are constantly sizing up the rooms we enter and exit. Sure, we could light a thousand candles… but we would recommend keeping things a little more subtle and nuanced. At King Sixteen events, we run essential oil diffusers in various locations.

For example, at our 2019 Kentucky Derby event with Esquire Magazine and Rabbit Hole Bourbon – we designed a rooftop lounge that was adorned with live herbs suspended above the bar. Guests could choose their spirit of choice as we snipped rosemary, thyme, and fresh basil from above. Our bartenders (Death & Co.) dipped these into liquid nitrogen and then served inside guest glasses for an elevated aroma alongside their cocktails. In this room, we countered the fresh and earthy scent of the herbs with diffusers that pumped lemon, bergamot, and tangerine into the air. This room became a sensory experience, not just a bar.

At your next event, think about aromas you can add to the space that tie into the theme or location. Have an event overlooking the ocean? Cedarwood and Ylang Ylang might go nice with some of those views.

Sound

Normal conversations happen at about 60 decibels. A decibel is a standard unit of measurement for loudness. In contrast, a blowdryer is about 90 decibels and a trombone player can reach 110 decibels fairly easily. Remember when we said your guests will remember the conversations? Well it’s a little difficult to hear a conversation if you’re trying to shout over a swing band that’s being amplified into a room at levels above 110 decibels. Understanding the type of environment you are trying to create is very important. If it’s a wedding reception or corporate cocktail mixer, you might want to make sure that the music is no more than 5-10 decibels louder than the speaking volume. If it’s a late night party with dancing and a live band, anything over 105 db will start to become quite fatiguing to the ears. You can measure this with a device called a ‘digital sound level reader’ – something you can easily obtain for under $25 on Amazon or other retailers.

Don’t give your guests a reason to escape a room or the event all together. Monitor your sound levels and guests will leave happy, not fatigued.

Texture & Touch

At this point, it should be no surprise we have moved from smell, to sound, and now to touch. As event designers we are often hyper focused on what things look like, and our guests’ eyes are doing the heavy lifting. But if you really want to provide a memorable and lasting experience to your guests, do not overlook the way things feel against skin. If you have rented out a concrete warehouse for your next product launch or pop-up concert series, you may want to consider the things you have lots of so you can create some juxtaposition. Our agency launched a timepiece for Fossil Watches, and the venue we chose had lots of flat concrete areas, with black iron fencing, and stone walls. We brought in cream colored jute rugs and suede couches to liven up some areas of the facility. Lush green plants adorned those areas with marble coffee tables and hammered bronze side tables. We also laser printed brand illustrations on 8×4 planks of baltic birch, and lined a concrete entryway for some warmth. We ordered satin black cocktail napkins with foil embossed logos, and served curated cocktails in copper hammered mugs. A custom built airstream trailer with wood floors and leather couches provided a refuge from the cavernous concrete venue area.

The things your guests will interact with will leave an impression on them. Suede, wood, concrete, paper, copper, etc. The variety in material is important, and should not be overlooked. Use these hacks on your next event, and we promise your guests will remember the details.

King Sixteen is a turn-key event design and management agency specializing in brand launches, talent buying, product sourcing and more.

Partnerships that matter. Experiences that last.

We are a collective of event producers that work directly with national brands seeking to activate in unique markets across the United States.

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Email: info@kingsixteen.com

Phone: +1 707 653 KING

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