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How does geo framing work?

1) Create a geo frame

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

2) Trace back to Home IP

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

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

3) Deliver digital ads

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

What Brands Use Experiential Marketing?

If you have ever seen someone giving away free samples at the supermarket, then you have experienced experiential marketing. But we promise it can get a lot more interesting than that. Gone are the days when a consumer just needed to like your products. Now brands need to be relatable and show they connect with their consumers. Creating experiences is the perfect way to engage with your consumer base and make your brand unforgettable.

What Brands Use Experiential Marketing?

Experiential, sometimes called engagement, marketing can cover a wide range of events. It essentially means that the company has gone beyond traditional advertising and created something that allows the consumer to really connect with the product. Often this means putting on an event, creating an experience that enables the consumer to really interact with the product.

The list of companies using this style of branding and advertising grows longer every year. As demand grows for connection, trends change to a preference for experiences, and technology allows more innovative campaigns, more brands have seen the power of this concept.

 

The Experts in the Field (and in the Park, the Bar, and More…)

LuluLemon

LuluLemon is often considered a giant when it comes to this type of marketing. While some companies go for big, loud events to bring an awareness of and personality to their brand, LuluLemon is effective by living what they sell.

They continuously run HIIT and yoga workshops and consistently provide spaces for people to use their product for a good workout. These events promote the health and well-being that many purchasing their products are striving to achieve. And helping their customers with the shock that, stylish as they are, having the right pants doesn’t do the whole job for you.

Red Bull

Red Bull has always had its finger on the (likely fast racing) pulse in marketing. Attaching themselves to music and extreme sports, they have created a pretty cool image for something people usually use to stay up all night to write assignments and program code.

Not content to sit on the sidelines, Red Bull has had enormous success running their own events. They have created events that specifically and effectively target their own demographic. These include a zany Soapbox race that invites fans to make and race their own self-made carts. Most famously, they sent skydiver Felix Baumgartner to space for the world’s longest skydive. A pretty awesome stunt from a soft drinks company.

Netflix

Netflix is a company that is good at getting its audience. They respond to the data they collect by creating content that people want to watch. Sounds pretty simple, but a lot of other companies don’t seem to get it. They’ve applied these same skills to create some fantastic events to promote their shows and brands.

They are a fan of creating spaces that allow fans to immerse themselves in the worlds of their TV shows. For instance, Mayor Kline’s Fun Fair in Santa Monica allowed people to immerse themselves in the world of Stranger Things. Banger’s Sausage House and Beer Garten in Austin was transformed into a speakeasy to promote The Highwayman. To promote their film, Birdbox, they sent a double-decker bus around Los Angeles and Austin to invite participants on to give them some thrilling jump-scares. A pretty memorable piece of marketing.

Airbnb

It may not be surprising to learn that Airbnb is skilled at experiential marketing as offering experiences is a key section of their platform, but they’ve put on some impressive events to promote their hosting platform too.

They have teamed up with VICE and Pantone to create some unique stunning places for people to stay. Their most elaborate giveaway involved sending the lucky winners to have a sleepover with The Mona Lisa in the Louvre. This prize included a feast, private art tour, and concert in Napoleon III’s lavish Apartments surrounded by priceless artwork.

Innovators in the Streets

Zappos

Zappos experiential marketing got a lot of attention when they asked people to give up free cupcakes. They partnered up with Google and followed a Google van giving away free cupcakes in exchange for selfies. Their station then offered a chance to exchange these cupcakes for goodie bags from their brand.

Videos of people hesitantly handing over their delicious-looking cupcakes to what is essentially a guy in a box are pretty hilarious and gained attention. They did receive nice sunglasses and watches in return. We may have stuck with the cupcake though.

Misereor

This one required a lot of coordination but was a pretty special “Social Swipe” Billboard: interactive billboards that you could use to donate $2 at locations such as airports and shopping malls. They would feature things like a loaf of bread you could ‘slice’ with your card and know that money was donated to feed people.

The company fighting poverty found a new way to make people care to donate. Misreor capitalized on the fact that we never carry cash anymore, and tapping or swiping our cards is no longer strange.

Oreos

Oreos put together a delicious and creative innovation with 3D-printed Oreos. Oreo partnered with Maya design at SXSW for this stunt. They utilized a lot of current technologies to create their experience.

Those visiting the Oreo Lounge could choose from 12 creamy flavor combos, and their cookie would be ready in under 2 minutes. It’s a lot more tech involved than just pulling one from the wrapper but very clever marketing.

Creative Campaigns

WestJet

WestJet received thousands of views on their heartwarming “Christmas Miracle” campaign YouTube video. They had asked passengers about to step on a flight what Christmas presents they would like.  While the flight was en route, staff rushed to buy those exact gifts and deliver them to guests at the baggage carousel.

The passengers were pretty surprised to see the gifts they had asked for actually appear. There were widescreen TVs, Android tablets, Galaxy Phones, and more. There was also one guy opening a packet of underwear and socks, who probably regrets that he didn’t go a bit bigger. Not hard to see why most of these folks would have a strong attachment and want to book WestJet again.

Casper

Casper has been doing a pretty good job making some excitement out of marketing mattresses. Something many would consider a pretty mundane purchase. They got people talking with their clever marketing at the annual South by Southwest Festival in Austin, Texas.

This particular year the usual shortage of hotel rooms was worsened by a flight-canceling snowstorm. Casper teamed up with Standard Hotel’s One: Night app to provide cheap hotel rooms for people. Of course, they fitted those hotel rooms with a Casper mattress. There were also plenty of extras added on, including the option to call for a bedtime story and have someone tuck you in!

Coca Cola

Coca-Cola offered free James Bond movie tickets from a vending machine at a train station in Antwerp, Belgium. The catch was that you had to get to another vending machine on another platform in seventy seconds. Along the way, they had strategically placed obstacles to get through.

Video of the stunt quickly went viral. This fun and adventurous giveaway created good publicity for both Coca-Cola and the new James Bond film.

Mistakes Have Been Made

Although using experiences in marketing is a great strategy, it is important to know what you’re doing. When interacting with your consumer base, there’s a lot to think about and a lot that can go wrong. Our article wouldn’t be complete without talking about some of those disasters.

 

Dr. Pepper

Dr. Pepper had a fun-sounding campaign with a large-scale treasure hunt for people across the city. The prizes were pretty big, too. One gold coin would get the claimant ten thousand dollars in return.

It’s all fun and games until someone buries a coin in a cemetery. Hard to see exactly how no one could see the upcoming disaster. The city pretty quickly closed off access to the site as players started to descend; as you might expect, they were pretty concerned about the cemetery being desecrated as people tried to find the valuable coin. Dr. Pepper: “What’s the worst that could happen?”

Jagermeister

Well, Jagermeister really did mess up by accidentally poisoning those attending their event. In Leon, Mexico the folks running a pool party decided the event would be super cool if they poured liquid nitrogen over the pool to create a smoke effect.

Shockingly, these party planners were no experts in chemistry. What they did not realize was that liquid nitrogen combined with chlorine creates a toxic reaction. The fumes that rose from the pool caused several people to fall ill.

Snapple

Snapple created a fruity flood all down the center of New York in a disaster you would think would be easier to spot coming. They decided to create a 25-foot-tall, 17½-ton frozen version of their drink as a downtown stunt.

As it was a hot summer’s day, and the giant popsicle quickly started to melt. Firefighters had to close off city streets to clear up the mess as would-be onlookers fled for higher ground.

As you can see, experiential marketing is all around with many large brands trying their hand in creating engaging events to promote their brand and engage their consumers. When you get it right, it can be very effective in creating a positive memory and link to your brand with customers. If you would like to learn more and get professional help engaging your clients, talk to King Sixteen today.

What Does an Experiential Marketer Do?

Experiential marketing means putting a whole event together that represents brands and engages consumers. As you can imagine, that involves a lot of work. An experiential marketer needs creativity, organization, people skills, and a lot of energy. They also need to have an exceptional understanding of the market and what people want from a brand.

You can think of it in terms of putting together a film. There needs to be an idea, someone with a vision. A production stage with many hands working together to achieve the goal. Distributing the concept to a wider audience follows. Someone yelling “action” is completely optional.

What Does an Experiential Marketer Do?

The Idea Stage

This is where the marketer can really shine in creating amazing ideas for their brand, but it takes a lot of work.

Market Research

It might sound pretty obvious, but knowing the market is a big part of the success here. Understanding the brand you are working with and the demographic they want to target is the key to succeeding in experiential marketing.

A wonderful idea that doesn’t match a brand’s demographic will cause carnage and potentially ruin the client’s image. A wonderful idea that doesn’t do what the client wants it to do is unhelpful. A wonderful idea that costs too much is probably not all that wonderful an idea.

Having marketing knowledge is the foundation top putting together a good experience. There are fundamental dos and don’ts. A marketer creating these experiences needs to understand the underlying concepts about client bases and what consumer groups respond to. You do not want someone who has skipped their schooling here. A good team will do their research before planning an event.

 

Working With the Brand

Do they want to target new clients or existing ones? What do they hope to get from this event? Are they happy to pair up with other brands? What should this campaign say, or not say, about them? Sometimes clients might not even know the answers to these questions, so working it out in the early stages is really important.

Clear goals are what we want here. Really understanding the brand, what they represent, and who they want to target. For experiential marketing, the team involved needs to work closely with their client and be skilled in understanding their needs. Putting everyone on the same page. Reading from the same hymnsheet. Synergising. All the cliches.

 

Brainstorming

In this kind of marketing, innovation is everything. A good event strives to be memorable. This is what successful experiential marketing does. Consumers should come away thinking of the brand in a fresh new light and wanting to engage further with them. A lot of marketing revolves around connecting with consumers. However, in this industry, the work involves a lot more than just creating a successful Insta post for people to click and like.

Even giving away free stuff can fall flat if it feels tired and jaded. And no company wants it to look like they can’t even give their product away. It is acceptable to use similar tactics, such as getting people to pose for a photo or giving away product samples. However, a marketer needs to put a unique spin on their version of the event that will really show off the value of a product. The experiential marketing team is the architect behind that idea.

Getting the Word Out

Party planning 101. If you want people to turn up to you’ve got to invite them. This work involves getting all across the brand’s social media so that everyone and their sister knows about the incredible event you are putting together and wants to join in.

This side of the job puts us back in the more traditional marketing territory of understanding social media. Of course, some events will be private and there isn’t a need for this. Some, however, need a deft hand to get the word out to the relevant demographic so that they can turn up to engage with and promote the brand.

 

Event Planning

Of course, actually planning the event is a key part of the job. Depending on the type of event or experience, this could mean a huge number of things. So an experiential marketer has to be flexible and ready to liaise with a huge amount of different companies to set the event up successfully.

Of course, there are the boring sides of liability insurance, health and safety, and adequate facilities to think about too. In this role, checking every box and dreaming up every possible scenario is critical to ensure an event runs smoothly. When representing a brand, there is no room for error.

To further crash the dream party, there are the harsh realities of a budget. Every campaign needs to work within the confines of the budget set for the project. Of course, giving away a free iPod to customers is probably a great way to get them to love a brand, but the job here is to get a little more creative with the funds. This means thinking creatively to really get the most out of any set budget.

The Production Stage

Leading Events

Here is where the action happens. Experiential marketing can mean anything from a small giveaway to a full-scale concert. Depending on the event, the logistics can get very complicated. A good experiential marketing team needs to be able to handle a wide variety of different tasks.

Keeping guests and venues happy, organizing catering, decorating locations, managing equipment, and coordinating staff are just some of the many things to have a handle on. On top of that, should any issues arise on the day, they need to be smoothly and calmly sorted out.

As with any event planning, days can be long and incorporate many different skill-sets. Staying calm under pressure is another required feature of a great event marketer. However, there is no better feeling than pulling off an incredible event that represents the client wonderfully.

 

Filming Events

In many cases, if the company is putting together something unique, entertaining, or endearing, they are going to want the rest of the world to see it. Sure, you can put on a fun show for a handful of people in one city on one day, but why not show everyone else?

If you impressed the people who directly engaged, you’ll want to make sure that emotion can translate through to some great footage. Maybe onlookers will film it themselves. But a good experiential marketing team will ensure that there is professional footage too so that anyone with access to YouTube can also see what an amazing event the brand held.

The Distribution Stage

Showing Off the Event

If the event was filmed, that film needs to get out into the world. Working across different platforms, experiential marketing teams will work to showcase their footage. This involves making sure the footage is well-edited and represents exactly what the company wanted. Well-edited footage of a great brand experience can then be seen by thousands of possible or existing customers.

Brands have huge success with experiential marketing when the video goes viral. A heart-warming scene of a surprise giveaway can go pretty far online. And that is excellent news for the brand behind that heart-warming video. A marketer who has an excellent understanding of just how to do that will return even more on investment for their client.

Analyzing Reports

Obviously the most fun part of any job is analyzing the data. Okay, maybe not, but it is very important. You need to know if your campaign works. Tracking sales or engagement with a brand can give an insight into how well the campaign you put together performed.

There are many indicators that a brand event has gone successfully. Sometimes it can be as obvious as tracking sales. Other times it might be looking at sign-ups, gauging customer responses, looking at how long people stayed, or monitoring social media buzz. Another aspect of the job is to know which of these factors matter and what you are expected to deliver.

There’s often a large investment in these kinds of events. Any good experiential marketer will do the proper research to know that they are returning on that investment. Their work will improve the image, reach, or sales of their client. When things haven’t gone completely right, it is important to know why and what happened. And when they have gone right, it’s nice to know just how right and learn from that too.

Need Help?

So, what do experiential marketers do? The answer, as you can see, is a lot. Taking a brand, understanding them and what they want, all the way to forming an idea and executing it flawlessly. It’s a huge responsibility and can really boost a business’s performance when done right. Certainly, any brand wants the right team behind them when they want to pull this off.

At KingSixteen we have an experienced and accomplished experiential marketing team. We work hard to perform all the tasks mentioned above and love doing it. If you would like to talk to us about the vision you have for your brand call KingSixteen today. We would love to discuss and design the perfect event for your brand.

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.

Proud To Belong

Proud

to belong

PARTNER

Ray Ban

SERVICE

Experiential Marketing
Custom Fabrication
Staffing

Unique paths and universal emotions: the Ray-Ban #ProudToBelong campaign spotlights the human moments that connect us and let us find our sense of belonging. Our agency was tasked with concepting, creative design, fabrication, and staffing of their 2019 key accounts campaigns. 

Activation Concepting

Our agency pitched a custom Polaroid rig that would showcase the brand while providing interactive utility for consumers.

Rather than a static individual taking handheld Polaroid shots for guest keepsakes, we devised a portable and branded system that featured both campaign collateral, Bluetooth triggers, and reflective black acrylic top so customers could try on new frames seamlessly. 

Device ID Targeting

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

Design & Fabrication

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

Audi

Audi x

Bluegrass Motor Sports

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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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