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.

10 Goals All Brand Events Need to Accomplish

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

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

10 Goals All Brand Events Need to Accomplish

1. Generate Buzz

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

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

Social Media

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

Website Optimization

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

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

Email Marketing

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

Event Apps

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

2. Sell Tickets

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

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

3. Increase Brand Awareness

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

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

4. Inform People About a Product or Service

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

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

5. Create a Memorable Experience

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

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

8. Make Money

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

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

9. Generate New Leads and Customers

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

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

10. Garner Trust in the Marketplace

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

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

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

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

How Effective Is Event Marketing?

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

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

How Effective Is Event Marketing?

An Authentic Buyer Perspective

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

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

Identify And Engage with Potential Clients

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

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

Build and Strengthen Customer Connections

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

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

Increase Engagement with Social Media

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

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

Measurable Return on Investment

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

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

Improving Your Event Strategy

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

Create a Welcoming Experience

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

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

Educate Your Attendees

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

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

Consider the Attendee Perspective

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

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

Time for a Change

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

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

How Can Experiential Marketing Help Retail Businesses?

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

How Can Experiential Marketing Help Retail Businesses?

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

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

Why It Works

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

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

Giving Customers What They Want

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

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

A Few Statistics

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

Real-Life Retail Examples

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

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

Crafting a Vibrant Landscape for Consumers

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

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

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

The Benefits of EM for Retailers

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

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

Build a Sense of Community

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

Stand Out

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

Gain Media Attention

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

Why Your Brand Needs EM

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

Improves Customer Acquisition

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

Increases Purchase Intent

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

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

Creates More Value for Consumers

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

What EM Is Not

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

A Synonym for Event Marketing

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

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

A Solution That Can Be Developed Without Effort

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

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

How to Hold a Corporate Event in 2021

How to Hold a Corporate Event in 2021

Event planning can be exciting but highly stressful. Booking the venue and choosing decor barely scratch the surface in the many tasks that demand your attention. You must also consider the budget, the event’s goals, entertainment for guests, and sponsorship. Rather than take risks with the big day, you can team with a corporate event company that can assist with staffing, theme, logistics, and more.

How to Host a Corporate Event in 2021?

Hosting a corporate event today may seem next to impossible, but it simply requires more diligence than in years past. This starts with following guidelines intended to protect you, your guest speakers, and your visitors.

For instance, ask the hosting venue for a flexible cancellation policy. You can then postpone the event in case Covid-19 infection rates dramatically increase. Calculate how close to the event date you can reasonably cancel speakers and alert guests to the change in plans, and communicate this information to the venue. If you choose to work with a corporate event company like King Sixteen, your representative can handle these negotiations for you.

Take Covid-19 Precautions

What was once a precaution is now a way of life. That’s why on the day of your event, you should request attendees undergo pre-entry temperature checks and complete health survey forms.

But these forms don’t have to be manually filled in. SMS-based technology sends attendees automated daily screenings via text message. This highly efficient method allows you to track important health data and keep in-person events safe. And if an outbreak occurs, you can easily send alerts to attendees so they stay informed.

Testing and Cleaning Standards

It’s smart to contract with a provider who offers rapid on-site testing for guests before they enter the event. These tests can be processed in as little as 10 minutes. They also ensure your audience feels comfortable attending and entering the event. More than a passing trend, this behavior shows you’re doing your best to provide a safe gathering environment.

Event speakers, staff, and vendors must be subject to the same standards as visitors. Maintain a distinct set-up area for these folks to reduce contact with guests. If your event is indoors, briefly close the event space between sessions for proper cleaning and sanitization. Be sure to disinfect all equipment, including speakers, microphones, and other touchpoints.

Opt for Wearable Tech

You might be thinking touchscreen registration is sufficient for your event registration, but new technology developments have made this all but obsolete. Today’s hosts are taking advantage of digital scanners that pair with wearable tech like smart badges and wrist bands. These incorporate RFID technology that promotes crowd control and provides additional contract tracing.

Let’s say that in a worst-case scenario, an attendee or event staff member tests positive for Covid-19. Wearable tech can provide a list of attendees who were near this person and direct them to stop the spread as quickly as possible.

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Implement Mitigation and Guidance Strategies

In the event area, institute one-way aisles and ask event staff to help control traffic. You’ll also need signage that reminds attendees to engage in safe practices like frequently washing hands, social distancing, and wearing masks in accordance with state and local laws. This same signage should identify the common symptoms of Covid-19 and instruct attendees what to do if they start feeling ill.

With that said, you’ll need a station where guests and staff can go if they exhibit any symptoms of Covid-19. This allows you to actively track people who may be infected and direct them to go home.

Keep the Event Space Safe

Implement a firm no-handshake policy at the event and remind guests of this policy on your signage. Throughout the day, adjust indoor airflow using ozone air purifiers and open windows; these measures will keep the air fresh and reduce the risk of contagion.

Weigh Your Food and Beverage Options

You have a few different options when it comes to providing a safe food and beverage experience for guests. Catering allows you to work with an experienced professional who will take the enhanced safety measures you request, such as packaging and wrapping food orders individually to maximize protection.

Many caterers will even drop-off orders so you don’t have to go into a facility for pick-up, and a corporate event company like King Sixteen can make these arrangements for you. Alternatively, you might opt for server-attended stations with staggered meal times to avoid crowding. To-go containers should also be provided so attendees can eat outside or in other private areas if they feel more comfortable doing so.

Outdoor Versus Indoor Events

Many people are choosing to host outdoor rather than indoor events, and with good reason. Scientists support this move, saying outdoor spaces are much better for battling stubborn viruses and protecting public health.

Most documented coronavirus clusters have been linked to indoor environments like restaurants, nursing homes, and meatpacking plants. But we haven’t seen outbreaks from spaces where sunlight renders Covid-19 less viable, distancing is easier, and breezes help disperse airborne particles.

Outdoor Considerations

You want to choose a roomy venue for your outdoor event, one where elbow room is no problem. Also, consider the weather and how it will affect your guests. If it’s hot and sunny on the big day, you’ll need a venue with plenty of shade. Trees and protective structures also come in handy in the rain.

Speaking of which, you’ll need to pay attention to the forecast in the days and weeks leading up to your event. Have disposable ponchos ready to provide to guests if precipitation is expected. Visors or hats are a nice touch if the sun is going to bear down. You’ll also need to know the venue’s rules and regulations before proceeding full-throttle with your planning. Specifically, you’ll want to ask questions regarding:

  • Maximum capacity
  • Fire and safety codes
  • Noise restrictions
  • Outside catering policies

Give Attention to Every Detail

Armed with this information, you can set the date and get down to details. Although you won’t be indoors, you’ll still need to consider a floor plan. Identify where the speakers, presenters, and/or vendors will be and provide clear paths between them. Make access to food and restrooms easy, and ensure walking areas are wide enough for everyone to navigate comfortably.

Outlets are likely to be scarce at an outdoor venue, so plan for electricity. Wireless chargers and power banks will give life to mobile devices, but you also need to power microphones and speakers for keynote speakers. King Sixteen can provide solutions to these common concerns.

Plan on Using Tents

At an outdoor event, you have no ceiling to contend with and can therefore use the space as you want (within reason). This means big, bold, and extravagant tents for registration and food. You can likewise use colorful outdoor banners and yard signs to easily guide attendees.

Have Plenty of Hand Sanitizer Available

Any corporate event company worth their salt will tell you to have bulk quantities of hand sanitizer at your outdoor event. Bathrooms are less accessible than at indoor events, meaning it’s harder to frequently wash hands. You should therefore keep several bottles of sanitizer in the food and refreshment tent and other common areas. Make sure the sanitizer contains at least 60% alcohol and consider pairing this with hand wipes for additional cleaning.

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Product Giveaways

Attendees love attending events and walking out with free products. Whether you choose to host your event indoors or out, you should have product giveaways lined up. And use these goodies when promoting your event; they show guests that you’re serious about providing both information and value in the day’s festivities.

Some of the most common giveaways include earbuds, selfie sticks, and Bluetooth headphones. But you can also focus your giveaways on the theme of your event, such as health or technology. Fitness mats, exercise bands, and yoga blocks make for great health products. Likewise, technology giveaways might include useful items like power banks and phone stands. For seasonal items, consider:

  • Umbrellas
  • Mini fans
  • Picnic blankets
  • Folding chairs
  • Ice scrapers
  • Hand warmers
  • Touch screen gloves

Swag Bags

King Sixteen has worked with brands like Coca-Cola and Audi, so we know a thing or two about swag bags. The key here is to give attendees items they’ll appreciate, not a keychain or other trinket that gets tossed into a drawer and forgotten about.

Offer reusable bags with your logo on the front and place inside items like screen cleaners, hand sanitizer, quality hand lotion, and lip balms. Add a face mask attendees can use if they choose while at the event. And, finally, include information about your company’s services.

AV Equipment

Without the right AV equipment, your event’s entire message will get lost. You should plan on having a laptop loaded with all of your audio and visual files, a microphone, and a projector. Opt for a high-quality speaker system that allows all attendees to hear you and your presenters. If you work with a corporate event company, they can recommend the best equipment for your needs. They’ll also remember to bring all the connector cords you need.

Reasons to Work with a Corporate Event Company

Speaking of an event planner, now is the right time to mention they can make your life significantly easier – and ensure your event is a huge success. They have friends skilled in every industry from photography to catering and can coordinate vendor attendance at your event. These partnerships can also help you save money; an event planner is more likely to get a discount on services than if you try to go it alone.

Professional planners additionally possess fine-tuned organizational and time management skills that help them pull things together without a hitch. They’ll develop a timeline, ensure deposits are paid, and communicate details to the staff so everyone knows exactly what they need to do on the big day. And experienced planners like King Sixteen will make your vision a reality. We’ll craft a creative, memorable experience that matches your company’s culture.

If you’re planning a business event, you likely have stringent objectives to achieve. Maybe this is a charity gala, trade exhibition, conference, client gathering, or product launch – each of which comes with unique goals you need to manage in addition to the event’s details. Let us handle every task, from start to finish, to ensure a clever event with smart, personal touches. Contact King Sixteen and start the planning process today.

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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Let’s do something amazing together…

Email: info@kingsixteen.com

Phone: +1 234-567-8900

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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.

Clients

Brands we have worked with

Let’s do something amazing together…

Email: info@kingsixteen.com

Phone: +1 707 653 KING

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