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 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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Services

Event Management & Design

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

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Talent Buying & Audio Production

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

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Product Design & Fulfillment

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

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Experiential Product Launches

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

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From our blog

What Is an Example of Experiential Marketing?

There’s a new trend in the marketing world. Experiential marketing, or engagement marketing, is a way of organically growing customer support and loyalty through direct engagement of consumers through fun and innovative means. There are so many benefits to using this method of promotion for your business and so it’s no wonder companies across the world are adopting the strategy for themselves. What Is an Example of Experiential Marketing? The Basics Engagement marketing has customers at its heart. By engaging…

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9 Qualities to Look for When Choose Corporate Event Companies

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

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How Can an Event Marketing Agency Help Your Brand?

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

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How Do You Create Brand Awareness?

In today’s already crowded marketplace, it is more important than ever before that you have a brand awareness strategy. The goal is to get leads and customers to recognize your business and see it in a positive light while distinguishing you from your competitors. If you’re having trouble knowing where to begin with your awareness campaign, here are some ideas to get you started. How Do You Create Brand Awareness? Host Brand Events One of the best ways to build…

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10 Goals All Brand Events Need to Accomplish

Brand events are one of the most powerful ways to grow your business. Although there are multiple reasons to run an event, they are particularly useful for launching a new product, rebranding, building a loyal customer base, networking, and creating extra revenue. However, these kinds of events will only give you a good ROI if they are organized and executed correctly. For example, it’s essential to have specific targets in mind during the planning stage. Here are ten goals every…

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How Effective Is Event Marketing?

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

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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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About Us

Corporate Event Planner

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

Tyler Anderson – Senior Partner at King Sixteen

Partnerships that matter, and experiences that last.

Experiential Marketing

Product Launches

Talent Booking

Event Design

Clients

Brands we have worked with

Let’s do something amazing together…

Email: info@kingsixteen.com

Phone: +1 707-653-5464

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Projects

Event Marketing Projects

Proud To Belong

Ray-Ban

Blue Grass Motor Sport

Audi

Auto Launch

Fossil & Crosley

Timepiece Launch

Esquire & Rabbit Hole Bourbon

Kentucky Derby Event

Hermitage Grand Gala

Vanity Fair
Kentucky Derby

Let’s do something amazing together…

Email: info@kingsixteen.com

Phone: +1 707-653-5464

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Marketing & Design Agency

Our Services

Event Design & Staffing

Experiential Marketing Campaigns

Talent Booking

Product Design & Manufacturing

Photography & Videography

Custom Fabrication

Web & Graphic Design

Geo-Frame Marketing & Advertising

Large Scale Event Management

Brand Consulting

Campaign Management

Audio Visual & Sound

Our commitment

King Sixteen is committed to helping you and your brand be more effective in engaging your customers.

King Sixteen is committed to the success of your brand and business. 

King Sixteen is committed to providing the highest quality customer service.

King Sixteen is committed to understanding your brand and guidelines.

King Sixteen is committed to creating partnerships that matter, and experiences that last. 

What our partners say

Partnerships that matter. Experiences that last.

We are a collective of creatives that work directly with national brands seeking to engage their customers in markets worldwide.

Clients

Brands we have worked with

Let's do something amazing together...

Email: info@kingsixteen.com

Phone: +1 707-653-5464

This field is for validation purposes and should be left unchanged.