What Is an Example of Experiential Marketing?

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

What Is an Example of Experiential Marketing?

The Basics

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

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

Classic Campaigns

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

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

Recent Developments

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

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

Advantages Over Traditional Marketing

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

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

A Modern Campaign

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

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

Other Methods

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

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

Smaller Examples

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

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

Online Campaigns

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

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

More Benefits

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

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

Press Coverage

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

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

Engagement Marketing for You

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

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

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

9 Qualities to Look for When Choose Corporate Event Companies

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

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

9 Qualities to Look for When Choosing Corporate Event Companies

1. Experience

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

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

2. Portfolio

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

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

3. Versatility

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

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

4. Creativity

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

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

5. Commitment

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

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

6. Pricing

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

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

7. Tech Know-How

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

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

8. All Round Service

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

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

9. Quality Talent Buying

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

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

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

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

How 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.

Read our other articles

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.

Our past projects

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. 

Clients

Brands we have worked with

Let’s do something amazing together…

Email: info@kingsixteen.com

Phone: +1 707 653 KING

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

What Is Experiential Marketing?

What Is Experiential Marketing?

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

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

Experiential Marketing

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

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

The Basics

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

Benefits Over Traditional Marketing Strategies

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

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

Personal Investment

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

Read our other articles

Positive Association

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

Connection Between Product and Emotion

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

Viral Marketing and Share-Ability

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

Standing Out Among Competitors

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

Experiential Marketing in Practice: Some Examples

Showcases and Pop-Up Experiences

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

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

Workshops

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

Single-Person Events

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

Direct Marketing

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

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

Outside-the-Box Ideas

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

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

Hallmarks of a Great Campaign

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

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

Clear and Actionable Goals

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

Tell a Story

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

Humanize Your Brand

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

Promote Social Media Engagement

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

Lead Generation and Follow-Up

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

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

Measurable Outcomes

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

Checklist for Kick-starting Your Own Campaign

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

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

Brainstorm and Gather Information

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

Know Your Customer Base

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

Understand Your Goal

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

Engage Multiple Senses

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

Work With Industry Professionals

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

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

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

Partnerships that matter. Experiences that last.

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

Clients

Brands we have worked with

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…

Continue Reading Event Management & Design

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…

Continue Reading Talent Buying & Audio Production

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…

Continue Reading Product Design & Fulfillment

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…

Continue Reading Experiential Product Launches

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…

Continue Reading What Is an Example of Experiential Marketing?

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…

Continue Reading 9 Qualities to Look for When Choose Corporate Event Companies

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.…

Continue Reading How Can an Event Marketing Agency Help Your Brand?

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…

Continue Reading How Do You Create Brand Awareness?

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…

Continue Reading 10 Goals All Brand Events Need to Accomplish

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,…

Continue Reading How Effective Is Event Marketing?

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

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

Homepage

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.