Experiential Marketing Event
Generate brand engagement, memorable experiences, sharable interactions and achieve objectives with Experiential Marketing Event ideas
Experiential Marketing Event is the engagement of consumers with physical interactive brand experiences to achieve company objectives.
It can integrate brand activation elements (e.g. sampling, demonstrations, etc.) and/or consist of brand-related participatory experiences.
Ideally experiential marketing activities enhance the intended brand message and actionable influence consumer behavior.
ALT TERRAIN specializes in helping agencies and companies design and execute a wide array of experiential marketing events.
Influencer marketing, public relations and content creation are typically integrated into experiential marketing activations to increase reach and effectiveness.
Experiential Marketing Events can be designed for a single location activation, a few cities simultaneously or as a national tour.
Our speciality is transforming outdoor locations into enjoyable, purposeful and sharable experiential marketing events that achieve specific brand objectives.
The primary benefits of experiential marketing events are:
1.) Getting consumers to participate in a brand initiative
2.) Introducing the brand to new target consumers
2.) Maintaining relevancy among existing consumers
3.) Incentivizing product purchases
4.) Capturing content of people interacting with brand
5.) Inspiring consumers to digitally share their brand experience
6.) Gathering unique insights through physical interactions with consumers
7.) Leverage influencers, press and/or spokespeople as part of experiential marketing events
8.) A way for brands to standout in a competitive, crowded, limited-attention world
ALT TERRAIN equipped to handle all your experiential event needs:
1.) Event activation ideas to enhance brand positioning and accomplish goals
2.) Consumer experience architecture and planning
3.) Event asset planning, production and branding (e.g. tents, stages, brand booths, banner flags, A-frames, gobo logo lighting, etc.)
4.) Consumer interaction activities (e.g. step & repeat, prize wheel, lounge, photo props, etc.)
5.) Location scouting, negotiation and contracting
6.) City, festival or private property permit process
7.) Event assets storage, transport and installation
8.) Onsite event management
9.) Securing and training onsite event brand ambassadors
10.) Brand ambassador outfits and props
11.) $1-5MM liability insurance certificates (required by cities and property owners)
12.) Event security and crowd control
13.) Videographer and photographers
14.) Production of consumer giveaways
15.) Performer, press, celebrity and influencer handlers and management
Locations often available for a permitted Experiential Marketing Event are:
1.) Public Sidewalks
Select cities issue permits for sidewalk marketing activations. Allocated spaces are often curbside, typically 20-40′ wide and 4′ into the sidewalk from the curb. Often promotional vehicle parking permits are paired up with sidewalk marketing activations to create a larger brand presence. Lead-time to properly plan and secure permits for sidewalk marketing activations is often between 4 to 6 weeks.
2.) City Pedestrian Plazas / Islands
Often cities have designated outdoor, public access areas for companies to execute large brand experiential activations. Pedestrian plazas and islands typically offer between 1,500 and 3,000 sq. ft. for experiential marketing events. Lead-time to properly plan and secure city event permits is often between 4 to 6 weeks.
3.) Parks / Beaches
Select cities allow for companies in to implement experiential marketing activations inside parks and on beaches. When activating at city parks and beaches experiential marketing events, more often than not, need to have a strong public benefit element (something that enhances people park or beach experience) to secure permit approvals. Lead-time to properly plan and secure permits for park and beach marketing events is often between 6-9 weeks.
4.) Privately-Owned Outdoor Public Spaces
In many cities such as there are privately owned locations available to brands for experiential marketing activations. These locations are typically adjacent to public sidewalks and managed by office buildings or outdoor malls.
Private and pubic festivals are quite common approach to implementing experiential marketing activations. These can range from music to beer to family-themed festivals. Most cities have dozens to hundreds of festivals, concerts, or events available for brand activations.
6.) Venues / Storefronts / Malls
This often encompasses marketing activations occurring inside storefronts (e.g. pop-up shops), malls and/or nightlife venues open to the public. When indoor they can be one-night event or an monthlong experience. When experiential marketing events are indoor they can be one-night event or an monthlong pop-up shop experience.
We’re big believers in Experiential Marketing Events in all it variations as it lifts brands up in competitive environments, brings brand message to life in ways to establish long-lasting consumer relationships.
Contact ALT TERRAIN for experiential event marketing activation ideas, location fees, production rates and company examples.
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