EXPERIENTIAL EVENT MARKETING and Why It Rocks!
Give people a brand experience that they'll remember forever
Participatory event marketing transforms people into brand advocates
Livestream your experiential event to reach thousands more people
Experiential activations help companies standout in a competitive environments
Generate content of people engaging with your brand
Track your impact with Net Promoter Score, event promo codes, and social media
What is an experiential event marketing?
An experiential event is defined as a stand-alone live marketing activation to engage people with tangible brand experiences, at a specific location, to achieve company objectives.
Often brands and agencies utilize other terms for experiential ranging from brand activations to live marketing to event experiences.
Event activations typically include brand demonstrations, product sampling, participatory experiences, and digital integrations.
Experiential marketing events occur outdoors, inside venues, at festivals, sports arenas, and a host of other locations.
These type of events attract attention, engage people, bring your story to life, plus directly influence brand attitude and purchase behavior.
Experiential events are utilized by Business-to-Consumer (BTC), Direct-to-Consumer (DTC), Business-to-Business (B2B), nonprofits, and healthcare companies.
Experiential marketing events can be designed for a single location, a few cities simultaneously, or as a national tour.
Interestingly enough, experiential activations encompass both outbound and inbound marketing tactics.
Social media, influencer marketing, livestream, and phygital elements play an integral role in creating desired outcomes.
Experiential event marketing strategy checklist:
1.) Outline your goals
2.) Develop story-centric, multi-sensory ideas people will get excited about
3.) Design your experiences inherently infuse your brand theme
4.) Scout and secure locations where your audience commutes, shops, or socializes
5.) Allow 2-3 months for permitting and production
6.) Develop event elements that get noticed from afar and spark interest
7.) Build-in participatory and shareable into each experience
8.) Budget for build-outs, storage, transport, installation, uninstall, and disposal
9.) Review experiential marketing safety protocols and plans for your specific event
10.) Ensure the insurance covers the public, brand, location, and staff
11.) Integrate influencers, livestreams, and press coverage
12.) Deploy videographers, photographers, and social media specialists
13.) Promote the experiential activation via geo-targeted social media buys
14.) Leverage content from the experiential event every which way you can
15.) Measure everything, and apply insights to future events
ALT TERRAIN provides the following experiential event services for agencies and companies:
1.) Story-centric experiential concepts to accomplish specific goals
2.) Brand experience planning and design
3.) Event asset production (e.g., Instagrammable displays, tents, stages, booths, lighting, etc.)
4.) Consumer-brand activities (e.g., games, prize wheel, Instagramable installations, etc.)
5.) Event location scouting, negotiation, and contracting
6.) City or venue permit process
7.) Event assets storage, transport, and installation
8.) Onsite management
9.) Securing and training brand ambassadors
10.) Brand ambassador outfits and props
11.) Liability insurance certificates (required by cities and property owners)
12.) Event safety, security, and insurance
13.) Videographer and photographers
14.) Production of marketing materials and giveaways
15.) Performer, press, celebrity, and influencer handlers and management
16.) Track impressions, engagements, feedback, KPIs, and CPIs
Experiential marketing event offers brands endless opportunities to connect with people throughout the customer journey from attraction to conversion.
At ALT TERRAIN, we keep environmental and social sustainability top-of-mind when planning events.
Environmentally, we utilize recyclable, eco-conscious materials whenever possible, plus donating one-time-use outfits and furniture to local charities.
Social sustainability event strategies surround safety, fairness, wellness, diversity, and fair labor practices.
Contact ALT TERRAIN for experiential marketing event ideas, strategies, pricing, and examples.
Experiences make it memorable!
EXPERIENTIAL EVENT FAQ
An experiential event is a form of marketing giving companies the ability to bring a their brand to life via engaging sensorial experiences; sight, smell, touch, listen, learning, movement, and feeling.
Experiential marketing events are valuable as, if done well, they build enduring relationships between people and brands.
People remember in-person experiences far more than any other type of brand marketing.
Positive physical interactions are proven to influence people's brand perceptions and purchase behavior, plus turn people into advocates.
Overall, experiential events are a smart marketing investment as it delivers on about every brand goal; awareness, interest, engagement, advocacy, leads, content, insight, and sales.
An experiential marketing event strategy views activations as a way to bring a brand's story, message, and benefits to life.
It is people-focused and goal orientated.
The best experiential marketing event strategies are stimulating, participatory, educational, and joyful for your desired audience.
In short, experiential marketing strategies guide a brand's event selection, ideas, interactions, and desired outcomes.
An experiential marketing event ranges from $25,000 to $250,000 depending upon the size, scope, location, and duration.
With the high cost of producing an experiential event, it is essential to leverage it in every way available to a brand; promotion, influencers, social media, etc.
For a complimentary proposal, contact ALT TERRAIN with your brand goals.
Experiential marketing events are measured in a multitude of ways; here are the top seven:
1.) Assess event promotion exposure
2.) Count onsite event impressions, attendance, and engagement
3.) Track sales via event-specific promo codes
4.) Survey social media coverage and engagement
5.) Quantify sign-ups, contest entries, and social media follows
6.) Measure the impact of influencer integration
7.) Survey people before, during, and post-event via Net Promoter
Overall, measurements are tailored to your brand's specific KPIs or goals.