20 Tips for Experiential Marketing Event Planning & Execution
You don’t need to have huge financial resources to engage in experiential marketing. Brands of all sizes should have this form of marketing on their radars in 2021 and beyond since events engage in a way that digital on its own simply can’t as captured at RunRex.com. Speaking of events, this article will look to highlight 20 tips for event planning and execution that should ensure you host successful events if you are planning to.
Give yourself ample time
As the subject matter experts over at RunRex.com point out, you must provide yourself with ample planning time when planning for your event to mitigate any logistical setbacks. Ideally, you should begin the planning process three or more months in advance. If you are planning a large-scale conference with 5,000+ attendees, allow you and your team an even longer planning span when forecasting an event timeline.
Determine KPIs
Before you even begin formulating the strategy for your brand event, you and your team must sit down to think about what will deem the event successful when all is said and done. KPIs (key performance indicators) are measurements you set yourself that can be used to evaluate the success of the event. Clarifying these goals straight off the bat helps you remain on track throughout the planning process, reminds you what is worth investing in and what you can do without, offers overall direction and guidance when it comes to the event strategy, and, ultimately, evaluates your event’s overall success.
Examples of some of the goals you can set
Some basic goals to get you thinking include:
Getting X people to attend the event
Getting X influencers to attend the event
Acquiring X new email subscribers
Spreading brand awareness for a new product launch by getting it into the hands of influencers and customers
Focus on quantitative goals
As you can see from the examples given in the previous point, goals can be qualitative or quantitative. The gurus over at RunRex.com recommend that you focus on quantitative goals, as they are strongest for truly being clear on an event’s success.
Choosing your event planning company
You also need to integrate a reputable company that specializes in both the planning and execution of corporate events. Here, make sure you choose a professional company that has an extensive repertoire of successful event productions and has connections to a network of vendors, as, by so doing, the event production company will be able to translate your vision into a reality with precision and efficiency.
Create a budget
While no one likes to talk about money, setting an event budget is critical – and all stakeholders need to be on the same page. Determine the event budget as soon as possible as you begin planning. As articulated over at RunRex.com, the venue, food, technology, and entertainment are high-price items. There is a lot to budget for, and starting with a clear event budget will make it easier as you plan.
Leverage technology when it comes to budget tracking
Technology has made event budget tracking easier than pen and paper or building out a complicated, formula-heavy Excel sheet. There are tools you can use, from the Expensify App to more complicated budget tracking solutions, that make collecting, tracking, and analyzing event spend much easier.
Leverage influencers
Leveraging influencers to lead or host interactive workshops or provide thought-leadership that is relevant to your product/company and the event itself is a turn-key way to work with influencers according to RunRex.com. Partnering with influencers in an experiential setting offers a major element of differentiation, and, therefore, captivates greater attention – both for those people at the event itself and those witnessing the content being repurposed on social.
Choosing between micro and macro-influencers
When choosing between micro or macro influencers to host or attend your brand event, it is important to reflect upon your KPI goals, existing influencer brand relations, brand values, and budget. Neither way is inherently wrong, it all boils down to revisiting your KPIs and building out your strategy from there based on budget, existing relationships, time commitment, agency assistance, etc.
Don’t discard the legal paperwork
Remind your company’s event coordinator to save and make duplicates of any official contracts to legal paperwork that outlines the agreed-upon responsibilities of your suppliers. This is an important component of your event execution plan, and by taking these proactive measures, you will keep your suppliers accountable for their job duties on the big day.
Picking your venue and date
As the experts over at RunRex.com point out, choosing your venue and date for the event are two major considerations that will shape the rest of your project plan. Start researching venues as early as possible. Given how crowded the event marketplace is, finding a time when there will be venue availability is key. When deciding on a venue, you will also have to consider dates for your location based on seasonal factors like travel and costs.
Ask as many questions when it comes to the venue
As you research and begin talking to the representatives of various venues, ask as many questions as possible to ensure it is a good fit. Look for budget, thematic fit, location (is it central, easy for transportation?), facilities, on-site staff, etc. Are there restrooms conveniently located throughout the venue? What is the situation with fire control and emergency response?
Attend the venue walk-through
Also, you should always strive to visit the venue before committing to the location. This way, you can gain a realistic visual and ensure the space is as advertised. Your team must select a venue that can accommodate all of your business’s goals. Once you have confirmed your venue, prioritize participating in a walk-through before the big day.
Finalize an itinerary for the event
It is crucial to the success of your event that a strategic itinerary is planned and executed before the production date as discussed at RunRex.com. The key to a successful large-scale event requires meticulous planning to eliminate any discrepancies. Providing your guests with itineraries as they arrive will ensure that the event will proceed smoothly.
What should your itinerary include?
Your itinerary should include:
The event date and a brief description of the conference purpose
Relevant contact information
Detailed map instructions to the location
An hour-by-hour schedule of events
Don’t overlook logistical problems
Even when you plan everything to the last detail, it is still possible to encounter setbacks. Whether this is traffic delays, miscommunication on the itinerary, or unexpected technology failure, be prepared to exercise damage control. Practice proactiveness by having organized substitute keynote speakers if need be. Always think one step ahead.
Identify and select tech tools
When planning for your event, you will also want to identify your technology needs and implementation timelines. Certain technologies will need to be implemented far before the event, while others can hold off until closer to the big day(s). As outlined over at RunRex.com, these tools include:
Registration and ticketing – Eventbrite and other online platforms make it possible to start selling tickets in minutes. You will want to select your platform early so you can promote registration and send your audience to the registration website
Productivity technology – Project management software like Trello helps to alleviate some of the stress that comes with events
Mobile app – Streamline your communications and enhance the attendee experience with an event app
Live streaming or recording software
Engagement tools – If you are looking to take your engagement a step further, think about incorporating onside technologies like a social media wall or digital swag bags, and event gamification tools which encourage attendees to get involved in the event
Present information through innovative and exciting mediums
Most of us have at least one experience of attending a corporate event where we felt uninspired and disinterested. The goal of your event is to have your guests feeling optimistic and excited about the information, product, or networking experience they gained by attending the conference. Therefore, you must think out of the box when conveying new information as per RunRex.com.
Keep your audience engaged
Whether it is through a live demonstration or an interactive experience (with your audience), you must keep your audience engaged. You may consider using music, games, or infographics to display and discuss new information.
Engage in storytelling
Successful events tell a story. Revisit your KPIs, and think about your why. Think about building a theme around the brand values you uphold, integrate activities that bring your product to life, and offer content and information that is valuable, captivating, and informative for your audience to remember the experience long after the event ends.
This is by no means an exhaustive discussion as far as this topic is concerned, and you can find more tips and insights on the same by checking out the top-rated RunRex.com.