Event Lead Capture: 5 Things to Be Most Effective

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event lead capture

 

“Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.” – Maimonides

A man who fishes does so by any means possible. This may be a net, trap, cage, or hook and line. Yet, anyone who always looks to the latter goes by the term ‘angler’.

As of 2011, there were over 44 million anglers in the U.S., making the outdoor activity one of the top among Americans. These people spent 17 days each doing what they enjoy. And, they’re serious about their sport. They believe in being prepared, and as a result shelled out over $15 billion for fishing gear that same year. This is $1,261 on average per person, and it doesn’t include the nearly $22 billion paid for food and lodging related to their trips. You may not see it now, but the actions of these anglers reflect those persistent with event lead capture, too.

The Correlation Between Fishing and Event Lead Capture

Before embarking on a fishing trip, an angler will seek out the best location to find his or her targeted fish. This is much like an event marketer will review data to find the best area to reach targeted consumers. Both will consider external elements, such as the season and its weather. But, the biggest factor will be traffic. How many of my desired fish (or consumers) will I encounter at this time?

Once anglers (and event marketers) have narrowed down their locations, it’s time to make plans to capture their fish (or leads). After all, it’s not enough just to show up, as they may come back empty-handed. The better prepared both anglers and event marketers are, the bigger their bounty.

5 Things Needed for Effective Event Lead Capture

With the right location, event and experiential marketing presents a big opportunity to get leads. The initiative gives brands the data they need to build on consumer relationships. And, this helps them increase their sales now and in the future. So, if your event lead capture efforts aren’t paying off, consider whether you have secured these five necessities.  Read More

Here are the 5 Big Tasks of Event Staff Management

By | Event Staffing Tips and Ideas | No Comments

event staff management

 

“Coming together is a beginning. Keeping together is progress. Working together is success.” – Henry Ford

Henry Ford was a man who knew the worth of good employees. To him, being efficient was dependent on the ability to hire and keep “the best workers.” So, he sought to reduce turnover within his company. He surprised the industry when he increased the pay of most of his workers by almost double. He also shortened their work week to allow for more leisure time. These may seem like drastic measures, but they resulted in drawing the best auto mechanics to Ford. And, their expertise led to increased productivity and lowered training costs. The same can be said for hiring expert event staff, who are best equipped to reach marketing goals and also bring the benefit of direct sales, when required.

Ford had a team to help guide his employees and ensure their ongoing happiness. But, event marketers must often personally oversee every event and experiential marketing aspect. And, when you consider the weight of event staff management alone, arguably the most important element, this is unfortunate.

Why Event Staff Management is Critical to a Brand’s Success

Harvard Business Review article correlates good management to increased revenue. The source shows how customer satisfaction affects customer behavior and impacts the bottom line. They used retailer Sears as an example. “When employee satisfaction improved by 5%, customer satisfaction improved by 1.3%, which led to a .05% improvement in revenue.” Harvard Business Review says, “That might not sound significant, but for $50 billion Sears, that that came to an extra $250 million in sales revenue.”

Your event staff’s happiness can also have a large effect on revenue, too. After all, they share many of the same responsibilities of retail workers. They greet visitors, answer questions, and promote a pleasant experience. They represent your brand and embody all that it stands for. And, they’re often trusted for skilled tasks, such as product demos or specific forms of entertainment. In short, they see all your plans to fruition, while building crucial relationships with consumers to produce sales. Yet, your event’s results will depend on your ability to carry out effective event staff management. Read More

3 Tailgate Marketing Plays That Will Win You Fans

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Tailgate Marketing

 

ESPN named the matchup of Florida State and the University of Alabama “the most highly anticipated” of opening weekend. The respective #3 and #1 teams gathered TV viewers Labor Day weekend in homes and in bars for viewing parties. But, the real celebration took place at and near the site of the game, Atlanta’s new Mercedes-Benz Stadium.

Tickets sold out months in advance but were available on StubHub starting at $400 and ranging up to $1,000. These prices, per USA Today, set the event up as “the second-most-expensive ticket for the 2017 season.” Yet, smart brands realized the draw well in advance of this declaration. Their tailgate marketing strategies were already in play for this Chick-fil-A Kickoff Game.

Home improvement giant, Home Depot, set up “Tailgate Town.” The free event lured fans with games, activities, food and giveaways. And, it kept them there with a viewing area for the local game, as well as all other match-ups underway nationwide. Yet, the company that scored the most points on this occasion was Coca-Cola.

The leading soft drink brand kicked off festivities at noon at its World of Coca-Cola museum. There, paying visitors could take part in the “Taste It!” challenge, in which the brand chose beverages to represent each of the teams. They could also sample the all-new Coke Zero Sugar, eat hamburgers and play cornhole. And, Coke made sure to up its return on engagement with a custom Snapchat filter and several photo opps.

Later, back at the stadium, the ESPN College GameDay sponsor also hosted its FanZone. Starting at 3 pm, sports fans enjoyed interactive games, giveaways, free food and Coke and other brand activations. There were clearly no fumbles when it came to Coca-Cola’s tailgate marketing plays that day.

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Trends in Experiential Marketing, Tips for Making Events Instagrammable, & Adding Magic to a Brand Experience [The EPS Water Cooler]

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Trends in Experiential Marketing

 

Experiential marketing is one of the best ways to reach consumers, regardless of their age, preferences, or income. As we’ve discussed in the past, experiential transcends the generation gap, as it appeals to something beyond demographics. It appeals to the human connection, and the need to relate to one another, which is not unique to one group. It is for this reason that staying up-to-date on trends in experiential marketing helps your company maximize these interactions. This week, we feature an article on the how and why of using event marketing to connect with a group of high-volume purchasers – moms. We also discuss making events Instagrammable and tips on calculating experiential marketing ROI.

Mom 5On Trend: Experiential Marketing Aimed at Moms

In marketing, segmentation is key in speaking to the specific needs of an audience. Today, some of the most common groups on every marketer’s wish list are Millennials and Gen Z. Yet, there is one enduring group that is not defined by age, but by their role: mothers. As the article points out, “women make up 85% of all consumer purchases.” And the data also say that this group is an area of missed opportunity for many brands. “According to a global study conducted by Saatchi & Saatchi, 51 percent of respondents believe brands have an outdated view of moms, and don’t understand who they are at their core.” The suggestion? Start with authenticity. And, as we all know, experiential is the reigning king in that department. Here are some trends in experiential marketing that can help your brand make a mom connection.

 

gogo_pics_003Why Airlines are Onboard with Experiential

Over the past 18 years, EPS has had the privilege of partnering with brands and agencies to execute remarkable brand experiences. One of our most memorable took place at 30,000 feet! In 2008, EPS partnered with Gogo Inflight internet to bring their ground-breaking in-flight Wi-Fi service to the masses, both on the ground and in the air. Our in-flight technicians flew across the country and back, helping passengers log on to the internet from the comfort of their seats. Now more airlines are jumping into the experience economy. They are providing passengers with brand experiences to differentiate themselves from the competition. Here are 3 examples of how airlines use trends in experiential to make a meaningful connection with consumers.

Why Live Experiences are the Most Powerful

Saturation. That is a term that is often used to describe the current marketing landscape. Almost everyone is constantly connected, whether via smartphone, laptop, tablet, and more. As a result, brand messages bombard people wherever they go. According to the article, ”experts suggest that the average American is exposed to up to 5,000 marketing messages per day.” It’s no wonder that the vast majority are instantly forgotten. It goes without saying that this is why an in-person brand experience is so powerful. Here the Montage Marketing Group lays out 6 things that live experiences do better than all other marketing methods. From driving word of mouth to giving consumers a voice, experiential is leaps and bounds ahead.

glitterHow to Make Your Brand Experience Magical

With all the data and case studies showing why experiential is effective, you’ve decided that your brand needs to execute events. The next step is crafting and executing your brand experience. First, you will establish an event marketing goal, and from there build an event that will reach your target. But, an event in and of itself does not guaranteed you will reach your goals or wow your audience. As in any discipline, it is important to follow best practices and foster an environment that promotes success. Here are 3 must-have trends in experiential marketing to incorporate into every event whenever possible. By embracing these key elements, your chances of being both memorable and magical will dramatically increase.

Not having an engagement strategy is one of our experiential marketing mistakesCalculating Your Experiential Marketing Return on Investment

As the capabilities of modern technology have grown, so has our ability to gather real time, actionable data. This new reality has completely changed the way the marketing world works. For experiential marketing, it has taken a method which once relied on anecdotal evidence and made it data-driven. This has elevated the event marketing world by allowing marketers to prove what they’ve known all along; in-person brand events are the best way to connect with consumers. It has given them tools to measure experiential event ROI. And that, along with measurable goals and a comprehensive data analysis strategy, is pure marketing gold.

Event technology for large-scale marketing eventsMarketing Leaders Who Are Going Further with Experiential

As far as modern marketing methods go, few are growing as fast as experiential. Live brand events bring balance to our hyper-digital lives. Large and small brands alike are embracing experiential, which has made standing out among the crowd a top priority. As the article points out, “the drive toward standing out in the already competitive space is stronger than ever. Brands are searching for experienced marketers who can bring their products to life in innovative ways.” Here Inc. lists some of the biggest talent behind some of the best trends in experiential marketing. These leaders are offering consumers with brand experiences that are truly next-level.

instagram-2433265_1280Essential Tips for Making the Most of Instagram

Marketing events excel at many things: building relationships, driving sales, and creating consumer loyalty. They are also incredible content creation machines. According to Event Track 2016, “nearly all consumers create digital or social content at events or experiences, and ALL of these consumers share the content.” With these near perfect numbers, doing everything possible to encourage content creation is critical. But, as this Event Marketer article points out, to be effective “brands need to know which social platforms are in vogue and how to use them to their advantage.” It goes on to say that “According to research from Inc., Instagram’s user base has grown by more than 300 percent over the past few years, while 100 of the world’s top brands have seen Instagram engagement grow by 53 percent year-over-year.” Here are tips to help your brand maximize your Instagram efforts.

 

Join us each week around the EPS Water Cooler for the best trends in experiential marketing and much more. Subscribe below for content delivered straight to your inbox!

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How to Choose the Perfect Event Marketing Location

By | Event Staffing Tips and Ideas | No Comments

How to Choose an Event Marketing Location

 

When you’re planning an event, there are both large and small details to consider. But one of the most important decisions of all is your event marketing location.

Choosing the right location is critical to your event’s success. Your location will set the tone for your event and will help dictate many of the decisions you make going forward. It also has a tremendous impact on the experience your guests will have.

Listed below are six tips for how brands can choose the best place for their next event. These tips include several considerations, including your target audience, budget, and brand marketing preferences.

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This is the Best Way to Build Brand Awareness

By | Power of Event Marketing | No Comments

Build Brand Awareness

 

Did you know that around 12 million people live in the 70-mile-wide path of totality of the recent solar eclipse? And, up to another seven million outside of the path were expected to travel to witness the phenomenon? Due to widespread coverage of the much-anticipated event, it’s likely you heard these statistics. But, you may not fully grasp the interest this event drew everywhere. Viewing parties took place in areas well outside the path. Cities included some as far north as NYC and as far south as Fort Worth, TX, and even beyond. Yet, this fact didn’t go unnoticed by smart brands. Several realized the impact the total solar eclipse would make nationwide. And, they took this powerful opportunity to build brand awareness.

Some, like Chiquita, the leading banana company, utilized the Internet to reach Americans in the weeks leading up to the event. The brand released two teaser videos which garnered about 1.8 and 1.6 million views, respectively. Yet, interest waned with its official announcement. It only caught 44,000 views. And, its next four videos have received less than 6,000 views – combined – to date.

On the other hand, many brands sought to make a lasting connection with consumers. To do so, they lured eclipse enthusiasts to their locations with a can’t-refuse offer or better yet, a memorable experience. It’s those brands that pulled out all the stops with event and experiential marketing that weren’t overshadowed by the competition.

Why Event and Experiential Marketing Make the Biggest Bang

One company that sought to instill a big experience for consumers was Casper. The mattress brand set up camp in a hotspot for eclipse watching. That city, ironically enough, was Casper, WY. People who bought tickets to Casper Camp got a tent with a Casper mattress, as well as meals and activities, such as yoga and a film screening. When it came time for the eclipse, attendees received safe glasses and listened to a special soundtrack to enhance the experience. The event sold out.

Yet, this isn’t a first for Casper. In fact, the brand is known for its experiential marketing efforts. It has lent mattresses to help SXSW attendees catch some sleep. And, its “Nap Tour” has given people in 15 cities the chance to get in a power nap. The experience it delivers has reinvented the mattress industry. It has also propelled them to a $100 million company in less than two years.

That’s because experience is key to winning consumers in this day and age. In truth, almost 75% of millennials would rather buy an experience versus a product or good. Doing so gives them greater satisfaction. They are happier longer. And, they are able to connect with other like-minded individuals and their loved ones. These results build brand awareness and help secure brand loyalty. In short, delivering a great experience gives brands staying power. 

5 Ways to Build Brand Awareness with Event and Experiential Marketing

The following experiential marketing initiatives are proven to build brand awareness. They offer variety to allow any brand to fulfill its goal, while staying in budget.  Read More

7 Event Marketing Tools That Will Make Your Life Easier

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Event Marketing Tools

 

Live events are currently the top lead generation source for B2B marketers. That is because few things will strengthen your connection to your customers like an in-person interaction. Live events help you build trust with your audience and make your brand more approachable.

But bringing your brand message to your customers in a unique, well-executed live event is not easy. Access to digital marketing tools has exploded in the past five years, but many people still rely on spreadsheets or outdated technology.

In order to make your live event a success, you should use event marketing tools that make your job easier, not more challenging. There are a number of emerging tools that will help you streamline your workflow and operate more effectively.

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EPS Featured Event: Twisted Tea NASCAR

By | EPS Event Portfolio | No Comments

This week’s EPS Featured Event is the Twisted Tea NASCAR Show Car campaign.  This year, Twisted Tea teamed up with driver Ty Dillion for the 2017 Monster Energy NASCAR Cup Series, and is the primary sponsor of several races.

Product Sampling Events

To celebrate the Twisted Tea racing team and the sponsorship, the brand is bringing the #13 Twisted Tea show car to select NASCAR markets for product sampling events.  The events give Twisted Tea drinkers an up-close and personal experience with the #13 car, as well as samples and giveaways.  Ty Dillion, the #13 driver, has even made appearances at several event activations!

In each market, EPS is providing brand ambassadors to promote the brand at local retailers.  The brand ambassadors are on hand to interact with customers and introduce them to the brand and products in an effort to drive sales. The events have been a crowd pleaser and have provided a fun and memorable experience for NASCAR fans and consumers.

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6 Reasons Experiential is the Future of Brand Marketing

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Future of brand marketing

 

When some people think of brand marketing, they imagine digital methods, such as social media. Everyone is anxious to learn how they can find more Twitter followers, get more blog readers, and increase their online reach. But what if we told you that the most effective brand marketing strategy actually occurs offline?

Having a social media presence is important, but few things make an impact like a live event. Events stir up emotions and positive feelings in people that will last far longer than just reading a post.

At an experiential event, a company is able to look customers in the eye and shake their hands. This type of face-to-face interaction will be remembered far longer and will create stronger connections with your customers.

Experiential marketing has become more important than ever because it allows the customer to experience your brand in person.

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Tips to Improve Word of Mouth Marketing, Essentials for Experiential Lead Capture, & Social Media Strategies for Event Marketing [The EPS Water Cooler]

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Word of mouth marketing

 

One of the primary goals of marketing is establishing social proof. Social proof is a phenomenon in which people assume the actions of others to try to reflect correct behavior. For marketers, that means by proving yourself to one person, their opinions and behaviors can influence others around them. Word of mouth is a predominant way that behaviors are transferred from one person to the other. It is because of the power that peers have in influencing each other, much more than traditional advertising, that Word of Mouth Marketing (WOMM) has developed as its own sector of marketing. And as far as we can tell, very few channels can boost WOMM better than experiential. This week’s EPS Water Cooler showcases 6 ways to improve your WOMM strategy. We also feature an article on essentials for experiential lead capture and social media strategies for events. Read More