How to Run Multiple Brand Marketing Events at One Time


Brand Marketing Events


An 18-year old from the United Kingdom holds the Guinness World Record for “most balls juggled.” Eleven – that was the magic number of balls for Alex Barron to get the win. And, on the day he earned the title in April 2012, he “managed 23 consecutive catches.” Isn’t it amazing someone so young was able to pull off such a feat?

Alex practiced for two years before securing the record. And, it’s obvious he used great coordination and careful thought. He’s an extraordinary young man. Yet, professional jugglers will tell you their acts demand so much more. Not only must you be able to juggle well, you must also multitask to talk with your audience and keep them engaged. In doing so, you must overcome communication barriers within your crowds.

Experience, preparation, coordination, careful thought, multitasking and good communication. It seems the needs of a successful juggling career are also those of well-executed brand marketing events. But, many other stills and talents come into play when juggling multiple activations at one time.  

The Art of Managing Multiple Brand Marketing Events

Event marketers know the immense attention a single event or experiential marketing activation commands. And, managing many at one time, or even back-to-back, increases that responsibility. This may be for street teams spread throughout a metro area. Or, it may be an experiential marketing campaign at college campuses in the Southeast. Or, it may be pop-up shops in various key markets nationwide at Christmas time.

It doesn’t matter the initiative. Each activation must go under a microscope to ensure no detail goes overlooked. Yet, event marketers must also plan across all events to ensure consistency. Without this consideration, problems may arise, including:

  • Lack of on-site resources, event staff or tools;
  • Conflicting messages across events, causing confusion in each market; or
  • Missed campaign goals, resulting in a bad investment and lost revenue.

Conversely, successful brand marketing events encourage 74% of attendees to buy the promoted products. And with potential such as this, brands can’t afford to let balls drop on any single activation.

4 Tips to Best Manage Multiple Brand Marketing Events At Once

Event marketers may need to launch a campaign that involves multiple days, locations, audiences, or all three. Or, they may seek a solution to undesirable multi-event results in the past. Either way, they’ll be better able to juggle several events at once using the following four tips. 

1. Appoint a hierarchy of leadership.

Each event or experiential marketing campaign needs a project manager. This person participates in planning and serves as a main point of contact for direction. And, depending on campaign size, the project manager may even need to go on-site to assist in execution.

But, for larger initiatives, such as nation- or region-wide, they may wish to appoint program coordinators. These individuals will oversee many activations based on region or specialty for more focus. And, they’ll also be point of contact for each event’s on-site supervisor, who manages event staff and handles issues at their respective sites.

This hierarchy of leadership ensures consistency across your campaign. It also puts an increased spotlight on individual events to maximize return on investment.

[Tweet “It takes an expert team to successfully execute multiple brand marketing events at once.”]

2. Hire expert event staff.

The people who carry out your plans and interact with attendees are your biggest asset. So, when you trust just anyone to do these tasks, you open your campaign (and company) to a host of issues. When your event representatives leave consumers with a bad experience, they will no longer trust your brand, which results in lost revenue. It also takes the focus off other event priorities, as supervisors work to solve problems and pick up the slack.

Taking the time to hire the best event staff lets you rest assured in their capabilities. One, you can trust them to show up on time and personify your brand in a positive light. Plus, you can count on them to effectively share your brand messages and sell your company to attendees. This also allows consistency in the campaign, ensuring each activation has the same professional tone.

In addition, it’s important to know the rules and regulations for hiring event staff, especially when doing so in multiple locations that cross state lines. Every state is unique and has different laws for employers. You must be fully versed on state-by-state rules regarding overtime, wages, insurance, taxes, and more.

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3. Host structured training for all staff.

The success of staff at all levels will depend on the tools they have to do their jobs. This makes thorough training necessary, though it may seem daunting with large-scale events. To be confident in the process, seasoned pros will take time to create a structured program and take advantage of technology. And, the best way to do both is to use learning management systems (LMS) to automate instruction.

The structured program may take a bit of time to put in place. Yet, a LMS streamlines the process, versus hosting several in-person classes or calls. This saves valuable time and lets event staff learn at their own pace. Plus, you share the same details to everyone, further ensuring consistency. 

[Tweet “An LMS allows event marketers to focus on other tasks, while event staff learn at their pace.”]

4. Implement technology for you and your attendees.

Frost & Sullivan reports the many benefits of technology for event and experiential marketing campaigns. They found a comprehensive event management platform boosts attendance by 20%. It also increases productivity by 27%. With mobile technology, “attendance engagement increases by 33 percent.”  

Event technologies allow leadership to better manage event staff and enhance attendee experience. To hire, screen, and manage staff, features can include staff geo-location, performance reporting, and real time communication. On the other side of the coin, interactive capabilities include in-event surveys and gamification, among others, to keep guests engaged.

The Best Way to Manage Multiple Brand Marketing Events

It is because of these key elements that many event marketers rely on an event staffing company. The right company will:

  1. Have project managers and coordinators on staff to supply the hierarchy your campaign requires;
  2. Deliver the best event staff for your particular campaign and its events;
  3. Offer training services that allow event staff to learn key messages and know your goals; and
  4. Have access to critical technology and knowledge that allows for scalable and effective event management.

This partnership reduces the amount of balls you need to juggle. And, it frees you to work towards your own record-breaking event ROI.

Known in the industry as the large-scale, long-term program experts, EPS would love the opportunity to be your event and experiential marketing staffing partner for events large or small. Contact us to discuss any or all of your upcoming brand marketing events.
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