There are few things more rewarding than magnificently executing complex large-scale marketing events. It doesn’t matter if it’s a trade show, a customer appreciation affair or a multi-market experiential marketing initiative. Having it all come together, receiving the executive team accolades and hearing the positive attendee feedback makes all of the tremendous effort worthwhile.
And the effort is tremendous. With so many details to manage, tensions may rise and things could slip through the cracks. However, careful planning lends to thoughtful supervision and, finally, a successful execution. To get results, you need skilled people with specific responsibilities who are well-equipped with the necessary tools. Here you will learn what skilled professionals already know is necessary for large-scale marketing events. Follow the guide below and, before you know it, you will be an expert, too.
5 Things Required for Successful Large-Scale Marketing Events
A highly-skilled project manager.
“89% of high-performing organizations value project management.” Make no doubt about it; the success of your entire marketing event begins with your project manager. So who should be your project manager? Ask yourself these qualifying questions:
- Who has the mindset necessary to see our event’s big picture, as well as all its tiny details?
- Who can I trust to keep us organized?
- Who is my problem solver, remaining calm when things go wrong and offering solutions?
- Who can appoint individuals to roles specific to their strengths in marketing event execution?
- Who can effectively communicate with the various stakeholders?
- Who has the time and know-how to see this through, from start to finish?
Project management carries significant weight in all aspects of your large-scale marketing events. From execution plan mapping to contingency planning, the person or company you choose is critical to the outcome.
Competent event staff.
Large-scale marketing events typically mean complex event staffing needs. This may mean dozens of individuals to engage consumers and share messaging on your products or services. Or you may need a handful of specialized people, such as those who are multilingual or even technically-minded. If your event is in another part of the country, you may want your talent based in that location to save on travel costs. No matter the specifics of your marketing event, you need competent and experienced event staff to achieve your goal.
It’s unlikely your company keeps these people on regular payroll. And even if your existing team does have what it takes, they have regular responsibilities that should not be neglected. Get the reliable and competent resources you need with an event staffing company. (Read this post for information on what to look for when evaluating various agencies.)[Tweet “The success of your large-scale marketing event begins with your project manager.”]
Whether you opt to use your own staff or rely on an event staffing agency for talent, training is a must. You must empower people at all levels, from your project manager down to those on-site working at the event, to be consistent in messaging. Supply specific talking points and answers to common consumer questions so your team is fully prepared. Staff also need basic education on your product or service to help them be more knowledgeable than consumers. You should also communicate your overarching event goal with the team so they understand your objectives and desired event outcome. Training the staff on these points means that attendees are more likely to walk away with your intended message. It also means that your event goals are more likely to be accomplished. So how can you ensure everyone is on the same page?
The best way to provide training when faced with complex staffing requirements is by teleconference and/or web-based learning systems. Require proof of retention so you are positive that these individuals have truly absorbed your message.
Reliable on-site management.
The day it all comes together—and your event comes to fruition—will be the most stressful. Make sure you have people on-site you can trust to act as designated points of contact. This not only ensures issues are addressed, but gives you peace of mind to remain focused in your own efforts.
On-site management should direct event staff in clerical matters, such as “clocking” in and out, and provide motivation. They should also be mindful of the event’s goal and keep track of progress if immediately measurable. Communication will be a must with the project manager and various stakeholders. All of this in mind, your on-site management should be able to multi-task and remain calm under pressure while delivering real results.
Integration of event technology.
Bill Gates said, “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.” So what does this mean? After all your plans have been well thought out, consider the ways technology can make you efficient in execution. This should be before the event, during the event and post event.
You may have different platforms to perform different functions. However, event technology should be regarded for its design in these situations. In fact, here are ways event technology should streamline processes and ease the burden of large-scale marketing events:
- Event invitations
- Mobile check-in procedures
- Contest automation, such as text-to-win or SMS polling
- Mobile marketing surveys for gauging event satisfaction, etc.
- Personalized follow up by phone or email
Event staff engagement:
- Advanced check-in procedures by web or mobile phone
- Performance incentive tracking
- Automated means for communication, like reminders and motivational emails
- Real-time feedback and daily metrics for strategy decisions
Additionally, event technology should capture on-site data to result in ROI and metrics for analysis. Ultimately, it should easily provide the information that stakeholders demand.
A Marketing Agency’s Most Valuable Tool for Large-Scale Marketing Events
Top marketing agencies and trade show management companies understand how third-party providers can contribute to their success. Specifically, they rely on event staffing companies for the five deliverables above.
An event staffing company can supply all the people required for large-scale marketing events. This includes project managers, on-site management and specialized talent. Certain providers (like EPS) can deliver necessary and customized training via the methods mentioned. A top agency will be able to implement event technology to streamline processes, capture all-important data and generate associated reports.[Tweet “A marketing agency’s most valuable tool for marketing events? An event staffing company.”]
As you embark on your first large-scale marketing event, or seek to improve existing campaigns, do what the experts do. From project management to event technology, these 5 guiding principles will help to ensure your event is well worth the investment.
Since 1999, EPS has led the industry in staffing and executing large-scale, long-term marketing events. We have the right infrastructure related to both technology and our internal team that allows us to scale to any campaign size or scope. We would love to show you why hundreds of top brands and agencies partner with EPS every year.