6 Reasons You Need to Invest in Experiential Marketing

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Invest in an experiential marketing event


Several years ago, Facebook decided that they wanted to find a way to help the marketers who were using their platform for advertising. Facebook has an immense amount of data surrounding how people use both Facebook and Instagram. But they realized that most marketers didn’t understand how to use this information.

So they created an event called the Live IQ Event in New York. The event was designed to show marketers how they can take advantage of the data Facebook provides. But the way that they went about this was truly unique.

They had a number of different live demonstrations set up throughout the event. There was an “Instagram Cafe” which showcased millennials taking photos of latte art, snapping selfies, and posting pictures on Instagram. And they even built a home to demonstrate how new parents use Facebook to beat isolation and connect with others.

The result? Over 1500 people attended the event and 93 percent reported that the event gave them valuable insights. Facebook provided incredible value to its audience and boosted its brand perception in the process.

The Value of an Experiential Marketing Event

When it comes to your company’s marketing budget, you might have differing opinions as to where to invest your money. Successful marketing tactics are always changing, and what worked yesterday may not work tomorrow.

Many companies invest heavily in social media marketing since that is where so many of their customers spend their time. Social media marketing is important but it is much harder to stand out online. And most customers experience information overload when they are online.

One of the most effective ways to build a relationship with your customers is by giving them an experience they will remember. An effective experiential marketing strategy involves engaging with your customers through live events.

After all, Facebook could have just put on an all-day conference complete with lots of slideshows and occasional restrooms breaks. Or they could have hosted a series of webinars.

But they did much more than this. They created an experiential marketing event that their guests will remember. And so should you.

6 Reasons You Need to Invest in Experiential Marketing

So why should your brand invest in an experiential marketing event? In short, because it’s incredibly effective. A well-executed event gives the attendees an experience that couldn’t have been achieved online.  

Here are six reasons your brand needs to invest in experiential marketing.

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How to Find the Best Guerrilla Marketing Tactics for Your Brand

By | Event Marketing Trends, Uncategorized | No Comments

Guerrilla marketing tactics


Imagine that one morning you are walking down seventh avenue in New York on your way to work. Suddenly, you come across a six-foot tall coffee cup that is spilling coffee onto the sidewalk. Steam rises out of the cup and the smell of brewed coffee hangs in the air.

Sitting next to it is an ad for Bounty paper towels that says, “Makes small work of BIG spills.”  

In 2009, Bounty placed their life-sized spills all throughout the streets of both New York and LA. Very little explanation is necessary and dozens of people stopped to look and take photos beside the displays. This is an excellent example of guerrilla marketing tactics at work.

What is Guerrilla Marketing?

Some people outside of marketing may cringe a little when they hear the term “guerrilla marketing”. It might sound a little aggressive and it certainly leaves quite a bit to the imagination. 

Jay Conrad Levinson introduced the term guerrilla marketing in 1984. He used it to describe unconventional ways that businesses can stand out to their customers.

Fortunately, guerrilla marketing (when done right!) is anything but hostile. Guerrilla marketing tactics capitalize on the element of surprise. It is a way to think outside of the box and grab your audience’s attention in a new way.

Let’s look more closely at the four different types of guerrilla marketing outlined below:

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Event Trends You Need to Know, Guerrilla Marketing Success Stories, & Using Multisensory Experiences to Wow Attendees [The EPS Water Cooler]

By | The Water Cooler | No Comments

128614_WCTrends BH_092217


As an event marketer, a big part of staying at the top of your game is staying up-to-date with everything within the industry and beyond. Event trends can take the form of new and existing technology or novel attendee engagement ideas. They can also mean understanding how marketing events fit in with consumer preferences, the digital world, and more. In the experiential world, there is almost endless opportunity for creativity. There is also almost endless opportunity for revenue generation, data collection, content creation, and more. This week’s EPS Water Cooler features an article that lists 7 trends that experiential marketers need to know. We also showcase social media fails, multisensory experiences, and guerrilla marketing successes. Read More

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]

By | The Water Cooler | No Comments

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. Read More

How to Choose the Perfect Event Marketing Location

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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

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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. 

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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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