Superbrands Creative Experiences
Debora Smith
Managing Director
Start Live
When I was asked to contribute to the Superbrands book, I contemplated what I could tell you that you didn’t already know…after all, organising events is easy, isn’t it? But it’s frightening how the minority can ruin it for the majority by producing bad experiences, thus creating a negative image of events. Often the fun of organising an event overtakes the fundamental objectives that should clearly be at the forefront of any valuable budget spend. Here I have highlighted three critical areas that should be given consideration before embarking on an event.
Integration
Events have always played their part in the marketing mix. But now more than ever, the value of developing long term relationships through effective face-to-face interaction has never been greater.
Why is it then that events are still considered tactical rather than a key part of an integrated strategy? All too often they are found on the periphery, working in splendid isolation from other marketing activity, and/or as a finite opportunity with little consideration of how to ensure longer term communication. Yet in these times of fierce competition, fluctuating markets and increasingly aggressive sales negotiations, building real creative and commercial dialogue with your clients isn’t a ‘nice to have’ but an absolute ‘must have’.
Over the past few years we have seen a decline in exhibition or group-run event investment – for a very good reason. Quite simply, the formats are not focused or niche. Nor are they fluid enough to evolve at a pace more akin to that of the markets they represent. The result is that they rarely deliver critical ROI. They are expensive and lumpy – effectively a one-stopshop that cannot and does not fit all.
Before the fun creative ideas, you need a robust strategy that has been pulled apart and put back together again. Creativity will only be born out of knowing and believing in your end goal, and the message you wish to convey in order to get you there. What are your objectives? – Market/brand alignment? Lead generation? Data capture? – What are your follow up mechanisms? What are you promoting and is the event you are planning really the right format for this message? Do your objectives stack up financially against budget spend?
Relationships
In the B2C sector, the role of the individual frequently gets overlooked. And in this climate the customer relationship can be tested to breaking point. Behavioural patterns shift and brand loyalty is no longer quite so high on their agenda. People buy from people, it’s as simple as that. Yet how can you effectively do this if you have no tangible relationship to leverage?
Greater emphasis needs to be placed on developing relevant face-to-face experiences that engage and inspire audiences. The requirement should be to create connections that are inclusive not exclusive and which add real value to your brand strategy and bottom line. It’s no longer about numbers through the door but about the quality of the people you are engaging with and the level of interaction you are able to offer.
Developing a programme of events (either own or jointly branded) enables brands to build relationships, talk directly to the people that matter, demonstrate products and entertain and engage with their audience. Properly integrated events can provide real hooks to ensure contacts become buyers rather than browsers. During both good and bad times, mass marketing will not deliver you comparable leads.
Interaction
Creating memorable experiences with a point of differentiation and which actively involve your audience, or deliver something they didn’t know they wanted or needed, is the way forward in order to develop the client relationship over the long term.
Increasingly, smart brands are looking at alternative initiatives to demonstrate their products. Pop-up stores (such as ‘KIN), roadshows and even temporary/mobile venues are just some of the routes that anymedia has taken to help its clients create differentiation.
Targeted audience demographics that pinpoint specific towns – such as university towns and festivals for 18-25 year-olds – are a perfect way to get straight to the heart of your target market. ‘Here today, gone tomorrow’ temporary shops and venues create an impact for any brand and motivate the consumer to try or purchase because they know the opportunity to do so is limited. We all like a good event, but ask yourself not just what your event can do for you, but what it can do for your guests. The two should be mutually inclusive, not exclusive.
TOP TIPS FOR CREATIVE BRAND EXPERIENCES
Create activities that are scalable. Less is often more when it comes to events which are specifically devised to build relationships.
Re-purpose. There is no need to spend time and money on reinventing the wheel.If you have a proven winning formula, simply roll it out to other locations. In times of tight budgets, travel is often one of the first things to be cut – so why not take the mountain to Mohammed?
Create a point of differentiation. Get creative – wow the audience with something they weren’t expecting but will talk about for weeks or months afterwards. It’s this that will make sure your message is heard and remembered.
Use professionals. Find specialist suppliers who are willing to pass on their industry preferred rates to you for venues, production,AV, and so on. A successful event for you is a successful event for them and we know how powerful word-of-mouth can be; it’s their reputation on the line as well.
Take advantage of the internet. Growing unabated is the use of social networking sites that link into other sites such as YouTube. These enable you to engage with your audience and them to engage with you, as well as spreading your story to the masses. If your brand targets these users then this type of viral activity, linked into events, can be far more cost effective and impactful than many of the alternatives out there.
Keep dialogue going. Use technology or adopt alternative strategies for event follow up mechanisms. Spend time nurturing each contact with relevant messaging. In down times we all need to feel a little more special.