Planning an experiential marketing campaign can be a daunting task.
From the original spark to the final event, it often starts with a bit of head scratching.
Over the years we’ve created are own planning method – The Woof Way – and figured some shared knowledge can only be a good thing.
So here’s our TOP TEN TIPS.
Why are you doing it?
Seems obvious, but what’s your aim and what does success look like? The reality of experiential marketing means you are going to hit a smaller number of consumers than typical ATL, but with a deeper and more meaningful experience. You are unlikely to broadcast to millions.
- KEEP IT SIMPLE
Never over complicate an idea by asking consumers to do too much at all once. Every second counts and you have only a few seconds to peak interest and engage.
Experiential ALWAYS works best when part of an integrated campaign. Make sure it works alongside all your other communication and not as a stand alone plan. Experiential is a great (if not the best) content generator, so blend your channels and extend the reach of a campaign.
- LOCATION, LOCATION, LOCATION
One major benefit of experiential is you can pick & choose where to take it. Know your audience and you can source suitable locations to ensure you are talking to the right people at the right time.
Experiential takes many forms and often requires complex design and build elements. Over the years we have developed relationships with the best industry suppliers who support us and enable us to fulfil our promise that anything is possible.
- REASONS TO ENGAGE
Why do I want to get involved?
We’re all bombarded by brands hustling for our attention and no one is going to give up their precious time unless there is something in it for them. What’s their reason to get involved? An experience, give-away, prize, sample?
Don’t expect people to engage, provide data or post a photo unless they get something in return.
- THE RIGHT STAFF
No matter how good an idea or how great the experience, unless the people managing it are off the hook good, it will fall flat. People connect with people and we’ve learnt you need confident, outgoing, polite and friendly ambassadors who are prepared to still be smiling at the end of a 10-hour day. It’s actually a lot harder than you think to approach strangers all day!
- BUDGET REALITY
Your budget will determine what’s possible. Woof create campaigns with all levels of budget, but you’re not going to build an immersive virtual reality experience and take it on a 10-city roadshow with £10,000. However, you would get a team of enthusiastic ambassadors handing out samples close to a storefront driving footfall and immediate sale uplift.
What we do, takes time and resources. Of course short deadlines are inevitable, but everything is so much better given the right amount of time. Don’t underestimate how long it takes to develop an experiential campaign -we’d recommend a minimum of 8 weeks from start to finish.
- CALL WOOF
The best advice we can give you is to give Woof a call! It’ll save you precious time and resources. We’re very friendly and don’t bite, so the 10th and most important tip is to get in touch.