Nobody wants marketing. We want experiences. As a culture inundated with messaging, we’ve grown inured to the hard sell. Instead, we need to architect experiences that authentically intrigue and delight — experiences that turn your audience into advocates for your brand when your message reaches them through an organic process of discovery. To achieve this with an eye on your deadline and budget, here are four questions to ask yourself and team when planning your next experiential marketing event:
1. Who is Your Creative Design Trying to Reach?
As media theorist Marshall McLuhan famously observed, “The medium is the message.” To that end, the nature of your experiential marketing should align with the message you’re trying to convey. You wouldn’t provide a rock climbing wall if your comfy chair brand is about anxiety-free relaxation but if it’s about daring to “reach new heights” the experience is consistent with the message. To achieve this, your creative team needs to internalize your brand’s story and be able to adapt it into an experience that symbolically resonates with your customer’s needs.
2. Have You Really Planned for Success?
Building a booth at an experiential marketing event that’ll have hundreds of people moving through it in the course of a few hours requires both detail and durability. From product placements to electrical rigging — knowing every inch of your design ensures that the experience won’t be deflated by an unsightly power cable bulging through the carpet. Otherwise, you risk delivering an underwhelming experience, or worse, a safety hazard.
3. Did You Get a (Literal) Stamp of Approval?
Never skimp on ensuring the structural integrity of your booth. Walls that buckle under the weight of your monitors or banners that come loose and waft to the showroom floor are not a good look for your brand. An ounce of prevention is less costly than a pound of insurance forms should an aspect of your booth fail. Get an engineer stamp from a certified company and vouchsafe the environment for your visitors and staff.
4. Does Your Team Have Enough Oomph?
An effective experiential marketing event results from exemplary creative and technical processes. Sometimes, these areas of expertise fall outside the purview of your present team. Outsourcing the needs of your experience to different unrelated vendors can lead to chaos. Working with an experienced exhibit design house that has both the creative and engineering chops to amplify your in-house efforts could be the solution. Start here.