Published on March 12, 2014
How the agency through a live experience have enhanced that brand or delivered a sales uplift - the event marketers guide to a successful experiential campaign
PRESENTERS Nick Morgan CEO Big Cat Group Oliver Burgoyne CSD Big Cat Group
WHAT IS SUCCESS? Pounds and pence Likelihood to buy Social Media Brand awareness Data capture Consumer perception
6 STAGE PROCESS Understanding the brief Value Exchange Activation Measurement Lucrative Locations Consumer Experience
UNDERSTANDING THE BRIEF Smart Marketing ROI Workshop
UNDERSTANDING THE BRIEF OVERVIEW — The Fair were engaged to manage a promotional showcase of Malaysian culture. Celebrating all the best the destination has to offer including exciting dance performances and tantalising Malaysian food and drinks. The event gave tour operators and media a taste of Malaysia following a busy day at the World Travel Market DELIVERY — Full live event management & Health and Safety management — Risk Assessments — Managing logistics for all elements of the event — Curated multiple presentation inputs, staging, music and lighting and show calling — Third party supplier negotiation — Call sheet management RESULTS — Over 400 people attended the evening — Effective build of a wide variety of stage set elements — Event schedule delivered on time and in line with call sheet, taking in to consideration changes and additions to the programme — Successful implemented health and safety alongside the event management
LUCRATIVE LOCATIONS — The science behind targeting a specific audience — Location mapping — Venue database — ‘Lucrative Locations’
CSV LOCATION SHORTLIST
LUCRATIVE LOCATIONS — Brand Data — Pinpoint Regional Hotspots — Street Level Fencing — Consider Consumer Behaviour — Source Prime Locations ‘THE SCIENCE BEHIND FINDING LUCRATIVE HOTSPOTS USING DATA ANALYTICS’
WESTERN UNION PROFILE AND DISTRIBUTION
WESTERN UNION LOCATION HOT SPOTS
CONSUMER JOURNEY, CX PRE ‘ITS WORTHWHILE’ WORD OF MOUTH AND ONLINE ACTIVITY LEVELOFENGAGEMENT ‘I’M JOINING IN’ ‘I CAN’ ‘WELL DONE’ LIVE ACTIVITY POST 1 2 3 4 5 6 7
VALUE EXCHANGE — Date capture at point-of-experience — Value exchange — Keep it brief — Remain relevant and follow-up quickly — Consumer conversation must be continued CRM Cycle Bespoke message
ACTIVATION EMP Number of attendees/ capacity Liaison with EHO Seating requirements SAG meetings Contractors Emergency exits and fire extinguishers Structures 3rd party supplier audits Event control Traffic management plans Security requirements
MEASUREMENT — Measurement within Experiential marketing — Lack of standardisation — Big Cat Group ROI metric
MEASUREMENT Top-Line Activity feedback Meaningful consumer insightVS
MEASUREMENT Test - Interviewed when leaving the stand Control - Interviewed away from the stand Sub Group 1 Test group Existing Customers Sub Group 3 Control group Existing customers Sub Group 2 Test group none customers Sub Group 4 Control group none customers
MEASUREMENT Immediate post experience 4 weeks post experience 12 weeks post experience
MEASUREMENT True switchers Margin per product X Consumption per year Consumers contacted X Conversion rate Cost of program Lifetime valueX
SUMMARY Understanding the brief Value Exchange Activation Measurement Lucrative Locations Consumer Experience
CONTACT NICK MORGAN | GROUP CEO N.MORGAN@BCGUK.COM | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK WWW.WEARETHEFAIR.COM OLIVER BURGOYNE | GROUP CSD OLIVER@HOUSEOFEXPERIENCE.CO.UK | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK WWW.HOUSEOFEXPERIENCE.CO.UK
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