Experiential events and marketing activity can set businesses apart from competitors, with more turning to experiential campaigns to make a lasting impact on their customers.
Bar4Hire, which was founded in 2006 by Ollie Bennett, rebranded as The Mix Event Collective earlier this year to better reflect its range of services, position in the market and ambitious plans to become a leading, national events provider.
The Mix Event Collective specialises in experiential marketing campaigns and its roster of clients include: Northern Pride, the biggest LGBT Pride Festival in the North East of England, Molson Coors, Kopparberg and Red Bull. With years of experience under his belt, Ollie Bennett shares his do’s and don’ts of experiential activity.
Understand the product– Spend time getting to know the product or service central to the experiential campaign you’re running. Knowing and understanding the product will help you to then understand the brand and how to sell it.
Do your research– Research the target market for your campaign - hitting the right demographic at the right time is key. If the campaign is aimed at a younger audience; millennials for example - you wouldn’t necessarily apply the same tactics to a campaign you ran for the over 50 market - no matter how successful that may have been! Knowing who your audience is and what makes them tick is key.
Make it engaging– Create something that’s memorable and unique and make sure to understand the client’s goals for the campaign. Whether its awareness, sales or education, by developing something that’s irresistibly engaging, you will have a campaign which lasts in the memory of the customer.
Over complicate things- Sometimes what sounds like a good idea sitting in an office becomes much more challenging in a real life environment. Grandiose ideas are great, but you should to have the means (and budget) to pull them off. Make sure you have the core focus of your campaign agreed and prepared before you add more complicated elements, and ensure you have a contingency plan.
Take things for granted–Although the campaign to you may be the best thing since sliced bread, make sure you explain the message to your audience and have a clear outline of what you’re looking to achieve. People may not know what you know so it’s important not to take this for granted and to have clear and concise communications behind the campaign.
Expect it to be sunny -We live in the UK so plan for all eventualities. You simply cannot count on the weather for outdoor events, even in the height of summer. Plan for the worst, hope for the best and you’ll make sure the weather doesn’t ruin the experience.