In an increasingly digital world, the benefits of experiential marketing are huge – getting your products into the hands of your target audience is a great way to generate a buzz.
But experiences are expensive so how can you make sure you’re maximising your ROI?
The team at Fundamentally Children has delivered a range of experiential marketing events, from family festivals to in store demos over the last five years.
We’ve learnt a lot along the way about how to make sure we get the very best from every event we attend, and what pitfalls to avoid.
Here are some of our top tips for Experiential Marketing:
Know what you want to get from the event
- Brand awareness, sampling, direct sales, consumer insight?
Research the event
- What’s the footfall, demographics etc. You’ll get charged a large fee if there’s a big footfall but if it’s not your target market, is it worth it?
Engage with the organisers before committing to participate
- Understand what their PR plans are and how they can help you achieve your objectives
Make it fun
- People coming to festivals and events want to enjoy it – they’ll remember you more positively if their kids have had a great time interacting with your brand.
Give them something to take away
- A discount code or a sample – something that will jog their memory. At festivals and family events, children will visit a lot of stands and having something that they see when they get home will remind them of your brand.
Ensure it’s properly staffed
- Events are tiring and staff need breaks so make sure you’ve got enough staff on the ground to ensure your audience has a great time (and isn’t tempted to walk off with any of the goods).
Branding branding branding
- Make sure the area is clearly branded and everyone knows who you are and what you’re offering.
Use the event to provide social media collateral (ensuring GDPR compliance – obvs!)
- Photos and videos are a great way to showcase what you’re doing at the event and can also be used for social media over the next few months to demonstrate how much fun can be had with your brand.
Talk to your audience
- You’ve got a captive audience who have chosen to engage with you – make the most of it by talking to them or conducting some user insight research that can inform future marketing or product development.
To sell or not to sell?
There are a number of things to consider when deciding whether to sell directly at an event…
- The general rule of thumb is that visitors who’ve paid a lot for a ticket to get into an event don’t appreciate being sold to at the event
- If you do sell, make sure there’s a show discount
- There’s considerable cost in shipping and storing product at events so the size of your toys may be a factor
- Your retailers (especially local ones) won’t like it if you’re undercutting their prices or giving their customers a reason not to go to their shop
- It’s a really transparent way to measure ROI and help cover the cost of an event
- It can be a great way to get rid of excess stock
I can’t stress how beneficial experiential marketing can be for your brand. But if you don’t do your research and avoid the hidden risks prior to booking that space, it can quickly turn into an expensive learning curve and even do more damage than good for your brand.
If you would like help to execute a successful consumer event, do feel free to get in touch to find out more about how our experts can help you.