There are two primary components to a successful experiential marketing program or event: organization and inspiration.
With over 15 years of creating awesome brand experiences and managing countless events, we have created what we believe is a list of 10 things every event producer, event manager, and even client should do to create the best brand, client and team experience.
1. Make sure you have a good team.
Not everyone is cut out for events. You want the kind of people who will gladly arrive earlier, stay later, and make sure the project is completed. Clock watchers, complainers, and drama magnets need not apply.
2. Focus on the customer experience.
It’s easy to become fixated on details, but will your customer notice all of them when the event comes around? Don’t major in the minors. Customers won’t know that the banner is the wrong size or that the premiums are on a slow boat from China. Focus on how your customer’s takeaway. A great conversation with an engaged & educated brand ambassador trumps banner size every time.
3. Make sure project managers are prepared.
Set your Project Manager up for success. If she or he doesn’t have the support and respect of the rest of the team, or is inexperienced in events, the project could suffer. Do as many walk-throughs as it takes. Again, it’s better to be over-prepared than under-prepared. Make sure your Project Managers are prepared to answer a variety of questions. Would you rather seem decisive and informed, or unsure and unaware?
4. Always have a plan B & C and be ready to execute Plan Z.
You never know when the smallest detail could go wrong, just like the Boy Scouts, always be prepared. Think through as many “controllable” and “uncontrollable” situations as possible before hand. Did the store manager wake up on the wrong side of the bed this morning? Is the talent running “late”? Be ready to put you backup plans into action.
5. Feed your staff.
Especially give them water if they will be outside. Imagine the nightmare of having your staff pass out from the heat in front of your banner because you couldn’t spring for $5 worth of bottled water. Your staff will go over and above when they feel you have done that for them.
6. Don’t be a jerk.
Maybe you’re having a bad day, maybe something went wrong, do you really want the world to think that you’re a jerk? Is that the kind of rumor you want going around about you, your agency or your brand? Take a deep breath, don’t be a jerk.
7. There’s no crying in experiential marketing.
Literally, and figuratively, you don’t want to put your hardworking team through the stress of seeing you cry or become very angry, or any sort of other negative emotions. As we say around the Mambo…..”No te freakas.”
8. Stick to the chain of command.
This refers to both phone and email, as well as on the actual event site. It may not seem like a big deal to you to walk up to event workers and tell them to move things around or stand somewhere else, but what happens when the Project Manager is left out of the loop and can’t execute the rest of the plan? Be sure your staff, your client and your agency team members know how whom to direct comments or criticism.
9. Trust your team and don’t micromanage.
If you don’t trust your staffers or agency to do the job, why did you hire them? Undermining, nitpicking and micromanaging are annoying, but ultimately, they undermine your event and your brand more than anything else.
10. Don’t be a jerk
This one is worth mentioning twice. It’s easy to freak out, loose control, down right panic if something doesn’t go according to the plan you just spent the last 4 months detailing. Expect that things may not necessarily go wrong, but thing may not go according to your plan. Stress, like something that rhymes with spit, runs downhill. And no-one deserves to get “spit” on, ever.
Mercury Mambo has the experience and attention to detail to make sure our events go off without a hitch, and the creativity to put on events that can take brands to the next level. Let us know what you think or what tips we should add, either in the comments or email us: firstname.lastname@example.org