There are many factors that come into play when planning an experiential event. And more steps means more room for mistakes. Critical campaign elements are often missing from events, and when it comes to experiential marketing, it’s all in the details. We’re outlining the most common experiential marketing mistakes we have seen people make. Read them. Learn from them. Avoid them!
Here are the 3 most common experiential marketing mistakes people make in experiential marketing:
- Racing through the process
- Poorly trained staff
- No mention of goals
Let’s dig into each one of these:
Racing Through the Process
Effective campaigns take time. If you plan far enough in advance, you’ll likely have more options and the ability to do exactly what you have in mind rather than being strapped with what’s left and available.
You need to leave time to invest in supplies or technologies, find the right staff, work out the details, promote, and more. There’s a lot that goes into an experiential event, and it’s all about paying attention to the little things.
Remember, successful events don’t happen overnight.
Poorly Trained Staff
You need staff that spend the time to get to know and understand your brand before the event begins. They should understand exactly what’s required of them, the goals for the event, and how they are contributing to that success. This also takes time (see above) and isn’t something you can expect them to learn and retain in just a day or so.
Find the right staff for your experiential marketing event and give them adequate time to learn and understand what’s expected of them. (Pssst – We specialize in finding the right staff for your event that is properly trained. Reach out to us here.)
Invest in your event staff. They are ultimately the ones ensuring the success of the event.
No Mention of Goals
Every event should have a goal in mind. Without knowing those goals, you won’t know if your experiential marketing event was successful. That goal can be anything from higher brand recognition to a number of product sales at the event. It all depends on the brand and their overall marketing goals. How is this event contributing to those goals?
Make sure your goal(s) is measurable and specific. Include numbers, but don’t limit yourself to specific sales numbers. A goal can also be something like consumers participating in the activation and having a great time.
Set your goal(s) well ahead of time and make sure everything you do drives to meet this goal.