The 2nd Principle of Success for Experiential Marketing

 

 

Today is the second entry of our Seven Principles of Success for Experiential Marketing. For the past two years, a team from Synergy Events has attended the PRSA International Conference to connect with public relations professionals about how our experiential marketing events drive PR for our clients. At one of the workshops in San Diego in November, Daryl McCullough from Paine PR presented his Seven Principles of Success during his terrific "Best in Buzz" workshop. This list was inspired by Daryl's talk.

 

1. Integrate your events. Click here for the full post.

 

2. Today I want to talk about the second principle, Knowing Your Audience.

 

Here are 3 steps:

 

Focus on Your Core - This may sound incredibly simple, but it's important to remember who your primary target is when planning an event. Obviously, it's fine to have more than one target group (e.g. media, mom's between 28-40, tweens, etc.) but that's often where the problems start. For example, if a brand is launching a new beverage aimed at young professionals, but has a primary goal of driving media impressions through an event, then a straight sampling program at Bryant Park isn't going to work.  

 

Timing is Everything - Another factor in knowing your audience is when to do the event. Again, if you want a media focused event in New York City for example, check potential conflicts and pick a convenient time for the media to cover the event. If the budget allows, hire a freelance B-roll shooter and still photographer so you have a backup plan to service the press in case a breaking story or other unforeseen factors lead to a light press turnout.

 

Key to Engagement - Be sure to factor what will make your audience stop and take notice. If you're executing a press-driven event like the Crown Royal contest reveal above, (a sports activation prior to the 2009 Daytona 500) make sure the idea is unique and newsworthy (we'll talk more about this on Thursday). If you are conducting a product launch and want to sample, make the extra spend to have your teams in branded uniforms.  And be sure the Brand Ambassadors have the personality and persistence to engage the target.  

 

Stay tuned for the remaining principles of success in the coming weeks:

 

3. Make it Stick! (January 28)

 

4. Leverage Technology. (February 2)

 

5. Be authentic to your brand. (February 4)

 

6. Select the right spokesperson. (February 9)

 

7. Pick the right location. (February 11)