WHAT IS EXPERIENTIAL MARKETING? From the moment businesses began to realise that aggressive sales tactics were struggling to compete with marketing campaigns that established genuine connections with potential customers, the experiential marketing revolution was born. There will always be a place in every marketing strategy for tried and tested tactics such as print advertising, social media marketing and search engine optimisation (SEO) - but as engagement-focused campaigns become an increasingly core part of the modern marketing toolkit, the experiential factor becomes harder and harder to ignore. 78% of millennials say face-to-face interactions make them more inclined to become part of a brand - and who are we to argue with the world’s most influential demographic? To help ambitious businesses make a bigger brand impact in 2017, we’re breaking down the basics of experiential marketing. Here, you’ll find out what it is, why it works and how you can use it to your professional advantage. FIRST THINGS FIRST: WHAT EXACTLY IS EXPERIENTIAL MARKETING? Experiential marketing (AKA event marketing or engagement marketing) is a type of marketing strategy which revolves around the experience that’s created for audiences - often incorporating an audience interaction element. It’s this one-on-one engagement with a brand (typically in a live setting at an organised event) that makes the experiential approach so effective with consumers. Event marketing campaigns allow the general public to get hands-on with your product in an environment you control. Powerful experiential campaigns can include anything from high-street pop-up shops to strategically located exhibition trailers, locked and loaded with built-in interactive displays. Whatever route you take, the key objectives are always to draw a crowd, engage your audience and create a lasting impression of your brand on those who attend - whether physically or online. One of the primary goals of engagement marketing is to inspire consumer loyalty in a brand. When businesses can build genuine relationships with their customers as a result of authentic, one-on-one interactions, they stand a far greater chance of locking out their competition and securing loyal customers who’ll come back time and time again. These enduring relationships can pay dividends in the long-term, as devoted customers are far more likely to endorse your business online - and when you’re embarking on a live event, these connections can even earn you some free promotion across social media. YOUR EXPERIENTIAL MARKETING TOOLKIT Once you’ve familiarised yourself with the fundamentals of event marketing, the next step is to put your experiential arsenal together. While concepts, sales copy and locations may change from one campaign to the next, there are some tools you’ll use time and time again in pursuit of brand engagement.
- Exhibition trailers: Promotional vehicles as dynamic as the exhibition trailer offer a highly functional and flexible platform for any event marketing campaign. Not only can the vehicle itself be used as a pop-up shop, portable entertainment venue or interactive burger vendor, for example, but it also doubles as a portable billboard due to its mobile nature
- Social media: An active and engaging presence across multiple social media channels is something that a huge proportion of businesses now strive for - and when it comes to maintaining relationships with attendees once your event is over, social networks such as Facebook, Twitter and Instagram are invaluable. Creating a unique hashtag to accompany your experiential campaign is a great way to keep people engaged before, during and after your event - while having team members dedicated to social media activity will allow your brand to stay front-and-centre in your audience’s minds
- Brand ambassadors: Whether your staff are actively out on the street generating new leads, running social media accounts or engaging with the public on a face-to-face basis at your events, brand ambassadors are hugely important to businesses focused on customer engagement. From the way they dress and behave to the values they express, they are the medium through which customers engage with your brand. These ambassadors are on the frontline of your business, and should play a key role in any event marketing focused campaign
HOW DO BUSINESSES BENEFIT? The ultimate goal of most marketing efforts is, of course, to increase sales - and while this is also true of experiential marketing campaigns, there are many secondary advantages sure to benefit your brand as well. The first of these is brand loyalty. Ensuring that customers come back for more is the mark of any effective engagement marketing campaign. Whether it is achieved through the use of a high profile event, engaging social media activity or a combination of many complementary elements, the key is to create long-lasting, mutually beneficial relationships with customers or clients who are eager to pay for your products or services. Secondly, event marketing done right creates brand recognition and popularity - increasing the size of your customer base over time and, ultimately, making your business a more profitable one. By utilising brand ambassadors who can cultivate and maintain relationships between your business and its customers, you can take control of how your brand is perceived by the public. Unique, memorable hashtags associated with your brand, along with engagement-focused social media activity, allow you to influence your reputation and your relationship with your customers. Whether you’re new to the world of marketing through engagement or fully versed in this phenomenal platform, it’s crucial to understand the driving forces behind this multichannel approach. Get to grips with the key principles of experiential marketing and you’ll be one step closer to your own industry-leading event marketing campaign. Now that you know what experiential marketing is, let’s look at how you can put it into practice for your next event. PROMOTING YOUR POP-UP EVENT ON SOCIAL MEDIA
If you’re operating in one of the world’s more saturated sectors, you may find that it’s hard to make yourself heard above your competitors. The sheer volume of competing print and digital marketing campaigns from industry-leading brands can leave SMEs in a difficult position when it comes to communicating with their demographic in the midst of this promotional pandemonium. But more and more ambitious businesses are embracing the unique benefits of event marketing each day, offering them an unobstructed communical channel they can use to reach their audience in an authentic way (and create the sort of brand recognition that typically converts into sales). Pop-ups in particular provide an engaging and effective solution when it comes to cutting your competitors out of the picture and getting some one-on-one time with your potential customers. The only hard part is securing the numbers you’ll need to see a satisfying return on your investment - whether you’re inviting event attendees into a mobile exhibition trailer or decking out an upcycled shipping container with some bold brand imaging. And that’s where social media comes in. Today, we’re taking a closer look at Twitter and Instagram, two of the world’s foremost social networks, to give businesses looking to expand their customer base and boost their brand power the secrets to event marketing success on these social media platforms. TWITTER
With 310 million monthly active users, Twitter offers a supremely powerful promotion tool for companies looking to access previously untapped audiences online. This digital universe of short-form content is full to the brim with businesses sharing information, broadcasting marketing messages and hoping to convert engagement into sales. Thankfully, by mastering the art of audience targeting and handcrafting your hashtag for maximum reach, you can navigate your way through the noise to potential customers ready to be exposed to your brand. Reach your audience If you’re looking to promote your pop-up on Twitter, the first thing you’ll need to do is create your hashtag. Don’t overeat into the 140-character limit, and make sure it’s easy to remember. You’ll also want to make sure you settle on a hashtag you like well in advance of the event - ideally between two weeks and a month beforehand. Taking a targeted approach to your social media strategy will allow you to harness the influence of power users, bloggers, and potential partners. You’ll want to make sure you target the sorts of Twitter users who could be potential customers for you, and avoid overlapping with your competitors wherever possible. Take full advantage of Twitter’s Promoted Tweets function, which allows you to target users by demographic - with targeting options including language, gender, location, and more - giving you an opportunity to hit the right audience with the right information. Generate engagement Once you’ve established your hashtag, you’ll need to engage your audience - and from running exciting competitions and offering exclusive rewards for attendees to live-tweeting throughout the event, Twitter offers an ideal platform for spreading the word about your pop-up. By offering added value, you’ll also be able to ensure that you maintain your following even after the event is over. Your competition can be announced as far in advance of your event as you like, and it’s entirely up to you what followers will need to do to be in with a chance of winning - from tasks as simple as retweeting content you’ve shared on your company account to asking entrants to record their own video on a topic of your choice and post it on Twitter themselves. It’s worth securing a follow from event attendees during this part of the process, as this will mean you’re able to maintain interest in your brand and in future events you hold long after your pop-up event ends. Prizes are also your prerogative - with possibilities ranging from product giveaways for low-effort entries, to VIP access to a private party in a luxury event container in exchange for producing and uploading their own unique content. As long as you’re offering genuine value to those who engage with your brand, that’s all that matters. Follow up You’ll want staff on-hand to interact with followers during the course of the event, whether that’s through live tweeting, reacting to key events throughout the day or answering questions from followers and attendees. If you’re announcing prize winners, they can take care of this, too. Exhibition trailers are an ideal pop-up event solution in this respect, with tech support available for all your on-site social media needs - whether you’re looking to enhance your event space through Twitter walls or live video feeds. To keep attendees engaged with your brand after your pop-up event, you’ll need to take a proactive approach to interacting with everyone who turned up. Thank and reward attendees via Twitter for taking the time to come along, while simultaneously showing anyone who didn’t attend what they’ve missed out on. When it comes to settling on a suitable reward, try offering exclusive discount codes or granting attendees special access to other events in the future. By engaging with your followers in a meaningful way after the pop-up is over, you can make sure your brand maintains its impact long after your doors close. INSTAGRAM Be it through celebrity endorsements, hijacking trending hashtags or simply reaping the benefits of having an active account, engaging with potential customers far and wide has never be so easy thanks to social media marketing. And if you’re embarking on a new pop-up event - whether it’s to launch an exciting new product or purely to generate brand awareness - Instagram is another perfect place to share the good news. Smart Insights’ latest compendium of global social media statistics demonstrated the incredible level of engagement this powerful platform has now reached. Instagram now boasts well over 400 million monthly active users, outranking Twitter, Snapchat, Pinterest and LinkedIn - to name but a few of its rivals. The network’s overwhelmingly visual format is one key element that sets it apart from channels like Facebook and Twitter - and something that makes it a perfect place for sharing your experiential marketing efforts. So, if you’ve got a pop-up event on the way, here are some steps you can take to make your business Instagram-ready. Be omnipresent An overactive social media presence can be off-putting for audiences, but being visible across a number of popular platforms is encouraged, and offers boundless potential when it comes to reaching and engaging new people. Instagram offers the perfect opportunity to create a strong digital identity. Social media platforms such as Facebook and Twitter (though equally useful in their own right) are generally a one-way street, in that what is shared there stays there. Instagram, however, allows you to upload media and share posts between a variety of other networks. Whenever you upload content, sharing that post across multiple channels means that followers on your other networks may just engage with your brand. It’s all about being on the right platform at the right time - and if you can be everywhere at once, this shouldn’t be too tricky. Don’t be greedy It’s not hard to see why Instagram refers to itself as a ‘visual inspiration platform’. The network allows you to upload, edit and share images of absolutely anything you like - and in marketing, this provides a powerful and dynamic tool for pop-up promotion. Whether you’re sharing gorgeous snaps of a beautifully branded exhibition unit or want to show your followers what’s going on inside a hi-tech promotional vehicle, there’s no limit to who can attend your pop-up if you share the experience via Instagram. What’s more, by ‘checking in’ or tagging your location, you can allow people in the local area to discover your event through a destination or activity-related search. Regardless of whether your aim is to create intrigue, get locals down or simply build brand awareness online, sharing photos and videos from your event offers a broad range of added benefits. Remember: post image, check in, share! Think globally Whether you’re putting the finishing touches on your display or the event is in full swing, Instagram’s new story feature is a great way to stream your pop-up in all its glory. Experiential marketing isn’t confined to physical experiences - and by posting a story, you can give users across the world a chance to interact with your brand. Try to capture key moments of the experience, as opposed to bombarding followers with exhaustive footage of the full event, and you can invite Instagram users to be a part of your pop-up without them ever having to leave the house. Don’t forget the hashtag Summarising your pop-up through a product name, place and time, or even a pun can help you to create a hashtag that’s meaningful and memorable, and stands the best chance of gaining momentum. Hashtags are, ultimately, designed as a search function - so it’s important to be specific, as popular hashtags like ‘love’ (featured on 696 million Instagram posts) will almost certainly be lost in an endless sea of other posts. Forgetting to include any hashtags is a recipe for disaster - and don’t be afraid to use a few per post, if you believe these will help the right users to find your event and engage with your brand online. SNAPCHAT Snapchat is one of the most personal forms of social media currently in use - and while not all businesses will be sold on this form of engagement, it can be undeniably useful as an event marketing tool. Whether one team member is responsible for managing the account or a number of staff members are given access, you can use your company’s Snapchat account to create unique behind-the-scenes content before, during and after your event. From images and videos of your brand ambassadors preparing the event trailers to a live feed during a competition, Snapchat can provide your customers with intimate access to your company and break down the barrier between brand and consumer. Another of Snapchat’s useful tools is its wide range of filters. This has been a large part of several recent advertising campaigns, encouraging engagement and getting users to interact with brands. These filters can be used to generate interest in your own experiential marketing event, with users getting involved with your branding free of charge. LINKEDIN When it comes to advertising your engagement marketing events to large groups of professionals, there’s no better tool than LinkedIn. The first thing you’ll need to do is create a group page for your event. This is where you’ll be able to post information and updates about your event, and keep the conversation going with interested, potential attendees. Secondly, if you have special guests speaking or appearing at your event, get them to personally post updates or profiles to create a buzz surrounding your event and encourage attendees to stop by your exhibition trailer. Finally, you can use LinkedIn’s published posts feature to ensure literature related to your event is circulating and is directed towards people most likely to attend. LinkedIn does keep its algorithm a closely guarded secret, but try and spot trends from other posts that rank highly and implement that information into your engagement marketing strategy. FACEBOOK Facebook is the most widely used social media site in the world, and your event needs to be making most of this accessible platform. Companies use Facebook to advertise just about anything these days, and in order to make your event stand out, it’s worth considering these tips when posting about your event:
- Provide all the relevant information in quick and easy bites. E.g. time and location of the event
- Use your cross-platform hashtag to keep users engaged no matter what other apps they may use
- Finish off with a call to action that encourages the user to RSVP to an event invitation or visit your site
If you’re willing to invest money in advertising your event on Facebook, its paid promotions feature means you can use audience and location targeting to narrow down the people who your ads will reach. This means you can analyse the data to find out who attended your event and even collect their email addresses from your exhibition trailer for future remarketing campaigns. Companies who use Snapchat creatively are the ones that tend to have the most effective engagement marketing campaigns, because the more intimate and immediate contact a user has with your brand, the more likely they are to attend. If you’re aiming to build hype surrounding an upcoming event, send out coupons that the user can only open once they’re in one of your event trailers on the day, because it will self-delete once it’s opened and they won’t be able to get it back. This will encourage foot traffic to your promotional vehicle and allow you to give something back to your loyal followers. HOW TO USE EMAIL MARKETING TO DRIVE FOOTFALL TO YOUR EVENT Email marketing is one of the most effective ways of directly targeting an audience that’s likely to engage with your company - and also allowing you to track how effective your efforts are. If you get it right, targeted email marketing can provide a focused, direct method of keeping your potential client base informed of when and where your experiential marketing events will be, and why they should be attending. Since email has become a vital part of the professional world, people’s inboxes have become a hotbed of email marketing. Since the competition is so fierce, it’s important that your emails become the ones that attract the right amount of attention - and our tips for making sure that your email marketing strategy drives people to attend your events should help you optimise your technique. A/B SPLIT TESTING While you may have streamlined and targeted your audience to try and optimise your email blast’s audience, it’s important to know what kind of content gets the best response. For some organisations, like Uber, brand continuity and simplicity are key to click through rates, while others make creative use of animated GIFs. The process of A/B split testing is designed to help you achieve the most impactful results possible. By sending an email several times, making small changes to selected variables like subject lines or graphics, and then collecting the open and click through data, you can work out what gains the most engagement from your audience. With this data, you can retarget your email marketing to send highly targeted ads to specific customers who’ve shown an active interest in your brand - making them more likely to attend your next experiential marketing event. Making your emails mobile friendly is also becoming more and more important, as engagement marketing through mobile is becoming an increasingly profitable channel. GEOLOCATION SEGMENTS Think about segmenting your audience using geolocation services to target potential attendees within a realistic area. For example, emails to Brisbane aren’t particularly effective when you’re hosting a pop-up in an exhibition trailer in the UK. Targeting an audience within a realistic distance of your event is one of those event marketing tips that seems obvious, but it’s surprising how many companies send emails far and wide advertising localised events. SHOW PEOPLE WHY THEY SHOULD GO Just because your audience open your email, that doesn’t mean that they’re necessarily going to go to your event. They may still need some convincing, and this is where great event marketing emails prove themselves. A good value proposition will play a crucial role in convincing your audience that your exhibition trailers are not to be missed - so it’s worth spending some time planning your strategy. To reinforce your value proposition, think about using social proof, like testimonials or expert reviews of your previous experiential marketing events. If your audience can see that respected voices in your industry have had positive experiences at your exhibition trailer event, they’re much more likely to book it into their own calendar. GOOD COPY There’s something to be said for the simple things, and good copy is one of those. A touch obvious, perhaps, but engaging your reader with solid, informative text is one of the most effective ways to influence them. The point of the body text of your email is to convey the important information to your audience, so you want it to be as effective as possible. CALL TO ACTION Some companies use RSVP buttons, while others take surveys, or direct their customers to specific parts of their website. How you do it doesn’t matter, but what does matter is leaving your reader with something actionable. However you choose to do this, make it a prominent element of your engagement marketing email. HOW TO CHOOSE THE RIGHT EVENT SPACE FOR YOUR EXPERIENTIAL MARKETING CAMPAIGN When it comes to hosting your experiential marketing event, there are a few vital things to consider in order to make sure everything goes off without a hitch. Whether it’s making sure you have the right amount of space for your guests or ensuring you don’t blow your budget on the biggest and flashiest exhibition trailer, you’ll want to make sure you choose a space that suits the event. If you’ve got an event marketing campaign coming up and want to make the best use of an event space, our handy guide is here to help. CAPACITY One of the first things you’ll be thinking about is how many people are likely to attend your event, and what kind of exhibition trailers you’ll need to host them. If you’re looking at an event that’s going to need over 150 guests in your exhibition trailer at a time, our Pursuit exhibition trailer is perfect for those larger events, whereas if you’re looking for something smaller, the Discovery exhibition trailer hosts up to 45 people at a time. Whatever kind of structure you’re looking for, planning well in advance and knowing how many people you’re going to be catering for is vital when it comes to picking the right exhibition units for your event. Obviously, overbuying will mean you have a smaller budget for other aspects of the event, while under spending might leave you with some disgruntled clients who don’t have enough space to enjoy your event. LOCATION When you’re thinking about the location of your event, it’s important to make sure you don’t just pick the biggest exhibition trailer, as this can be both a waste of money and a difficult space to fill. Equally, choosing a structure which is too small can mean you’re overshadowed by a sea of other exhibitors. For example, a two storey lorry would be unnecessary at a small village fete, while a smaller exhibition unit would fail to attract attention at a location like Wembley Stadium’s carpark. From accessibility to practicality, location will play a key role in the success of your event - so spend some time researching suitable spaces that will work well for your business. FUNCTIONALITY When it comes to functionality, you’ll need to consider how the exhibition trailer you choose will enrich your marketing strategy. Before you begin looking at exhibition units, make a list of what you need that space to achieve. This way, you won’t be sidetracked once you start shopping around. The best experiential marketing campaigns plan their events well in advance, so that when it comes to choosing the best event space, they know exactly what to look for. EVENT TYPE
Obviously, one of the most important factors when you’re deciding what kind of exhibition trailer to use for your experiential marketing event is what purpose you want your event to serve. If you’re looking to entertain your guests initially and then deliver a presentation, you’ll want to consider structures like the Adventurer exhibition trailers - while if you want to deliver a unique experience to your target audience, the Air Cube might be more suited to your needs. From size to appearance, there are a number of factors that will go into ensuring you choose the most suitable space for your event, and there’s no harm in figuring out what your competitors are doing - and more importantly, what they’re doing well.
So if you’ve got an experiential marketing campaign coming up, make sure to have a look at our range of exhibition trailers, and use this handy guide to make sure you pick the right one for your event!
HOW TO BRIEF YOUR TEAM AHEAD OF YOUR NEXT POP-UP EVENT Your pop-up event is crucial to your overall experiential marketing campaign - and so are your staff. Whether you’re putting on a small event for a select audience or you’ve hired a fleet of exhibition trailers in order to cast a wide net at a variety of events, you’ll want to make sure your team knows exactly what their purpose is and how to achieve their targets. Here’s our top tips for briefing your team ahead of a pop-event, to help you ensure all bases are covered. SET TARGETS Going into the event, it’s vital that your staff know exactly what they’re trying to achieve. By giving them goals to achieve and targets to hit, you’ll make sure that your staff are aspiring to putting on a great event - and you’ll leave with an armful of leads. Whether it’s engaging a certain number of people and getting them into your exhibition trailer, or gaining a specified number of email addresses, make sure your staff have goals to hit. Think about offering rewards for those who hit their goals, as this will inspire your staff to go the extra mile on the day. For example, offer a bigger staff discount on your products, a bonus on their pay at the end of the event, or an alternative prize in order to make sure your staff know exactly what they’re working towards and give them a further incentive to help your business achieve its experiential marketing goals. INCREASE AUDIENCE FAMILIARITY If you’re putting on an engagement marketing event, the likelihood is that you’ve done plenty of market research and are familiar with the audience you’re trying to reach. Whoever you’re marketing your event to, you’ll want to share your research with your staff in order to make sure they are as informed as you are by the time your event rolls around. Once your event staff understand your target audience, the next step is to ensure their approachability skills are up to scratch. Experiential marketing is all about peer-to-peer engagement, so whether you’re sending sales staff, brand ambassadors or any other team members to an event, you’ll want to make sure they’re completely familiar with your event marketing audience and how to engage with them. MEASURE SUCCESS APPROPRIATELY When it comes to measuring the success of your event, there are several types of metrics and technological aids that can help analyse data. The success of your event obviously depends on what you set out to achieve at the beginning, and any extra successes that come through the achievement of your primary goal can be seen as extra wins. So, if the purpose of your event was to get as many people as possible interacting with your brand and build awareness, try using channels like Twitter, where you can create a hashtag and tangibly measure how many people are engaging with your brand. If your motive was simply to get people into the exhibition trailers and getting hands-on with your product, give one of your staff members the job of rounding up the numbers. No matter how big or small your goals are, it’s crucial that you measure their success in order to determine the overall profitability of an event and use this information to inform future events. So whether your next event is looming and you’ve chosen your promotional vehicle or you’re in the early stages of planning an experiential marketing campaign, make sure you follow the steps above to brief and engage your team ahead of the big day. HOW TO ENGAGE AUDIENCES THROUGH EXPERIENTIAL MARKETING The ever-growing popularity of screen-based technology may mean that companies are turning to social media in an attempt to access their target audience - but with 74% of consumers admitting that face-to-face engagement with branded event marketing experiences made them more likely to purchase the promoted products, it’s no surprise that experiential marketing will continue to be count in 2017. From promoting a particular product in a sales push to encouraging a wider audience to get on board with your brand, the art of experiential marketing can transform the success of a business. At The Events Structure, we have years of expertise in designing and creating impactful pop-up events, which is why we’re bringing you our comprehensive guide on how to harness the ‘experiential factor’ at your upcoming event. So whether you’re an event planner, business owner or brand ambassador, we’ll be giving you all the need-to-knows for creating connections with attendees on the day - so you can build on that all-important sense of brand loyalty. TARGET THE SENSES Whether you’re exhibiting at an event or hosting a high street pop-up, an eye-catching design will undoubtedly contribute to the success of your brand marketing campaign. Conveying your brand identity to passers-by is crucial in engagement marketing, so adorning your stand or exhibition trailer in your logo and brand colours will mean your business is remembered by attendees long after the event. Increasing the appeal of your exhibit will encourage audience interaction, meaning you can persuade a sense of brand loyalty to even more consumers, and taking a sensory approach means passers-by won’t be able to refuse stopping off at your impactful pop-up. Here’s some ideas to try:
- Touch: enticing attendees to step foot in your exhibition trailer and get up close and personal with the products will mean that they’re unable to resist getting their hands on one of their very own - so make sure that your pop-up is well stocked with all of the promotional products that your customers could want
- Sight: whether it’s a busy high street or a crowded exhibition space, it’s visually arresting exhibition trailers that will draw passers-by over to see what the fuss is about
- Sound: from using music to command attention to conveying your marketing messages with jingles, adding an auditory level to your event marketing campaign is a great way to intrigue audiences and maximise footfall to your pop-up
PLAN LIVE PRODUCT DEMONSTRATIONS When it comes to consumers choosing between you and your competitors, it’s the brand who has taken the time to show off the product with a live demonstration who will have the edge. From highlighting the product’s unique selling points to using this opportunity to convey the care and attention that your brand takes from production to the point of sale, ensuring that your pop-up features product demos will make your brand - and its products - seem even more irresistible. As if the demo itself wasn’t enough, facilitating the option for the audience to interact with brand ambassadors during the demo means your team can use their communication skills to boost sales. DRAW ATTENTION WITH INTERACTIVE DISPLAYS The power of sight means that arresting visuals are crucial when it comes to designing an exhibition trailer. From incorporating the logo to choosing a colour scheme that will stand out to passers-by, any successful event marketing campaign should stand out - and with the rise of technology, why not go the extra mile with interactive displays? From touch tables which reveal more about your brand’s background to immersing attendees in your brand with virtual reality headsets, make sure that you demonstrate how up-to-date your brand is by encouraging attendees to get involved with the latest technology on the market. MAKE AN IMPACT WITH LIVE ENTERTAINMENT Whether it’s clothing or consumables, advertising your brand with experiential marketing means the boundaries are limitless when it comes to organising live entertainment. To strike a chord with your target demographic, opt for genres that fit in with the overall brand identity - or if you’re promoting the release of a new product, why not orientate your entertainment to suit its particular marketing message? This slight deviation from your typical branding will prompt passers-by to see why your latest product is so revolutionary - meaning you can attract even more footfall to your pop-up. Whether it’s finding the right exhibition trailer to suit your campaign or designing an attention-commanding pop-up, there’s no shortage of creative decisions to make when it comes to experiential marketing. HOW TO SUCCESSFULLY FOLLOW-UP FROM AN EVENT Whether it’s being introduced to potential leads at a business networking event or engaging with consumers at a pop-up experiential marketing campaign on the high street, there’s no denying the power of meeting face-to-face when it comes to brand exposure. From exchanging contact details to explaining how your brand could benefit them, a successful initial meeting can be the start of a prosperous business relationship - but it’s the subsequent follow-up that will create a lasting impression in the minds of prospective clients. While high-quality business cards and an iconic exhibition trailer is sure to make your brand stand out, time and time again, it’s the lack of follow-up that means companies fail to transform their interested prospects into paying clients. At The Events Structure, we’re experts in the field of event marketing, which is why we’re giving you the lowdown on how to shake-up your follow-up habits and secure custom after the event. 1. FOLLOW-UP AFTER A FEW HOURS Business is all about making smart and swift decisions, which is why it’s crucial that you’re prompt in making the most of any opportunities that arise from your experiential marketing campaign. Whether it’s a customer or a potential investor who’s looking to collaborate with your brand, adopt a ‘sooner rather than later’ ethos and always follow-up from your initial meeting within 24 hours. The captive audience at an exhibition means many attendees will have also left contact details with your competitors, so impress your potential leads with a timely follow-up and your proactive attitude will take you straight to the top of their radar. 2. CONNECT ON SOCIAL MEDIA With 2.34 billion social network users across the globe, establishing a connection on social media is crucial for taking your newfound relationship to the next level - and sharing your profile means your potential leads can find out more about your brand’s background. The type of prospect you’re following up with will most likely affect your decision when it comes to which social media platform you use to get in touch, and that’s because different kinds of clients will be more active on different platforms. Connecting with potential leads on LinkedIn is crucial after a day of networking with professionals, whereas a retail startup that focuses on sharing content related to its products might focus on engaging with potential customers on social networking services and apps like Twitter, Instagram and even Snapchat. 3. OPT FOR INVITATIONS, RATHER THAN THE HARD SELL From business events to pop-up campaigns, aggressive advertising and sales tactics can often be off-putting for potential clients, whereas offering an exclusive event invitation during your follow-up contact can be the incentive that prospects need to keep connecting. Opting for eye-catching exhibition trailers at your upcoming engagement marketing campaign will increase the profile of your brand - or alternatively, an exclusive one-off sale-event could mean you boost profits while developing newfound relationships. Whatever the type of event you choose to host, inviting potential clients to attend as a follow-up from making initial contact means your business will remain in the minds of your new contacts - and by avoiding the hard sell, they’ll likely to maintain a stronger relationship with your brand. 4. CHOOSE HOW YOU COMMUNICATE When it comes to following up, a tailored approach is key to ensuring that each prospect feels valued. That means, while large-scale clothing and confectionary brands may opt for a blanket email approach or targeted social media posts, SMEs may be inclined to communicate the benefits of their premium services with a one-to-one phone call. Brand values and identity will play a principal role in which channel you choose, but it’s crucial that you factor in the expectations of key prospects in order to establish a business relationship that’s set to thrive. 5. DON’T FORGET TO KEEP IN CONTACT After securing a sale, many brands turn their attention to attracting new audiences that’ll purchase their products - but with past customers already familiar with your brand, a successful company will continue to keep in touch with its clients. From sending regular updates on the business in a monthly newsletter to setting reminders in your calendar to reconnect every quarter, keeping yourself at the forefront of your ever-expanding list of contacts’ minds is essential for staying ahead of the competition. Visually appealing exhibition trailers and enthusiastic brand ambassadors will no doubt impress passers-by during your experiential marketing event, but it’s a well-executed follow-up that can make all the difference to your sales in the long-term. Now you’re an expert in the art of following-up, it’s time to organise the event itself. Browse our range of eye-catching exhibition structures online and set about planning your event today! Contact us today to find out more!