Posts Tagged ‘experiential design’

Oops…5 Common Mistakes in Experiential Marketing

Experiential is the most exciting, memorable and mesmerizing way to increase connections and elevate brand perception. But in the smooth and smoky words of Ella Fitzgerald, if you want to get a little, you’ve got to give a little! It takes a lot of effort to engage an audience and capture their attention (in a GOOD way). And if you don’t give it all you’ve got, guests can leave your event feeling worse about your brand than they did before. We want the world to know some of the most common mistakes that occur on the road to experiential success, and how you can avoid them at your next event.

#1 Planning for the best

Creating a brand experience without a thorough plan is similar to venturing into the Amazon without a map (we’re assuming). On your experiential journey, preparation is everything. During an event, things are bound to go awry – speakers break, people are late, it happens. But don’t sweat it. So long as you prepare for the unexpected by planning for the best AND for the worst, you can keep your cool. Oh, and having a kickass team on your side ready to take on the world helps too.

#2 Dodgy scheduling

One of the biggest sins we’ve seen in the business is a poorly designed attendee journey. Brands are keen to give guests as many incredible takeaways as possible, and often make the mistake of bombarding guests with experiential. But this is a brand event, not a boot camp.

Spatial design is essential when it comes to planning the layout of an event. By focusing on how attendees will flow through your dazzling displays, you can combine a feast for the senses with relaxed travel-time windows that will give your guests time to take it all in.

#3 Zero follow up

So you’ve worked your butt off, you’ve delivered an incredibly flawless event, and you’ve packed up all of your props and décor. But hold up! It’s not over yet.

There are UNLIMITED benefits to extending your strategy beyond the event – and keeping the buzz alive. By listening to the online discussion surrounding your do, and by engaging with your audience’s feedback, you can gain valuable information for future marketing strategies.

#4 Forgetting the why

What’s a pool party without an Instagram-chic pool float these days?

In the midst of inspired planning, it’s easy to be tempted by giant inflatables, donut walls, or 20ft-high DJ booths. We love incorporating the latest experiential trends into our events, but our campaigns are more than just clever design concepts. When bringing a brand to life, it’s important to make sure every creative decision has a purpose. To make your message pop, determine the takeaway message of your event at the earliest stage of your planning. And if in doubt, keep it simple and clear as crystal.

#5 Having too many cooks in the kitchen

About that keeping it simple thing…the more companies you involve in the process, the greater the chances of mistakes and delays. While experiential is all about taking risks, you should always play it safe with the team you choose.

And that’s where we come in. Here at this is LESTER we’re a diverse and creative bunch that have been in the business for 15 years, and there ain’t no stopping us! From brand experience strategies to event management, we plan and execute unforgettable events from start to finish and beyond. If you’re ready to get inspired, please hit us up.

How to Get Started with Experiential Marketing Campaigns

 

Brand events and other work related dos have got something of a bad rep. You know the ones we’re talking about – stuffy conference rooms, name badges, and a weird mix of cheese and pineapple canapés!

Well, the days of awkward event small talk are over!! Experiential marketing is blowing up right now, and it can be your most powerful tool to transform your events or marketing campaigns from nada to Prada. Done well, you can create the most badass, creative experience for your audience that will completely bowl them over and increase their affinity to your brand. Win win, right?

We’re not claiming that the following pearls of wisdom are going to magically transform you into an experiential design guru. Nevertheless, there are a few basics you can, nay, SHOULD, learn before you dive into creating an immersive and unforgettable brand experience.

#1 What’s the point?

If you’ve pulled your hair out trying to put an event or campaign together chances are you started out without identifying a clear goal. We know experiential design is having a moment, but jumping on the bandwagon just to blend in could seriously backfire or at least cost you a pretty penny and not give you a lot in return.

Instead, develop a strategy and have a clear vision in your mind. Sit yourself down and ask what you hope to achieve, and the lasting impact you want this experience to have. Nailing down the prime objective will help you in deciding how best to promote your product, service or brand.

As an example, if your goal is to prove how comfortable your new super amazing bowling shoe is, then giving people a chance to try the shoe seems like a logical way to showcase this benefit. Perhaps a pop-up bowling lane at a popular sporting event where people can try the shoe for themselves.

Alternatively, if the goal is to convince people your bowling shoe is indestructible – perhaps a demonstration with fire may be more appropriate.

Once you have a concept and core message, the rest of the glitz and glamour can follow.

 

#2 Don’t be afraid to get creative

You definitely want your brand experience to be a stand out event. So don’t hesitate to get a little crazy.

For our project with Task Rabbit, an online marketplace for handymen services, we built a tiny home in 72 hours right in the middle of New York’s Meatpacking District. It was disruptive, informative and generated a lot of positive interest. Including some fabulous free publicity from awesome publications like CNN Money and inhabitat. In the end our beautiful tiny home was auctioned off raising $26K for charity.

This entirely unique project was a huge success and showcased Task Rabbit’s offerings perfectly while building brand awareness and interest. A little creativity can go a long way so try to think outside the box.

 

#3 Get techy with it

The physical and digital worlds are no longer mutually exclusive – don’t we live in amazing times?? Technological installations are a great way to fully immerse your guests in the experience you’ve created, and captivate all of their senses.

We honestly live for augmented and virtual reality experiences. They’re really cool and deliver high emotional engagement, which means they’re pretty great for creating memorable brand experiences. You can decide how intrusive you want these to be at your event: go low-key with a VR game in the corner, or take note from Rihanna’s recent Savage X Fenty launch and go full on extra with holographic installations of yourself all over the venue – we won’t judge.

 

#4 Spread the love

The most realistic and immersive experiences get the greatest emotional response, so give your guests a valuable takeaway and create an overwhelmingly positive lasting impression.

We’re not saying make it so emotional that they start weeping, but if they leave feeling their lives have been enriched in some way, you will have improved their connection with your brand and got yourself some loyal supporters. Pay attention to every little detail so your attendees have a smooth and untarnished experience.

 

#5 Trust the Pros

This might all sound like a lot. But, in the famous words of the king of pop MJ, “You are not alone”. Here at this is LESTER, our teams in LA and New York are experiential marketing masterminds. We specialize in creating unforgettable, extraordinary design concepts and branded experiences, and can help turn your simple ideas into jaw-dropping events and creations. If you’re ready to get creative, inspired, and maybe a lil wild, we would LOVE to hear from you. You can also check out some of our previous work here.

this is OUR CULTURE

The ‘this is LESTER’ team are artists first. Creativity is our lifeblood. We’re fueled by a cocktail of inspiration, imagination and audacity. We take time to understand your brand or client, the message and mission and find experiential ways to give that meaning and impact in the real world.

this is Dreaming

First and foremost, we’re a team of creatives that think in terms of what could be, not what has come before.

this is Doing

We’ve been in the business 15 years. We know what it takes to make an experience go off without a hitch. We sweat the small stuff and are pedantic when it comes to production.

this is Real

We show up to our work with all that we’ve got. We’re raw, real and brimming with passion for what we do and a commitment to honoring our creativity… and having fun a little fun as we go.

this is Connected

We don’t work in a vacuum. We get off on collaborating with top artists, originators and influencers to heighten the creative vision.

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