Posts Tagged ‘Return on Investment’

Maximise the ROI of Your Brand Experience

We know that brand experiences aren’t cheap. But that doesn’t mean they’re not worth every penny.

Done right, physical experiences are much more of a worthy investment than digital experiences. They have the potential to reach a wider audience, deliver a higher Return on Investment, and create amazing in-person engagements. By extending the life of carefully crafted, one-off stunts, it’s easy to maximise the ROI of an experiential event, and reap long-term benefits. Here’s how:

#1 Make a great lasting impression

We love to reminisce, and share our favourite experiential event gems with our friends and followers. While we love our work, it’s important that consumers love it more. To continue leveraging social engagements, and getting post-event ROI, we make sure to leave guests with a final impression that will inspire them to get tweeting.

A nice gesture goes a long way! By making a quick speech thanking guests for coming, or having staff saying goodbye to them individually at exists, you can give your attendees that final little buzz. Gift bags or brand merchandise giveaways are also great for creating great last impressions (but more on that another time…).

#2 Make shareable content

Live events combined with social engagements are like the golden ticket when it comes to a brand’s ROI. Post-event tweets, Instagrams, and Facebook posts will continue to strengthen your (already budding!) relationship with guests – and expose your brand to a whole new audience.

To create amazing content, always make sure that it fits in with the objectives of your event, and that it will enrich your consumer’s life in some way. Content with quality, relevant images and videos unsurprisingly gets shared a whole lot more than blurry snaps, so don’t scrimp on a great photographer or videographer.

#3 Track your earned media

We love self-love! By all means, blog about the success of your event to your hearts content. However, if you’re the only one talking about your event online, your message will soon fail to resonate with your audience.

Try gaining the attention of the press to really maximise your ROI. All it takes is telling the right story to the right editors and bloggers. Then, you can track the number of articles that mention your event, and see how many people your earned media efforts are reaching.

#4 Measure your brand experience

There’s a widespread rumour that experiential isn’t measurable.

Do. NOT. LISTEN.

The truth is, brand experiences are easy to evaluate and analyse, so long as you develop a clear measurement strategy from the start. Dig into your business goals, and think about the effect you want the event to have on brand awareness and advocacy. Then, with an end goal in mind, you can measure attendee participation, social activity, leads and conversation ratios, and get rewarding and rich customer data.

Here at this is LESTER, we develop long-term brand strategies that make sure you get maximum use out of your brand experience. We design events with intention, and use our creativity to exceed your business goals and expectations. To talk all things business, or to get creative, please get in contact! We also create awesome post-event content- just check out our reel.

Brand Experiences: Why Bother?

From global experiential marketing campaigns, to intimate, exclusive affairs, experiential is everywhere. And we’re over the moon that everyone is suddenly catching on to the best marketing strategy around.

Besides allowing us to satisfy our insatiable creative cravings, the brand experience delivers an excellent and long-term Return on Investment. Here’s why brand experiences matter, and why they deserve the hype they’re getting.

You can create a cohesive brand image

Consumers are smart. They’re freethinkers. So hiding behind a computer screen telling them how great a brand is just isn’t going to cut it. Instead, you need to show them.

A brand’s reputation is defined by the positive and negative experiences of customers at every touch point. Which means that every single touchpoint matters.

Contrary to the old (and wise!) “don’t judge a book by its cover” phrase, your company is scrutinized from cover to cover everyday. It’s important to match a flawless real-life service with a brand’s online excellence to create a cohesive, positive image of a brand. If there’s a disconnect between the advertised message and the consumer’s actual experience, then it’s game over.

You’ll create a genuine customer-brand bond, that will greatly leverage your brand

We’re all driven by experiences – from great ones, to ones that still make us cringe to this day. We use experiences to help us determine our favourite people, restaurants, cities – and brands. In fact, consumers today value experiences over material possessions (and rightly so!).

By creating enriching, memorable consumer-brand interactions that your consumers can capture and share, you’ll nail the customer experience, and prove that you’re a brand that just gets it.

FYI, remember that every new positive interaction changes the way people think. It’s never too late to improve a brand experience!

And, you’ll garner great long-term ROI

We know that planning and executing a successful brand experience is not a cheap venture, but it’s worth every penny. Brand experiences blow traditional advertising channels out of the water- and deliver the greatest long-term ROI.

After an experience, 98% of consumers are more inclined to buy your product or use your services, and 65% of marketers see a direct sales boost from experiential marketing. And they’re the kind of figures we can get behind!

While these experiences usually only involve a few hundred or thousand people, never underestimate the power of word-of-mouth marketing.

If you give guests something worth talking about, they’ll share their experience with an average of 17 people. These people then tell another 1.5, and the snowballing continues. This organic promotion is completely free (yay!), and the most rewarding and valuable adverting medium, as consumers trust their friends.

Getting that mega brand recognition doesn’t happen overnight. A kickass brand experience takes a lot of meticulous planning. But sweating the small stuff is what we do! Here at this is LESTER, we honour our creativity every step of the way, and design killer experiences that garner great long-term results. Drop us an email or give us a bell for anything experiential- we’d love to get started on something great!

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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