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.