Posts Tagged ‘brand experience strategy’

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 Optimize Your Events for Instagram

It’s hard to imagine a world without Instagram. But 8 years ago – before hashtags, filters and livestreams – if a guest shared a brand event socially it was an added bonus, and not a brand objective.

Oh, how times have changed! Instagram now has over 800 million monthly active users and boasts a brand engagement rate 10 times higher than Facebook. While we’re all about focusing on the here and now, we always create brand experiences with a long-term strategy in mind. We consider post-event social engagements and user-generated content throughout our creative process, and always deliver on spectacular props and installations. Here’s how you can tweak your own event to include those all-important #insta-worthy moments.

#1 Brand your environment

It’s important to include a few sensational design elements and Insta-focal points at your event so people can immediately identify it on social media. What’s great about these installations is that you have complete creative control, so go wild! For some quick inspiration, booth installations make for super-chic photo opportunities, and double up as luxurious and beautiful hang-out spots for your guests. Alternatively, much like Kanye West and Ralph Lauren, we think a statement flower wall is bloomin’ marvelous!

We wanted our iHeart Media Ultimate Pool Party to be instantly recognizable, so we created the ultimate Instagrammable 3-D step and repeat backdrop out of inflatable inner tubes. Combined with beautiful people, amazing world-renowned artists, and VIP parties, this event was every Instagrammers dream. Our installations and funky atmospheric set pieces were snapped and shared all over social media- just check out the pics for yourself!

#2 Make it personal

By including small personalized features throughout our events, you can indulge your guests selfie-obsessions whilst promoting your own brand- it’s genius, right? Even something as small as cute table-setting place cards or photo-booth print-outs will customize their experience and give them a tangible takeaway and a connection that lasts beyond the event.

#3 Ensure good lighting

You know those photos on Instagram that seem to glow, with soft lighting and stunning golden effects? They’re not a coincidence, and most of the time were taken just before sunset, at golden hour. Instagram users love to make the most of natural lighting, and if a picture is dark and grainy most people won’t even consider uploading it.

As Louis Kahn said, ‘a room is not a room without natural light’– and he knows what’s up! If you’re hosting a day event, leverage skylights and large windows to maximize your natural light. And for evening events, shine lights from above to optimize your space for photos.

#4 Be meticulous

One thing that is out of your control is that people will be snapping pics everywhere. Even if they don’t notice a stained tablecloth or dusty corner, you can be assured that people on social media certainly will. To combat this, we micromanage to the max and make sure every inch of your event space is looking flawless and “on brand”. We bring a meticulousness to every creative decision, to create spaces that are designed to be shared socially.

Here at this is LESTER, we’re more than just Insta-lovers. We understand how to optimize events for social media in a way that allows you to regain control over how your event is portrayed online. We thrive at the opportunity to create iconic props and outstanding décor. For custom-built installations, or for advice on how to give your event that je ne sais quoi glamour, you can slide into our DMs right here!


We are a team of artists first. Creativity is our lifeblood. We use our propirary tried and true turn-key production practices paired with unparalleled unique creative solutions. 

We partner with you to design & create incredible artistic experiences that get noticed – and shared!  Think of us an extension of your team. We’ll ride alongside to bring your wildest creative ideas to life. Our work has proven to garner tremendous engagement. 

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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