by tdavis | May 13, 2019
“The agency is doing a great job,
everyone from the staff to the account team is dialed in and committed to
ensuring that our program is successful.” If every client or Fortune 500
company felt this way about the agency executing their events then there
wouldn’t be a need for secret shoppers. But what happens when a secret shopper
isn’t enough? After working in every capacity in the Experiential Marketing industry
for 15+ years as professionals, we have encountered some of the best and worst
cases of client to agency relationships. This has directly impacted the way in
which a program is executed and the overall experience consumers receive at an
event. Here at T100, we have formulated an internal auditing system that
addresses many of the concerns that Fortune 500 and small businesses need to be
aware of when executing short term or long term activations. Please reach out
to us to learn more about how our process works. However, we have uncovered how
a simple audit of your new or existing program could prove to be beneficial in
ensuring that results are maximized. A
thorough audit will be able to identify if the manipulation of services or
goods were present and uncover any inefficiency that you never knew existed.
Unlike a traditional audit which
only uncovers the negative aspects that need to be addressed, a thorough audit
of a program or event by T100 consulting can expose what an Experiential
Marketing agency is successfully capturing.
Upon the launch of an event or program, the client will often times
visit an event site to ensure that the promised objectives are being executed.
This is also the opportunity where any changes can be incorporated. Often
times, the individuals working in corporate entities visiting the sites have
little to no knowledge about the process that occurs from an Experiential
Marketing standpoint (design, implementation, logistics, day to day
operations). Having an individual(s) that has worked in the field conduct
in-person audits will ensure that your event site is not being compromised and
the Experiential Marketing agency is successfully delivering on every promise
as it relates to the program. As a client, some elements to keep in mind when
auditing a program include:
- Venue selection
- Brand Visibility
- Effective and Quality Engagements
- Social Media presence
A thorough audit will not only
dive deep into the elements listed above at a footprint, but also identify
other measures that can be incorporated moving forward. This will also ensure
that the agency in which you have contracted stays on top of their contractual
obligations. So, as a client it is not only important that you are safeguarding
that your investment, it is also essential that you have a system in place to confirm
that the agency in which you have contracted listens to your concerns and
communicates valuable suggestions for improvement. T100 has experienced
Experiential Marketing professionals who are ready to take an in-depth look at
your new or current program to ensure that you your initial campaign goals are
being achieved and recharge your current campaign or ignite life into a new
strategy. In turn a positive ROI will be achieved and the consumer experience
is not compromised. Find out more by
contacting us for details at info@t100consulting.com.
by tdavis | Apr 19, 2019
We live in a world where athletes
and celebrities have a major influence over the purchasing power of a consumer.
However, branding and incorporating celebrities in an upcoming launch or
campaign can be a company’s best or worst decision. Studies have shown that
signing a celebrity as an endorser of your brand will not only increase sales
but build brand awareness and loyalty among consumers. A prime example of this
is Tiger woods and Lebron James. Once Nike signed Tiger Woods in 1996, Nike saw
a $50 million dollar increase in the sales of golf balls until 2002. As for
Lebron James, he has been able to propel himself into a different league
averaging over $200million dollars in sales of his exclusive brand annually. As
a company, deciding whether or not to invest in a celebrity as a way to create
a “Marketing Buzz” or build brand awareness, it is important to consider both
the pros and cons that come with celebrity branding as a way to market a brand,
service, or product. Let’s dive deep into its impact on the Experiential
Marketing realm.
Is he or she worth the investment?
If you are considering whether or not to invest in acquiring a celebrity to represent your brand you must first identify what the goals and objectives are both short and long term for the brand. If a celebrity is being bought in for a short period of time to build brand awareness and connect consumers to the product or service, then knowing and understanding their buying power is crucial. Doing your research is key and knowing if the celebrities’ goals, morals, and values line up with your company’s must be taken into heavy consideration. As a client, you want to ensure that the individual representing your brand is also a representation of your brand in their day to day life. Professionalism is very important and if you have a celebrity scheduled to make appearances and they are never there or always running late, then the impression that you are leaving consumers and potential consumers will be a negative one. As a client, do your research and be sure to ask honest questions. If your gut or instinct is telling you to move away from a celebrity don’t ignore it. Nike learned a hard lesson with Tiger Woods in 2013 when the company lost a reported $5-12billion due to his personal scandals and life issues. Now, with the return of Tiger Woods to a major Championship in 2019, where will the profits for Nike & Tiger exceed to?
Does it make sense for our brand?
As a client, you must also
establish if it makes sense from a financial and business standpoint to endorse
a celebrity. Be sure to identify if a celebrity has alliances with prior
brands. This is extremely important if you are looking to acquire a celebrity
for the same services they were previously contracted for. Considering a
celebrity that has many endorsements may damage the creditability of your brand
so it’s important to consider all factors and risks involved. If you’re a brand
that promotes a healthy lifestyle, then it’s important that you find a
celebrity that also abides by the same principles and lifestyle themselves. It
will make the communication easier and the individual will be more appreciative
that you as a brand took the time to appreciate their lifestyle. Always be
aware of how your brand will be perceived by consumers.
How else can we incorporate them
into our branding?
In the Experiential Marketing
field, programs are designed and executed annually which have celebrity
endorsers at the forefront. As managers for various experiential marketing
campaigns, consumers would pose the question all the time: “Will this celebrity
be coming today? “ Or I would love for (blank celebrity) to come out and
surprise my son today”. Consumers identify and connect with celebrities in a
way which speaks volumes to the brand. Therefore, as a Fortune 500 company or
business, connecting those celebrities with the consumers on a routine basis is
vital for brand recognition. This principle can be most commonly applied at
sporting, and charitable events. This allows consumers to connect with them in
a tangible way that speaks volumes outside of a traditional TV or internet
video campaign. Another way to incorporate celebrities into a marketing campaign
is through social media marketing. In a world where technology and social media
influence many by the masses, having a celebrity which has a strong social
media following can increase sales. Many Fortune 500 companies identify these
celebrities as influencers and are now paying mid-level and reality show
celebrities to post updates and experiences with their brands /and or product.
Before considering any celebrity
for any brand or product you are endorsing, be sure that you consider the pros
and cons that come with celebrity branding. If you need any assistance with
celebrity pairing, lifestyle and PR events, send us a message in our contact
section.
by tdavis | Sep 14, 2018
Surpassing 5 years now, where VR (Video Reality) was first introduced to the public with various prototypes at CES (Consumer Electronics Show) in 2013, the technology has evolved tremendously and finally made its presence heavily in the Experiential Marketing field. Fortune 500 companies and marketing agencies always find small niches to advance their consumer engagement programs and VR technology has been a great avenue to venture into. Allowing consumers to view products or services in a different platform, the use of the VR technology allows consumers to be placed in a reality interface, creating an experience that a looping video of content couldn’t measure up to. While assisting with a consumer vehicle test-drive event at a high-end mall in downtown Atlanta, GA, T100 was able to see first-hand, consumers’ reaction to using Samsung an added experience.
As consumers stepped out the various models of Lexus’s 2016 vehicle line up, they were given the opportunity to view the F-Sport line up at a test track, driven by a professional driver using the VR technology. Speaking with one consumer who was tech savvy and owned a pair, stated, “I have never used mine personally and it came as a package when I purchased this phone. I’m just not into that technology as of yet, maybe I will go home and try them out.” The consumer enjoyed testing driving the latest 2016 Lexus and completed a survey asking for a sales representative to contact them, while turning down the VR experience. There was a 50% acceptance rate of consumers wanting to gain the experience and while others declined, due to various reasons. After three days executing the event, I noticed Millennials were more prone to engage with the VR experience with Lexus.
While Fortune 500 companies continue to find various ideas to capture the attention of consumers, the question needs to be posed, will this technology increase sales or will it be a loss cost collecting dust at the footprint? Yes, the VR technology adds an added value to the consumer experience, but there are certain programs where the technology is highly effective such as: Sporting, Gaming, Health and Fitness campaigns. Then you have other marketing experiences where the technology is not highly accepted by the consumer.
Please review our expertise and work in the field and we would love the opportunity to bring your vision to life.
by tdavis | Jul 24, 2018
The best way to a parent’s wallet is through their children. Many parents will go through the depths to ensure that their children are given their heart desires and it’s no wonder why children influence the buying power in the retail market. Studies have shown that children between the ages of 6-15 spend over $200 billion dollars a year on personal items such as toys, clothing, sports, entertainment, etc. Experiential marketing is an industry which caters to all types of demographics and age groups so children are no exception. However, the experience and “WOW” factor that children give after trying a new product is priceless. It’s no wonder why parents are so hesitant in allowing their children to bee line straight to the nearest toy or gaming store upon entering the mall. But, how do brands that cater to children create Experiential Marketing programs that not only leave a lasting impression on the children but the parents as well? Many brands have been successful at creating programs around the holidays that engage with children in unique ways but also get the parents involved. T100 recently worked with and Experiential marketing agency to executed a program centered on children and the abilities to capture their senses in a unique and tangible way and we uncovered some findings that would be beneficial to any brand looking to engage with children.
- Concepts and programs must capture at least 2 of the senses. Whether it is visual, hearing, touch, taste smell, touch, children are drawn to tangible objects that they can play and experiment with. Visual objects are the most common and children take any opportunity to use their curiously to learn all they can about an object. This is most common in the gaming and toy industry.
- You employ staff members who know how to connect with children. This is key because it will create a non-abrasive atmosphere where children and parents can feel comfortable. As a result, your staff will be able to connect with children and explain the benefits of a product or service and the child will actually be attentive to the information that’s being given. This also has a positive effect on how the parents perceive the brand and its image.
- Engage, engage, engage, kids get bored quickly and like to be entertained; therefore it’s important that the attention of the child is kept while at your footprint. Ask for feedback as well their favorite product or gaming system. Children like to feel important and engaging with them while they are at your footprint is essential. This even includes making them feel a part of something bigger whether it is a contest or giveaways where everyone wins, it is important to give lessons that they could take away and apply for years to come.
While it may seem easy during conception and design, creating and executing the perfect children’s program must be strategically planned to ensure it captures a child’s senses. The memorable experience does not always have to be in the form of a sale, but the experience that the children has will leave a lasting memory that will create brand loyalty for years to come for both the parent and child. Remember to build up and encourage positive characteristics (respect, teamwork) at your footprint that children can incorporate in their daily lives.
Please review our expertise and work in the field and we would love the opportunity to bring your vision to life.
by tdavis | Jan 12, 2018
Finding the best Experiential Marketing Agency to represent your brand and create a program that speaks volumes is crucial, but what happens when you are at a crossroads and do not know where to start with developing your concept and campaign into a consumer experience that will ultimately drive sales and a build brand awareness? Experiential Marketing agencies are started daily all with the purpose of winning your business and taking your brand to the next level through multi-dimensional avenues of brand engagement. So we have put a list together of the top three qualities for businesses to consider before deciding whether an Experiential Marketing agency can win your business and retain it for years to come.
1. They are passionate about Experiential Marketing
They love what they do and they have no problem expressing it period. Webster defines passionate as a showing caused by a strong feelings or beliefs. If the agency does not believe strongly in their abilities to deliver on program promises with professionalism and integrity continue to consider other agencies. As a company you are investing millions into a program with the hopes of seeing a tangible return. If the Experiential Marketing agency does not have a passion for what they do then how will they have a any drive or passion for the success of your program? Everyone from the CEO to the account team responsible for your program should all have the same passion and drive to successfully execute your program. Remember it’s about quality individuals not quantity.
2. Their mission and goals aligns with yours
It is important ensure that the Experiential Marketing agency that you are considering embodies many of the characteristics of your business principles. Many businesses entering into Experiential Marketing contracts fail to keep this in mind. Do your research and do not rely just on their website and pictures as a seal of approval. Read reviews about the agency and ask other clients who have previously executed events with the agency you’re considering how their experience was. Ask about the account team, day to day communications, knowledge of the industry, etc. It is also important that you are considering agencies that have excelled at executing successful events in your industry. This will ensure that they provide you with the most accurate knowledge on how to capture your consumer in the way that is effective. It behooves you as a company to neglect doing the research and ensuring that the agency you are considering possess characteristics that align with yours. Research is key!
3. They are transparent about their process from beginning to end
This principle goes hand in hand with ensuring that their mission and goals aligns with your company’s. Transparency and having open lines of communication throughout from the beginning of the planning process and development of your program to the last event is essential. This will ensure that you are abreast to any changes that occur throughout the program and that you are effectively communicating any concerns or through the execution of each event. Agencies that are not truthful about budget requirements, program changes and day to day operations of your program should be handled with caution. Providing you with honest feedback and ways to improve the overall experience for the consumer is the number one goal.
As a client looking for a potential Experiential Marketing agency can be a draining process, but it is important to always keep in mind that you are the customer and your happiness should be a top priority. At T100 Consulting, we strive to ensure your investment gains the highest ROI, with the ultimate goal of increasing sales and brand awareness. Please review our expertise and work in the field and we would love the opportunity to bring your vision to life.
