Experiential Marketing Works! But can you prove it?

Experiential Marketing Works! But can you prove it?

You did it! The absolutely perfect experiential marketing opportunity finally came up, and you got to take your brand on the road with the ultimate live brand experience. You had a custom Airstream trailer, a shipping container pop-up shop, a living floral wall, the perfect Snapchat filter, and a vinyl-loving DJ. The pics are gorgeous, and everyone you know says that you crushed it. 

But now it’s last week's memory, you’re back in the office, and it is time to face the music. The powers-that-be want to know, quantitatively, how the brand activation actually affected their business. What do you say? What do you do? You start frantically pulling together the daily recaps to show some kind of results, but the total attendance and number of free giveaways that you tracked don't seem to be enough information. 

Unfortunately, there are no magic wands or time machines. We can't fix what we forgot to track, but we can have a fail-safe performance measurement plan, moving forward.

The basic event metrics that are usually tracked, (Impressions, Event Attendance, Foot Traffic, Samples Distributed, and Leads,) should be your starting points. Beyond those, what are your brand-specific KPIs? What are your brand’s business and marketing goals? How does experiential marketing help to achieve them? Here are a few as examples, but every category and industry has its own.

  • Brand Lift - Conduct a short pre and post-event survey of event attendees to measure how their perceptions of the brand were affected by the event activation.

  • Engagement -  How many actual people interacted with your brand experience? What should qualify as a brand-specific engagement for this event?  What percent of total event attendees actually engaged with the brand?

  • Social Media - Make sure your Insta-worthy Airstream and floral wall are picture perfect, and encourage visitors to share. Create a short, memorable, and brand unique hashtag for your visitors to use when sharing their event experience on social media.

  • Cost Efficiencies - Take the total cost of the activation, from sponsorship, to display assets, to staff, time and travel, and calculate your CPE (cost per engagement), CPL (Cost per Lead), and ROI (Return on Investment)

  • Purchases (CPP: Cost per Purchase onsite) - How important is driving sales at the actual event to your brand’s stakeholders? Make sure you have reasonable projections of sales before the event.

  • Media - How much exposure did your brand get, from involvement in the event, and what is the value of that exposure? 

If you plot out all of your key performance metrics ahead of time, get buy-in from the brand stakeholders, and project your results before event set-up ever happens, you’ll be better prepared to achieve greatness. And once the event has wrapped, your KPIs are reported and exceed projections, you will be be championed as the experiential marketing visionary you truly are.

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ANNOUNCEMENTS /// ANNIVERSARIES / NEW TEAM MEMBERS / PROMOTIONS

ANNOUNCEMENTS /// ANNIVERSARIES / NEW TEAM MEMBERS / PROMOTIONS

HAPPY 5TH ANNIVERSARY

CARMAN STALKER /// ACCOUNT SUPERVISOR

Carman joined Department Zero in 2013, and has spent her career as an event marketer, an entrepreneur, a professor and a publisher. She has been conceptualizing, producing, promoting and executing events in the fashion, cultural art, music, travel and consumer product worlds for more than 20 years.  Carman holds a BA from the University of Missouri - Kansas City in Communication Studies, served on the board of Fashion Group International as Regional Director, and taught Fashion Marketing classes at Art Institutes International. In her limited free time, she enjoys cooking, live music and hanging out with her family and friends.

WELCOME SARAH CARLEW /// PROGRAM MANAGER

Sarah Carlew

As National Events Manager for Boulevard Brewing Company, Sarah lead all key marketing event and activations across the country, directly managing event and sponsorship budgets, event operations and logistics, marketing partner selections and community relations for all brewery events. As Program Manager at Department Zero, she is leveraging her considerable skill set to plan, budget, and oversee production on key client programs. When away from work, you can typically find her enjoying time with her husband and three spoiled rescue dogs, socializing with friends or scheming about her next travel adventure.

CONGRATULATIONS MATT JENKINS /// PROGRAM DIRECTOR

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Since 2010, Matt Jenkins has been handling experiential logistics and operations for Department Zero. He now leads his division as the Program Director. He brings a wealth of tactical and creative event experience to his role, leading our clients’ event production, bringing experiential brand activations to life. His drive to elevate experiential marketing through innovation and boundary-pushing consumer engagement is apparent in every event, promotion, pop-up and activation. A graduate of the University of Missouri, Matt is always ready to cheer on the Tigers, The KC Royals, and to spend time with his family.

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Strategic Filtering Opportunities (or Not Every Event is a Good Event for Your Brand)

Strategic Filtering Opportunities (or Not Every Event is a Good Event for Your Brand)

Have you ever had a client or boss that forwards every marketing opportunity that passes her inbox, asking for your evaluation? I did once, and it was the kind of challenge that could make a low-level marketing grunt pull her hair out. But luckily for me, my super positive mentor presented it as an opportunity for improvement. It saved us time, made our recommendations much more consistent, strategic, and gave the client peace of mind that we were truly working to achieve her business and marketing goals.

In order to quickly evaluate and rank the constant requests, we came up with a “Strategic Filter.” It’s a deceivingly simple, collaborative exercise that gives structure to something that can seem haphazard or random.  We reviewed our goals with the client, and we all agreed on the priorities.

Here’s a sample of how it works:

  • Target: Females, aged 35+, with a high household income

  • Business Goals: Grow sales by 10% annually

  • Marketing Goals: Increase brand awareness, increase brand affinity, drive purchases

  • KPIs: Brand Lift (when applicable), Engagements (Cost per engagement), Leads (Cost per signup), Purchases (Cost per onsite purchase), Social Media (Volume vs Reach)

  • Annual Marketing Budget: Less than $1,000,000

Department Zero's Strategic Filter Example

 

The charity gala is expensive, on a per attendee basis, with a small audience, and supports a very specific and unrelated cause. It could create strong brand affinity from the small group in attendance, but because it doesn’t offer scalable activations, or compelling opportunities for PR or social sharing, we would not recommend.

The Community Festival is efficient, so if markets, timing and budgets align, we could add it as a stop on the existing marketing tour.  

Sponsoring a nationally touring artist with our target audience would have been a strong fit, if it wasn’t half of the annual budget. Perhaps we can plan for something similar, or slightly on a smaller scale, next year?

I highly recommend enacting a similar filter for every brand, every client, and every project. It’s a simple tool that ensures budgets are achieving goals, and all members of the marketing dept on the same team.

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2018 SUMMER INTERNSHIPS

2018 SUMMER INTERNSHIPS

We are now accepting submissions for the Department Zero 2018 Internship program! 

Department Zero interns are curious, creative, and dedicated individuals that join us in all aspects of our operations. This is a part-time, paid position. Learn how to start researching, planning, budgeting and executing exciting new experiential programs for top brands.

Qualified candidates will be: 

  • A current Junior or Senior in an area university, or a recent graduate
  • Earning/earned a degree in communications, PR, marketing, advertising or business
  • Able to commit a minimum of 12 hours per week in our KC office during normal working hours (M-F, 9am-5pm)
  • Responsible, entrepreneurial, and have strong communication skills

Send your resume to  internships@deptzero.com and let us know why you want to be part of our team. Do you want to learn how to work well with your future clients? Discover how to plan and build groundbreaking experiences? Engage directly with hundreds of field staff to create a brand activation? Tell us about your personal experiences with brands at major events, what you think brand activation means, or share your secret marketing super-power. Show us your personality and your passion, and we'll give you an opportunity to shine. 

DEADLINE to apply : Friday, March 9, 2018

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NOW HIRING: Event Operations and Production Specialist

NOW HIRING: Event Operations and Production Specialist

We are hiring Event Operations and Production professionals to work in our Kansas City, MO office on nationally recognized brands and events.  

Event Field Coordinator

This entry level position supports both the client service and event production teams. Coordinators learn strategic event planning, financial management, account leadership, how to manage vendors, motivate field teams, and ensure event production values are maintained. Successful candidates will have some knowledge of event marketing, promotions,  and social media marketing programs.

Requirements:

  • Four year bachelor’s degree or equivalent, focus on marketing or business
  • Clear and persuasive oral and written style
  • Strong creative problem solving skills
  • Adaptive to dynamic workload and working conditions
  • Positive attitude and professional demeanor
  • Ability to travel up to 25%

Job Description:

  • Establish clear objectives and day-to-day priorities with Managers - handling multiple projects efficiently, effectively and productively
  • Coordinate event logistics and details for events across multiple vendors, event sites and organizations
  • Coordinate field staff and on-site production at events
  • Participate in client discussions, meetings, brainstorms
  • Assist in creating multimedia event recaps

Event Operations Specialist

Responsible as the day-to-day operational liaison on client programs, from development through complete execution, managing all facets, the Operations Specialist reports to the Senior Program Supervisor. Specialists are expected to have knowledge of experiential marketing and experience planning marketing events, event production, promotions, and social media programs.

Requirements:

  • 3-5 years of experience in event production or operations
  • Four year bachelor’s degree or equivalent, focus on marketing or business
  • Clear and persuasive oral and written style
  • Strong creative problem solving skills
  • Adaptive to dynamic workload and working conditions
  • Positive attitude and professional demeanor
  • Ability to travel up to 25%

Job Description:

  • Establish clear objectives and day to day priorities with Managers and direct reports
  • Create budget estimates, and utilize negotiation skills to aggressively manage budgets and vendor costs
  • Plan and execute event logistics for events across multiple client accounts, vendors, event sites, and outside organizations
  • Daily field staff management - training and management of all personnel on the event site
  • Participate in client discussions, meetings, brainstorms
  • Oversee the creation of multimedia event recaps

Department Zero is the Invisible Influence. The Secret Weapon. The brand activation partner to advertising agencies, media companies and in-house marketing teams. We help concept, plan and deploy innovative experiential marketing campaigns. We offer a competitive salary, plus excellent benefits, retirement plan, vacation/personal time, a comfortable and flexible work environment, and much more. Learn about us at http://www.departmentzero.com. Please send your resume, cover letter, and at least 3 professional references to HR@deptzero.com, with COORDINATOR or SPECIALIST in the subject line.

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