A truly amazing live brand experience is a thing of beauty, but unfortunately rare. We’ve all witnessed experiential marketing efforts that should have been great, but somehow fall short. Sometimes what sets the great events apart from the mediocre is obvious, but often it’s a little thing that you just can’t quite put your finger on.
It all starts and ends with planning. There are a lot of moving parts in a branded experience, from multiple product messaging points, tricky locations to staff, technology, metrics and more. It’s easy to see how only one tiny slip can to turn a great idea into a flat experience.
The most important aspect of any successful experiential marketing program is creating and executing one single, elegant concept.
Keep it simple
We’ve all been there before: the team has been brainstorming all week and finally have a realistic concept to work with. The idea feels amazeballs, but it’s complicated. Maybe there are hoops participants have to jump through, or the technology is complex or there’s a certain level of education that needs to be conveyed. Whatever the issue, simplify it.
Complicated concepts kill experiential marketing executions. If consumers have to put in too much work to get the reward, they’ll avoid it all together. Instead, design concepts that are instantly recognizable and attract attention from 1,000 feet away, but become even more appealing and engaging 100 feet away, interactive at 10 feet away and so on.
The point is, experiential marketing efforts must be immediately understandable and easy to participate in. The more complicated the idea, the more opportunity there is for something to go wrong. Keep it simple, concise and laser focused to produce results.
“If you can't explain it to a six year old, you don't understand it yourself.”