Event experts share key takeaways from last year
Aristotle said, "For the things we have to learn before we can do them, we learn by doing them".
Since the financial year has just come to an end, EE talks to event management experts about their learning from 2013 that will perhaps make 2014 a less bumpy year. Here’s what they had to say:
Atul S. Nath, MD, Candid Marketing
Seems a bit obvious and many clients have got this over the years. But many others haven’t. Must. Plan. Ahead. Get your agency involved early to get the best creative and the best resources working on your brand. Just like you, your agency has limited resources and the best resources and time gets allocated first!
Amplify. Amplify. Amplify.
Engage physically with X number of consumers but Amplify to 10X. Pretty obvious. And yet most clients are not doing it. The hidden secret in amplification – Don’t just amplify to others, amplify to the engaged consumer to build a deeper relationship. Multiple axis to the Amplification graph!
Nilesh Gaurav, Head Operations, Cream Events
We will create more different opportunities on live market researches for end to end client briefs and objectives so we give better solutions in this space.
Meaningful customer relationships
Also, we will look to create more meaningful relationships with their target market through innovative ideation, and also conduct a quick survey collating customer impressions for the particular brand. This brings out significance for both parties. Overall a 360 degree approach to an experiential marketing campaign.
Ambika Sharma, Pulp Strategy Communications
Following an integration of the complete purchase cycle of the consumer
Its more necessary for campaigns to show the implementation of a product in a consumer’s life – it has a higher impact on the ROI. One needs to have a stronger integration and presence footprint in the entire life cycle.
To be able to use technology to minimize costs and maximize productivity.
It gives better results than in the absence of such integration.
To be able to measure output more accurately and have better measurable objectives for a campaign to fulfill
One needs to deliver an experience that is relevant to the consumers and the product. We need to have a more community and niche approach so you can drive down to ‘what next’ after a trial.
Sumit Mehra, Connecting Dots
Brand ambassadors as experience enablers
The interaction between ambassador and brand, despite more often than not being the single most important element of the customer experience, is all too often an agency’s last thought when designing the experience. Whether agencies like to admit it or not, the norm is to treat staff as low-skilled workers. Training typically focuses on the product/brand, with some minimal guidance on how to interact with customers. Brand ambassadors very rarely receive anything like the levels of training and development offered to staff working in stores or contact centres.
Personalizing the experience
No medium has greater capacity to personalize the experience than face-to-face, but too often I see homogenous experiences that don’t differentiate between customers. The experience we deliver should be either a) the beginning of a customer’s experience of a brand or b) the development of an existing relationship. Most experiences I see don’t even distinguish on that level, never mind customizing the experience according to the customer’s profile, stage in the journey and individual needs.
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