The Checklist

Your Ultimate Guide to Experiential Event Success

ESTABLISH THE FOUNDATION:

• Establish the "Why" and the "What" of the event.
• Develop a clear foundation for maximum value for your audience during the event.
• Define the purpose of the campaign (e.g., brand awareness, product launch).
• Clearly outline goals, values, and vision  aligned with the audience/avatar's perspectives and needs.
• Identify key performance indicators (KPIs) to track both internal metrics and audience engagement.
• Design an immersive experience, incorporating opportunities for customers to engage all five senses.
• Set a budget aligned with objectives and constraints and establish your contingency plan to optimize impact and ROI.
• Establish a project timeline.

MAPPING THE "HOW":

• Define clear requirements for creative design, production plans, and RFPs.
• Conduct Q&A sessions to address questions and ensure understanding of project requirements.
• Utilize collaborative tools for real-time communication and document sharing among team members and stakeholders.

VISIBILITY STRATEGY:

• Establish brand messaging, product messaging, and service details based on the foundation.
• Decide on channels of promotion and utilize multiple platforms (social media, email, etc.).
• Establish and implement social listening to monitor audience sentiment and refine marketing strategies accordingly.

PARTNERSHIPS:

• Identify non-competing businesses that share the target audience's avatar and offer complementary solutions.
• Establish partnerships for collaborative promotion efforts.

ADDRESS CHALLENGES:

• Challenge #1: Low Attendance and Engagement
• Challenge #2: Lack of Customer Visibility
• Challenge #3: Zero Data Analysis

DEBRIEF:

• Gather feedback and leverage efforts.
  
• Revisit social listening to track mentions and conversations to better understand the audience.
  
• Conduct post-event analysis to identify trends and patterns.Build robust customer profiles for future targeting and engagement.Follow-up engagement by sending thank-you messages or emails to attendees.
  
  Your project or campaign will require effort and work. Check out the final components to complete an experiential project successfully and activate your audience. Use the example in this document as a guide, and feel free to reach out for questions or support in executing or designing your next experiential brand activation project.