Embed Size (px)
DESCRIPTION
The basic fundamentals of planning experiential campaigns are not complicated but many of our clients feel overwhelmed by the options available. Planning is key, and so to help our clients prepare their experiential briefs, we thought we would prepare a small document to cover some of the key areas. Not only do our clients find this helpful, but it also makes the briefing stages much more efficient as many of the considerations have been thought through prior to us being briefed
Citation preview
the experiential source...
An insight into experiential
If you have a specific question or query, please send us an email and we will endeavour to help out
Although Fountain has a wealth of experiential knowledge, this insight is
not here to tell you how great we are or list our experiential case studies
We have simply put down some of our thoughts to help you should you be planning
a campaign
An effective experiential campaign demands a lot of care and consideration in its planning.
We hope this brief insight helps
Nothing if you do sampling correctly
Experiential =
interaction +
participation +
relationship +
bringing the brand to life
{What is the difference
between sampling and experiential?
Where?
Well anywhere within reason and with the correct permissions. But here are a few of our favourites:
Train stations - How you interact as they arrive off the trains is very different to how you should interact when they are getting on them
High Streets - Only if there is not a mall nearby or it is for a specific event - if unavoidable use Hit Squads
Shopping malls - We love them. Indoor, dry, power, secure. But be careful - weekly footfall figures can be very focused over a couple of key days of the week
Airports - Great for premium products but be careful when planning air side activity, access and security clearance can be a major headache
Where?
Supermarkets - Key is to make sure that additional stock is ordered. No point having a great day if the store runs out of product
BBC Good - Very focused target market looking to Food Show learn and experience - try to be sited away from the drinks zone - can get ‘messy’ later on in the day Ideal Home - Fantastic for experiential, but it is a long Exhibition show which requires a good strong team to survive the month
County Shows - We love them - target the larger ones to maximise reach and cost effectiveness
Think... Reach vs interactivity vs budgets vs objectives
Setting Targets
Always difficult to forecast how many consumers you will reach
Have seen some targets by agencies that are fantastically impressive (although I doubt achievable)
Be realistic e.g.
Therefore to reach 3,000 consumers a day, you will need a team of 7 working a 7 hour day.
This is not the most scientific of calculations, but it will give you an idea of where to start
A staff member works an 8 hour day with an hour
off for breaks
They therefore interact with
420 people/day
=x They interact with a consumer every
60 secs - non stop
What’s most important, reach or interactivity?
Experiential is all about a positive consumer interaction with the values of the product being effectively promoted
However! There is no point providing the most fantastic and impressive interaction experience if you reach one man and his dog
Yes be creative, yes make sure you represent the brand, yes make sure the consumers have fun...
…But set yourselves targets and balance the creativity of the interaction experience with your evaluation and result objectives
Effective Stand Design
A day set up is fine if at a show, it costs you nothing
A day set up at a supermarket costs you a lot in budget and lost contact opportunities
Design considerations need to take into account not only your product values and messages, but also: build time team size transport storage reusability durability
to name just a few
People
They are your life blood
They are your brand
They represent success or failure
Not too many or too few
Make sure they represent your target market
Make sure they are experienced
Evaluation
As much your responsibility as your agencies
We cannot evaluate without key information that is only accessible by you the client
E.g. - provide research that shows propensity to purchase following sampling of your product and we can project life time values and returns from your campaign
Why not do some research within the campaign - face to face questionnaires work well but also mean additional staff
www.fountainmc.com
01344 724 608New Lodge, Drift Road, Windsor, Berkshire SL4 4RR
Hope to hear from you soon- just ask for Steve
