Wavelength’s Darren Coleman was recently asked to comment on how brands can explore experiential campaigns by The Marketer Magazine. The full article can be viewed here.
The key points Wavelength’s Darren Coleman makes are:
- It’s important that brands are clear on what they want their experiential campaign to achieve. Potential goals could be generating leads, sharing the brand’s story or simply to raise awareness. Whatever the goals are, they should be backed up with metrics so the success can be measured as a basis for campaign evaluation and subsequent planning.
- Sticking to your budget and objectives is imperative. Experiential campaigns can triple in size when they shouldn’t. Brand management ego can take hold so it’s important to retain focus.
- The main challenge with outsourcing relates to consistency of brand experience. The nature of employment tends to result in variable quality of staff, which could have an adverse affect on customer experience.
- Construction equipment manufacturers Caterpillar and Liebherr have in the past invited clients to events held at their facilities so they can see the brand’s plants in action and potentially test drive their vehicles. This provides the brand with an opportunity to explain the innovation that frequently goes unnoticed and share other credentials via their brand story.
- There are a host of other stakeholders that need to be involved, such as local councils and health and safety managers. Any sensible experiential campaign will cover these.