International Confex 2014

How the agency through a live experience have enhanced that brand or delivered a sales uplift - the event marketers guide to a successful experiential campaign

PRESENTERS

Nick MorganCEO Big Cat Group

Oliver BurgoyneCSD Big Cat Group

WHAT IS SUCCESS?

Pounds and pence

Likelihood to buy

Social Media

Brand awareness

Data capture

Consumer perception

6 STAGE PROCESS

Understanding the brief

Value Exchange

Activation Measurement

Lucrative Locations

Consumer Experience

UNDERSTANDING THE BRIEF

SmartMarketing

ROI Workshop

UNDERSTANDING THE BRIEF

OVERVIEW— The Fair were engaged to manage a promotional showcase of Malaysian

culture. Celebrating all the best the destination has to offer including exciting dance performances and tantalising Malaysian food and drinks. The event gave tour operators and media a taste of Malaysia following a busy day at the World Travel Market

DELIVERY— Full live event management & Health and Safety management

— Risk Assessments

— Managing logistics for all elements of the event

— Curated multiple presentation inputs, staging, music and lighting and

show calling

— Third party supplier negotiation

— Call sheet management

RESULTS— Over 400 people attended the evening

— Effective build of a wide variety of stage set elements

— Event schedule delivered on time and in line with call sheet, taking

in to consideration changes and additions to the programme

— Successful implemented health and safety alongside the event

management

LUCRATIVE LOCATIONS

— The science behind targeting a specific audience— Location mapping— Venue database— ‘Lucrative Locations’

LUCRATIVE LOCATIONS

CLASSIFICATION BREAKDOWN

SOCIAL GRADE

REGIONAL PINPOINTING

CSV LOCATION SHORTLIST

LUCRATIVE LOCATIONS

— Brand Data— Pinpoint Regional Hotspots— Street Level Fencing— Consider Consumer Behaviour— Source Prime Locations

‘THE SCIENCE BEHIND FINDING LUCRATIVE HOTSPOTS USING DATA ANALYTICS’

WESTERN UNION PROFILE AND DISTRIBUTION

WESTERN UNION LOCATION HOT SPOTS

WESTERN UNION

CONSUMER JOURNEY, CX

PRE

‘ITS WORTHWHILE’

WORD OF MOUTH AND ONLINE ACTIVITY

LE

VE

L O

F E

NG

AG

EM

EN

T

‘I’M JOINING IN’ ‘I CAN’ ‘WELL DONE’

LIVE ACTIVITY POST

1

2

3 4 5

6

7

VALUE EXCHANGE

VALUE EXCHANGE

— Date capture at point-of-experience — Value exchange— Keep it brief— Remain relevant and follow-up quickly— Consumer conversation must be continued

CRM Cycle

Bespoke message

VALUE EXCHANGE

ACTIVATION

Events Experiential

ACTIVATION

ACTIVATION

EMP

Number of attendees/

capacity

Liaison with EHO

Seating requirements

SAG meetings

Contractors

Emergency exits and fire extinguishers

Structures

3rd party supplier audits

Event control

Traffic management

plans

Security requirements

ACTIVATION

MEASUREMENT

— Measurement within Experiential marketing— Lack of standardisation— Big Cat Group ROI metric

MEASUREMENT

Top-Line Activity feedback

Meaningful consumer insightVS

MEASUREMENT

Test - Interviewed when leaving the stand

Control - Interviewed away from the stand

Sub Group 1 Test group Existing Customers

Sub Group 3 Control group Existing customers

Sub Group 2 Test group none customers

Sub Group 4 Control group none customers

MEASUREMENT

Immediate post experience

4 weeks post experience

12 weeks post experience

MEASUREMENT

True switchers

Margin per product X

Consumption per year

Consumers contacted X

Conversion rate

Cost of program

Lifetime valueX

SUMMARY

Understanding the brief

Value Exchange

Activation Measurement

Lucrative Locations

Consumer Experience

ANY QUESTIONS?

CONTACTNICK MORGAN | GROUP CEO

N.MORGAN@BCGUK.COM | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK WWW.WEARETHEFAIR.COM

OLIVER BURGOYNE | GROUP CSDOLIVER@HOUSEOFEXPERIENCE.CO.UK | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK

WWW.HOUSEOFEXPERIENCE.CO.UK