3 tips for engaging your event audience

Posted by: Line Up on March 17th, 2014 IN Experiential marketing

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In retail they have the saying ‘the customer is always right’ but in experiential marketing, it’s the audience that’s our top priority.

When creating an event, your mission (should you choose to accept it), is to create a positive user experience and simultaneously engage your audience with your brand message. A positive brand experience can lead to repeat purchases, long-term loyalty, and can give your message more traction through word of mouth.

We’ve put together 3 of our top tips for successfully engaging your event audience:

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1) Know what makes them tick

User experience is a really important part of putting together an experiential campaign, and at every stage of planning you should be considering what your audience is thinking and feeling as this will affect how receptive they are to your brand message. If you really get to know your audience, then you’ll find it easier to tailor the experience, and create a lasting impact with your product or service. Where and when you approach your audience is also important, so you’ll also need to think about how surrounding factors will affect the state of mind of your demographic at the time and place you approach them.

2) Create a journey

You don’t just need to get to know your audience; you need to keep them engaged so that they’re more receptive to your brand message. Interaction is what sets experiential apart, and you should take advantage of the control you have over your audience’s experience to connect with them. Take them on a journey both during the event and afterwards; increasing the touch points with a multi-channel campaign will help the message last longer, as well as making the audience feel more like a community.

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3) Evaluate the experience

No matter how well your event went, there’s always room for improvement. When a campaign has come to an end, you need to evaluate how well it performed. Take into consideration all available information – customer reaction and testimonials, real data captured, and the social media effect. And don’t make the mistake of thinking that this is an after thought. You will need to think about this stage while you’re planning the campaign, and implement additional feedback opportunities building in key metrics throughout your customer journey. Why not consider this feedback as part of the experience and adapt your event accordingly as the responses come in? Reflecting on the things that worked and the things that didn’t is the best way to increase your success the next time.

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Although these 3 tips might appear to be no-brainers, leaving a small stone unturned in the planning stages can leave a big gap in your execution and results. Always ask, ‘what makes your audience tick?’, ‘What could we do to increase engagement at this point in the journey?’ and, ‘Are all mechanisms in place for evaluating success?’. These questions can undoubtedly help you to better imagine yourself in the audience’s shoes. And this in turn, will help you craft a more effective campaign.

Line Up

Line Up

Line Up is an award-winning, creative communications agency, headquartered in London. We create engaging live and digital brand experiences for internal and external audiences all over the world.

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