The practical keys to experiential success

We’ve witnessed a 50% increase in experiential marketing in the past three years. This rise comes as part of an industry-wide shift in advertising trends, with television and print advertising taking a backseat when it comes to reaching consumers.

Today, savvy retailers target consumers directly with roadshows a powerful tool in enabling brands to interact directly with potential customers through custom displays in shopping centres, airports or sporting venues for example.

However, there are a lot of hidden pitfalls – things most creative agencies or marketing managers simply wouldn’t know about or consider unless they had extensive experience with the logistics involved in this sort of campaign.

Some of the key pitfalls include:

choosing the wrong construction materials for the display;
failing to address all logistic requirements of the venue;
paying too much for freight and transport;
not having access to adequately trained tradespeople; and
not acting early enough to secure preferred scheduling or discounts.

To really make your experiential marketing campaign a success, you need to be smart about the materials and finishes for your display to ensure they last the duration of the campaign.

You may want to use a paint finish which can be cost effectively refreshed at each location or if you’re looking for a premium finish, you may choose a high impact substrate material instead of a laminate which is more durable in high traffic areas.

When you consider the impact on the brand if the display doesn’t look 100% this type of workmanship is extremely important.

Other things to be aware of include:

Sight lines – the display can’t impede the shoppers’ view of permanent retailers and there are strict height restrictions in shopping centres.
Storage – building storage into the display will enable staff to store their belongings away neatly, keeping the display professional, secure and attractive.
Transport – as freight is often the most expensive portion of the project, displays need to be designed to will fit into the minimum footprint possible for transport, saving costs on extra trucks or crates.
Logstics – restrictions on loading dock dimensions, door sizes, the display weight and how your display can be transported through the centre vary from centre to centre. Build times are always out of business hours so bump in and bump out times need to be carefully managed.

Overall, my biggest piece of advice to avoid the common pitfalls associated with experiential campaign is to start planning early. By working with an agency even before sites are booked, substantial cost savings can be made, while ensuring the project proceeds smoothly and effectively.

Dylan Retif is MD of DisplayWise

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