Location, location, location. It’s the most important factor in a real estate purchase and it’s just as important in experiential marketing. Choosing the location for your next experiential marketing event is the single most important factor that will lead to your event’s success…or lack thereof.
1. Are there regions that make more sense than others?
A fruit popsicle will be a tough sell in Minnesota in the winter. Hot chocolate in the Arizona heat? No way! If you’re looking for a Spring Break activation, Austin would be in the middle of SXSW. That might be perfect for your brand…or it might not be what you’re looking for.
Perhaps your product has a higher distribution in one part of the country. Take into account the weather, competing events, distribution, and even the political climate when choosing the location for your event.
2. Are there cities within that region that have more of your avatar?
For example, if your target demographic is an active mom in her 40s and you’ve identified the southwest as your preferred region, are there family friendly cities that embrace healthy lifestyles? Phoenix might be a better fit for your experiential marketing activation than Houston.
3. Does it make sense to partner with a large event in your target city?
Which events will draw your target consumer? An event can have 100,000 participants, but if only 5% are your target demographic, you will spend a lot of time and money marketing to people outside your target. Look for events with a high concentration of your target demographic, even if the event is slightly smaller. This way you are focusing your resources on those most likely to connect with your product or service.
Also take into consideration any competing sponsors, which could dilute the event participants’ engagement with your brand. If there are no competitors, ask about an exclusivity clause that would prevent competition from exhibiting. All things equal you would, of course, choose an event with no competitors, but at the very least you want to know what you’re up against.
Really think about the traffic flow of the event and the participants’ states of mind at each point. Let’s use a music festival as an example. When festival attendees are on their way into the festival, they are trying to get from point A to point B. They may take a water, sunscreen sample, or a fan, but they are not likely to stop for more than a couple of minutes. Would this work for your brand? If you are inside the festival gates, you will likely have more time with attendees, but the cost to exhibit inside the festival is much higher than outside. Is that worth it for your brand?
To be successful, experiential marketing takes thoughtful planning. The location you select, both regionally and at the event itself can make or break your ROI.
Do you need help planning your summer and fall experiential marketing campaign? We’d love to help!
