Essential Tips to Effectively Select an Experiential Marketing Agency
Experiential marketing is one of the most efficient ways to attract new customers and build a brand image. However, running a campaign for experiential marketing is not an easy task. So, one is required to hire an experiential marketing agency to do this task for them. Let us have a look at the important tips to consider while hiring an agency:
Review the Portfolio of the Agency
While selecting an experiential marketing company, the most important thing you need to do is review their past work. While going through their portfolio, consider the kinds of activation they have executed and the industries of their clients. Understanding that they have past expertise in running campaigns you are interested in and working with similar brands will offer you the confidence that the agency might be a good fit for you.
Understand the Specialities of the Agency
Agencies that have broad offerings might not possess the same level of commitment or expertise to experiential marketing. You need to consider the core capabilities of an agency. If you are in search for a mobile tour, sampling or pop-up activation but all you get to see are high profile concerts and big festivals in their portfolio, you need to continue your search.
Ask for References
While choosing companies to work with, it’s always important to ask for references. When you get a list of previous or current clients of a company on your phone, try to understand the relationship of the clients with their partner. Ask open-ended questions as these make way for improved understanding and dialogue.
Discuss Strategy
Understand how the agency utilises market research, consumer behaviours and data insights to design their experiential concepts. Understand the technique of the agency. Do they offer tailored approaches? Do they consider objectives and challenges? A brand experience that is properly executed is rooted in a good marketing strategy.
Inquire About Integration
Even if your chosen experiential marketing company is not providing other advertisement services to you, they need to understand how your whole marketing mix is bringing perception and awareness. They need to ask you for your ad copy and the channels you are utilising so that they can integrate the brand experience in an effective manner. They should also want to discuss how different channels can boost the experience.
Can they Collaborate with Your other Partners?
Your brand experience depends on collaboration across departments, channels, agencies and teams. Your experiential marketing agency should be ready to join you and your other different agencies. This will depict that they value the media planning and brand work that is happening elsewhere. It is crucial to know that all decision-makers are ready to cooperate with one another and are prepared to deliver cohesive and consistent brand messages.
Know How They Evaluate Work
Ask your agency to show you a sample report for experiential marketing and how they will assess the success of a campaign. Ask about the kind of data insights you will achieve from the activation and they will suggest applying those insights for the purpose of marketing in the future. Every campaign will deliver a set of distinctive key performance indicators (KPIs). Before partnering with an agency, you need to agree with these KPIs the agency will be able to track. The campaign should be tracked and measured in terms of ROI and these need to be discussed beforehand. It is also a good sign if the agency asks you how you will be evaluating experiential marketing from your end. It is always a good experience to collaborate with a brand for tracking long-term growth like new customer acquisitions, boost in lifetime customer value, increase in brand awareness and changes in perceptions.
Review the Portfolio of the Agency
While selecting an experiential marketing company, the most important thing you need to do is review their past work. While going through their portfolio, consider the kinds of activation they have executed and the industries of their clients. Understanding that they have past expertise in running campaigns you are interested in and working with similar brands will offer you the confidence that the agency might be a good fit for you.
Understand the Specialities of the Agency
Agencies that have broad offerings might not possess the same level of commitment or expertise to experiential marketing. You need to consider the core capabilities of an agency. If you are in search for a mobile tour, sampling or pop-up activation but all you get to see are high profile concerts and big festivals in their portfolio, you need to continue your search.
Ask for References
While choosing companies to work with, it’s always important to ask for references. When you get a list of previous or current clients of a company on your phone, try to understand the relationship of the clients with their partner. Ask open-ended questions as these make way for improved understanding and dialogue.
Discuss Strategy
Understand how the agency utilises market research, consumer behaviours and data insights to design their experiential concepts. Understand the technique of the agency. Do they offer tailored approaches? Do they consider objectives and challenges? A brand experience that is properly executed is rooted in a good marketing strategy.
Inquire About Integration
Even if your chosen experiential marketing company is not providing other advertisement services to you, they need to understand how your whole marketing mix is bringing perception and awareness. They need to ask you for your ad copy and the channels you are utilising so that they can integrate the brand experience in an effective manner. They should also want to discuss how different channels can boost the experience.
Can they Collaborate with Your other Partners?
Your brand experience depends on collaboration across departments, channels, agencies and teams. Your experiential marketing agency should be ready to join you and your other different agencies. This will depict that they value the media planning and brand work that is happening elsewhere. It is crucial to know that all decision-makers are ready to cooperate with one another and are prepared to deliver cohesive and consistent brand messages.
Know How They Evaluate Work
Ask your agency to show you a sample report for experiential marketing and how they will assess the success of a campaign. Ask about the kind of data insights you will achieve from the activation and they will suggest applying those insights for the purpose of marketing in the future. Every campaign will deliver a set of distinctive key performance indicators (KPIs). Before partnering with an agency, you need to agree with these KPIs the agency will be able to track. The campaign should be tracked and measured in terms of ROI and these need to be discussed beforehand. It is also a good sign if the agency asks you how you will be evaluating experiential marketing from your end. It is always a good experience to collaborate with a brand for tracking long-term growth like new customer acquisitions, boost in lifetime customer value, increase in brand awareness and changes in perceptions.
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