Event Planning Made Easy with Adelante Live

Allow Adelante Live, Inc. to source, coordinate, and manage all of your event planning needs – from lights and sound to catering to entertainment!

Event Planning Adelante Live

Have you just signed on for a sponsorship for an event or festival and don’t know where to start?  Adelante Live, Inc. is more than just an event talent agency- we are a full service event planning and production team. We’ll handle all of your event needs. More importantly, we’ll make sure that your brand is the focus of the event and that a cohesive message is delivered.

Below is a sampling of event planning services that ALI can provide, thus taking the burden, worry, and stress off of you.

  • Entertainment: DJ, face painters, caricaturist, balloon artist, costume characters, etc.
  • Catering: On- and off-premise, passed or stationary hors d’oeuvres, boxed lunch, food trucks
  • Audio/Video services including Emcees
  • Venue procurement: Conference halls, hotels, convention centers
  • Set design and decorations: Table arrangements, centerpieces, decorative draping, floral design, event lighting
  • Furniture rentals: Tables, chairs, tents. Also, dinnerware and barware.
  • Transportation and Parking Services: Limo, party bus, valet parking
  • Beauty services: Hairstylist, makeup artists, manicurists, licensed cosmetologists, estheticians
  • Signage, brochures, flyers, menus and all other print needs
  • Outdoor advertisement: Banners, signs, balloons, mobile billboards, vehicle wraps, inflatables
  • Social Media Integration: Facebook, Twitter, Instagram, Google+
  • Keynote Speakers and special appearances
  • Event Talent: Event Manager, Day-of Coordinators, Registration Staff, Brand Ambassadors, Street Teams for event pre-promotion, Bartenders, Shot girls, Wait Staff, etc.

We’ll even help plan themes for corporate meetings, grand openings, annual conferences, and tradeshows. Choose us for an entire event planning package, or pick your services a la carte. Whichever you choose, you’ll know that you have the most dedicated team on your side finding you the best quality at an affordable rate.

Call ALI today at 1-800-320-9160 for more information.

Visit www.adelantelive.com to see our other services and features!

 

 

Adelante Live - Account Manager - Lisa Marino - ThumbnailLisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not managing events and promotions for ALI, she can be found singing along with Air Supply at their concert. (Seriously.)

Promotional Talent: 6 Reasons Why You Aren’t Getting Booked

Not Getting Booked? Adelante LiveIncrease your chances of being booked for an event by following these 6 quick and simple steps.

“Why am I not getting booked??”

I hear that question as least once a week.

You believe you are the perfect fit for the position. You have the right look, attitude and personality. Your experience is on par – or even surpasses – what is being requested. And you are available! But yet you still didn’t get booked.

So why is that?

Let’s explore a few reasons, shall we?

1) Your photos are from 1972.

Well, ok, maybe they’re not that old, but nonetheless, you are obviously wearing a style that is outdated. When we see the same photos in your profile for three years, we know it’s time for you to update them. Always make sure that your photos are current. They should show your latest hairstyle, cut, and color, and current shape and size. Often times clients want a conservative look, so if your photos still show the blue-streak phase that you went through two years ago, chances are you won’t get booked. Got those braces off? Great! Now upload a photo showing off your brand new smile. I cannot stress enough how much a good photo lends to your booking strategy!

2) The only experience that you listed is dog sitting for your mom.

I sort through dozens of profiles on a daily basis. And among the criteria that I look for is prior promotional experience. If you have no prior experience listed in your profile, you may get passed over and never get booked. Now, this doesn’t mean that someone new to the promotional business won’t get a shot. I’ve given several newbies a chance to prove themselves – and they’ve now become some of my best “go to” people. However, if you don’t put forth the effort to at least list SOMETHING in the experience section of your profile, why should I call you? If your profile isn’t complete, why would I believe that your event reporting will be complete?

Put forth the effort! Even if you think that your experience isn’t worth listing…LIST IT. We have several sections for different types of work experience from child care to serving.

And if you’re someone who has a ton of varied experience, be sure to list a good well-rounded sampling of your work.

Bottom Line: The more experience listed in your profile, regardless of what it is, the better chance you have of receiving a call for an interview and getting booked.

3) You live near Atlanta but keep applying for positions in Albuquerque.

We know who you are. You live in Georgia. And you apply for everything. Even for events in states that you’ve never visited.

Kudos to you for wanting to explore! I love someone with a traveler’s spirit. However, not when it comes to getting booked for a three-hour promotion.

Please be sure to thoroughly check each listing including the locations. If you are someone who continually applies to events in random cities, we will eventually notice that and it will make us think twice about booking you because we are never really sure where you are, Waldo.

4) Your contact information is incorrect.

Do I really need to expand on this? Update it. Right. Now.

5) “Fashionably late” has no place in promotions.

If you already have a history with us and that history shows multiple late appearances, it will affect your future bookings. And that’s something that everyone should keep in mind when committing to a booking. You are promising us that you will not only show up and do your best, but you will be there on time. Don’t be afraid to ask your agency if your prior experience with them is satisfactory. We are very honest with our talent. If I see a prior issue in a profile, chances are I will ask you about it during our interview.

6) No call, No show, No way!

Before you decide to “no show” to your next confirmed booking, you may want to stop and think about the ramifications. If you take anything away from this blog, let it be this point:

I WILL NEVER BOOK YOU AGAIN IF YOU NO CALL/NO SHOW TO AN EVENT.

I do not take no calls/no shows lightly (or personally). However, it serves as a grave injustice to our client. And that is something that I do not tolerate.

Mind you, I’m not generalizing cancellations here. Things happen. Family emergencies, traffic accidents, illness…we all have things that come up at the last minute that are out of our control. But should the need arise for you to cancel, please have the professionalism to call your account manager at your agency and notify them of the situation.

A no call/no show will likely lead to dismissal from our agency – and none of us want that. We place a tremendous value on you, our talent. Without you, there would be no us. Please show us that same courtesy.

Do it Today!

Following these six simple guidelines could help you get your foot in the door, set you up for an interview, and finally get booked! So take the time NOW, get out there and land that event you’ve been applying for!

Don’t hesitate – head over to www.adelantelive.com and log in to your A-Live Agenda profile now. Update your photos, your prior event history, and your current metro so you will show up in our searches and be emailed the right opportunities.

If you’re new to us, please visit  https://www.adelantelive.com/register/join-the-team/ to set up your new profile using the tips listed above!

Adelante Live - Account Manager - Lisa Marino - ThumbnailLisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not scheduling promotional talent for ALI, she can be found singing along with Air Supply at their concert. (Seriously.)

Choose Value Over Price When Hiring a Promotional Staffing Agency

Look for the value in an agency partner – and not just its pricing!

Price-vs-Value - Adelante LiveWe have a tendency in life to always look for bargains. Bargains when we’re grocery shopping, bargains when buying a car, bargains for local restaurants, and so forth. And, often times, bargain hunting is a good idea. However in business, it’s knowing when to put value over a bargain that makes you a smart decision maker.

Value: The regard that something is held to deserve; the importance, worth, or usefulness of something.

The value that a promotional staffing agency brings to your marketing campaign is not only the direct delivery of your brand message to your consumers, but also their experience and skills in booking, managing, and executing such a campaign.

There are two main points of value to keep in mind when thinking about working with a partner agency for your experiential campaign: Messaging and Management.

Messaging

Live event marketing is a very dynamic way of getting your brand, product, or service directly into the hands of your target demographic. It leaves your consumers with a “feel good” emotion – a message that is felt rather than just heard or read. It allows you to directly target those consumers that are most likely to make a purchase. Through the use of product demonstrations, in–store samplings, street teams delivering coupons, flyers, and premiums, or even a friendly and energetic face at a trade show booth, you’re using a form of marketing whose reach far surpasses that of traditional print or broadcast media. The right agency partner recognizes how important this messaging opportunity is and will utilize their suite of tools to optimize the value of each program.

Management

A good agency will bring you substantial value when it comes to the management of your event. They will plan, staff, and manage the execution of the event, as well as provide post-event reporting and analysis. This underestimated value frees up time and effort on your end. Hours upon hours go into staffing a live event – and that’s something that your in-house staff just doesn’t have time for on a daily basis. Hiring an agency to manage all of your staffing needs also gives you the benefit of their expertise with this type of marketing. The use of promotional live event marketing is new to some in-house marketing departments and brands. Get the most value from day one by working with a professional agency who can put their years of promo experience to work for you.

So now that you see the value that a promotional staffing agency can bring to your marketing efforts, why would you want to cheat yourself by choosing a bargain over a value?

If it seems too good to be true, it probably is.

The lowest price may not always be the best option. Why? Because lower prices in this industry may signify a number of things. Your agency may not be paying talent fairly. And if that’s the case, you are taking a HUGE risk that the talent may not be the best fit for your event, or, even worse, are inexperienced and not trained properly by the agency. We sincerely believe that you get what you pay for when it comes to placing promotional talent.

A significantly lower price quote from an agency may also mean that they do not have the technology that clients find useful and necessary such as social media planning, online reporting systems, photo upload capabilities, and talent selection tools. If this is the case, working with your agency can be very time consuming and a difficult process – which it shouldn’t be! Trust me – the lower price won’t be worth the hassle.

Keep in mind that if an agency’s rate is a bit outside your budget, there is significant value in their additional services beyond just staffing. You are getting years of experience, an extensive talent database selection, online booking and reporting tools, social media programming, talent trainers, and account managers that are on-call 24/7. Also, remember after all of the planning of your event or promotion, the people who are representing your brand play a critical consumer facing role. Do you really want to book the talent who are on “sale”, or would you rather book those who will do the best job and are the best fit?

So while everyone likes a discount, you may want to consider the value of what you’re getting before taking the bargain basement price!

Adelante Live - Account Manager - Lisa Marino - ThumbnailLisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not scheduling promotional talent for ALI, she can be found singing REO Speedwagon songs in her dreams. (Seriously.)

The State of the Experiential Marketing Industry

What’s Happening and How It Will Shape Experiential Marketing in 2013

Checkers Grand Opening Events - Adelante Live IncThere’s a lot happening in the world of experiential marketing .  As more companies expand their marketing plans to include live events as a viable form of creating brand awareness, our industry continues to grow and change to meet their needs.

Thanks to an agency survey report released by the Event Marketing Institute (EMI) in partnership with Mosaic Experiential Marketing, we have compiled what we feel is some of the most vital information about our industry and its future.

Overall Growth and Impressions

  • Agency revenue growth rates are expected to grow 15.2% in 2013, compared to a reported 12.4% growth for 2012.
  • The top three client experiential marketing goals are to increase sales, increase brand awareness, and launch new products. Also gaining more importance to clients this year is lead generation, up 13% from last year.
  • The features that most enhance a consumer’s in-store shopping experience are not surprising. Of the agencies surveyed, 100% ranked Outgoing and Engaging Staff as “very important” or “important” on a 5-point scale.
  • The top three agency aspects most important to clients (from the agency perspective) are project management, strategic consulting, and measurement services. When selecting an agency, brands tend to look at costs, creativity, and the experience of an agency.
  • 58% of agencies believe that if brands viewed events more strategically than tactically they could achieve more value from the relationship.

Technology Usage at Events

  • In response to the use of digital media and technology at live events, many agencies responded that it is “becoming a requirement, opposed to a ‘nice to have’ element”, “can help track ROI”, and “mobile devices are the main engagement technology”. However, agencies also reported that getting consumers to share things on social media still posed quite a challenge.
  • According to the survey, integrating technology into live events is considered a more promising strategy than celebrity or content-focused events.
  • Use of smartphones by consumers during in-store events and experiences is on the rise. Primarily to take pictures, scan QR codes, receive instant savings, and compare pricing.
  • Last year, 45% of agencies reported they used social media around events. Today, 62% of agencies are using social media to reach a larger audience, disseminate event information, and to gain new leads.

Measuring ROI

  •  When asked about reaching ROI goals, 52% of agencies reported that “the ROI level realized or anticipated is not applicable”.  Meaning: Reaching a desirable number in terms of traditional ROI calculations is often difficult with experiential marketing – tracking is more of a measure vs. a traditional ROI number.
  • Of the criteria used to measure ROI in this type of marketing, the top three metrics are total event attendance/participation/visits, the amount of leads brought in, and the time spent with the product or experience by customers. Other metrics include the number of social media postings, Facebook “likes”, and website hits.
  • 62% of agencies responding to the survey say the lack of an event measurement industry standard process or model is a challenge for their organizations and their clients.

This study supports that these trends, key learnings and challenges will continue to shape our industry as we move through 2013 and beyond.

Source: EventTrack 2013. Event & Experiential Marketing Industry Forecast & Best Practices Study.  Special Report by Event Marketing Institute and Mosaic Experiential Marketing.

 

Adelante Live - Account Manager - Lisa Marino - ThumbnailLisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not scheduling promotional talent for ALI, she can be found singing REO Speedwagon songs in her dreams. (Seriously.)

9 Phone Etiquette Tips to Keep You Dialed-in for Success!

Phone Etiquette for Talent - Adelante Live blog

Proper phone etiquette may seem like common sense, but in today’s digital age, communication skills seem to get lost in translation. Try to keep these phone etiquette tips in mind when talking with your agency’s account managers.

1) The best time to call. Try your best to call your account manager during normal business hours (8am-6pm, M-F). Some agencies (like us!) allow for office phones to be transferred to cell phones after business hours for any on-site emergencies during an activation. But do try your best to reach your agency during business hours.

2) Identify yourself. Be sure to give your full name and reason for calling. If leaving a message, follow the same proper phone etiquette and include your call back number and best time to reach you.

3) Remain professional. Avoid informal speech and explicit language. If a relationship between you and your manager has already been established, you may inquire about other non-sensitive personal matters. Let your personality shine…but make sure you are doing so appropriately.

4) Reduce the noise level. This phone etiquette tip should apply to any call. You may be able to hear someone but that doesn’t necessarily mean that they can hear you. Remember: Background sounds can drown out your voice. Move to a quieter area if talking on the phone. Roll the windows up if in a car. If you absolutely must make or receive a call in a noisy environment, cup your hand over the mouthpiece of the phone as best as you can. Not only will the person on the phone appreciate it, but those around you will thank you, too!

5) Speak clearly and directly into the mouthpiece – and don’t use a speakerphone. If there is a need for you to be “hands-free”, then proper phone etiquette says you shouldn’t be on the phone. Wait until you can physically pick up the phone to have a conversation. Remember to speak clearly and slowly, especially when leaving a message. And don’t eat or chew gum while talking!

6) Smile! And set the tone. Did you know that you can actually “hear” a smile? If the account manager senses boredom or shyness in your voice, they may think you don’t have the right personality for the gig. Make sure your tone is positive, yet not pushy or overly anxious.

7) Take notes. Have a pen and paper handy. If you are speaking to a new manager – one you haven’t worked with before – make sure you write down their name…then use it during the call. You’ll also want to take specific notes regarding what is expected of you for the event.

8) Don’t talk while driving! Know your state law. Some states prohibit use of a cell phone while driving. If you must answer a call, let your account manager that you are driving and would like to call them back. Give them a time frame when you will return their call…then make sure you do so! (The same goes for texting. Do not text and drive. Wait until your vehicle is stopped to send a text.)

9) End on a high note! Thank the account manager for taking the time to speak with you. If you are booked, thank them for the booking and reassure them that you will do your best!

You’ll be surprised just how far proper phone etiquette can take you. It shows professionalism, positivity, and will give you that edge that you need over other talent!

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.

How to Create a Lasting Brand Message for Events and Promotions

Brand MessageMake your brand message memorable!

At an event, what you say is just as important as what you do.

In order to leave a lasting impression on a consumer, often times what your Brand Ambassadors say is just as important as what they do during the event. That is why your content message needs some massaging before the event starts. Think about the following: What message do you want to relay? How do you want it relayed? By whom do you want it relayed?

Content Creation

The message being delivered during the event should follow three rules:

1) Be pertinent. Make sure your message relates to the task on hand. If you are demonstrating or sampling a product, write a script for your Brand Ambassadors that includes 3-4 main speaking points about THAT product. The same goes when driving traffic to an event, or capturing leads. The BAs should be armed with the pertinent details of the activation and stay focused.

2) Be succinct. Do not give your Brand Ambassadors lengthy pages of dialogue! Provide short bullet points of information. Keep the messaging simple enough to remember, but powerful enough to make an impact.

3) Be engaging. Your message needs to have enough UMPH! behind it to leave a lasting impression. Be sure to highlight the points that you think will grab a consumer. If driving traffic to an event, mention any special offers during the event – like a giveaway, raffle, or special discount if you attend. When discussing products or services, pick the details that have the biggest draw!

Remember: You want your message to be memorable. Keeping it short, impactful, and relevant will help consumers remember your brand.

Delivery and Tone

The delivery of your message can be tricky. What type of impression do you want to leave? Do you want your brand to be synonymous with “hip and fun”…or would you rather come across as “experienced and authoritative”? You know your product better than anyone else so be sure to set the tone properly with your staffing agency. You’ll want them to book Brand Ambassadors that can carry the delivery of your message.

Also, be sure to discuss the timing of your messaging. You may want your messaging delivered at a distinct point during your event. Or there may be a certain order in which you want your talking points delivered. Be sure to tell your staffing agency if you have specific requests.

Training Your Staff

Once you have created your messaging, you will want to train your Brand Ambassadors. You may choose to conduct this training, or have your staffing agency train your BAs. Either way, you will need to write out a training document for them. Some points to consider including…

  • Three Top Speaking Points: Create a one-page document that lists the main speaking points that you want your Brand Ambassadors to relate to consumers during the event.

Other information to include for the benefit of your Brand Ambassadors:

  • History of the company
  • Product details
  • Price points
  • Other products and services offered by the company
  • FAQs – Give your BAs a series of questions that they may encounter, and then provide the written answer for them.

Although you want your Brand Ambassadors to deliver a certain message while at the event, it doesn’t hurt to provide them with more information about your company. After all, they will most likely encounter a variety of questions from consumers, and a knowledgeable BA will leave a better and more lasting impression!

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.

4 Elements to Building a Great Event Report

Learn the 4 Elements that Every Report Should Contain

Recap Reporting- Adelante Live BlogIn order to fairly assess the success of an event, you need to obtain feedback from both your talent in the field and the consumers with whom they interacted. This feedback should be in the form of a written recap report that details the basic information, the numbers involved, and consumer commentary. The report should also include photos from the event.

Here at Adelante Live, Inc., we typically require our talent to submit written reports and photos after an event. We then send these reports to our clients within the same week as the event.

To help you create the best recap tailored to your specific brand, product, or service, here are a few questions that we have found to be most effective at relaying the “who, what, where, when, why, and how” of an event.

Report Section 1: Building the Basics

Always start your recap report with the basics listed at the top. Trust me – it may seem like a simple thought but you’d be surprised at how many forms we’ve seen that have left out these important details! Each report should contain the following:

  • Brand Ambassador’s name
  • Event Date and Day of the Week
  • Event  Activation Times (Start/End)
  • City and State
  • Specific location (Store name, festival name, etc.)
  • Weather (Why? Because this answer may help you understand why foot traffic was low/high.)

Report Section 2: Knowing Your Numbers

This is the analytical portion of your report – the specific numbers from the event. Some questions to consider include:

  • How many coupons/flyers/samples did your talent start with at each event?
  • How many coupons/flyers/samples did your team hand out?
  • How many products were available for purchase?
  • How many products were purchased? (If sales are the goal.)
  • How many consumers’ contact information did you obtain? (If lead generation is the goal.)
  • How many people Tweeted or posted on Facebook? (If social media awareness is the goal.)
  • How many people stopped by your activation area?
  • How many people were at the event? (Include a question regarding the traffic details: Was it a high-volume traffic day? Low-volume? Were there any other promotions occurring in your store or near your activation area that could have drawn more people in, or even pulled people away?)
  • Demographics: What were the average age, gender, and ethnicity of the consumers?
  • Did you sell out of any products/run out of promotional materials? If so, at what time during the activation did this occur?

Report Section 3: The Written Word

Each talent on your team should provide you with a written report of the event. Ask your talent to submit a minimum of 3-4 sentence answers per question.

  • What questions did consumers ask about your product/service?
  • How did the Brand Ambassadors answer those questions?
  • What additional products/services would consumers like to see?
  • What other products (similar to yours) do consumers use?
  • Manager comments. If there is a manager on duty, perhaps they will have some feedback. Have your Brand Ambassador ask the manager if they have any comments, then write them down on the recap.
  • Was there any critical feedback?

Please note: Critical feedback is important. You want to know the negatives as much as the positives. It’s the criticism of your product that may help you revise your product or marketing strategy to suit consumers’ needs, thus possibly improving sales. You want your Brand Ambassadors to expand on this type of feedback. If a consumer, “Doesn’t like the taste”, why don’t they like it? Give specifics. If a consumer states they wouldn’t use your service, why wouldn’t they use it? Perhaps it’s just a personal preference and has nothing to do with the actual product itself. Use this event opportunity to do in person market research!

Report Section 4: Picture Perfect

Ask your talent to take a variety of photos before and  during the event. The photos should include pictures of your talent interacting with consumers, consumers having fun at your event, and demo tables/activation areas after initial set up – both with and without the talent standing in the area.

Photos taken during the event can also be used for social media purposes. Have your talent Tweet photos from the event, or ask your agency to have them sent them to you so that you can post them on your Facebook site during the activation.

Ideally, your staffing agency should have an online portal (such as our A-Live Agenda) where photos and a recap can be submitted online and made easily accessible to the client. Through this reporting system, a custom-designed recap can be developed and tailored to your specific event needs. Then, your Brand Ambassador or Event Manager can immediately go online and enter their event information while it’s still fresh in their minds. The agency will then review the reports for accuracy and allow client’s to view them at their leisure. It’s a great tool in a fast-paced marketing world!

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. Please view her full bio here. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.

Measuring ROI in Experiential Marketing Campaigns – Part 2

Other Considerations Beyond Dollars and Cents When Calculating ROI

ROI Part 2- Adelante Live

In my last blog post, I started to discuss how ROI for experiential marketing doesn’t always come down to a simple spend vs. earn equation.  ROI can be determined by other means than just “sales” of an item.

However, if you are executing a retail based demo or promotion then yes, you can certainly devise a sales based number for your ROI but that still won’t give you the entire picture. For example, you can simply calculate the amount of money spent on an event vs. the amount of product sold as a result of the event. However the latter gets tricky- how are you determining which sales resulted from the consumers’ interaction at the event?  Are you looking at sales during just the execution day or a month, quarter,  or year after the event? How are you tracking consumers, whom as a result of their interaction with the event, bought the product the next time they shopped at the store?

These are important questions that add to the complexity of ROI measurement and make it difficult to use product sales ( in any type of promotional execution) as a standalone measurement. Read below for other elements that should be considered when calculating ROI for events and promotions.

Consumer Feedback

During an experiential marketing campaign, in addition to sampling, promoting brand awareness, and/or other consumer interactions, it’s important to take a moment to evaluate how consumers feel about your event and your brand.  Through event recaps with consumer comments and photos or video of consumers at the event, you can collect vital information which can be used to assess an event’s success, plan future marketing initiatives or support your digital content. The value of this type of “live” feedback should be a part of your overall ROI equation. Most agencies will require their brand ambassadors to turn in a recap report and photos after an event. (Make sure you discuss this with your account manager ahead of time. They will work with you on the specific questions you should be asking, and may even have an online reporting system to make viewing your recaps a breeze!)

Take a careful look at the recaps and photos. What did consumers have to say about your product? Remember: You want to hear the positive AND negative impressions. How much foot traffic was at your event? How many samples  of your product were given out? How many consumers were spoken to? How many coupons or collateral were handed out to consumers? This important numerical data that is essential to assessing your event’s success. You want a complete picture of the event and you can use these results to help calculate an overall ROI for your event or promotion.

Coupons and Codes

Using promotional collateral such as coupons or cards with promo codes at an event gives brands a way to track sales which resulted from the event interaction.

Retail level: We were able to measure the success of our client’s (a fast food chain) street teams by using collateral with in-store coupons. The offer of a discount in addition to a personal invitation from a trained brand ambassador made an immediate impact to store traffic.  During one particular event whereby the goal was to increase lunchtime traffic, we saw more than 100 consumers use their coupons in one day alone!

Web sales: By using codes to unlock product discounts or gain entry to “secret” content on your website, you are not only getting the physical card in their hand with your brand on it, but also driving traffic to your site. Combine this with a contact information form, and you’ve now turned this little code into a mega lead generator!

The Bottom Line About ROI

A few things to remember when measuring the cost of live event marketing:

  • Many leads will keep on giving. By collecting consumers’ contact information, you now have someone who you can reach out to time and time again.
  • Experiential marketing is often times not about the sale, but about building brand awareness.
  • By building your social media network, you are priming your consumers for the sale, and also creating a “stir” about your product or service that will reach the masses.
  • Gauging customer satisfaction will help tweak your product offering and guide future marketing campaigns.

We’ve seen a lot of success this past year with clients using events and promotions to get their brand name and product in the market, expand their reach, enhance their social media campaigns, and as a result- make sales!

If you are interested in adding experiential marketing to your campaign in 2013, contact
Janice Rodriguez
.

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. Please view her full bio here. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.

Measuring ROI in Experiential Marketing Campaigns – Part 1

Why ROI Often Means More than Dollars and Cents

ROI - Adelante Live blog

When planning a marketing campaign, most marketers will measure its potential success  or set program objectives by estimating the potential ROI (Return on Investment). ROI calculations are also used after the campaign has executed to measure the success of the campaign against the budget. ROI is typically a numerical value – i.e. the percentage of increased sales versus the amount of money spent. In traditional marketing this can equate to: “If we spend $50k in media buys, and receive $150k in sales as a result, the ROI is $100k (or a 200% ROI).”

However, when you decide to expand your campaigns to include experiential marketing, you are forced to view ROI a little differently. So although many “numbers” people want hard fast measurements in dollars and cents, there are other factors to consider when talking about ROI in experiential marketing.

Let’s look at some other ways that we in the live event marketing world use to judge the success of a campaign:

Social Media/Lead Generation

If one of your campaign’s goals is to gain social media traction or to build your consumer  database by executing live events, then those results should be a component of your ROI. In order to get measurable results, you can implement the following tactics in your next event.

Facebook:

  • Set up your event on Facebook so consumers can check-in to your event.
  • Have your brand ambassadors (BA’s) check-in as well and post status updates promoting your product and page.
  • Create an interaction and incentive to drive consumers to “like” your Facebook page, create a post, or upload photos to your page directly from the event.
  • After the event, calculate how many additional “likes” you’ve received and track their posts.

Twitter:

  • Ask your brand ambassadors to tweet while at the event using your handle and an event-specific hashtag that you created.
  • Make sure your event hashtag is posted on event signage.
  • Have BA’s tweet photos of consumers trying and enjoying your product.
  • Have the talent also ask consumers to tweet using both your handle and hashtag.
  • Post event, you can track results by using a variety of applications that measure your tweets’ reach and trending pattern.  Note:  If you’re trying to measure this by yourself, make sure you search for your hashtag within 24 hours after the event as hashtag posts will disappear from a search as the trends on Twitter change!

Lead Generation:

  • Use your event talent to collect names, email addresses, phone numbers, and/or mailing addresses of event attendees as they enter the event space. Note: Many consumers are turned off by giving away too much personal information. Think about what you really need and how you are going to use it before you ask!
  • Give consumers something special if they give you their contact info – perhaps a full product instead of just a sample, or combine it with a fun activity such as taking their picture at the event, then having them enter their information in order to receive a copy.
  • Use this interaction time as a way to assess how your consumers feel about your brand. Instead of just straight data collection, ask attendees to participate in a short (3-5 question) survey. Give respondents an impactful premium item as a thank you for their participation.
  • You can outfit your staff with a custom application which can be used on a tablet or other handheld device, or info can simply be entered into a spreadsheet or a simple form on those devices. Avoid pen and paper when you can! (Someone will have to enter the data at some point which will increase your costs and the time it takes to follow up with attendees.)
  •  At the end of the event, be sure to calculate how many leads you obtained through that event and measure it against the cost.
  • After any campaign there should be a series of follow-up communications with consumer leads from your event. Be sure to include any additional sales/responses from those communications as part of your event’s ROI.

Use of social media at events for event promotion, attendee follow up and content creation is made even easier with the advent of event-specific social media applications on the market today.  There are some awesome platforms that allow event attendees, for example, to receive a branded photo directly uploaded to their Facebook page after they are prompted to like the brand’s page or creates a tweet with their photo attached. Also these apps can easily log survey question results and consumer lead info.   These apps run on easy-to-use tablets and create useable consumer created content that can be instantly measured! Don’t know where to start? Please give us a call! We have relationships with multiple providers and can ensure you get the right tool for the results you need.

There are other ways that the ROI of an event or promotion can be calculated. Please read part two of this series here.

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. and our Google+ guru. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.

Measuring ROI in Experiential Marketing Campaigns – Part 1

Why ROI Often Means More than Dollars and Cents

ROI - Adelante Live blog

When planning a marketing campaign, most marketers will measure its potential success  or set program objectives by estimating the potential ROI (Return on Investment). ROI calculations are also used after the campaign has executed to measure the success of the campaign against the budget. ROI is typically a numerical value – i.e. the percentage of increased sales versus the amount of money spent. In traditional marketing this can equate to: “If we spend $50k in media buys, and receive $150k in sales as a result, the ROI is $100k (or a 200% ROI).”

However, when you decide to expand your campaigns to include experiential marketing, you are forced to view ROI a little differently. So although many “numbers” people want hard fast measurements in dollars and cents, there are other factors to consider when talking about ROI in experiential marketing.

Let’s look at some other ways that we in the live event marketing world use to judge the success of a campaign:

Social Media/Lead Generation

If one of your campaign’s goals is to gain social media traction or to build your consumer  database by executing live events, then those results should be a component of your ROI. In order to get measurable results, you can implement the following tactics in your next event.

Facebook:

  • Set up your event on Facebook so consumers can check-in to your event.
  • Have your brand ambassadors (BA’s) check-in as well and post status updates promoting your product and page.
  • Create an interaction and incentive to drive consumers to “like” your Facebook page, create a post, or upload photos to your page directly from the event.
  • After the event, calculate how many additional “likes” you’ve received and track their posts.

Twitter:

  • Ask your brand ambassadors to tweet while at the event using your handle and an event-specific hashtag that you created.
  • Make sure your event hashtag is posted on event signage.
  • Have BA’s tweet photos of consumers trying and enjoying your product.
  • Have the talent also ask consumers to tweet using both your handle and hashtag.
  • Post event, you can track results by using a variety of applications that measure your tweets’ reach and trending pattern.  Note:  If you’re trying to measure this by yourself, make sure you search for your hashtag within 24 hours after the event as hashtag posts will disappear from a search as the trends on Twitter change!

Lead Generation:

  • Use your event talent to collect names, email addresses, phone numbers, and/or mailing addresses of event attendees as they enter the event space. Note: Many consumers are turned off by giving away too much personal information. Think about what you really need and how you are going to use it before you ask!
  • Give consumers something special if they give you their contact info – perhaps a full product instead of just a sample, or combine it with a fun activity such as taking their picture at the event, then having them enter their information in order to receive a copy.
  • Use this interaction time as a way to assess how your consumers feel about your brand. Instead of just straight data collection, ask attendees to participate in a short (3-5 question) survey. Give respondents an impactful premium item as a thank you for their participation.
  • You can outfit your staff with a custom application which can be used on a tablet or other handheld device, or info can simply be entered into a spreadsheet or a simple form on those devices. Avoid pen and paper when you can! (Someone will have to enter the data at some point which will increase your costs and the time it takes to follow up with attendees.)
  •  At the end of the event, be sure to calculate how many leads you obtained through that event and measure it against the cost.
  • After any campaign there should be a series of follow-up communications with consumer leads from your event. Be sure to include any additional sales/responses from those communications as part of your event’s ROI.

Use of social media at events for event promotion, attendee follow up and content creation is made even easier with the advent of event-specific social media applications on the market today.  There are some awesome platforms that allow event attendees, for example, to receive a branded photo directly uploaded to their Facebook page after they are prompted to like the brand’s page or creates a tweet with their photo attached. Also these apps can easily log survey question results and consumer lead info.   These apps run on easy-to-use tablets and create useable consumer created content that can be instantly measured! Don’t know where to start? Please give us a call! We have relationships with multiple providers and can ensure you get the right tool for the results you need.

There are other ways that the ROI of an event or promotion can be calculated. Please read part two of this series here.

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. and our Google+ guru. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.