international confex 2014
DESCRIPTION
Big Cat's CEO Nick Morgan and House of Experience's Ollie Burgoyne give a talk at International Confex 2014TRANSCRIPT
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How the agency through a live experience have enhanced that brand or delivered a sales uplift - the event marketers guide to a successful experiential campaign
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PRESENTERS
Nick MorganCEO Big Cat Group
Oliver BurgoyneCSD Big Cat Group
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WHAT IS SUCCESS?
Pounds and pence
Likelihood to buy
Social Media
Brand awareness
Data capture
Consumer perception
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6 STAGE PROCESS
Understanding the brief
Value Exchange
Activation Measurement
Lucrative Locations
Consumer Experience
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UNDERSTANDING THE BRIEF
SmartMarketing
ROI Workshop
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UNDERSTANDING THE BRIEF
OVERVIEW— The Fair were engaged to manage a promotional showcase of Malaysian
culture. Celebrating all the best the destination has to offer including exciting dance performances and tantalising Malaysian food and drinks. The event gave tour operators and media a taste of Malaysia following a busy day at the World Travel Market
DELIVERY— Full live event management & Health and Safety management
— Risk Assessments
— Managing logistics for all elements of the event
— Curated multiple presentation inputs, staging, music and lighting and
show calling
— Third party supplier negotiation
— Call sheet management
RESULTS— Over 400 people attended the evening
— Effective build of a wide variety of stage set elements
— Event schedule delivered on time and in line with call sheet, taking
in to consideration changes and additions to the programme
— Successful implemented health and safety alongside the event
management
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LUCRATIVE LOCATIONS
— The science behind targeting a specific audience— Location mapping— Venue database— ‘Lucrative Locations’
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LUCRATIVE LOCATIONS
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CLASSIFICATION BREAKDOWN
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SOCIAL GRADE
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REGIONAL PINPOINTING
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CSV LOCATION SHORTLIST
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LUCRATIVE LOCATIONS
— Brand Data— Pinpoint Regional Hotspots— Street Level Fencing— Consider Consumer Behaviour— Source Prime Locations
‘THE SCIENCE BEHIND FINDING LUCRATIVE HOTSPOTS USING DATA ANALYTICS’
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WESTERN UNION PROFILE AND DISTRIBUTION
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WESTERN UNION LOCATION HOT SPOTS
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WESTERN UNION
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CONSUMER JOURNEY, CX
PRE
‘ITS WORTHWHILE’
WORD OF MOUTH AND ONLINE ACTIVITY
LE
VE
L O
F E
NG
AG
EM
EN
T
‘I’M JOINING IN’ ‘I CAN’ ‘WELL DONE’
LIVE ACTIVITY POST
1
2
3 4 5
6
7
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VALUE EXCHANGE
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VALUE EXCHANGE
— Date capture at point-of-experience — Value exchange— Keep it brief— Remain relevant and follow-up quickly— Consumer conversation must be continued
CRM Cycle
Bespoke message
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VALUE EXCHANGE
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ACTIVATION
Events Experiential
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ACTIVATION
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ACTIVATION
EMP
Number of attendees/
capacity
Liaison with EHO
Seating requirements
SAG meetings
Contractors
Emergency exits and fire extinguishers
Structures
3rd party supplier audits
Event control
Traffic management
plans
Security requirements
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ACTIVATION
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MEASUREMENT
— Measurement within Experiential marketing— Lack of standardisation— Big Cat Group ROI metric
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MEASUREMENT
Top-Line Activity feedback
Meaningful consumer insightVS
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MEASUREMENT
Test - Interviewed when leaving the stand
Control - Interviewed away from the stand
Sub Group 1 Test group Existing Customers
Sub Group 3 Control group Existing customers
Sub Group 2 Test group none customers
Sub Group 4 Control group none customers
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MEASUREMENT
Immediate post experience
4 weeks post experience
12 weeks post experience
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MEASUREMENT
True switchers
Margin per product X
Consumption per year
Consumers contacted X
Conversion rate
Cost of program
Lifetime valueX
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SUMMARY
Understanding the brief
Value Exchange
Activation Measurement
Lucrative Locations
Consumer Experience
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ANY QUESTIONS?
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CONTACTNICK MORGAN | GROUP CEO
[email protected] | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK WWW.WEARETHEFAIR.COM
OLIVER BURGOYNE | GROUP [email protected] | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK
WWW.HOUSEOFEXPERIENCE.CO.UK