So, you’ve heard of experiential marketing and you’re thinking of hiring a promotional agency to execute a campaign. But how do you choose the right promotional agency for you?
Experiential marketing; once an afterthought to mainstream advertising is now a proven approach in its own right, and the backbone to a growing number of branding plans. In an increasingly digital world, experiential marketing offers consumers the chance to touch, feel and test a product – while experiencing your brand. This fuels word of mouth; provides fodder for social media feeds and fosters emotional connections with your target market.
The importance of good promotional staff
Promotional staff are crucial to the success of any experiential marketing campaign – after all, people buy into people. If you can’t rely on your promotional staff to represent the unique values of your product or business, the effectiveness of your campaign will be limited. With the right staff, experiential marketing can reach audiences in a way that no other marketing channel can – but on the flipside, choose the wrong staff, and your event could be a disaster.
Finding a good promotional agency
In order to find good promotional staff, you need to work with a good promotional agency. There are many companies out there who can source promotional staff for a wide range of events, but how can you be sure they will do the best for you?
This is where Hotcow comes in. Having orchestrated over XXXX experiential campaigns for brands as diverse as Skoda to Weightwatchers, we understand the importance of choosing the right agency partner, (and of course, the right promotional staff).
Here are a few key things to consider when sourcing an agency for your next experiential marketing campaign:
1. Jack of All Trades
Is the agency a ‘jack of all trades,’ or a specialist that provides the core competencies of promotional staffing? Because brand ambassadors are one of the most important factors in delivering a successful consumer facing experiential marketing event; you need to be able to trust that your agency has the knowledge and capability to provide you with the right staff. Check their credentials by requesting case studies, testimonials and most importantly, a face-to-face meeting.
2. Is there chemistry?
You should always get the promotional agency reps in for a credentials check and chemistry meeting. This is the most effective way of understanding how an agency works and whether their ethos complements yours.
3. ROI
It’s more important than ever for clients and agencies to deliver a successful return on investment, and reporting is therefore crucial. Suss out the agency in terms of the reporting platforms they use and how effective they will be in measuring your campaign against your objectives.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
