How to select the best location for your experiential activity?

Trafalgar Square footfall A couple of weeks ago we started a conversation in the Experiential Marketing group on LinkedIn about the cost of location fees. We had some interesting responses especially in regards to the impact of different locations and the reasons for sites to be charging the high prices for events and promotions.

Every major city has a range of areas of high footfall offering an ideal opportunity for experiential campaigns to achieve a large amount of people. As with everything in experiential marketing, the location must be chosen as part of the strategic planning process to ensure it falls in-line with the brands target demographic and the brands required end result. In some circumstances location fees can be quite costly taking up a large percentage of the overall budget, in other instances the value of being at certain locations far outweighs the cost!

There are a myriad of experiential event locations to choose from in terms of demographic outreach and permission costs to suit all campaign budgets. We wanted to find out what other people thought of the value v’s cost of paying for location fees and have shared a selection of those responses from respondents all over the world.

Experiential Marketing comment
Experiential Marketing comment

Choosing the right location for an experiential activity can generate awareness around a product or brand to a highly targeted audience. Popular locations such as city centres and shopping centres attracts high footfall and therefore the costs are higher than other more unusual locations. Hence, if you wish to place your experiential activity in those areas it is important to carefully select the best location that will meet your campaign objectives and reach the right target audience, making it easier to measure your ROI.

In contrast, unusual locations can turn to be better and affordable sites for experiential activities. Although it tends to have a lower footfall, if the experiential activity is well planned and placed accordingly it may get more responses from the target audience.

Experiential Marketing comment

One good aspect of choosing an unusual location is that it can generate great pieces of content and amplify the effect of the brand experience to consumers. A well placed experiential campaign will make the experience memorable and create a stronger bond with the brand or product across to the audience.

Whether it is a sampling activity or an ambient event, location is paramount for experiential marketing campaigns and it should be positioned in areas that will allow the brand to surprise and to engage the audience into a personal and lasting experience.

When you plan your experiential campaign you need to ensure that planning is principal to your activity and your objectives to help achieve the results and the ROI you deserve.

Question Time

We love answering questions and getting involved in the experiential debate – please send us an email or a discussion topic for us to comment on, write about or discuss in our forums. Alternatively if you have anything you would love to share with us that would add value to our readers we would love to hear from you!

 

Hotcow help brands understand the power of experiential marketing and offer expertise in how to develop, plan and execute campaigns in the right way to get the right results. For more information or a free consultation on how to choose the best location for an experiential activity, contact us.

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