International Confex 2014

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Big Cat's CEO Nick Morgan and House of Experience's Ollie Burgoyne give a talk at International Confex 2014

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International Confex 2014

  1. 1. 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
  2. 2. PRESENTERS Nick Morgan CEO Big Cat Group Oliver Burgoyne CSD Big Cat Group
  3. 3. WHAT IS SUCCESS? Pounds and pence Likelihood to buy Social Media Brand awareness Data capture Consumer perception
  4. 4. 6 STAGE PROCESS Understanding the brief Value Exchange Activation Measurement Lucrative Locations Consumer Experience
  5. 5. UNDERSTANDING THE BRIEF Smart Marketing ROI Workshop
  6. 6. 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
  7. 7. LUCRATIVE LOCATIONS — The science behind targeting a specific audience — Location mapping — Venue database — ‘Lucrative Locations’
  8. 8. LUCRATIVE LOCATIONS
  9. 9. CLASSIFICATION BREAKDOWN
  10. 10. SOCIAL GRADE
  11. 11. REGIONAL PINPOINTING
  12. 12. CSV LOCATION SHORTLIST
  13. 13. 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’
  14. 14. WESTERN UNION PROFILE AND DISTRIBUTION
  15. 15. WESTERN UNION LOCATION HOT SPOTS
  16. 16. WESTERN UNION
  17. 17. CONSUMER JOURNEY, CX PRE ‘ITS WORTHWHILE’ WORD OF MOUTH AND ONLINE ACTIVITY LEVELOFENGAGEMENT ‘I’M JOINING IN’ ‘I CAN’ ‘WELL DONE’ LIVE ACTIVITY POST 1 2 3 4 5 6 7
  18. 18. VALUE EXCHANGE
  19. 19. 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
  20. 20. VALUE EXCHANGE
  21. 21. ACTIVATION EventsExperiential
  22. 22. ACTIVATION
  23. 23. 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
  24. 24. ACTIVATION
  25. 25. MEASUREMENT — Measurement within Experiential marketing — Lack of standardisation — Big Cat Group ROI metric
  26. 26. MEASUREMENT Top-Line Activity feedback Meaningful consumer insightVS
  27. 27. 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
  28. 28. MEASUREMENT Immediate post experience 4 weeks post experience 12 weeks post experience
  29. 29. MEASUREMENT True switchers Margin per product X Consumption per year Consumers contacted X Conversion rate Cost of program Lifetime valueX
  30. 30. SUMMARY Understanding the brief Value Exchange Activation Measurement Lucrative Locations Consumer Experience
  31. 31. ANY QUESTIONS?
  32. 32. CONTACT NICK MORGAN | GROUP CEO N.MORGAN@BCGUK.COM | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK WWW.WEARETHEFAIR.COM OLIVER BURGOYNE | GROUP CSD OLIVER@HOUSEOFEXPERIENCE.CO.UK | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK WWW.HOUSEOFEXPERIENCE.CO.UK

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