Last week I had the opportunity to learn more about. I continued to do a little more investigated into this concept for this week’s post.
We all have heard of marketing failures, such as Pepsi’s advertisement with Kendall Jenner that had to be pulled due to controversy, but what about failures in experiential marketing? Since an experience can’t really be “pulled” off the market, the risks taken when providing experiential marketing is much greater than traditional marketing.
After reading the article, “8 Experiential Marketing Fails to Learn From”, I discovered there were many elements within the realm of experiential marketing that have to be thought of before the marketing actually begins.
Too many experiential marketing campaign neglects to think about restriction whether those restriction be with the location, or health and safety. Event managers and marketers putting on these experiences are overlooking the restrictions that the local, state, or federal government has put form pertaining to everything from sound to lighting to temporary building structures. Since these experiences are events within themselves, permits may have to be gotten in order to properly pursue the event, as well as making sure all restrictions and requirements are met. Along with the consideration of restrictions on location, the managers have to be willing to put forth some time to properly research the correct location for their experience to take place. The wrong location could bring forth repercussions, financially and socially.
Location is not the only thing that has restrictions put on it during these events. Health and safety restrictions are also a huge element to consider. Managers will have to do the proper research and planning to ensure all guests and participants are in a safe environment that also does not pose any health risks as well. This element would require the managers to make sure that all chemicals, food and beverage, as well as sanitary needs are properly taken care of during their experience.
A huge element to consider while trying to incorporate experiential marketing is social and cultural issues that may arise due to the event. Referring back to the location, managers will have to research the culture in which the experience is taking place to establish that the culture of the location will not be offended or upset due to this experience; therefore, resulting in bad publicity. Along with culture, managers would have to consider acceptable social restrictions. If the experience is seen as scandalous or against social norms, then the marketing may not be as effective in gaining more customers.
An element that event managers know so well is contingency plans. Contingency plans are essential to
planning events, as well as experiences. These plans would include doing test runs of equipment to ensure that everything runs smoothly the day of the event. This could save some headaches during the event, since there would hopefully be no hiccups in the use of equipment. Another element of contingency plan would be the consideration of the weather. Weather should always be thought about with all events and experience, since it could make or break an event. Since weather can be unpredictable and is out of human control, contingency plans are our only way to combat this element.
Since experiential marketing campaigns and events are so similar, all of these lessons applied to both. While event managers can learn a great deal from experiential marketing failures, the same could be said for experiential marketers as well. Learning from each other’s mistakes could cause all of our events and experiences to become more successful.