4 Tips for Choosing an Experiential Marketing Event Venue

There is a lot that goes into planning an experiential marketing event, from the creative aspects to logistics to staffing. But one of the most important decisions that you’ll make is selecting a venue that will attract your target audience.  One that appeals to them and gives you the opportunity to fully engage them.

4 Tips for Choosing an Experiential Marketing Event Venue

So how can you be sure that you’re choosing the best experiential marketing venue for your brand?  Check out the four tips below to help you identify the perfect location.

 1.  Determine Your Goals for Your Event

There are a variety of reasons why businesses use experiential marketing to promote themselves.  But before you dive into the details of your upcoming event, it’s important to determine what your goals are.

• Are you looking to create awareness for your brand?
• Generate buzz and gain media attention?
• Create social media chatter?
• Collect leads?
• Launch a product or showcase/demonstrate an existing one?

Figuring out your goals will help you choose the type of venue that is the right fit, one that aligns with the type of experience that you want to create and one that suits your needs.

2.  Know Your Audience

Defining your target audience is one of the hardest things to do.  But once you know who you are targeting, it’s much easier to figure out where you can reach them.  Understanding your target audience’s demographics as well as psychographics will help you to identify the ideal location for your event.

 3.  Weigh Your Venue Options

One of the great things about experiential marketing is that there is a lot of flexibility and a lot of choices when it comes to your venue. There are several different strategies that you can implement to reach your target consumers and your goals.

Weighing the pros and cons of each of the following options can help you decide which one will give you the most bang for your buck.

+Organized events such as festivals, concerts, sporting events, trade shows, ETC:

Hosting an activation at a large-scale event will guarantee that you can get your brand in front of thousands of consumers.  However, when selecting your vendor space, make sure that your footprint is located in a high foot traffic area, otherwise, you may not see the results you had hoped for.

You can also consider piggy-backing on to a large event by activating at a nearby location where you can still target event attendees.  Examples include parking lots, hotel lobbies, commuter stations, and city streets.

+Host a stand-alone event or pop-up event:

Hosting a stand-alone or pop-up event allows all the focus to be on your brand without any competition.  On the other hand, you’ll have to work a little harder to attract people to your activation.  You can advertise your event on social media and on your website, but also hire a few extra brand ambassadors to work outside of the activation area to draw people in.

Also, consider taking your activation on the road with a mobile marketing vehicle.  Branded vehicles always attract a crowd and you can park them in high-foot traffic areas.

+Street team marketing events:

Smaller budget? No problem! Street team events offer a ton of flexibility and are far less expensive than other activations, yet they offer many of the same benefits.  With no static physical setup to worry about, your street team can move around freely, creating brand awareness and engaging passers-by wherever they go.

+In-store or on-site events: 

Hosting an event in your own space, whether it’s a retail store, restaurant or other B2C business can save you the hassle of trying to find the perfect venue.  In your own space, you can target your existing customer base while also opening the door for potential customers.  When you host an on-site event, consumers can really get a feel for your brand and how you do business.

+Cross-promote with another company: 

Planning an activation with a business that complements your own is a great way to access a wider audience that would likely purchase your products or services anyway.  When you collaborate with a business that shares a common audience and has similar goals and interests, both companies will have the ability to extend their reach and engage with more consumers, creating a win-win for all.

4.  Ask Yourself a Few Questions to Evaluate the Quality of a Venue

Because the location you choose can have a huge impact on the success of your event, it is important that you evaluate the venue by asking yourself the following questions:

• Will the venue attract your target consumer?
• Is the venue easily accessible for your target audience?
• Does the venue provide enough space and the right flow for the number of people you expect to attend?
• Will attendees be able to comfortably navigate through your activation?
• Does the venue provide the necessary technology for your event, or will you need to supply most or all of it?
• Will you get a good return on your investment, despite the costs involved?

Bottom Line: Think Beyond the Budget

Sure, your budget plays a huge role in planning your event, but there are many other things to consider.  Keep your target audience at the forefront of your venue decision, as well as your goals.  Let that be your guiding light and you’ll be well on your way to finding the perfect venue that fits your needs and your budget.

While you focus on selecting the perfect venue for your event, let ATN handle your experiential marketing event staffing needs.  With over 16 years of experience and the largest event staff database in the industry, we can help you reach your goals.

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