The Apple Watch Series 3 with built-in LTE has finally reached a pinnacle of achievement no generation of Apple Watch before it could: It’s built to evolve. Pictured here is a second generation Apple Watch Sport. Editorial credit: Alexey Boldin / Shutterstock.com
Successful experiential marketing programs require a combination of strategy and tactical execution that is unique from any other form of marketing. The operational and logistical aspects of delivering compelling live experiences are equally as critical to success as the overall strategy and creative. It truly takes a balance of art and science to effectively fill the gap between “story telling” and “story-doing.”
Do Your Programs Stand the Test of T.I.M.E.?
Integrating the following four pillars into your experiential planning sessions will help you boost your program’s performance while staying on-time and within budget:
TACTICAL: Strategy should lead tactics; but tactical expertise informs and validates strategy. Is your strategy and creative concept logistically feasible, operationally sound and financial affordable?
IMPACTFUL: Great experiences Engage the target audience; positively Embody the brand, Educate participants and Empower action and advocacy. Are your experiences producing outputs that lead to the business outcomes necessary for success?
MEASURABLE: If you answered, “yes” to the above question; how do you know? Program goals must be realistic, measureable and in alignment with business objectives. Are your Key Performance Indicators producing relevant AND actionable data?
EFFICIENT: From front-end planning to back-end reporting, efficiencies can be identified and adopted throughout the life cycle of any program. Does your plan balance efficiencies with effectiveness to deliver a positive return on Experience, Objectives and Investment?
Spending the time to apply the four basic T.I.M.E. principles will yield better results without breaking the bank.