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Making the Moment: The Art of Creating Events That Drive Results
- 5. THE ART OF CREATINGEVENTS That Drive Results
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- 7. When is thelast time you experienced an unexpected moment of joy? Joy
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- 9. Busines Strategy Understand your Why? Whatare your goals? What is the business mandate? Educate, Entertain or Both?
- 10. Customer Strategy Attendee Avatar Where ismy attendee at now and where do they want to go? What Action do I want them to take during and at the end of my event?
- 11. In the leadup to their IPO, EWC had three clear objectives: waxing Instill confidence in consumers about their service ◦ Reassert their authority as the leader in ◦ Increase brand awareness ◦ Strategy Case Study Results Outcomes 3000+ attendees ◦ 300+ wax appointments performed ◦ 200k+ social media impressions ◦ $180M IPO ◦ 91 new center openings ◦
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- 13. Engagement Framework Engagement Can you co-createan experience with the attendee/ participant? What's the attendee journey at the event? Does it provide value during or when they leave your event? What's in it for them? Key Messages What does the experience communicate about your brand?
- 14. Engagement-Inspire Action Elements of Engagment ScreamChamber Social Campaign Timing: 1.5 Weeks Immersive Dining Experience: Escape Room Creative Menu Performances Open to the Public Symphony of Screams
- 15. Engagement - Create Community Elements of Engagement DedicatedSpaces, Programming & Touchpoints for Community Badge Bling Lego Minifigure Networking & Lounges
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- 17. Over-brand Slay your Swag Do: Swag Strategy Dont: GiveawayStationery** (unless paired w/ "Do" 2-4) Leave it to the last minute Make it practical / useful /wearable Tap into trends Giveaway high value items Co-Create with your attendees (peronalization, customization, etc.) Have a thoughtful distribution & engagement plan
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- 20. What to measure: Numberof touchpoints in your experience they engaged with (QR Codes, activities, etc.) Emotion - Satisfaction, Sentiment NPS Content Impact - Quantity, Social Impressions & Engagment Measurement Sales, Purchase Intent or Offer Uptake - Coupons, Rebates Post Event Brand Awareness - Social Media Fans, Website Traffic, Branded Search Volume Share of Voice - When participating in larger events/ cultural moments
- 21. Our experiential program’sobjectives were to - Increase brand awareness and favorability - Enhance social media engagement - Elevate purchase intent Insights Results - 9,000+ Consumers reached directly - 1 Million+ impressions - Increase in Social media engagement - 76% more likely to purchase - 45% Coupon Redemption - Over $1M Sales generated immediately at a key retailer
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