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Make it memorable. An agency I worked on created a resting spot in a mall for a healthcare provider. But I have had my doubts if it was successful because people didn’t talk about it or post it. It was just a “nice” place to sit down. Kind of a wasted opportunity.
I’d say you take what you would normally assume for any marketing strategy, but just apply it to an experiential format. Solve for some basic problems of driving interest to the experience itself and what barriers you may face, how does the engagement maintain interest throughout the experience, then what does the experience do to prompt a desired perception or behavior change
What's the format? Stunt, pop up, tour, etc. That makes a big difference. For example, if you're doing a music festival experience and not considering things like how adding a second floor that gives you a view of the stage can increase dwell time, or that things as simple as providing shade will increase foot traffic, then you'll miss out on a lot. Adding value is a greater consideration that it would be for something linear.
Fundamentally, we approach it as you would any client brief, as you're still trying to solve a problem in the same way. You can land a brand message with more emotion through experience so really keying in on what that is tends to also be helpful. It's a chance for people to "live the brand" so I like to think about it like a playground for audience to brand memorymaking.
Building a creative brief and getting to an overarching campaign-like idea first is helpful in avoiding your experience feeling like *just an event*.
One of the harder parts with landing experiential strat is understanding your audience because getting hyper regional insights on audience isn't as easy as it is with something that has more scale. Helpful to chat with your team if they have been on the ground before at whatever property you're activating against to gain a bit of intel.
Hope this disorganized brain dump wasn't incoherent, happy to answer any questions I can. Been in experiential for a 7 years or so
Start with the consumer journey.
Determine your high-valued consumer action and go win it!
Start by identifying the high value action to win.
I am not sure what that means … would you mind elaborating?
don’t do a music festival.