Events , Marketing

The Dream Team You Need to Deliver a Successful Experiential Marketing Campaign

A great marketing campaign requires a great team. Learn what constitutes an Experiential Marketing dream team, and the roles, responsibilities and expertise required of each member.

When planning an experiential marketing campaign or an experiential event, you need to have a team with a diverse skill set running the show. Though more than technical skills, it is a team with the right attitude that can make the difference. An event can throw up surprises, in fact, no event goes as planned - and you have to be able to improvise to keep things on track. Before we look at the individual members and roles of an experiential marketing event management team, let us look at the skill set each of them should have.

office work - table with laptops, devices, papers. etc.

Source: Medium

This post is a part of our series on Experiential Marketing (visit the main page by clicking on this link) or download the guide directly in PDF format from below.
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SKILLS REQUIRED TO DELIVER A SUCCESSFUL EXPERIENTIAL CAMPAIGN

 

1. PROBLEM-SOLVING


On paper, you might have a great plan put together, but chances are that it will break down at the very first contact with the real world. It is crucial that you have an experienced  marketing team that can tackle problems quickly yet efficiently. They should also be able to scrap together working ideas that would prevent the same problem from cropping up again.

2. STRESS MANAGEMENT

Mounting an experiential marketing campaign comes with a huge amount of stress. The team should be able to maintain a positive attitude through it all. Each member should be able to delegate tasks out if required. The team needs to build an atmosphere conducive to creative solutions.

3. WILLINGNESS TO LEARN


The members must be willing to share their knowledge with the team and also be willing to learn from other member’s experience. No single individual can be an expert at all the aspects of putting together a successful experiential campaign, and therefore the members must have a collaborative mindset. The multiple departments that are involved in such a campaign should all buy into the concept of the planned experiential marketing event.

4. THE X FACTOR


If you have a favorite author, you sure will be able to recognize her work even if you do not see her signature at the end. Similarly, with our experience in experiential marketing, we can figure out who the event planner was based on how the event is organized. But when a team comes together to create a campaign, it turns out to be truly unique. All team members of an experiential marketing campaign need to put their unique skills on the table to provide unique, one of a kind experience through the experiential event.

post its on a board - discussion - team meeting - planningSource: Unsplash

Check out how WOWSOME's work environment helps its employees to thrive with all the above qualities

ROLES IN AN INTERACTIVE MARKETING TEAM

If you are the visionary behind an experiential campaign and want to put a team in place to mount a successful campaign, you will not only need people with all the basic event management qualifications and marketing experience, but will also need to ensure that you have peopled at least the below roles:

1. EVENT MANAGER


Event Manager is the master of ceremonies. This is the member with whom the buck stops. The team lead is responsible for completion of the core operations. Event Manager is also the member who formally describes the marketing vision and strategy. S/he is responsible for identifying the user persona within the target market, identifies the core benefits the target persona would be excited about, and build the core message to be communicated at each level of the demand funnel.

2. CONTENT STRATEGIST


This core team member is responsible for crafting the messaging for all the assets and events, creating an event planning guide, in line with the goals identified for each asset by the team lead. S/he maintains the content calendar, event planning guide and has a deep understanding of what message nudges the buyer towards making a decision at each stage in the buying cycle. With some experience in customer experience marketing, s/he is also responsible for communicating to the user on how to use the product and how to improve the performance.

3. DIGITAL MARKETING MANAGER


This team member is responsible for all inbound event marketing activities. S/he monitors social media, is the final authority on web assets and assists automation specialist and content strategist. With some relevant experience in customer marketing experience, s/he must also be able to take the responsibility for responses sent to all inbound messages and inquiries. S/he also ensures that the campaign’s online presence is thoroughly tested and optimized to guide the users through the event marketing funnel.


planning on a white board - sketches - discussion - meeting - brainstorming

Source: Unsplash

4. MARKETING AUTOMATION SPECIALIST


Experiential marketing campaigns create demand. This demand needs to be captured and further nurtured until it converts into a sale. The automation specialist is responsible for automating the marketing process as much as possible. S/he ensures that the CRM software captures all the leads and inquiries generated by the marketing campaign. S/he creates rules, triggers, and nurture programs.

5. INFLUENCER RELATIONSHIP MANAGER


Influencers play a key role in the success of the experiential marketing campaign. This member owns all the media relationships and builds a communication strategy for influencer marketing. S/he is also responsible for any advertisement campaigns run across social networks and the Internet.

6. SALES ENABLEMENT SPECIALIST


This member has the responsibility to guide users through the sales cycle. S/he manages teams that interact with the customer at all touch points. S/he also schedules all the marketing efforts in relation to the experiential marketing campaign.

team work - team building at work place

Source: Research Digest

 Also See: 3 Innovative Recruitment Methods You Should Learn From P&G [Case Study]

7. SALES QUALIFICATION MANAGER


This member is responsible for communicating with event participants before and after the event. It is their job to filter the attendees based on their interest in the brand and the product - and alert the team about the stage in the funnel each of them is at the end of the event.

8. DATA ANALYST


One of the most important roles today is that of the analytics manager. S/he is responsible for measuring the impact of the campaign and provide the right insights to the team. Any changes to the campaign tactics are based on insights provided by this member. S/he is responsible to alert the team on what works and what doesn’t.

9. TECHNOLOGY LEAD


Experiential marketing campaigns today are driven by mixed reality and other technologies. A technical event management specialist who knows what is technically feasible within the time frame and budget allocated is a must in any experiential marketing team. In addition to technical event management, s/he is also responsible for ensuring that the user experience with the technology assets is delightful.


a black board with post its on it - scheduler - social event

Source: Unsplash

While these team members are essential for the success of any experiential marketing campaign, there are many more roles involved in the execution of the campaign like designers, volunteers, customer success managers, paid acquisition management, etc who posses all the basic event management qualifications and some relevant marketing experience too.

The actual team would vary based on what the experiential campaign involves, but the core team would still consist the roles listed above.

With a great team in place, half your battle is already won. Therefore, make sure that the roles and responsibilities are well-defined and each member knows what is expected of her.  


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