A wrong choice that could cost you

By Joey Kercher, president, Air Fresh Marketing

The word is out. Experiential marketing (XM) is a sure and fast way for brands to make direct connections to target market consumers.

When it comes to hiring an experiential marketing agency to develop and execute your strategy, it pays to be picky. No two companies are the same and aligning one’s brand with the wrong agency can lead to disappointment, not to mention lost ROI.

But how does a company go about finding the right fit? Here's a checklist of steps brands can take to narrow down their options.

Tips for Choosing the Right XM Company

Pairing up with an agency is more than just a business arrangement; it’s a relationship. Just like dating, a good agency relationship requires interactive and thoughtful communication, synergy and shared interests. Finding that on the first try can be tricky. A bit of due diligence can help with making an educated decision.

Research Case Studies Involving Previous Clients

A well-established, successful experiential marketing agency will be able to back up their services with success stories. Take the time to research or ask for case studies regarding past activations the company has executed for its clients.

Client testimonials are also insightful. They can provide a firsthand look at what it’s like to work with a specific agency. Be sure to ask about how the agency’s communication style, responsiveness, effectiveness, and the client’s own personal satisfaction with the quality of the agency’s services.

Compare the Agency’s Skills with Your Brand’s Goals

There is a difference between experiential marketing versus event staffing. An active XM agency will have the knowledge and resources not just to staff your event, but to dig in and assist with planning and developing game-changing activations. The agency should be focused on helping your brand reach and surpass its goals. Brands seeking to create a grassroots movement may want to connect with a local company with close ties to the community. While agencies with a nationwide reach have the bandwidth to create a more extensive campaign, capable of accomplishing more due to a more significant scope, stronger networks, and more powerful resources.

Partner with a Company That’s Transparent and Communicative

The right XM company is always one that works with its clients as a partner. This includes transparent billing and reliable communication as they collaborate with clients to create experiential marketing solutions that meet their unique goals.

Experiential marketing campaigns require numerous steps in order to plan and execute them properly. From the quality of the venue to maximum routing, exceptional ambassadors providing conversion-focused representation, high-quality digital marketing efforts, and seamless execution and valuable follow up - each of these steps has a dollar sign attached to it. You want to make the most of the dollars you spend.

A reliable company will be clear about the expected budget and communicate effectively should any surprises arrive. They also keep their clients in the loop about the progress of their experiential marketing campaign.

Look for Measurable Results

The right XM company delivers in a way that benefits its clients. Because of this, they should track the success of their efforts using measurable metrics. This may include the number of attendees, sponsors, social media engagements, contact cards/sign-ups acquired or other metrics that indicate a positive return.

Some of these answers can be found through research, but many of them may require a conversation with the XM company itself. Business owners shouldn’t be shy about picking up the phone or setting up a meeting to uncover the details. Doing one’s due diligence prior to signing the dotted line of a contract may take more time, but it’s worth making the right choice the first time around.

Joey Kercher is the founder and president of Air Fresh Marketing, a full-service experiential marketing agency. Air Fresh has connected hundreds of brands to target customers through live experiences. Contact Joey at [email protected].