Often when clients approach us, they come in, guns a-blazin’, wanting to do literally the most with the activation they’re envisioning. Usually, when we ask clients what their number one priority is, it goes something like this:
“We want people to try the product, but we want people to be drawn to the activation and offer an extraordinary experience. We definitely want a big, Instagram-able moment they’ll want to post on their social media!”
We always respond to these kinds of comments excitedly with a barrage of ideas. We present our ideas, knowing we meet the top 100% of what they imagine. For example, we’ll concept a mega-fun, visually appealing footprint (the outside of the sampling area) with a sampling experience and some kind of wild and large-scale photo op. However, one part is called out as the most critical part of the activation just about every time. We usually have to rearrange our strategy, whether it’s the sampling or the virality of the activation itself.
We have now begun asking to avoid too much concept creation and ideation; we like our clients to rank their most important tasks. We do this by asking them:
What is the goal of your activation?
a. To make people aware of the product through sampling
b. For sign-ups/digital conversions/digital mark
c. To coincide with a 360* campaign
d. To create an awe-inspiring event
How would you best describe your ideal activation on a scale from a fun sampling event to an award-winning event?
a. I want it to be super Instagram-able
b. I want as many people to try our product as possible
c. I want it to be turn-key and easy
d. I want this experience to be magical and the epitome of “extra.”
What do you want people to say or take action for them to take after they’ve left your event?
a. I want them texting their friends about the experience
b. I want them to post about it online
c. I want a follow on socials
d. I want them to buy our product
They don’t pick just one; they put the options in order. This way, we know what to focus on the absolute most. If they choose food sampling, we will spend our creative brain-power cultivating an exciting menu, collaborating ideas, and understanding the demographic’s needs. If a client wants to make a big splash, we will focus heavily on the different means and routes to do so expertly.
This method helps out substantially, especially as it pertains to making things happen with a budget in mind. Sometimes, we can’t do absolutely everything. For example, suppose sampling is the most significant aspect of the activation, and there isn’t either the space or budget. In that case, we suggest creating a mural on the side of a truck wrap.
This is all to say, when it comes to creating the perfect activation, understanding goals and priorities is our number one most important question.
