Your event was a success. So now what?

February 27, 2018 | Gerry Mezzina

Your event was a success. So now what?

Pre-Norbit, we’ve had the privilege of delivering some incredible events, but made the decision last year to wind down our event management division. A driving factor was that for the vast majority of events (there are some exceptions, of course) we developed, we honestly began to question the ROI that activations offered our clients. It seemed everyone wanted one amazing event (often spending $50,000-$150,000 to do so) but had no plan on how to translate attendance to ongoing behaviour or loyalty to their brand. This was particularly the case for ‘carpark’ events or events that rely on moving customers outside the centre it was promoting, or where the behaviour at the event interrupts the shopping habits of regular patrons.

With this shift in thinking, something interesting happened. We started to really explore what else could be done with an event budget, and would always ask: What would you like customers to think, feel, and most importantly, do after the event. It seems like a simple question, but one that is rarely considered.

It’s a question I challenge our clients to unpack carefully before deciding to lock in a budget for an event, and one you should consider too. And think about all customers – not just the ones you’re targeting to attend, but also those who are not interested in attending that you may disrupt and upset as a result.

Don’t get me wrong, the right activation will get great results. Some great examples we’ve worked on are the Sunnybank Plaza $2 food trail, and Norbit’s Augmented Reality marketing activations that encourage exploration, increased dwell time, align with brand values, retailer promotion and sales, and a clear path to collect visitor data and continue a more personalised relationship after each event.

If you’re interested in longer term customer engagement, or if you’re looking for a white label shopping centre event app to compliment your brand activation, Norbit is one way you can achieve this. If you’d like to know more we’d love to hear from you.

And before committing to an activation, always ask yourself:

“What would you like your customers to think, feel, and do before, during and after your event?”

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