EXPERIENTIAL MARKETING EVENT OPERATIONS

QUARTERLY BEST PRACTICES FOR EVENT ACTIVATION OPERATIONS TEAMS

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Summer 2022

Upcoming Trends

SHORT ON DRIVERS? TRY THE BIG APPLE.

In an effort to address the CDL (Commercial Driver’s License) driver shortage and onboard new truck drivers as quickly as possible. New York State is expanding itsroad test program and reducing the age of those that can qualify for a Class A CDL license from 21 to 18.

THE COMEBACK, BY THE NUMBERS

According to a new Event Marketer Opus Agency “Event Strategy: Benchmarks and Insights Study,” 47% of brands expect their event spending to increase in 2022. The main reasons are cost increases and inflation followed by plans to produce or participate in more events in 2022. More than 51% of brands expect to make increased investments in product launch events in the next two to three years.

4 WAYS TO BEAT RISING GAS PRICES

There’s no escaping the sticker shock at the gas pump this summer if you’ve got programs on the road. From mobile tours to airfare to shipping and drayage. You might be surprised by some of the ways your team can save gas-and money:

  1. Go Slow and Steady: Fuel economy peaks at around 50 m.p.h. So go easy on the accelerator.
  2. Pump it Up: According to the DOT, for every 1 PSI your tires are underinflated, you lose 0.2% fuel economy.
  3. Travel on Weekdays: Mobile app GasBuddy reports that gas prices are cheaper Monday through Friday.
  4. Coast to Stops: Lay off that gas pedal and coast into traffic stops, and you may boost fuel efficiency by as much as 40%, according to FuelEconomy.gov.

AR EXPERIENCES ON THE RISE

As Augmented Reality headsets come down in price and increase in popularity, event professionals realize that AR technology enhances live experiences and can create meaningful connections with virtual audiences. More than 81 million Americans use AR every month, which is estimated to grow by 22% this year. According to data by AR company Threekit, AR shopping experiences can increase conversion by 40%. And 71% of consumers say they’d shop more often if they use AR. The data is driving many event marketers to invest in the tech and VR content creation for retail activations that can live IRL and online at the same time.

A NEW ERA IN HEALTH AND SAFETY PROTOCOLS

The No. 1 operational concern among most event teams in early 2022 was tracking vaccination status and implementing mask requirements. Today, it seems the industry has moved out of the era of doing everything to prevent the spread of COVID to, as on brand marketer put it, “accepting that it’s not if, but when we’ll get it.” This new reality has ushered in a methodology for health and safety protocols driven less by corporate policy and more by local mask and vaccine mandates (the event city, the event venue). Including, clear contingency plans that spell out what steps to take if team members or attendees test positive.

THE NEW RULES OF EVENT STAFFING

event staffing Like most event industry sectors, the pandemic has impacted the world of staffing by creating talent shortages. But there are ways to ensure you book the best people for your programs. Here’s a look at the new rules and how to play by them:

Rule # 1: It’s a Brand Ambassador’s job market.

As the industry returns, staffers have their pick of assignments and will prioritize the most competitive offers, including those with longer shifts, higher pay rates, and full expense reimbursement.

Rule # 2: The clock is always ticking, so consider event staffing early.

Slow internal approvals and last-minute planning can mean losing out on top staffers. Now, event staff secure event gigs 4 weeks in advance and usually book the gig within 20 minutes of the event offer notice. Be ready to move quickly.

Rule # 3: You will pay more this year for experiential events.

On average, qualified and vetted staffers cost $40 per hour plus a 14% payroll tax. To attract top talent, staffing contracts often include drive time, per diems, and fuel reimbursements.

Rule # 4: Small perks can make a big difference at event activations.

Staffers today are looking for more work-life balance and will often accept an assignment if the perks are good. Have you got free sneakers? Give them a pair. Is the uniform cool? Let them take it home. “Your’s building an experience not only for consumers but for the staff as well,” says Jen Clines, Vice President of Client Strategy at Encore Nationwide.

BACK TO LIVE: FOUR EXPERIENTIAL EVENTS HAVING A POST-PANDEMIC MOMENT

“The Woodstock of Eating” -The New York Times All Summer | Smorgasburg New York City | smorgasburg.com
The Conde Nast music brand’s flagship event is up 112% over 2021. July 15-17 | Pitchfork Music Festival Chicago, IL | pitchforkmusicfestival.com
Headliners Green Day, SZA, and Post Malone, plus go restaurants, 35 wineries, and 30 breweries. August 5-7 | Outside Lands San Francisco | sfoutsidelands.com

The biggest state in the United States is back. September 30-October 23 | State Fair of Texas Dallas, TX | bigtex.com

For the past 24 years, Encore Nationwide has provided top event staff to support experiential marketing campaigns from coast to coast in North America. Our Event Services include Brand Ambassadors, Event Managers, Tour Managers, Street Teams, Product Demonstrators, Conference Staff, Emcees, Drivers, and more. We hand select staff from our deep network of vetted staff to best match the specifics of each request. We also provide logistics services such as mobile tour routing, location permitting, and truck rental/leasing.

For up-to-the-minute staffing support, insights, and ideas on how to survive the industry’s comeback, contact us at 310-357-2848 ext. 1045 or [email protected].

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