At Keystone, we believe that, in order to run an effective experiential event, we must have a thorough understanding of the key messages that our client wants to deliver and their target audience. We then work with them to tailor the delivery of these messages to this audience via memorable experiences; we will also run the events in a location where we are most likely to encounter the target audience.
A good experiential event should work on several different levels. The target audience who visit the event or road-show must have a genuine interactive experience which will embed the key messages. But the events must also work by feeding into other communication tools, for instance we will devise some means of driving traffic from the event to an interactive website where the target audience can immerse themselves in a secondary, online experience.
The website will also incorporate a call to action which will drive traffic to the event. The third tier should be broadcast media and press; the immersive activity should be sufficiently original and eye-catching to generate content in local and national media so that the message can be amplified by editorial coverage of visitors experiencing the event. This PR will drive traffic to the event and to the website to complete the circle.