Big Cat's CEO Nick Morgan and House of Experience's Ollie Burgoyne give a talk at International Confex 2014

1. How the agency through a live experience have enhanced
that brand or delivered a sales uplift - the event marketers
guide to a successful experiential campaign

2. PRESENTERS
Nick Morgan
CEO Big Cat Group
Oliver Burgoyne
CSD Big Cat Group

4. WHAT IS SUCCESS?
Pounds and pence
Likelihood to buy
Social Media
Brand awareness
Data capture
Consumer perception

5. 6 STAGE PROCESS
Understanding
the brief
Value
Exchange
Activation Measurement
Lucrative
Locations
Consumer
Experience

6. UNDERSTANDING THE BRIEF
Smart
Marketing
ROI
Workshop

7. UNDERSTANDING THE BRIEF
OVERVIEW
— The Fair were engaged to manage a promotional showcase of Malaysian
culture. Celebrating all the best the destination has to offer including
exciting dance performances and tantalising Malaysian food and drinks.
The event gave tour operators and media a taste of Malaysia following a
busy day at the World Travel Market
DELIVERY
— Full live event management Health and Safety management
— Risk Assessments
— Managing logistics for all elements of the event
— Curated multiple presentation inputs, staging, music and lighting and
show calling
— Third party supplier negotiation
— Call sheet management
RESULTS
— Over 400 people attended the evening
— Effective build of a wide variety of stage set elements
— Event schedule delivered on time and in line with call sheet, taking
in to consideration changes and additions to the programme
— Successful implemented health and safety alongside the event
management

8. LUCRATIVE LOCATIONS
— The science behind targeting a specific audience
— Location mapping
— Venue database
— ‘Lucrative Locations’

9. LUCRATIVE LOCATIONS

10. CLASSIFICATION BREAKDOWN

11. SOCIAL GRADE

12. REGIONAL PINPOINTING

13. CSV LOCATION SHORTLIST

14. LUCRATIVE LOCATIONS
— Brand Data
— Pinpoint Regional Hotspots
— Street Level Fencing
— Consider Consumer Behaviour
— Source Prime Locations
‘THE SCIENCE BEHIND FINDING LUCRATIVE HOTSPOTS USING DATA ANALYTICS’

16. WESTERN UNION
PROFILE AND DISTRIBUTION

17. WESTERN UNION
LOCATION HOT SPOTS

18. WESTERN UNION

19. CONSUMER JOURNEY, CX
PRE
‘ITS WORTHWHILE’
WORD OF MOUTH AND ONLINE ACTIVITY
LEVELOFENGAGEMENT
‘I’M JOINING IN’ ‘I CAN’ ‘WELL DONE’
LIVE ACTIVITY POST
1
2
3
4
5
6
7

20. VALUE EXCHANGE

21. VALUE EXCHANGE
— Date capture at point-of-experience
— Value exchange
— Keep it brief
— Remain relevant and follow-up quickly
— Consumer conversation must be continued
CRM Cycle
Bespoke
message

22. VALUE EXCHANGE

23. ACTIVATION
EventsExperiential

24. ACTIVATION

25. ACTIVATION
EMP
Number
of attendees/
capacity
Liaison
with EHO
Seating
requirements
SAG
meetings
Contractors
Emergency
exits and fire
extinguishers
Structures
3rd party
supplier audits
Event
control
Traffic
management
plans
Security
requirements

26. ACTIVATION

27. MEASUREMENT
— Measurement within Experiential marketing
— Lack of standardisation
— Big Cat Group ROI metric

28. MEASUREMENT
Top-Line Activity
feedback
Meaningful
consumer insightVS

29. MEASUREMENT
Test - Interviewed when leaving the stand
Control - Interviewed away from the stand
Sub Group 1
Test group Existing Customers
Sub Group 3
Control group Existing customers
Sub Group 2
Test group none customers
Sub Group 4
Control group none customers

30. MEASUREMENT
Immediate post experience
4 weeks post experience
12 weeks post experience

31. MEASUREMENT
True switchers
Margin per product
X
Consumption per year
Consumers contacted
X
Conversion rate
Cost of program
Lifetime valueX

32. SUMMARY
Understanding
the brief
Value
Exchange
Activation Measurement
Lucrative
Locations
Consumer
Experience

33. ANY QUESTIONS?

34. CONTACT
NICK MORGAN | GROUP CEO
N.MORGAN@BCGUK.COM | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK
WWW.WEARETHEFAIR.COM
OLIVER BURGOYNE | GROUP CSD
OLIVER@HOUSEOFEXPERIENCE.CO.UK | 020 8981 8807 | WWW.BIGCATGROUP.CO.UK
WWW.HOUSEOFEXPERIENCE.CO.UK