When putting together a marketing activation, a million things come into play: your agency team, your vendors, your hired staff, your client, your targeted consumer, and any other people that you need to be managing to make sure everything is going smoothly. The number of people that one needs to manage only continues to climb as the activation progresses. Producing a marketing activation can be a giant headache, so these three key insights will help you stay ahead of your project:
- Make an over the top detailed list of what you need to do for the activation.
- Run through the entire event from set up to tear down. Ask yourself what and how much of it will be needed.
- You will have a lot on your plate and at times it may be too much to handle. Task delegation and hiring capable and dependable staff is crucial to executing a successful marketing event.
Narrowing down all of the insights that I have learned throughout my career as a producer into one bullet point is that something will go wrong. Whether it be a shipping error or the sizing of an event element being 1/16 of a centimeter too large, Murphy’s Law will prevail. No matter how well you do your job, how many times you have crossed your T’s and dotted your I’s, someone you have hired will drop the ball. Once you learn this, you can plan accordingly. Planning for errors has helped me avoid them and made my events better. When you start to pinpoint what can go wrong, you begin to figure out the ways that you can make it right before it goes wrong or you can quickly react when it does. Asking yourself how an event can be executed better will set youup for success, but more importantly, it will ensure greater success.
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Graham Polacek is a Producer with Moment Creative, located in Los Angeles, California and Denver, Colorado. Moment Creative is a full-service design agency focused on creating moments of consumer immersion that bring brands and products to life. Founded in 2015, Moment Creative has been dazzling clients with innovative, show-stopping projects for local, national, and global clients. Event marketing, live experience, environmental design, engagement marketing, and experiential marketing are Moment’s core competencies, but Moment Creative covers the entire marketing and advertising spectrum to meet all client needs.