TEAM EPIPHANY

The invitation was shipped 3 days ago: Brand X looks to up its cool factor, and “hosting”, “sponsoring,” or “presenting” the party of the moment seems the most logical solution. The big day arrives, attendees roll in, enjoy savory refreshments and go home. A good time is had by all.

Still, questions loom: Where, if any, is the real value in throwing a party, and how can those brand-side accurately measure the ROI (“return on investment”)? Is experiential marketing really that valuable?

With traditional advertising, efficacy and reach are far easier to measure than with experiential marketing; the platforms themselves—print, television, radio, digital— allow for it. Impressions, click-thru rates, and discount codes are all reliable, proven sources for audience reception and in turn, are reliable parameters for success. Offline settings where consumers interact with a brand can’t be measured according to these standards however.

Nevertheless, these events grant audiences the right to choose- and therein lies the value. Users can interact with brands on their own terms—whether to attend, the company they keep, and the memories they make there—in order to create a personalized experience. Without having to overtly push product on the consumer audience, brands can leave an imprint on guests by offering up a lifestyle.

Moet Rose Lounge & Trey Songz at The Setai Miami from Team Epiphany on Vimeo.

Last weekend, Intel and Vice hosted the second annual Creator’s Project in NYC. Intel touts itself as  a community of “Sponsors of Tomorrow.” Immersing attendees in a space that bleeds creativity in music, form, and function brings some tangibility to the brand’s mission statement. Not only that, the interactive event builds brand recall for consumers.

This summer, Team Epiphany produced the Rosé Lounge series on behalf of Moët & Chandon. A late-night lounge event, attendees were privy to unlimited Moet & Chandon Nectar Rose, guest DJs and high-profile recording artist hosts. Our goal was to present the brand as a luxury experience. With appearances by Kelly Rowland, Keri Hilson, Trey Songz and Common, we did just that.

From a brand perspective, finding value in a brand “experience” is not easy. But it’s not impossible either. Placing your brand at the forefront of the consumer’s mind through experiential events ultimately accomplishes everything a traditional ad can, but via a lasting, three-dimensional execution.

- Kyle Turner, Senior Account Executive at Team Epiphany.