theatreMAMA’s Street Team for Broadway’s Waitress at Bryant Park in NYC.
Experiential Marketing is a strategy that creates increased brand engagement, positive brand associations and memorable experiences that customers want to share through user generated content and word-of-mouth. Each Experiential Marketing campaign is uniquely designed to act as the living embodiment of a brand – we literally bring your brand to life. Because no two living media campaigns are the same, there are often myriad variables for us to consider when launching a new program at theatreMAMA. One of the most important variables to address when planning a new campaign is location. Even the most fabulous Experiential Marketing team will be ineffective if no one can find them. This frustrating scenario is why location scouting is KEY to a successful Experiential Marketing campaign. With that in mind, we compiled a list of 5 key takeaways from our location scouting experiences.
5 Key Takeaways: Location Scouting for Experiential Marketing Activations
theatreMAMA’s Chicago Dance Mob promoting Chicago the Musical in Times Square, NYC.
1. Know Your Demographics
Knowing who you’re targeting will often directly affect where a campaign takes place. Our Chicago Dance Mob seeks to engage both NYC tourists and locals who are interested in seeing Chicago on Broadway. To achieve this, we station our Street Team in the Times Square area where there is a healthy cross-section of locals and tourists making their way through The Theatre District. In contrast, promoting a boxing match at Madison Square Garden took our Brand Ambassadors across the city to bars and gyms in hopes of engaging local sports fans.
2. Weather Matters
Unfortunately, weather is a variable we can’t control, but we can prepare for it. While promoting Cirque du Soleil’s ‘Drawn To Life’ at Disney Springs in Orlando, we quickly realized that Florida in May means unrelenting sun and heat. To combat this, we scouted different locations throughout Disney Springs that could support our Street Team’s immersive theatricality and provide much-needed shade. Offering a reprieve from the sun helped us increase overall guest interactions and allowed our team to stay relatively cool while they work their Cirque-inspired magic!
theatreMAMA’s Street Team for Cirque du Soleil’s ‘Drawn To Life’ at Disney Springs in Orlando, FL.
theatreMAMA’s Street Team for LUZIA by Cirque du Soleil in Vancouver, Canada.
Having alternate locations in case of weather is paramount to successful location scouting. When considering a primary location, be sure to factor in alternate locations that could work in case of inclement weather. When Cirque du Soleil’s LUZIA took us to Vancouver, Canada, there was heavy rain predicted on the same day we were to launch an outdoor, parade-style activation that included a Mariachi band, 2 costumed-characters and 8 Brand Ambassadors. Because of this, our team diligently scouted alternative locations that would allow us to have the same massive impact, but would provide coverage for our performers. We figured out that we could station ourselves inside transit hubs and it was a huge success! Commuters were delighted by the Mariachi band and our Cirque du Soleil LUZIA-inspired performers! We offered the magic of Cirque du Soleil on a dreary, rainy day!
3. Pedestrian Traffic is Important
Even in a pedestrian heavy area like New York City, there are still many locations that don’t generate high foot traffic. Assuming an area will be busy simply because it’s in a big city can lead to major disappointment on the day of an Experiential activation. Location scouting prior to an event can alleviate this issue. Taking the time to research an area, talking to locals about different neighborhoods, capitalizing on events already taking place and physically scouting activation locations are musts if you want to maximize the number of impressions a campaign makes.
theatreMAMA promotes the Met Opera’s season launch with Street Teams located across NYC.
4. Proximity to Venue
When representing a live event or a brick and mortar business, proximity to the venue being promoted is essential. Patrons are more likely to engage with a brand immediately after an experiential interaction if they can easily access it. For our ‘Drawn To Life’ team in Orlando, that means locating our team within walking distance of the Cirque du Soleil big top! Guests experience fun, immersive interactions with our Street Team and become curious about the show. With the big top in such close proximity, our team can seamlessly send guests to the ‘Drawn To Life’ box office to find out more information and purchase tickets to the show. Likewise, our Toy Soldier Street Team for the Christmas Spectacular Starring the Radio city Rockettes consistently stations a handful of Brand Ambassadors within view of Radio City Music Hall – a tactic that exponentially increases day-of and walk up ticket sales.
Cirque du Soleil’s ‘Drawn To Life’ Street Team performer promoting the show at Disney Springs in Orlando, FL.
Brand Ambassadors for the Radio City Christmas Spectacular outside Radio City Music Hall.
5. Flexibility is Paramount
Alegria by Cirque du Soleil-inspired Activation with Champagne Nicolas Feuillatte and Villa Maria Wine.
Experiential Marketing campaigns are accompanied by many different variables, so the ability to be flexible and pivot on the spot is of the utmost importance. Location scouting is a way to cut down on the uncertainties that uncontrollable variables (like weather) can bring. By knowing an area and understanding how to optimize an activation – even if you have to pivot to plan b, c or d , you will create the circumstances for a successful campaign no matter what gets thrown your way.
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