Experiential Marketing: 10 Proven Ways to Get Stakeholder Buy-in

September 3, 2019

Amy Kelley

Amy Kelley is the Global Digital Content Marketing Editor at GES. With a strong background in content marketing, social media and communications, she is a passionate writer and self-confessed word geek. Amy is also the founder of a non-profit and a health and wellness online community.

Experiential marketing is one of event planning’s hottest trends right now. According to the site Statista, 74 percent of consumers said they were more likely to purchase products promoted by eventsand 93 percent of them claimed that live events had a larger influence on them than TV ads. But experiential marketing can be expensive. Take these 10 steps to secure stakeholder buy-in and support. 

1. Set an Appointment to Ensure All Decision Makers Are Present 

Don’t catch your stakeholders in the hallway and hope to “put a bug in their ear.” Make sure all decision-makers are present in your scheduled meeting, that you have necessary materials, answer individual questions and gauge interest through body language. 

2. Know Who’s Likely to Say Yes 

Know who you’ll be presenting to and whether they are likely to be champions of your idea or budget sticklers. Align your ideas with at least one person. In advance of the meeting, build consensus with at least one champion.

3. Use Examples to Sell Experiential Marketing

Using case studies and examples from other events remove your opinion from the presentation and prove the approach works for competitors and partners alike. Use statistics and include budgets to show where experiential marketing has worked. 

4. Deliver on ROI Because That’s How They’ll Measure Success

Couch all on your arguments in terms of return on investment (ROI), the ways to generate revenue, and the opportunity for innovation. Make sure your stakeholders are willing to invest their career capital as well. 

5. Shape Your Ideas Around Business Needs 

Align your ideas with the company’s vision, mission and strategies. Speak to how experiential marketing can help meet each business need.  

6. Solve a Business Problem 

Build a business case for using experiential marketing to solve a challenging problem within the company. Make sure to back up your tactics with details and financials.

7. Add Science and Data for Quicker Buy-in

Include industry data regarding experiential marketing. Use stats that talk to the shift of experiences over material goods and interaction with brands influencing purchases. 

8. Anticipate Opposition to Your Case 

Be prepared for the “what ifs” and the negatives. Have answers to counter opposition but don’t antagonize the stakeholders. Build trust by anticipating all aspects of the program. 

9. Present Options to Improve Your Chances of Yes

Present a high, medium and low budget option. Even if they choose the least expensive option, you will be getting what you want, and they will feel like they are trying experiential marketing at a safe entry-level price point. 

10. Cut Costs in Advance 

Show your stakeholders that you’ve already reduced the budget and reallocated where possible. This shows fiscal conservatism and innovation, two things stakeholders appreciate.

At the conclusion of your meeting, reiterate the top three points and give the stakeholders an easy path to approval. Just as you would keep in mind the desires of your audience when creating an experience they’ll enjoy, consider the personalities, needs and concerns of your stakeholders when trying to gain support for your experiential marketing initiative.

 

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact