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Modeling Success is created to bridge the gap between talent and brand. Putting everything out on the table, addressing current situations and hot unspoken topics that are happening in the industry that need to change. We will address topics such as the models and brand's point of view on industry topics. As well as discussing success in the industry, what it is to be a model and what agencies and brands are looking for when seeking talent. Just because you get paid for pictures does not make you a model. A model is "a system or thing used as an example to follow or imitate". A model is someone or something one aspires to become, someone who works their butt off and is someone people can look up to. This podcast is here to assist Talent in learning pride and true tactics for success in the industry.
I, Rian Donatelli, will use my 25+ years experience within this industry to discuss all these topics and more through conversions and panels with other people in the industry from talent to brand executives to the venues and establishments that we are operating in. We are going to find some hard truths that need to be heard on all fronts.
Welcome back to modeling success. I'm your host, Ryan Bonitelli. And today, we're going to talk about how to create a full 3 60 experience with your activations. So often I see brands covering x, y, and z in their activations and their on premise sampling events, off premise events, special events, and they're not utilizing all of their marketing efforts in one place. So we have digital spends.
Speaker 1:We have social spends, commercials, all of the things, plus we have the sampling spend, and we're not truly capturing our target audience or those that we are in front of during our activations and essentially following them home. So, you know, something we do at Connections Consulting and Marketing Solutions is try to make sure we create that full 360 experience. So all of the expenses that are paid into marketing are running and working together cohesively, and that includes during your activations, capturing that audience and, you know, in theory, following them home and staying relevant in their minds. And there's so many ways to do that nowadays with technology and geofencing and tracking and all the things that are out there, but we believe that a successful activation should encompass a full circle of engagement, and that's from the initial interaction to post event interaction. And I'm going to cover a couple elements and steps to create an effective 3 60 solution for brands in their activations.
Speaker 1:So first and foremost, embracing the 3 60 approach, You know, the 3 60 degree activation solution encompasses, you know, the entire consumer journey, ensuring that every touch point is maximized. That is from your brand ambassador interactions during events to following customers beyond the event, and this approach keeps your brand relevant and engaging. So, you know, incorporating your marketing expenses directly into your activations to provide seamless experiences. So get on board with the 3 60 degree approach in general and have your mind thinking a little bigger. Then we wanna work on converting customers or consumers into customers.
Speaker 1:And inactivation isn't just about creating buzz, it's about turning that buzz into tangible sales. So use your marketing efforts during activations to guide consumers down the sales funnel. Train your brand ambassadors to enter interact with potential customers in a way that nurtures interest and engages conversions. Number 3 is craft memorable experiences. So experiential marketing is the heart of a successful activation.
Speaker 1:Create an immersive experience, and immersive experiences are everywhere today. They're super trendy in Vegas, but we wanna create immersive experiences that resonate with your target audience, whether it's interactive demos, personalized product trails, captivating storytelling. Your activation should leave a lasting memory that sets your brand apart. So next time they're shopping on their own, whether it be in the on premise or the off premise, they remember that engagement with your brand ambassadors when they see your label. This will obviously increase sales.
Speaker 1:So we want to make sure to also capture data and follow our customer's home. So gathering data during activations is crucial for understanding your audience better. The data tells a story. Collect the information throughout surveys, interactive elements, social media engagement, QR codes, anything you can do or have your hands on. You know, QR codes are very easy, but so is social media engagement.
Speaker 1:So just getting them to follow you in general. Additionally, you can utilize location based tracking to extend activations impact, by reaching your customers even after they've left the event. So that goes back to geofencing, whether it be the building, the area, your footprint, again, that QR code. There are a lot of items out there that you can lean on that will let you follow your customers home after the event. Then you wanna retarget them and build that brand loyalty.
Speaker 1:So extend the activation experience beyond the event by retargeting your attendees, provide ongoing education and engagement related to the brand's category or niche, and share valuable content, exclusive offers, special event invites, and keep customers connected and invested in the brand. Running polls on social media, asking for people's opinions, letting them vote on labels or new flavors. Everyone loves to give their opinion, so try to capture them and stay relevant in their mind with your brand regardless if it's a new offer or not. You can still just stay relevant in front of them and try to engage with your customers. Then you want to make sure to look at the insights and the data analytics.
Speaker 1:Data is the treasure trove to, insights waiting just to be discovered. So if you actually analyze the data collected during your activations, you'll be able to uncover trends, preferences, consumer behaviors. This data driven approach can inform you of future activations, helping you refine refine your strategies, and tailor experiences to meet your audience their needs. You know, if you look at what the data is telling you, you might uncover new findings, like new avatars, where these individuals are hanging out. A lot of people run ads based off of an audience that you're trying to reach, which is great, but that could be very saturated.
Speaker 1:So if you look at the audience you're actually trying to reach and everyone you know, if you're trying to reach contractors and advertising at Lowe's, that's all they see. But what does this person do in their off time? Are they hunting? Are they fishing? Are they boating?
Speaker 1:What are their hobbies? Where are they spending their time? Those might be better areas to target to get in front of your customer or, target consumer than in a saturated space where everyone else is going. So if you look at the data, you can make informed decisions. With real time insights at your fingertips, you can make data driven decisions that align with your brand's goals and capitalize on these emerging trends.
Speaker 1:You can understand your customers better and identify new brand avatars like I just said and gain deeper understanding of your target audience preferences, their behaviors, their needs, and allowing for a more personalized effective marketing strategy. You can optimize your marketing efforts and uncover the most profitable channels and campaigns, ensuring that your marketing investment yields a maximum return. And you can also stay ahead of the competitors by leveraging a comprehensive data evaluation and gain a competitive edge by identifying, you know, an untapped market segment, growth opportunities, you know, before your competitors. But, again, retarget these individuals. Reach out to them.
Speaker 1:Talk to them. Ask their opinions. Find out what it is they want next, what flavors you're missing. Maybe a special event that's a great fit for you. Allow them to guide you just like potential culture spotters would of where your brand needs to be and what it needs to be doing.
Speaker 1:If these individuals are already attracted to your brand and engaging in your brand, think about asking them for their opinion. And then when you do activations, incorporate this 3 60 degree solution into your marketing strategy for a multifaceted endeavor that requires careful planning and execution, but it will maximize your return, and it will help create an immersive and impactful activation that leaves a lasting impression. So if you're ready to take your in market activations to the next level and need some support, reach out to myself or connections, and we are here to guide you. But, otherwise, take your brand events and activations and make them full 360. Think about all of the spends you've had spent so far from all of your different departments in your brand.
Speaker 1:So social media, you wanna build that brand awareness, brand education, any sponsorships you've done, you know, anything you've already spent money on that you can make sure to evolve into your activations to make them that 360 experience. And then, again, don't forget to retarget your customers. So brands, make it exciting, make it experiential, make it immersive. That's the newest thing, and make sure to be ahead of your competition. So just give it a little personality, and, again, reach back out to everyone that you contacted at a later date.
Speaker 1:People will never forget how you made them feel. So if you reach out with that special offer, something enticing, that will make them feel like you selected me or they won something. And as you know, this is marketing 101, but people never forget the education you've been that you've given them, and they never forget the experience that you created that made them feel a certain way.