There’s also no better time to get feedback from customers than while they’re actually at the event. We settled for a mix of real and faux plants to make it look premium but not bust our budget. But purchasing and installing real flowers to last days in the desert would have cost us. At this year’s Coachella, I wanted to create the lushest garden made of real flowers and have this oasis in the middle of the desert. There’s always the question of what materials should go into the physical structure and what looks best on social media. Rand: A lot goes into the design of the spaces. Klich: Give an example of how you struck this balance between staying within budget while still delivering an immersive experience. Design an unforgettable theme around an event, and know exactly when to scale back. The best way to do this without breaking the bank is to get creative. But that doesn’t mean to be cheap, because we still have to execute a premier experience. When I started this job five years ago, I learned to treat the budget as if it’s my own money. Rand: Anyone can excel in event marketing, regardless of scale. What other rules guide your experiential marketing strategy that any company, startup or small business can use?
Klich: But not every company has the budget for swag.
#COACHELLA PANORAMA VIDEO PORTABLE#
We also gave out branded portable chargers to keep their phones connected to social media updates, public transportation schedules and rideshare apps the whole weekend. In this case, they’re getting their guests into these exclusive lounges to protect them from the harsh weather.īesides the indoor clubhouse, we distributed branded beach mats and towels to give card members a place to sit or shield themselves from the sun or rain. One guide we follow is to drive customer loyalty by giving card members the opportunity to “be the hero” to friends and family at these special events.
It’s a given to provide best-in-class customer service, but you have to get more specific. Unfortunately, this year, it poured the first night and we had to cancel the evening acts, but we were prepared with some services for our card members. Rand: Panorama is always in July in NYC, when the weather is humid, hot and unpredictable. Klich: Could you give examples of how detail-oriented you have to be to deliver a memorable brand experience? "Design an unforgettable theme around an event, and know exactly when to scale back."
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