“Success will come to those who can see beyond traditional boundaries of roles and look to capitalise on the synergies that already exist within their organisations.” Tyronne O’Callaghan, Director of Brand and Strategy
Initially, standing in the midst of an auto roadshow at my local shopping mall in Mong Kok, I was surprised.
The consumer in me thought it was quite audacious for the sales rep to think I would commit to buying a car on the spot. I had always test-driven any car I had bought. But the marketer in me was not as surprised. I had seen over the years the growing need for events and roadshows to deliver meaningful returns. Is there any better return than a sales transaction?
I know for industries such as beauty and skincare, items have been sold to consumers through roadshows for many years. They are small, easy to carry and of low transaction value, so it has always made sense. At motor shows in China, it is not uncommon for visitors to buy the latest release cars – on the spot.
The next day I reflected on my mixed reactions. The episode reinforced a view I have discussed with many people – that events are becoming an outright distribution channel. This has key implications for event marketers.
To take another perspective, think about the Apple Store. I have been several times in different cities. These visits have never been premeditated “shopping” trips. (I admit I have never bought anything, but simply go for the experience).
But the activation is done so well you truly feel the brand. It breathes innovation and the interior design feels like an extension of its products. The way you engage with Apple’s products is intimate and personal. Staff educate and coach customers on how to use the products. All around are likeminded people who are there to experience, learn and, maybe, buy.
Afterwards, people share their experiences. It is about the brand experience primarily, but it is also a distribution channel where transactions are done. The Apple Store experience sounds very similar to some of the event briefs I have received.
I am lucky to work on event and retail projects at Pico. More and more I see the complementary nature of both the event and retail disciplines, to the point where they are converging.
As the trend for pop-up stores grows, I have seen the need for our clients to assign teams that have strong experience in venue selection, short-term production planning and audience generation techniques.These are classic traits of an event marketer.
Event marketers can lead the way by becoming, what I like to call, consumer engagement specialists.
