Need extra manpower for your experiential event? Here’s how to choose the right logistics partner for the job
Let’s start with what every event planner already knows about experiential marketing: budgets, demands, and expectations are all at a record high (Much like the more athletic participants at this inspired piece of interactivity.) Clients increasingly believe traditional trade stands don’t cut it, as it has been proven that immersing consumers in a physical experience related to a product leads to superior sales and brand loyalty.
The stats certainly back up that assertion: a whopping 98 per cent of prospective customers can be swayed into buying a product through experiential marketing, according to the most comprehensive survey on the topic.
With so much riding on creating well-crafted and compelling campaigns, event professionals have more details to consider, and even less room for error. But if you get your logistics nailed, it’s half the battle won – and here’s how it’s done.
Ask about basics
Wayward timing can derail an event before it has even begun. And with increasingly complex marketing experiences, if any of your deliveries fall behind schedule, it can lead to disaster. Best then, to do a simple check and ensure you’re partnering with a logistics company that employs staff with:
- Commercial Driver’s Licences (CDLs) to ensure they are fully able to operate large or heavy vehicles
- Experience in obtaining the correct freight permits and licences
- English as a first language, or fluency in it, to more easily communicate with venue staff
Check what comes as standard
Your experiential event is likely to include at least one sonic, gestural, visual or holographic element (if not, you’re keeping it willfully old-school). With high-value, breakable equipment at stake, using vehicles with tail lifts will help ensure it is safely loaded and unloaded.
Choose a company with a fleet of different vehicles to pick from (these are a prime example), so they can best balance the speed of loading and unloading with the required space and weight allowances. Check they have load restraints to stop the cargo moving around during the journey. And ask if satnav is always used – you don’t want to suffer any excuses about getting lost en route.
Ensure personnel do more than deliver
Even if you’ve struck gold with a string of talented volunteers for your experiential event (you’ll find more advice on achieving that here), you need a professional team for loading and unloading, and setting up and taking down stands and displays.
Ensure your driver is going to be a genuine asset, experienced and capable of following your required specifications. You have the right to expect more than just a delivery person.
For the journey, check that the vans and trucks, no matter how small or large, feature panic buttons and satellite tracking. If required, the driver can send an emergency message back to base, who will know the vehicle’s exact location and can take specific action immediately.
For multi-day experiences, if there are secure parking facilities, then vans and trucks can be used for overnight storage of valuable equipment. Solid-sided Luton or box bodies offer sound protection. Even more so if they’re fitted with a tail lift, as it seals the doors when it’s up. Check that they have an isolation switch in the front to prevent them being operated from outside.
For a dedicated event professional, bringing a brand to life should be a genuine thrill. Even more so when that leads to increased sales, social media engagement and web traffic because of it. Because those are signs of a successful experiential marketing campaign.
Fact packed Infographic on the benefits of Experiential Marketing
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