The Experiential ExperienceMay 31, 2017
By Laura Schraufnagel, Senior Experiential Producer
The Fast Horse experiential team has been busy creating, planning and producing a variety of events. From pop-ups to launch events to multi-month tours and more. It’s never a dull moment on our team and we love every minute of it!
Experiential comes in many different forms, and no two events are the same. I love that, at one minute, you can be concepting and planning a pop-up retail space in NYC for fashion week, and the next day you’re figuring out how to get a refrigerated truck with product samples across the country for a three-month mobile tour. It keeps things interesting and allows our team to be very creative – both conceptually and in our problem-solving skills.
We think big picture, but so much of what we do is also in the details. When you’re producing an experience, you need to carefully think through the operation behind the scenes – the nuts and bolts of planning that bring it all together to ensure a seamless event at launch. These details are so important and can make or break an event, as this type of organization and logistics planning is what makes things run smoothly from the moment you arrive on site for setup.
Equally as important is thinking through what the consumer’s impression will be – how they will feel from the moment they are greeted at the door, and as they go through the entire experience. Thinking through how the space is transformed, how guests are interacting with your client’s brand, the décor, the flowers, the staff and the language they use as they welcome guests. All of the above makes an impact on the overall experience and will leave the audience with a lasting impression.
I have featured one of our more recent pop-up events below. We’ve got a lot more in the works so stay tuned for more in the coming months!
Deluxe Marketing Outpost — Wabash, Ind.
Deluxe helps millions of small businesses put the power of marketing to work for them. This year, during Small Business Week, the company invited small business owners from around the country to lean on Deluxe for support, resources and solutions to tackle their biggest marketing challenges, so that they can get back to doing the parts of running their businesses that they love. The activation took place online (Deluxe’s website, blog, social channels) and at a physical outpost in Wabash, Ind., where Deluxe experts and small business influencers were available to help answer the questions that keep small business owners up at night. (The event marked a “return to Wabash,” since the same community was featured in season one of Deluxe’s “Small Business Revolution – Main Street” series.) Small business owners who couldn’t make it to Wabash could still partake by submitting questions via social media that were then answered during Facebook Live sessions.
Here’s a high-level overview of what the multi-day event entailed:
- Three-day pop-up event in Wabash
- Transformed a local art gallery into our “Deluxe Outpost”
- Small business owners signed up for an appointment to meet with Deluxe experts
- The space was long and narrow, so we created a variety of different areas within to ensure we were using the space to its full potential (internet café, lounge/welcome area, main meeting space)
- The space was dressed in a combination of tasteful branded elements, along with a variety of furniture, floral, lighting, décor, and iPads loaded with Deluxe content and tools for guests to peruse while they waited for their appointment.