Selecting an experienced partner can initially appear uncomplicated. Search agencies, view some great event images, compare services and request proposals. The more difficult aspect is later on, determining which agency can genuinely get who the brand is, create the correct experience and execute that without losing control of budget or execution.

So, Who is the best experiential marketing agency for a certain brand? There is no all encompassing answer. The real question is what firm has the skills, experience, creativity and working resources to keep up with the campaign.

Begin With the Campaign, Not the Agency List

When a brand knows what it wants an experience to accomplish, it makes the research lot easier. A product launch, a retail activation, a sampling tour, a pop-up, a trade fair experience and a cultural event can all demand quite diverse agency talents.

First, define the audience, location, business aim, expected scale, approximate budget, schedule, and intended customer action.

Write Down the Actual Problem

A useful brief does not need to prescribe the creative idea. It should explain what the campaign needs to solve.

A brand may seek, for example, more product trials, increased visibility in a certain market, qualified leads, social content or a memorable launch. The objectives provide agencies something real to respond to.

Event Marketer’s industry research indicated that, while objectives and dates are among the most regularly included material, entire experiential briefs are not consistently provided at the start of projects. This can thus allow for more relevant comparisons of agency.

Look at Relevant Work, Not Just Big Names

A big portfolio might sound impressive, but it tells you very little about whether an agency is right for your campaign.

Search for projects similar to the actual challenge. For example, a beverage sampling program may require different staffing and logistics than a technology product launch. A national tour also has far different operational demands than a single city pop up.

Study How the Work Was Built

Do not stop at the finished photographs.

Find out what the agency actually dealt with. Did it create the concept, build the environment, hire workers, manage transport, integrate technology, create content, manage measurement or co-ordinate multiple markets?

Large experiential agencies can offer skills across pop-ups, installations, mobile tours, sampling, digital experiences, social integration and content production. These capabilities could be valuable, but it's up the brand to identify which ones are relevant to its particular program.

Examine the Experiential Marketing Strategy

Creative ideas attract attention, but the underlying experiential marketing strategy determines what the experience is supposed to accomplish.

A strong strategy should connect the audience, setting, activation concept, customer journey, and measurement plan. The agency should be able to explain why a particular experience makes sense for the brand rather than presenting an impressive concept simply because it looks good.