As brands continue to amp up on live events to connect with kids, teens and families, they also are changing up their engagement strategies. Some distinct nuances come into play when creating these immersive experiences for a younger demographic.
Here are six tips to help you knock it out of the park with kids and families:
Think about durability. Invest in sets and displays to last through your entire event series, if not for many years to come. Kids aren’t easy on infrastructure! Will whatever you’re constructing stand up to the tortures that an onslaught of eager children climbing, kicking and abusing it?
Hire the right staff. It’s all about the experience. Ensure that your front line brand ambassadors are the cream of the crop. This is especially important when marketing to kids and families. Every interaction should embody the essence of your brand. And the attendee should be able to seamlessly immerse themselves into the experience. Depending on your brand’s personality and goals, this may even mean you’re essentially hiring performers.
Measure and monetize. Find ways to measure your results and monetize the program. Without adequate measurement to prove your ROI, you may find it hard to stage the event again in the future. Pre-registration of parents is a great way to get some details on who is visiting your event and let your sales teams know who to target.
Be relatable & relevant. More so than any other “consumer,” kids are in tune with the latest trends and will be quick to ignore last year’s (or last month’s) news. Creating kids events involves appealing to their inner world and their imagination. The only way to do that is to stay tuned to what is top of mind for them.
Watch the parts! Take note that small and large parts can be taken from the set, sometimes people want to remove a piece as a keepsake; sometimes, they may just be looking for something to fiddle with as they wait in line. And ALWAYS be conscientious of the risk of small parts that can be swallowed by a child.
Know your limitations. At the end of the day, you want to be able to deliver an engaging experience that your audience finds entertaining. Being overly ambitious can backfire, and could cause you to miss your mark in both timing and message. Understand what it will take to accomplish your goals, hit your deadline and remain within budget.
Today’s kids are smart, and it’s imperative that brands are smart too. If you’d like help navigating the choppy waters of event marketing to kids and families, we’re here to help.
About the Author
Eddie Newquist is Chief Creative Officer at GES. He loves what he does which is a good thing because he does a lot. In addition to raising four kids with his wife, he runs marathons (half and full) and is well known as an award-winning creative executive, designer, filmmaker and inventor, three patents and counting! He is best known for his work on some of the world’s most successful entertainment franchises including Harry Potter, Cars, The Terminator and Jurassic Park. His motto is that no design challenge is too great or too small to conquer.More Content by Eddie Newquist