A brand marketing director who has read the case for experiential activation — who understands why the most sophisticated luxury brands are moving budget from media to private performance — eventually arrives at the practical question. Not whether this approach works. The data on that is unambiguous. The question is what it actually looks like when it is done correctly.
What happens in the room. What the brand receives and when. How the logistics work. What makes the difference between an activation that produces the kind of memory that compounds over years and one that produces a pleasant evening that nobody is describing three weeks later.
Those are the questions this article answers.
A watch brand debuted a new timepiece at a private dinner in Nashville — not at a press event, not through a media campaign, but in a room of their most important local clients, with world-class close-up magic happening inches from the faces of the people the brand most needed to impress. Nobody saw an advertisement that evening. Every person in that room left with a specific, personal, irreversible memory attached to the brand.
Here is exactly how that happens, what it costs the brand in effort, and what it returns in the quality of relationship it produces.
The world needs you, Mr./Ms. Entertainer. If you bring smiles and laughter, if you create amazement and awe, if you help people forget their difficult days - the world needs you. And it needs you in a big way.
I’ve traveled around the world. I’ve met soldiers far away from home. I’ve met men & women worried about how to pay their bills. I’ve met kids who were dealing with health issues that no one should ever deal with.
That’s because life is hard. Just look at the the news. Every day there are stories of difficulty and pain. The next time you’re on social media, look beyond the pollyanna-like lens that everyone wants you to think is their life and see what is really going on. Think about that conversation with your friend where he/she was dealing with doubt and frustration.
Entertainers, like you and me, are a noble breed. We are a bright light in someone’s tough day. We give the gift of happiness and child-like wonder. I’ll say it again, the world needs you and me.
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I want to tackle three big questions today. All of them are centered around the word “why.” And although I have a lot to say about this subject, I’ll try to keep this article to the point.
Why would a booking agent or entertainment director (E.D.) hire you?
Why should you learn the skills to build relationships with booking agents and entertainment directors?
Why am I sharing this valuable information?
So, why would a booking agent or entertainment director hire you?
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