Experiential Marketing: Should I insource or outsource?
If your brand is seeking to execute experiential marketing campaigns through in-store demos, you have the choice to do it internally or outsource the work to a field marketing agency.
You may be asking yourself, “What is the better option?” There is no clear cut answer, because each brand is unique and has different resources, goals and expectations. Before deciding what is best for your brand, there are some important pros and cons to consider for each option:
– Doing the work yourself is a hands-on approach that gives you complete insight and control from start to finish.
– You’ll be able to build personal relationships with brand ambassadors, store managers and other contacts, creating rapport and establishing positive connections for future programs.
– You can ensure quality representation for your brand. Whether you or your own staff are executing the demos, or you hire a brand ambassador that you have personally vetted and trained, you are confident that the brand is being represented well.
– It saves money! An obvious, but important factor. Instead of paying a lofty amount for an agency, you can allot your budget towards the mere fundamentals: brand ambassadors, samples, giveaways, and any additional materials needed.
– It can be overwhelming. Experiential marketing requires a lot of work and consists of a lot of overlapping factors that you may not even be aware of if you’re new to the industry: hiring brand ambassadors, training, scheduling demos, inventory checks, data collection, etc.
– While it can save money, it won’t save you time. Successfully executing demos takes a lot of hours of time and close attention.
– You won’t have access to the resources that a well-established agency has acquired, such as a large database of brand ambassadors in all markets across the nation, training systems or data collection software.
– They’re the experts! If they are a well-established agency, they likely can accommodate your larger-than-life demo goals and sales numbers, without limits to geography or talent.
– They’ll have systems in place to handle all the details of scheduling, shipping, inventory, data reports and more.
– You pay them to handle all the grunt work, taking away your stress and saving you valuable time to allocate to other important activities for growth.
– It can be difficult to find the right agency for your brand. You’ll likely need to spend a lot of time shopping around, exploring different service offerings and comparing quotes.
– It can be expensive. Realistically, using a quality agency that provides the results you want is costly, and this is an area where you definitely don’t want to compromise.
– You might find yourself disappointed by unmet deliverables or subpar results.
– You run the risk of brand representatives not being a good fit for your brand or not trained properly to your standards.
– You are fairly hands-off during the process after the initial setup, leaving room for error if you can’t be there to catch something or tailor something to your specific vision.
Insourcing may be the better approach if you’re an emerging brand with a conservative budget. Your brand is in the beginning stages; this is your baby, and you want to be included in everything to make sure it goes exactly as you want it to.
And to ease your worries about taking on such an intimidating task, we’ve built out a step-by-step roadmap built just for you: our Demo Program Toolkit, designed just for emerging brands looking to enter into the world of experiential marketing with a hands-on approach.
Alternatively, outsourcing to an agency is likely the better approach for larger brands seeking to execute expansive in-store demo campaigns. If you want to learn about how Mirus Agency can support your plans in this way, contact us for a free strategy call!
Comments are closed