Light that spark fire nation, JLD here and welcome to entrepreneurs on fire brought to you by the HubSpot podcast network, the audio destination for business professionals with great shows like finding founders. Today we'll be breaking down your guide to experiential marketing.

Ten insider tips and tricks for a successful brand road show to drop these value bombs. I brought Ray shehan and EO fire studios. Ray is the owner of old city media, a North American event production and experiential marketing agency.

In today's foundation we'll talk about the time of year, the consumer partners objective staffing needs take away products, shareable content scaling your road show and so much more and a big thank you for sponsoring today's episode goes to right and hours sponsors.

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Ray say what's up to fire nation and share something that you believe about becoming successful that most people disagree with.

Thank you so much for having me on the pod I appreciate it I would say one thing that people would probably disagree with about being an entrepreneur that you have at least I don't have this but you have all this freedom or maybe your life is you know you're you have your own business you're an entrepreneur with that comes all these amazing things and one thing being freedom where for me it just consumes me.

So which I some people love some people argue with but for me it's it's I probably thought I would have much more freedom but for me it's it never turns off always thinking always trying to think of ways to grow and build.

Love that's in fire nation as I mentioned in the intro we're talking about your guide to experiential marketing we're going to really hammer on 10 insider tips and tricks for a successful brand road show let's start off with a bang red.

I'm going to be a considering the time of year tell us more.

Yeah so I come from the special events space for the past 20 years our agencies been out producing world class events and with that we've had the opportunity to work with a lot of brands so I'm sure there's a lot of people out there listening that might be a brand manager or they run their own company and they're thinking about hey how can I integrate my brand into the fabric of the community how can I get out there how can I promote.

My products or services or whatever it is that you might have that you're whatever your business is the first thing I advise would be time of year and in typically we look at you one as the perfect time to plan.

Obviously in most parts of the world q1 could be problematic from coming off the holidays so a lot of people are being a little more mindful of how they're spending some of their discretionary income so for me time of the year when you're actually going out to promote and market your business q1 for me is typically when I'm really heavy into planning and then really looking to make my bang in q2 3 or 4.

Let's talk about focusing on the consumer why is this so important.

Yeah so obviously when you are out in the market you're trying to figure out who is my target audience who am I trying to gauge what am I looking to get from that consumer and maybe it's an additional insight maybe maybe you can have a deeper understanding about how your company is perceived it could be something as simple as how they think about your customer service or your corporate social responsibility so for me always

need to focus on the consumer getting out into the market getting out into the community doing events obviously gives you access to that where you can really have that conversation with that end user.

It's important to choose our partners strategically but how do we do this.

It takes a lot of research you know so if you are out and you are looking for potentially an event or a festival or potentially maybe a retail partner.

You want to make sure that those potential partners they align with your brand and whether it's what type of an event you want to be associated with so for me when you're going out into the market you're going out into the field you just want to make sure that is that business that you're potentially

align yourself with do you have the same sort of vision do you have the same sort of vision of that particular company or event or whatever it is that you're doing from an event execution standpoint.

A lot of people will start the process without really a clear and goal they don't actually have an objective in mind talk to us about having a clear objective the importance of it how we do that.

Yes so for me it's like well how do you gauge success you know from your team from the program from your strategy so for me.

You need to develop some sort of a key performance indicator KPI's you know what are we really trying to do is it engagement maybe it's we're trying to get more leads into our lead funnel so is it an email address.

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