“Plan the work and work the plan” is an age-old event agency creed that speaks to the importance of establishing a sound strategic framework and detailed execution plan, in order to guarantee the successful execution of any experiential marketing program. The most effective RFP’s begin with the same ideology to avoid off-strategy ideas and wasted time and spend.

Here are a few often-overlooked considerations for RFP and planning processes that will help maximize investment and ultimately improve results:

1. Be comfortable disclosing budget parameters upfront. Defining parameters does not restrict an agency’s creativity, it merely affords them the opportunity to develop more comprehensive plans that maximize ROI and meet objectives. Undefined budget parameters often lead to unaffordable ideas and greatly varied visions that are difficult to compare when bidding out opportunities to multiple agencies.

2. Be clear about the objectives. Providing specifics about the brand’s objectives and setting measurable goals are critical to the success of any experiential marketing program. Be clear about top priorities for the program and include specifics on how you will measure success.

3. Join the conversation. Agencies will spend countless hours dissecting your RFP and debating potential concepts. Make yourself available for Q&A during the process and you will ensure better responses.

4. Request multiple activation strategies. Challenge agencies to consider different activation plans (tour, market blitz, local market activation, etc.) that meet clearly-defined goals and objectives. This will allow you to choose the best method of reaching consumers at the most effective price per interaction.

5. Require detailed operations and logistics plans. Each agency’s approach to areas such as staffing, scheduling, routing and field travel will divulge a lot about experience. Beware of being lured to choose the least expensive response because many times there may be elements not considered in the estimate. Examine the details and weigh the pros and cons of each response as there is often a well-thought plan that may not be initially evident.

6. Amortize assets. Weigh initial asset investment against overall program objectives. The longer an asset is “on the road,” the more it pays for itself. So, look to maximize the activation period and re-use assets from year-to-year.

7. Budget for measurement. Plan for measurement tools to effectively measure the success of the program. Whether it’s online data capture, on-site surveys or event recaps, identify a set of event metrics to be tracked against program objectives. Budgeting for tracking tools will help both the agency and brand effectively track results and make adjustments in real time.

8. Always consider program extensions and partnerships. Extending a program beyond the event site will not only garner more reach, but also reduce cost per engagement, provide additional measurement opportunities and further maximize results…all with little additional investment.

The inclusion of these components during an RFP and planning process will help ensure higher-quality plans and improved efficiency in meeting your objectives. In addition, it will set the foundation for a productive working relationship with your agency that maximizes return on investment.

We are Relay Worldwide. 
Our mission and goal is to make brands a more meaningful part of people’s lives. As experts in brand consulting, sponsorships, lifestyle and experiential marketing, we use relevant insights to create real connections with people where they live, work and play. We are a part of the Publicis Groupe family and we serve a diverse roster of brands including Coca-Cola, Walgreens, PayPal, Sharp Electronics, Kashi and Beam Global Spirits & Wine.

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