Micro Scope: Embracing the ‘Small Win’ Mentality
Big events, big venues, big spenders. A lot of event marketers are going for the brass ring with some of the largest, most comprehensive live campaigns ever created.
But behind the scenes and between the noise, some brands such as Hyundai, FedEx and Miller Brewing have been quietly instituting a strategy that is more subtle with less risk but can be just as effective. Introducing The Small Win Strategy.
The premise? That instead of putting all the event eggs in one basket with a few massive experiences, brands can use a series of smaller event programs—hence a series of “small wins”—that in total achieve the same objective. The small win mentality has been very beneficial for a growing number of brands that are looking to place strategic bets on event marketing.
Brands who use the Small Win blueprint say it serves four purposes:
1. Prove It
Small wins provide a less risky way to test and then prove out the event portfolio, with more marketers rolling out “betas” of campaigns as test-market experiences—then analyzing those tests to determine if a larger execution is worthwhile and deemed of “high value.”
2. The Value Chain
As corporate procurement teams engrain themselves inside event departments, small wins allow for more digestible programs to get approved. Too many marketers have seen too many event programs get sliced and diced as the final budget request gets passed from marketing to finance to procurement. Micro programs can be tailor-made with the wants and needs of each cog in the wheel, so as event budgets go up the food chain they can remain relatively unchanged.
3. Isolation Learning
Small wins also provide a way to isolate the dials of the marketing mix. With large event campaigns, it’s difficult to really pinpoint whether it’s the mobile vehicle, sponsorship, pop-up or on-site footprint driving the program. With smaller initiatives, it’s easier to check the pulse of live events and prove which dials impact ROI the most.
And yes, smaller programs are less expensive. And while marketers certainly continue to strive to get more out of less, Small Win proponents say the strategy is more about smarter events…than cheaper ones.