BizBash - Fall 2017 - 10

attendees, or conducting focus groups to understand what your audience wants, [planners
should] strive to curate an authentic brand
experience that is truly meaningful to the
people they're looking to reach.

My Rules

3. Potential: Dream big and go
above and beyond to unleash an
event's potential.

To us, events aren't just events-they're reallife stories that strategically communicate
a brand's ethos and mission, and we want
these stories to be told for years to come. We
have invested in people to create an integrated 360-degree, in-house approach to marketing and partnerships, PR and social media,
creative and environmental design, and live
events and experiences. Work with your team
to discover opportunities to create memorable visuals and environments, activate captivating consumer and partner touch points,
and collaborate with influencers and talent
to tell an impactful, media-worthy story.

Dan Mannix is the president and C.E.O. of
LeadDog Marketing Group, a New York-based ex
experiential marketing agency. He started his career
in sports marketing, then became director of special events for the N.B.A. He also handled team operations for the launch of the W.N.B.A. and ran the
basketball competition at the Atlanta Olympics
in 1996. Mannix founded LeadDog in 1999; the
company now has offices in eight cities around
the country and creates more than 100 attention-grabbing consumer experiences per year for
brands such as ABC, Coca-Cola, and Reebok. Here
are the "six Ps" he uses to approach events.

1. Partners: Know what your partners want big-picture lasting impressions-i.e., how do you want
attendees to feel? What is the call to action you want
and communicate their key message.

Often, we're working closely with brands and organizations to create an authentic experience that's not
just focused on accomplishing their goals, but also on
achieving initiatives for their stakeholders-such as
sponsors and barter partners-to strategically build
out a creative concept that effectively and organically
achieves the right results. During event kick-off meetings, [make sure to] align on goals, key metrics, and

them to remember and act upon?

2. People: From conception to production,
think on behalf of your target audience.

Extrapolate key insights on the people your client is trying to connect with. Whether it's analyzing data on consumer behavior of your target demographic, developing
psychographics to get into the mindset of prospective

4. Perspective: Work with a team
who can offer diverse perspectives.

Collaborate with an event team of out-of-the-box
thinkers who have had different experiences and can
therefore weigh in with learnings and insights from
other events to make yours stand out. We love bringing in unique perspectives as well as historical data
on what has worked in the past to help us predict
future event trends and what may be cool and unique
for our clients. Plus, we vet ideas and recommendations with the people who make up our agency and
bring in experiences from different perspectives-

whether it be our graphic designers, publicists, or
digital team.

5. Principles: Have top-notch standards.

We're sticklers for top-notch operations. For instance:
No one wants to wait in line. Lead fast check-ins by
having the right number of resources greeting and
registering attendees at the front while leveraging the
best technology and digital tools.
Also, identify venues that will harness the excitement and vibrancy of the experience you're trying to
convey, and lock in the right permits, insurance, and
security to ensure event legality and safety.
Finally, before event day, train staff on their roles
and responsibilities, talking points, and the run of
show so they feel empowered and comfortable to help
you execute a smooth event.

6. Passion: Lead from the heart and shine
with positive energy.

We have an eclectic team of 180 passionate go-getters
who bring in their enthusiasm, service-minded mentality, and solutions-oriented approach to every event
we create so our clients and their attendees feel taken
care of. Emotion is contagious: If you're giving off anxious vibes, people around you will feel it, souring their
perception of the event. Even if there is a sound glitch
or a late cue, be prepared to implement a fast and ef
effective fix while keeping your spirits up and inspiring
the passion you want your client and attendees to feel.

See more rules from top
event pros working in fashion,
weddings, associations, and more.

PHOTO: COURTESY OF LEADDOG MARKETING GROUP

Readers' Forum


https://www.bizbash.com/my-rules

Table of Contents for the Digital Edition of BizBash - Fall 2017

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