Speakers and topics confirmed.

Date: Wednesday 25th March Time: 8.30am -1pm
Venue: RDS Members Club
Bookings: karen@apmc.ie
Price: €195 per member

Workshop Overview

Experiential Marketing Campaigns are becoming an increasingly popular feature of a brand’s
marketing mix principally because they directly engage with current and potential consumers of
the brand in one of the most effective ways possible – face to face.
But these campaigns are resource intensive and increasingly both brands and their agencies are
concerned about whether such campaigns can be justified in relation to the value they add to the
brand overall. The industry is at a crucial point where it must demonstrate its value to sustain its
growth.
Measuring the activity ‘on the day’ (how many people were sampled / took a leaflet / engaged in
the activity / etc.) is easy but this does not give any measurement of the value of the programme
within the brand’s overall marketing mix. This half-day workshop is designed to explore how to
measure the Value of Experiential Campaigns and will give you the knowledge and skills to do this
and the ability to demonstrate how the campaign creates and adds value to the brand in the
longer term.
The aim of the workshop
The session is designed to help agencies and clients distinguish between ‘The Measurement of
Activity’ – what happens on the day – and ‘The Measurement of Value’ – how the campaign adds
real value to the brand and thereby justifying the use of these resources and the ROI of the
campaign for the brand. We will cover the principles of measuring the value of Experiential
Campaigns along with case study examples which show how it works in practice.
Who the workshop is designed for
The workshop covers both theory and practice and will benefit both clients and agencies who are
involved in running Experiential Campaigns.
Content
The workshop will cover the key principles of measuring value and their practical application. Key
topics will include:
The Value of Experiential Marketing
• Why Experiential Marketing is becoming increasingly important
• What are the right objectives to set to ensure payback?
• Why it is important to build measurement into the Experiential
Campaign plan
• The principle of measuring the full value of the campaign not just what
happens on the day
• How to achieve these objectives without breaking the bank
Measuring the Change in Consumer Behaviour
• The Drivers of Consumer Behaviour
• How to evaluate consumer preferences
• Relating Consumer Behaviour to the Value of Experiential Campaigns
Practical Case Study Examples of Measuring Value
• Lessons learned and how to use these to improve future campaigns
Delegate discussion on how to apply the techniques to your campaigns
• Open forum discussion of your case examples, either how you could have evaluated a
campaign you have already run or might plan for tackling a campaign you have yet to
launch
Workshop format
The tutors will use real examples and case studies to illustrate both principles and practical
applications. The session will be a mix of short presentations, discussion and practical exercises
that help delegates put theory into practice.

APMC Smart Phone Seminar – invitation

Speaker: Ed Prichard, Prichard&
www.prichardand.com

Content:

Ed will firstly do a talk around ‘Where ideas come from’. Ed has a stimulating 5 step process on how to trigger new and wonderful ideas, and will showcase effective and proven brainstorming techniques.

There will then be an interactive session about how to write an excellent creative brief, a vital and important talent to master in agency life. This will show you how to get the most out of your creative teams and will ensure greater eciencies and creative outputs in your agency.

Ed Prichard is an award-winning creative director and copywriter, now working as strategic creative consultant specialising in brand and verbal identity. He has over 20 years’ experience in agencies of all types, including advertising, direct marketing, sales promotion and branding.

His work has been recognised with over 30 industry awards including work nominated at Cannes Lions, in-book at D&AD, along with numerous DMA and Campaign awards. He’s been part of many awards juries including D&AD and DMA and has run training courses for D&AD, DMA, MCCA and for clients directly.

His work includes ve model launches for Rolls-Royce, a global launch for BMW, brand refreshes for P&O Ferries and Joseph Joseph, and Jaguar’s new website.

To secure a place email karen@apmc.ie as places are limited.

Date: 28th February 2014
Time: 8am SHARP – 9.45am
Venue: RDS Members’ Club
Cost: APMC Member Price : €40 per person or 3 for €100.
APMC Non Member Price: €65

We have case studies from Verve and Diageo on the Grand Prix winning Area 22 activity which went on to win Gold at the GLOBES. We will also hear from Tequila/IRELAND and Electric Ireland Tweet Hunt and Tweet Café campaigns which won Gold at the IMCC EACA Awards in Europe.

Presenters Peter Nolan of Tequila/IRELAND and Edel McCarthy of Electric Ireland will take you though their campaigns. They will be followed by Craig O’Rourke of Verve Marketing; Craig will bring you through the Guinness Area 22 campaign. This campaign won many prestigious awards worldwide including The APMC overall Judges’ Grand Prix Award. We’ll also have judges from the 2012 APMC Star Awards to give their feedback on why these campaigns scored so well here.

Following the presentations, we will be announcing details of the entry process and Key Dates for the 2013 APMC Star Awards.

Come along to Wilde Bar and Venue on Wicklow Street at 6.30 on Thursday, January 24th to see and hear how to enter to win.

For more details contact Karen@apmc.ie

Admission for APMC members is €20 per person (which includes a free cocktail) – tickets must be booked in advance of the event as places are limited.