natasha miller
Within five minutes of meeting Natasha Miller, you can immediately tell that this multi-talented entrepreneur has many fascinating stories to tell. She started her career as a classical violinist and later became a prominent jazz vocalist with whom she has recorded seven albums. This led to the creation of her event and entertainment production company, Entire Productions. She is the founder of her Poignant Press and a bestselling author. Relentless- Homeless teen realizes entrepreneurial dreams.
Over the years, Miller's company has become a household name in the experiential marketing space for brands like Google, LinkedIn, and AAA, but her biggest claim to fame is the marketing experience she pitched in San Francisco. she says. “The retail value of producing this event for a client would be over $500,000. Our previous experience, Into the Wild, was held at the California Academy of Sciences in San Francisco, California. We had 1,200 people sign up to attend, and before the event there were about 200 people waiting outside for the doors to open.”
Miller said that since it is also one of the biggest marketing efforts of the year, vendor partners are contributing to their products and services, so they do not assume all financial responsibility for the party. And while she admits that her events are above and beyond the best in every way, it's important to give marketers, event producers and managers a chance to think about how organizers can deliver for attendees at their events. They say it's about showing what participation looks and feels like. A once in a lifetime experience.
One of the mirrors wild events
The art of experience design
Miller and her team think about every aspect of your event, from how you invite your guests to what they bring home as party favors. “We try to never do what is expected of us.” This includes inviting guests, but by introducing real buyers, we ensure that all partners Tell them you can't bring a plus-one to ensure your exact target audience attends to show their respect. ” Another year, we held an event where guests dug under the grass and pulled up containers filled with food. When people walk into a party, there are no brochures, no sales booths, no vendor booths. As they depart, surprises keep coming. “We put cookies in their cars, we put little bags of nuts and water. After that, communication and communication cadences are planned, but they also have to include what happened at the event. there is.”
One of Miller's events
How can I stand out?
Miller doesn't expect people to produce events like hers for their own businesses at the same level she does, but people do produce events like hers in their offices, on sidewalks, in front of offices, in hotels, or in public facilities. She says you can do experiential marketing events. bar. “This is our approach because we thought about who we are and what we have to do to stay not just relevant but at the top of the list. .”
At the end of the day, Miller wants brands to recruit and retain customers. She wants her customers to feel seen and valued. And to achieve all of the above, she shares the following advice:
1. Communication is everything. Whether it's creating compelling copy, establishing a strong brand identity, or delivering an awe-inspiring experience, communication is at the heart of it all. Many business customers recognize the importance of experiential events in their comprehensive marketing strategy, but they often fall short in terms of planning and timing. The important thing here is that ideally he has foresight and careful planning 1-2 years in advance.
2. Know where your money is going and why. This is all about ROI. Some may be immediate, others may be branding campaigns that wait much longer for buyers to make a decision. It's kind of eye-opening to see how much money each person spends. Then I figure out what I want to create from that, what the result is, and design from there. And we're working on what we're really focused on. It's called experience design. So, as regular planners, we can bring in great ideas and ideas, but experience design is making an impact.
3. Keep your audience interested. It’s important to keep your audience engaged and ensure their continued interest in both your brand and the overall experience. Traditionally, when attendees leave an event, they often say a quick farewell and thank them for attending. However, we have been considering innovative approaches such as gift suites. Attendees will not only receive branded giveaways upon exit, but will also have the opportunity to enjoy a more personalized experience. In this setting, departing guests can peruse a selection of items and choose their favorites. Depending on the size of the event and your budget, some people can choose one item, while others can choose up to three items. Our advice is to avoid over-branding most products. This is not a truly thoughtful gift. We're always looking for opportunities to add unique touches, even in unexpected places like parking lots or valet parking areas. These special touches leave a lasting impression and create memorable moments that attendees will want to share.
Four. Please continue to surprise us. If you are hearing about this event for the first time, you will be in for a surprise. And each touchpoint you get before the event is carefully planned to increase excitement and his FOMO and attendance numbers. And when you go to an event, this is a layer of planning that goes beyond just programming and production, and suddenly creates an experience where you're like, “Wow, I never thought that would happen at a conference.” Or, oh my goodness, I can't believe this is happening about every 30 minutes.
Five. Embrace philanthropy. We often suggest to our clients that they include a philanthropic element or beneficiary in their events. It's good practice for giving back. We often support Search Foundation and Covenant House in Northern California, which help people in the event industry in need.
