Define the campaign objective
Decide the primary purpose of the activation, such as introducing a product, creating an in-person brand experience or supporting a launch. Keep the objective specific enough to guide concept, venue and audience decisions.
Understand the audience and location
Describe who you want to reach and where the activation should meet them. Consider how visitors arrive, move through the space and interact with the experience. Confirm venue availability and applicable venue requirements directly with the venue.
Develop one clear experience idea
Connect the brand message to an activity or environment people can understand quickly. Plan what guests see first, what they can do, and how the experience reflects the brand.
Map production and operations
List the event elements that must work together: creative, space planning, fabrication, equipment, staffing, run-of-show, logistics and on-site coordination. Assign an owner and approval point for each workstream.
Plan supporting channels
Consider how the activation will be introduced and documented through relevant social, creator, media and digital channels. Coordinate those plans with the event schedule and approved brand messages.
Prepare a practical brief
Share the objective, audience, preferred locations, dates, expected format, creative references, known constraints, decision-makers and required support. TMG can connect event planning, creative direction, production and on-site execution.
Talk through your brief with TMG
Every project has different audiences, products, timing and operating needs. TMG can connect the right mix of marketing, event, e-commerce, merchandise and fulfilment capabilities around your brief.
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