March 30, 2021

Boost Engagement Results in 13 Easy Steps

By Limelight Platform · 3 minute read

As the digital marketing landscape becomes more saturated, live marketing still accounts for about 20% of marketing budgets. As well, 78% of millennials said that they would be more likely to become part of a brand if they have an in-person interaction. It's imperative to stand out from the swarm of brands jumping on the experiential marketing train and boost engagement at every activation.

It's no secret that live marketing and experiential is thriving but as attention spans shrink, how do you make the most out of each live marketing engagement?

Here's our list of tips to boost engagement regardless of your live marketing strategy:

Go Digital to Boost Engagement

Stay organized, don’t worry about paper, manual entries or the real fear of data loss. Communicate your branding and messaging while collecting the information to drive your goals.

Make it Mobile

Live marketing could be in malls, stadiums or cross country campaigns - anywhere a brand and customer are interacting. Use a tablet - they're mobile, lightweight and handheld. With the use of a native app or webworm your experience can be available across the nation at no additional cost or infrastructure.

Ease of Use is Key

A programming background shouldn’t be required to install or use you data collection tool. By downloading an application a field agent, brand ambassador or customer service representative should be able to capture a standardized set of information that is instantly qualified and filtered directly to your brands database.

Backup Data Locally

WIFI and cellular reception are often spotty in stadiums, concert venues, fields, race tracks or festivals. Don’t be limited by lack of reception. To ensure that data isn't lost, information should be cached, on the device itself, until a connection is established.

Add Language Support

To appeal to everyone in attendance, offer the dominant secondary and tertiary languages of you location to maximize participation. Take note of the languages being used to tailor future marketing efforts.

Include An Offer

A simple form with fixed fields may be fine in some cases, but why should someone take the time to give you their info? You have to give to get – a contest, offer or swag usually works. You could also incorporate photo or video requiring contact information to share.

Let Users Opt-In

Contests and follow-up marketing often require opt-ins. A simple check box accompanied by the appropriate legal will be more than sufficient and easily incorporated into a form. Our data shows contesting as the most sought after opt-in opportunity with communication also being high on the list. Marketing opt-ins are far less attractive so incentivize all opt-ins with contesting or coupon opportunities to boost engagement.

Simplify Entry

By reducing the time to fill a form you can greatly increase lead generation. Name and email will require text fields but drop downs, sliders, multiple choice or radio buttons can facilitate pre-defined entries for other fields. Business card or license capture may also be an option, especially if you are offering a product demo or test drive.

Integrate Social Media

Incorporate social media into live and experiential data capture to maximize exposure. Encourage people to share by letting them create their owns photos or video content. Our data shows that Twitter has the highest share of engagement among email clicks and social sharing. Facebook is also heavily used across industries with other social networks finding less engagement. For activation photo sharing Twitter and Facebook have shown most promising to boost engagement with branded content.

Validate Form Fields

Data is only as good as the integrity it was captured with. Field validation can make sure data such as email addresses and zip/postal codes are real actionable entries in the proper place.

Live Marketing Reporting

Having real-time knowledge about what is happening at on site events will power benchmarking and the ability to pivot in real time. This information should instantly flow to a centralized dashboard with visual reporting for real time insights.

Integrate Your Data Collection

The information being collected should not exist in a silo. Make sure the data can be easily transferred to your CRM or marketing automation software.

Digital Waivers

To streamline experiences, legalities and waivers may be required for product demos, liability or photography. Incorporate a digital waiver into the data collection with either an “I agree” or an on-screen signature.

Want to learn more about how to boost engagement, live marketing automation and how Limelight can drive the success of events, sponsorships, test drives, etc? Contact us to get more information or set up a demo.