Whether it is an experiential marketing campaign, product sampling, test drive program, product demo or trade show, your B2C or B2B marketing efforts likely involve a significant face-to-face component. The problem is you need to capitalize on those engagements with real insights and analytics. In a data-driven marketing world, investing in successful channels with a PROVEN return on investment (ROI) is increasingly important.
Here are five great ways to improve your live marketing and experiential marketing ROI:
It all starts with data. To improve ROI, you need to collect it from consumers or your sales target. This can happen in different ways: websites, onsite experiences, mobile and email campaigns. You need to make sure you collect enough information to start a personalized two-way conversation. Remember, you will often have to ‘give to get’. If you ask for data, it may have to involve an offer, a contest, or something of tangible value in return. This can greatly increase your data collection rates.
Gone are the days of sending an email blast to everyone. Communication today needs to be personal, relevant and contextual based on each individual's unique consumer or target profile. How does this happen? The good news is today's digital software allows you to connect with your consumers’ data and see what they are doing onsite for the entire experience. Be sure to automate follow-up messaging - fast, easy, and relevant communications will surprise and delight all of your consumers – to drive more sales or a better consumer experience.
Even in a face to face environment, each of your websites, follow-up contacts, and onsite experiences need to be built for mobile – first and foremost. Also, your onsite experience should be available on mobile tablets, in an array of kiosk and CSR varieties, to increase data capture opportunities as well as ease of use. Your consumer experience is the most important component of landing a sale or improve the awareness and reputation of your company.
You need a holistic view of your consumer that involves all touch points: online, onsite and mobile. To ensure the effectiveness of an event, make sure data is fed into your customer relationship management or marketing automation systems. The ability to have your entire live marketing engagement in a single dashboard lets your consumers or targets flow through a connected and user friendly brand experience. Engagements with unified tracking and execution can increase ROI by over 300%.
The process and expenditure to create custom digital assets such as websites, landing pages or mobile apps can balloon in price to upward of $10,000 for a single landing page while consuming weeks at a time to finally launch in market. It's far more cost-efficient to develop key elements using marketing technologies that can build applications and websites in hours rather than weeks, and it will help to drive significantly higher ROI.