You run an event or onsite experience area. You think it was successful because it was a great turn out. But how do you prove it was successful?
There were a lot of people and they all seemed to be having fun. There was lots of laughter and lots of shirts, hats and other swag being handed out. People come up to you and tell you what a great time they had. But is that enough? Will they remember your company once the live experience has ended? Maybe you had brand ambassadors taking surveys or collecting email addresses to enter a contest you were running. Were you getting those contacts in a timely manner or did they go to a data entry company and take you weeks to get them back and most of them were wrong because they were illegibly written? Even if you got the email addresses, after so many weeks they are old and stale. You become nothing but a vague memory to the consumer.
I am sure you have experienced the challenges listed above knowing that your experience was very successful. But by not having any information to quantify and prove that success, that left you frustrated.
Incorporating new technologies will empower your marketing team. You will get the most out of those engagements. You need a tool that will allow you to capture those names and email addresses in a digitally coherent way. You will also have those engagements immediately available at your fingertips to re-engage them while the experience is still fresh in their mind. Pen, paper and clipboard just won’t cut it anymore. In this new age of technology, digital marketing tools that capture this data are what marketers should be using.
The consumer experience doesn’t have to end when they leave the venue, it can be an ongoing process. You need to be on top of this process with your consumers to keep your brand remembered the next day, next week and even next month.
You need a tool that will give you access to the analytics in real time. You can see how you and your ambassadors are performing. It also allows you to edit your tools and content in real-time if the need arises. If there are some last minute changes to your custom building, for example and error in your survey questions or data touch points it can be fixed in a moment’s notice.
A tool like Limelight Platform will allow you to empower your marketers to build and measure their live marketing efforts. This can turn all your live engagements into leads, sales or a memorable branding experience. The world of experiential marketing is changing rapidly and you need to direct your marketing team with all the tools to both collect the data. While at the same time giving the consumers an experience they will remember not just while onsite, but for months and even years after. These consumers will continue to have that affinity with your brand.
Your marketing team needs to digitally evolve. But that evolution should not break your marketing budget. Digital does not need to be expensive. The barrier to digital has always been cost of entry. That is no longer the case. Software as a service (SaaS) has made it possible for you to add digital technology to your experiential engagements without the huge cost previously associated with onsite apps and development of microsites. By empowering your marketing team with new technology, they will be happier given the tools to do their jobs better. Your customers and potential customers will also be happy, as they will be able to engage with your brand faster and get back to enjoying your event. This will leave you thrilled to be getting the data quickly, accurately and at a fraction of the cost.