4 Ways to Execute Experiential and Live Marketing at Scale
The first step to any experiential or live marketing strategy is defining the core objective of your campaign. Are you only looking for the most qualified sales ready leads? Or to engage consumers as advocates of your brand? Your objective may be highly dependent on industry and target market, but executing your campaign at scale possess similar roadblocks regardless of the end result. Building a custom solution, for an unproven or intermittent campaign, is out of the question and traditional manual methods don’t effectively support larger activations. This post highlights the 4 most popular experiential and live marketing strategies and how to successfully execute them at scale using experiential marketing software.
1. Sales Enablement
At a small scale, sales enablement through live marketing channels can be accomplished with a pen, paper, business card and a rudimentary spreadsheet. Manual labour may be high and the method of collection is prone to errors, but many small vendors with steady trade show traffic collect and sell using this basic system. Unfortunately, the process breaks down quickly as traffic per event or the number of events increase. Even major automotive brands have voiced the difficulties of tracking Auto Show return in this Autofocus Article(1). By leveraging experiential marketing software some of these brands have been able to execute sales enablement at scale with the help of input validation, contextual follow-ups, digital forms, onsite lead qualification and direct filtering to sales teams.
2. VIP Experience
The truth is that most VIP experiences, by nature, are exclusive and tend not to run at scale. However, the number of events and the distance between events can cause logistical nightmares for a seamless and uniform experience. Companies on a tight budget, like 99% of the craft beer industry, have leveraged experiential marketing software to create an unlimited number of assets and execute events on a previously unattainable national scale(2). These brands have enlisted pre-registration microsites, offline data cache, onsite check-in applications and automatically triggered contextual communication to offer a seamless experience. See how Mercedes-Benz(3) uses experiential marketing software to launch their all-new vehicles.
3. Experiential Lead Generation
When the sheer number of engagements is the primary goal of your live marketing strategy it is essential to increase the number and ease of data entry points available to potential traffic. By leveraging entry points with dedicated customer service representatives and self-serve kiosks it is possible to offer engagement points that are only limited by the number of displays or tablets available at your event. Following up with leads individually may be a unique and welcome touch in low traffic environments, but at scale it’s important to leverage automatic personalized emails that are contextual to the responses and environment that generated those leads.
4. Social Enhancement
A portion of experiential and live marketing is focused on increasing social media attention and engagement around brands. In most cases a social plug is displayed across these activities for users to take a personal initiative. By linking onsite digital assets with broader social campaigns it is possible to create 2-way engagements that transform consumers into brand advocates. Experiential marketing software supports native photo capture capabilities and integrated social sharing so advocates can share without leaving the engagement. See how BMO(5) uses experiential marketing software to improve their lifestyle marketing campaigns.
---
To learn more about experiential marketing software, live marketing and live marketing automation visit limelightplatform.com and execute your experiential at scale.