Put Your Experiential Post Mortem To Rest
Veterans of the experiential and live marketing industry can attest to the gruelling and time consuming process that defines a post mortem. Despite their tedious nature and unpleasant namesake, a post mortem emphasizes success and the hope of building a closer partnership.
The post mortem was born in a time of television and print advertising when long lead cycles and limited reporting metrics reigned supreme. Live marketing’s digital revolution has upended that old guard and today success is measured in weeks or days rather than quarters or years. In a digital world the traditional post mortem resembles an 8-track tape struggling to keep pace with lighter and faster alternatives.
Fragmented data, manual reporting and a lack of transparency keep the post mortem as a necessity to the operation of most experiential marketers. However, as a measure of campaign effectiveness, the post mortem is focused on the rear view while the road ahead veers left. The truth is experiential marketing software has changed the reporting landscape.
How do you put your post mortem to rest?
Defragment Data
Data is complex and fragmented across multiple campaign channels. A single experiential activation could incorporate contesting, social media, product sampling and online engagement. The ability to collect and harmonize campaign indicators across channels, combining siloed data from multiple sources, can prove extremely difficult. Whether using a native application or web form you can leverage experiential marketing software to standardize data collection across your campaign. By integrating digital assets with one another, and across channels, you enable social, contesting and online media to report in a unified manner with consistent attribution.
Automate Campaign Reporting
Despite the prominence of digital technology, the majority of experiential reporting follows a rudimentary paper, pen and spreadsheet to powerpoint process. On a good day, reporting is a tedious process with a high degree of manual labour. More serious problems can arise as a result of human error, rough estimates and costly data loss. Digital devices can save data, within their own memory, wirelessly transfer captured data to a simple database or even add engagements to an online spreadsheet. With simple experiential marketing software you instantly transform raw user data into actionable consumer insights and visual analytics. Using this method will also minimize the opportunity for data loss as a result of fewer transcriptions and universal validation.
Champion Transparency
In many cases agencies work inherently separate from their clients. Beyond pitches, approvals and a select group of executives attending a live event, clients have limited transparency with regard to the live performance or operation of their campaigns. The post mortem functions as a delayed layer of transparency. Champion deeper transparency with experiential marketing software as results can be shared across parties at any time. Real-time transparency allows you to optimize campaign assets and procedures during live activations, improving performance and building stronger relationships to maximize results from marketing spend.
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Most organizations neither have the time nor resources to attempt to develop digital assets that instantly sync with a comprehensive digital database. Thankfully, there is a new experiential marketing software category specifically dedicated to simplifying this process called live marketing automation.
To learn more about experiential marketing software, live marketing and live marketing automation visit limelightplatform.com and put your post mortem to rest.