Grow Your Live Marketing Database

If you hold experiential marketing events like sponsorships, product launches, experiential and test drives, you may already use a social monitoring and analytics tool like Hootsuite, Sysomos or Buffer. Yet, many tools only cover individual aspects of the consumer journey, and completely disregard the leads that could be captured around engagement. To maximize your success, you also need to capture contextual data before, during and after your experiential marketing event. This allows you to obtain more information about your consumers while simultaneously growing your marketing automation and CRM systems.

Platforms Working in Harmony Equal Success

Using social monitoring as a stand-alone tool is just one solution to understand the consumer during experiential marketing events. Integrating experiential marketing technology with traditional social monitoring and analytics tools enhances your call to action by nurturing and converting leads into customers for life.

Granville Island Brewing is a great example of how using an experiential marketing platform like Limelight in harmony with their existing social monitoring system significantly increased their marketing database growth and Facebook engagement. Their most successful lifestyle event, the Brewski Tour, was heavily promoted across social media and on promotional material in the “pre-experience” phase.

• The use of social helped to drive consumer traffic to the Brewski microsite built and published using the Limelight Platform to convert leads and capture consumers. This provided the brand contextual insights and deep data points.
• Consumers were able to learn about the ski tour, view tour photos, reviews from social, participate in a survey and sign up to attend.
• Triggered contextual communications were automatically sent, based on data captured like demographics, with various calls to action and offers for further engagement.
• Real-time data captured was viewable from their Limelight Platform dashboard. All data was logged in a single secure database, accessible via a one click spreadsheet or distributed through Limelight’s API to their marketing automation and CRM systems.

During the experience, Granville used some of Limelight platform’s social sharing features, like photo capturing and social sharing abilities, on a fully native app while on the mountain tops. The advantage of a native app is that connectivity isn’t required to ensure the user experience isn’t interrupted and data captured will cache. After six months of using experiential marketing Technology in conjunction with other tools, Granville Island Brewing was able to retrieve relevant information around their experiential marketing KPI’s, and as a result saw a 216% increase in their marketing database growth! Their Facebook engagement also grew by 145%!

By seamlessly integrating experiential marketing Technologies with your current social monitoring tools and strategy, you can add net new consumer records with contextual insights, deeper data points and increase social engagement. Grow your marketing automation and CRM systems using new experiential marketing Technology.