Improve Mall Tours: The Ultimate Guide Part 2
People love to receive free things and malls are a fantastic place to offer free prizes, sign ups and information when consumers are neck deep in the purchasing mindset. Mall tours are a great way for brands and agencies to interact with consumers. In this 1st instalment of a two-part series, you will learn how to improve mall tours, results and engagements during your next mall tour activation.
This is the second piece of a two part series to improve mall tours:
READ PART 1 HERE
5.0 Build, Test & Optimize Creative
Brands and agencies who made modifications to their creative day over day or at each stop of the tour through A/B tests showed an improvement in their results throughout the mall tour of 22%, over those that did not. These organizations took a data-driven approach by improving what worked and building on offers, content, and questions that drove high conversions. This is the number one way to improve mall tours in the long run.
6.0 Monitor & Incentivize Event Staff
Organizations that had the ability to monitor which staff members were performing well in real time—whether it be through the number of engagements, clients acquired, insights collected or leads—achieved results that were 147% better on day-over-day than those that did not have monitoring capability. This allowed organizations to be proactive and make immediate improvements to digital assets, communications and the overall consumer experience to improve mall tours.
Incentivizing brand ambassadors with offers related to achieving the highest engagement also improved overall results for the brand. With real time monitoring and onsite field validation every logged consumer engagement can be a verified consumer, preventing ambassadors from padding results. In the graphic below you'll find an example of staff tracking where CSR performance is tracked at the engagement level.
7.0 Build on Previous Success
The most successful mall tours developed benchmarks based on KPI’s, data and analytics, identified risks and only used elements that were successful from previous activations. For a comprehensive list of KPI’s and objectives for tracking experiential and onsite events, such as mall tours, please reference our Guide to Proving and Improving Experiential Marketing ROI here:
The Ultimate Guide to Return on Investment: Experiential Marketing eBook Series
8.0 Conclusion
Mall tours are an essential activity to build your marketing database. Based on the data and indicators from a host of Fortune 500 companies we have found that improving mall tour performance relies on optimizing assets, personalizing content, tracking staff as well as diversifying and incentivizing engagement. It is vital to continue nurturing existing customers as well as general consumers with valuable mall tour offers that keep your brand top of mind.
For many of these key insights, live marketing automation can give marketers the tools to easily improve the effectiveness of their mall tours, as many of the above features are baked into the software. As engaging consumers keeps on building momentum, it is imperative for brands and agencies to stay ahead of the curve.