Improving Digital Experiential Activations: Part 1 of a Quick Agency Guide

Written by Limelight Platform | Mar 10, 2017 3:04:14 PM

The Ultimate Guide To WOW Clients by Improving Digital Experiential

This is the first part of our agency guide to improving digital experiential activations for your clients.

Regardless of whether your agency has taken the leap into digitally-integrated activations or not, the experiential landscape has evolved dramatically over the past five years. Activations are no longer about the prettiest displays or the who can give out the most free merchandise. Digital has revolutionized engagements, consumer data capture and activation performance tracking. Therefore, the time is now to gain a competitive advantage in the experiential industry with forward thinking digital at every activation. Using hashed data from thousands of agency client activations, these are the top data driven tips to impressing experiential clients with digital activations that other agencies only wish they could create.

These are the 7 most important steps to wow experiential clients with connected digital experiences:

Step 1: Create a Seamless Experience

97%
increase in consumer data accuracy over manual transcription.

3X
increase in digital engagement when multiple experiences are combined into one.

The most important part of any activation is the consumer experience. This experience should be flawless. Every device and digital touchpoint should be instantly connected, fully automated and completely seamless for your client’s consumers. Every time your activation depends on manual data transfers or parsing of information there is an unacceptable opportunity for human error.

Whatever digital touchpoints make up your strategy, every element needs to be completely seamless. For instance, RSVPs from a website should flow directly into an onsite app. Consumer interactions at the event should instantly trigger special offers or content depending on specific consumer profiles. Consumers should be able to access the majority of your experience from a single application. Include photo overlays, contests, surveys and more within the same application. This helps consumers jump to their greatest point of interest with ease. It also keeps consumers engaged longer because they don’t need to search for other elements of the experience at multiple touchpoints.

Step 2: Personalize the Customer Experience with Real Time Data

Real-time data should be used to create personalized experiences. Consumers you engage with on behalf of your client are inherently unique. Some may be existing customers, while others may be engaging with your client’s brand for the first time. Leverage your digital activation points to not only capture consumer data, but also to use this data to personalize the experience to their individual profile. Using behavioural data and interactions with your on-site digital it is possible to create unique consumer journeys for different persona types that attend your activation.

41%
increase in post experience engagement when integrating targeted CTAs.

The result allows you to filter out content that's not important to the consumer, as well as ensure everything they see fits their interests. These are called "consumer journeys".

Anchor these consumer journeys with strong calls to action (CTA) that are just as personalized as your experience. In every case the CTA should promote continued interaction with your client’s brand even after your activation is over. For example:

1. Samples and contests for consumers who are new to the brand.
2. Brochures and product information to guide customers through the consideration phase
3. Special loyalty rewards and purchase-related offers for customers or highly-engaged, quality leads.
4. Purchase offers and discounts to consumers who show higher interest in future purchases

Stay tuned for part 2 of this guide to improving digital experiential!

View full post