Pre-registration is a crucial step for successful community sponsorship activations.
Incorporating pre-registration into your activations allows you to better estimate attendance numbers prior to the activation itself. The added benefit of pre-registration is that you’ve already collected a consumer's information in your database. This means that even if they don't attend your event you already know these people are interested in your brand and can continue to market to them with targeted, relevant, and personalized offers. You also know that the uptake will be high because they've already expressed an interest in your offering. Some people won’t take advantage of pre-registration, and will buy tickets at the door, but it’s always good to have an idea of turnout based on pre-registrations.
Using these methods, you can be confident that a high proportion of your registrations will follow through with attendance.
Social media presents a great opportunity, because the people who attend community activations are highly invested, and tend to have have social connections who are also interested in the same thing. They will likely share your event information across their social networks. Our data show that invitations shared across Twitter saw a 20% increase in actual entries on their digital landing pages over those activations who didn't socially share. We put together a list of what content is most popular to social media user:
Many activations use online landing pages because it makes registration convenient and easy. To boost engagement results keep on-site campaigns for sign-ups top of mind. The best time to activate your community sponsorship is during events themselves when your audience is most engaged with the call to action of your campaign. For any local activation ensure the content of the activation converts your target audience. The form stats graph shows industry averages on content and form length practices.
By making any activation local, it personalizes the experience for community members. Whether it's in the emails you send out afterward, a confirmation, the home screen, the photo overlay shares in an application, any type of on-site digital should immerse consumers in their surrounding experience and connect your brand with the community itself.
Our data shows that activations with multiple on-site entry methods had an average of an 85% increase in submissions for sponsorships over those with only online landing pages. We've also seen an average 16% gain in entries when a second language is activated.