Live marketing software should be continuously present and non intrusive when event leads or consumers interact with a brand in a live setting, only to be visible when required with a couple clicks of the mouse.
Companies spend about 20% of their marketing budget on experiential or live activations, bringing people face to face with brands- creating awareness, sampling products, test driving cars or sponsoring sporting events, music venues or community initiatives.
Due to the significant investment in experiential, marketers want to ensure that live experiences are converting attendees to customers or guiding participants to retail locations and generating sales.
Once the experiential promotion/experience/sponsorship is over and everyone goes their own way, how do you ensure that the message has been communicated, generates awareness, stays top of mind, and ultimately leads to an increase in sales?
Depending on the brand goals the engagement shouldn’t end once the promotion/experience/sponsorship is over. Brands should gather as much general information as possible about the participants to further brand intelligence, understand buyer personas, measure results and obtain some form of ROI.
Event leads data must be captured in real time, stored in a secure environment, easily accessible by all levels of the brand team. Collection shouldn’t be intrusive, complicated or segmented. It needs to be organized, sleek, mobile and not dependent on Wifi or cell reception. If customer facing, it should be highly branded, intuitive and easily customized to ensure that a multitude of data types can be collected at different activations.
Knowledge is power- and this knowledge can be obtained in the form of event leads data, transforming a “great experience” into business intelligence and ongoing customer engagement well after the experience is over. Quantify your goals, create benchmarks and calculate ROI based on your marketing spend.