In recent months, we’ve published articles titled Why your CRM is not an Event Tool and Why Building XM Software is a Bad Idea. Basically, don’t adapt a system that wasn’t built to run experiential marketing campaigns and working with an expert is more efficient than trying to become one.
However, what might have been lost in translation is that Limelight doesn’t replace existing tech stacks. It enhances what’s already in place without taxing IT and product departments. The software adapts to your needs, packaging the disparate parts of events to create cohesive campaigns and bridge the data gap between experiential and digital marketing. All with one goal: To drive more sales.
Below is a general overview of how Limelight works. While a la carte solutions are available, let’s assume you need the whole kit and kaboodle here.
BEFORE
This is when the entire customer journey is mapped. To tweak a famous movie line: If you build it, they will come.
Limelight software includes templated easy-to-build digital assets so marketers can create what they know is needed. Everything from responsive registration sites to dynamic on-site forms, gamification, and intelligent, post-event messaging. All are branded, tailored to individuals, and can differentiate hot leads from window shoppers.
With paid and earned media, OOH advertising, and database outreach, you can send people to a slick event page with dynamic registration forms and begin learning about visitors before they even arrive. And all that data flows into your CRM in real-time.
DURING
Event buzz and registration went great. Thanks to your registration site, the team already knows enough about some visitors to categorize in your CRM. Now, the big day is here, and everyone has the same mantra: “No bottlenecks. No bottlenecks. No bottlenecks.”
Lineups to sign in, inefficient guest and walk-up registration, static forms that fail without connectivity, and (the worst) having to revert to pen and paper and rely on manual spreadsheet work. All are great ways to turn an expensive marketing event into a waste of resources.
With Limelight, those problems disappear or, rather, never appear in the first place.
The data capture forms created before the event work on tablets or wheel stands even when the internet is down. Licence scanning auto-fills the basics, allowing people to get to more specific questions quickly. Since the forms are dynamic, the questions change based on people’s answers. That means deeper learning and qualifying leads on the spot in just a few moments.
Again, all that data flows into your CRM in real-time, alerting local dealers to potential customers and setting up the final stage.
AFTER
Experiential marketing is about more than making memories. It’s about creating customer connections that don’t end when your event does. Limelight helps get that done by sending timely, personalized messaging to visitors.
Gone are spammy emails and texts that appear days or weeks later. Replacing them are same-day messages that speak to the people who gave specific answers about a car they’re genuinely interested in buying.
Those messages also link them to the dealer closest to where they live. That sets the stage for one-on-one conversations with salespeople armed with the information needed to foster a fruitful connection.
It’s all about treating people like people rather than data sets — even though they are part of a data set — and moving them through their purchase journey, not a generic journey. You know a clever sales tactic when you see it, so why engage your potential customers with one that’s, well, dumb?
THE PROOF
Brands and agencies that work with Limelight see exponential increases in opt-ins, qualified leads, hand-raisers and overall sales. Creating great live experiences has always been the best way to market any product. But, in 2024, creating great experiences with the right software running in the background is the only way to beat the competition.
Limelight Platform. Work smarter, not harder.