Diving Into Data: Making Experiential Marketing Count

As important as it is to knock the socks off consumers, it’s all the more important to knock the socks off your clients. And the quickest way to your client’s socks is often with the delivery of data. Today we’re going to explore the five reasons why your experiential marketing event needs data collection and the five best ways to pull it off.

Why Collect Data?

Tangible ROI
We’ve been in this business a long time, which means that we’ve had the opportunity to witness firsthand the awesome power of experiential marketing — again and again and again. There’s no substitute for creating face-to-face relationships with consumers, for turning the brand-curious into brand-evangelists. Still, it helps to have something tangible to show for ourselves — hardcopy that proves the value of our work. That’s where consumer data comes in.

Lead Generation
Clients love data because data means leads. No matter what your client’s vertical, the one thing we know for sure is that they’re in the business of selling something. Whether it’s a product, a service, or even an ideology — they need consumers to buy in. Handing over leads for future sales is the number one way to show your client that you have their best interests at heart.

Social Media Influence
The other great thing about delivering data to your client is that it empowers them to grow their social influence. It’s important to collect data that enables brands and attendees to connect online and continue the conversation. Followers and friends don’t only make your client’s brand look good, but they also snowball to improve every facet of your client’s business. Whether the brand’s next post is a product launch, a press release, or a call to action, the data that you deliver will ensure that it’s seen, liked, and reblogged more than ever before.

Event Feedback
The clients aren’t the only ones who benefit from data; play your cards right and you could be getting some helpful feedback as well. The expense and magnitude of our work means that we don’t have the luxury of product testing or quizzing focus groups. Unless we’re activating across multiple markets on different dates, we only get one shot. That’s why it’s so important to learn from each event so that —when sixteen years rolls around (happy birthday to us) — you really know what you’re doing. Collecting data provides the opportunity to pose a few well-chosen questions to event attendees that will help you better understand what worked and what can be even better.

Future Event Audiences
If all goes well, this event will be one of many on which you and your client collaborate. Which makes it all the more important to grow your audience for future activations. Collecting data from this event’s happy customers empowers you to deliver a larger audience the next time around.

How to Collect Data

With Giveaways
Nothing’s free — not for you and not for the consumer. If you want the consumer’s data, you’ve got to make it worth their while. That’s why the most effective data collection strategies are the ones that offer cool stuff in return. Consumers can hand over their information in exchange for quality premiums and downloadable content. Promising the delivery of coupons is an especially great strategy because it provides the consumer with value and also increases the likelihood of future sales. Or, if you’re of the go-big-or-go-cry-in-a-corner school of thought, then you can always take the raffle route: enter data-sharing consumers into a sweepstakes to win a car, a trip, or a small Caribbean island.

As Registration
Here’s another way to frame the give-something-to-get-something approach: consumers can share their data in exchange for the opportunity to experience your event. Ask invited guests to RSVP on a dedicated lander or have walk-ins sign in with a cheerful brand ambassador.

Briefly
Nobody really wants to hand over their data, and, in a technological environment where so many transactions are instantaneous, consumers are going to be doubly impatient with long questionnaires and inefficient entry interfaces. That’s why it’s important to invest money in quality data collection apps and to invest time in perfecting your ask. Determine which data is most valuable and how you can acquire it with the fewest possible inquiries.

Via Social
One way to cut down on the time it takes to hand over data is to keep things simple with social media engagement. Consumers can follow the brand on Twitter or like them on Facebook in exchange for your value add — whatever that is. You can always follow up on social after the event with digital sweepstakes or giveaways in exchange for a more comprehensive data share. What’s great about this strategy is that you can harness it to amplify your event: for instance, ask consumers to share branded photo booth pics on social. Now you’ve got data and reach.

With Surveys
Finally, it’s important not to underestimate how much people love to give you their opinions and how valuable those opinions can be to both you and your client. That’s why it’s worth considering collecting data after the event as part of a survey. In addition to generating leads, you can deliver scarce, valuable product feedback to your client while also conducting an internal review of how your event faired.

The power of data collection is not to be underestimated — it’s good for you, it’s good for your client, and it’s great for your relationship. So we’re going to keep exploring it in the weeks to come. Be sure to stay tuned for our upcoming article on the best apps for getting to know your target.

The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to chat about capitalizing on data collection at your next event.
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