Experiential marketing is multisensory. Customers get to interact with your brand face to face. They reach out and touch, they listen, and if we’re successful, we make them feel something that lingers. And today with digital media integrated into our live events and retail experiences, the experience often starts before they set foot in the venue and follows them home through digital mementos and recontacting.
With so many touchpoints in experiential, marketers can often feel overwhelmed by the amount of data that can be collected. How do we make sure to capitalise on opportunities? And what do we focus on to avoid analysis paralysis?
Experiential data collection — when done right — can tell you a rich story about the people interacting with your brand. This two-part article will help you wrap your head around the types of data you can capture and use cases for putting it into meaningful action that grows your business.
The array of information that can be collected through experiential marketing is vast, but it helps to think of it in five intuitive buckets: consumer research, experience interactions, footfall tracking, social and sales. Let’s walk through examples of each.
Live event and retail experience marketing are more than just opportunities to get people interacting with your brand, they are moments to learn valuable feedback on consumers’ attitudes and perceptions. And to track how those feelings evolve after the brand experience. Event registration, on-site surveys and post-event questionnaires can help us track visitors’ attitudes toward the brand before, during and/or after the event. Ratings like “brand for me” or “intent to purchase,” for example, can be integrated into brand health scorecards and indicate if a branded experience helped impact those scores.
During a brand experience, we can track how individual visitors interact with a space and with the brand. By designing digital interaction points into the experience, we collect data that can tell us what products they took an interest in, what they bought, which aspects of the experience captured their attention and how long they stayed. Those touchpoints might be a green screen photo booth with different content options, a digital game with product choices, or a showroom with sensors attached to merchandise. At Quander we can work with you and customise to capture whatever data will be informative. This kind of intelligence can then inform how we optimise our experience over time by helping us understand what in our venue is truly attracting visitors’ attention, enabling us to prioritise and double down on what’s working — and perhaps shed any aspects that aren’t.
Nowadays we can do much more than just track the number of people who walk through the door of an event. With the right tools in place, we can understand what types of people are in the venue and how they move around the space. This includes anonymous data on age, sex, and even mood of visitors captured with camera tracking technology. WiFi sensors within a venue and data collection at specific experiences within a venue can also enable us to track the flow of traffic around a space and understand time of day and day of week trends. Knowing this data can even help us improve the customer experience in real time.
Social media is terrific for extending the reach of our brand experiences, and for giving us raw feedback from real customers. By tracking the volume of social shares, we can get a picture of how many people beyond the event have been made aware of the event. And social listening data, including likes, dislikes and comments, can help us gauge sentiment about how the event made people feel.
Ultimately, the purpose of experiential marketing is to grow your business. With a little bit of coordination between the teams responsible for sales and our team, we can help connect the dots between EPOS data and KPIs from the brand experience to give you a picture of the impact of your event marketing on your company’s bottom line. Just talk to us about personalising the Quander dashboard or tapping into the Quander API to unlock new insights.
While the multitude of data points available from experiential marketing is seemingly endless, hopefully thinking of it through the lens of these five buckets makes it feel pretty manageable. You got this! In our next post, we’ll share several use cases that help illustrate centralised event marketing intelligence in action.