Creating memorable experiences that demand attention is an essential way to establish lasting connections with your audience. Whether you’re looking to boost engagement with you brand, promote your next event, or spread awareness for a social cause, experiential marketing can help you forge the connections that you’re looking to make.
That being said, how do you know your efforts have paid off when the work is done?
In this era of highly personalized engagement, we’re fortunate to have data that corresponds to almost everything a person does. Before you start planning your next experiential event, pinpoint what you want to accomplish. Once you have a specific goal in mind, you’ll know what you need to track (these are your key performance indicators or KPIs) and can spend time finding the best way to track them for your event.
Trying to drum up business leads or potential partnerships? Track on-site registrations, giveaway signup numbers, and even foot traffic to show just how much interest there is in your brand. What to prove just how much influence your organization has? Event-specific hashtags can provide hard numbers for how popular your event truly is and show engagement in real time. Twitter, Instagram, Facebook, Snapchat, and other social streams can also give insight as to how consumers are reacting to and interacting with your brand. There are ways to track everything, as long as you know what KPIs matter most to you!
So, if we know social data and on-site event interactions can act as KPIs for your event, how do you gather and analyze this data?
Encourage Sharing
First and foremost, encourage event attendees to share their thoughts and experiences with friends and event staff through dedicated channels. Set up clear lines of communication such as an online form, event-specific app, or survey sent to the attendee’s email address (hint: adding the links to the HD display screen on your charging station is a great way to get this information out to your attendees). Be proactive and ask attendees about their experience at your event. Knowing which topics or events interested them the most or what relevant sessions they’d like to see at your next event will give you a good sense of which event aspects worked well and which were a dud.
Social Media Is Your Best Friend
The quickest and easiest way to gather attendee data is by using social media to your advantage. Offer some type of free services such as a green screen, photo booth, or charging station where the attendee only gets access after providing information such as their name and email address or connecting directly to your brand via social media. This way, you get access to more data rich information and also provide a fun, memorable amenity.
Don’t Let Session Data Go To Waste
If you host conferences or trade events, utilizing RFID or beacon technology can help you monitor who checks in to which sessions. Not only will you know who attended each session, but you’ll be able to see which sessions were the most popular, which had a high attrition rate, and even how efficient the flow of attendees from one session to another truly is.
Let Your Charging Station Gather Data For You
Our People Counter cell phone charging stations combine the appeal of a custom branded charging station with the power of tracking technology to provide valuable metrics such as age, emotion, gender, and movement of people around your charging station. We’ll gather the data and send you a report one week after your event so you can spend less time figuring out how to collect data and spend more time putting that data to good use.
