If you’re in
experiential marketing, be sure to have a strong plan in place to maximize ROI
through lead capture. Follow these tips
to produce sales-ready leads from your next Enterprise-level program.
Get Everyone on the Same Page
and shared metrics drive consistency and accurate measurement in experiential
programs. The first critical step in experiential and event planning is to work
with your team to make sure that everyone involved is working towards the same
goals. If your event’s onsite team doesn’t understand the overall program goals
set forward by the planning team then they may not be able to achieve your
objectives. Secondarily, it’s important that everyone from management to onsite
staff are all working with the same
metrics. It’s hard to measure the event’s effectiveness if management is
measuring “quality” leads while the onsite staff is working with “total” leads
collected. The bottom line is, communication is key when planning for events.
Scalability and Reliability
planning a large, national experiential program then you know that scalability
and reliability are major concerns. In terms of scalability, you need to
implement an ultra-reliable platform, that can accurately activate hundreds or
even thousands of event days per year. Having a platform that requires constant
back-end programming or re-development will not be able to deliver consistently
accurate, reliable data capture tools, so be sure to look for a technology
partner with experience scaling to hundreds of event days for a single
are the consumer-facing arm of your program, don’t send them into the field
unprepared. Not only do they need to be trained on products and messaging, but
they need to be trained to use and maintain your data capture equipment and who
to call if things go wrong. Hopefully,
you've chosen a technology partner with a strong client support plan in place. Even the best technology faces hiccups from
time to time, did your iPad freeze or did a staffer accidentally drop it and
crack the screen?
CRM Integration and Security
important to have enterprise-level automation when it comes to your
experiential lead capture technology. One of the most critical aspects of any lead capture strategy is how you
integrate your new data into your existing CRM.
Some technology providers offer automated, real-time integration
offering your sales teams quicker access to data. In terms of data security, more
and more brands are requiring deep technical audits for their vendors to ensure
that their data is protected. Make sure to ask your technology suppliers how
they plan to protect your data during collection, and more importantly, during
transmission to your CRM.
Analyze in Real-time and Post-Event
important to analyze your program’s performance during and after your event. For
analysis during the event be sure to log into your reporting platform many
times throughout the day to identify trends taking place, in real-time. This
gives you the chance to make small adjustments to address unexpected issues
like bottlenecks caused by staffing mistakes, for example. After the event is
where a deeper analysis can take place. After your leads are captured, uploaded
in real-time and automatically sent to your CRM it's time to review your
strategy. A debrief of the on-site staff
management is a good place to start. Was
there enough staff? Was the technology
easy to use and functional? Did the
giveaways entice people into your space?
How many leads did you collect and what was your opt-in rate? These
questions and more are important to understanding the success or failures of your event.
Don't miss the chance to use event data you have captured to refine and
improve your event lead capture strategy.
For information on how eshots can help drive a higher event ROI through data capture, email us at firstname.lastname@example.org or visit www.eshots.com.