Event professionals understand the importance of mapping attendee journeys in order to learn their customer preferences, behaviors and deliver a better overall experience. While event technology plays a critical role in the mapping process, we believe there also needs to be a solid strategy aimed at optimizing the journey as a means for brand discovery.
We try to constantly reevaluate the consumer journey, expanding on technologies and experiences consumed by the attendees at each touch point. What are all the consumer/brand touch-points at your experiential marketing campaign? Have you thought about them all?
The Importance of Analyzing The Consumer Journey in Experiential
Synchrony Financial Experiential Activation
Identifying All Potential Consumer Touch-points:
- Promotional activities
- Websites
- Apps
- Ticket purchase
- Pricing
- Hotel facilities
- Shuttle / Transfers
- Registration & Seatings
- Freebies
- Signage
- Setting
- Networking
- Sessions/Presentations
- Simultaneous translation
- Content
- AV
- Wi-fi
- Entertainment
- Facilities
- Staff
- Attendees
- Activities
- Coffee breaks
- Cocktail / Gala
- Post-event communication
- Customization Station
- Recycling Stations
- Security
Where are all the opportunities for your brand to shine with consumers?
Perhaps with a good game of ping-pong with your friends. Mike’s brought some custom-made ping-pong tables for consumers in Venice Beach, California.
Consumers play some table-tennis with Mike’s Hard Lemonade
Invite the community to come together and try your product in their environment
What better way of bringing consumers together to try your product than an intimate dinner experience that brings people together to share food and stories in an authentic environment?
The Mezzetta Table Activation
Which Technologies Will You Integrate Into The Consumer Journey and Why?
- RFID Tech Identification
- Artificial Intelligence
- Beacons
- Live-Stream
- Drones
- Augmented Reality
- Event Apps, Social Tables
How will Consumers discover the brand in their journey?
This Clash Of Clans activation took place on the beach in California and actually integrated water canons into the structures in order for fans to stay cool while enjoying their vacations.
Clash of Clans Brand Activation
Understanding how to speak the language of the consumer and integrate your brand at every available touch point is critical for brands looking to provide value to their customers. There is certainly a lot of ground to cover and it needs to be done in a highly efficient and timely manner. What are you plans to keep up with the innovation permeating through the events and experiential industry?
If you have questions about engagement marketing or experiential marketing contact BeCore today! They’d love to partner with you!