Once your brand activation wraps up, we provide an in-depth experiential marketing campaign report. This shows proof of performance and also offers quantitative data to aid in your campaign measurement. We provide an honest look into the success of your campaign to help you determine the real value of your experiential marketing efforts.
Most clients receive direct access to a robust reporting portal. In this portal, clients can read daily updates written by our experience managers, detailing the activities of each campaign day. In addition, it hosts all campaign media, including photos and videos, of what’s happening in the field. This media can be downloaded for your own files. The experience team is also tracking and recording the key performance indicator (KPI) metrics we agreed upon before campaign launch. These KPIs may include number of samples distributed, number of participants or number of photos taken during each day’s activation.
The client portal is password-protected, keeping all of your experiential marketing data secure.
For smaller or one-off activations, we may export the report to you in an easy-to-read document.
On some campaigns, we will use facial detection software to profile the audience. When facial detection is included, your experiential marketing campaign report will have additional audience insights. We include the male/female breakdown, percentage of participants from different age groups and even information regarding the audience’s emotional state. This data has been helpful to understand types of audiences at certain events to inform future sponsorship decisions, for example.
Our facial detection software also measures average dwell time on your campaign. This comes in handy especially when there are multiple stations or interactive areas. We can compare the dwell times in each activation zone and make adjustments as needed.
For larger event crowds, there is a second facial detection tool we will use to also help track impressions.
Your experiential marketing campaign report will always include your campaign’s estimated impressions. Depending on the type of activation, we rely on industry-accepted formulas to accurately estimate your impressions. Plus, we take into consideration feedback from the experience manager, any facial detection software we have on site, event attendance numbers, etc., to provide a fair impressions metric to you.
Our estimated impressions tally all elements together, but we can also report separately. For example, the mobile tour vehicle may receive impressions while traveling from market to market. The outside brand ambassador team may receive a certain amount of impressions while promoting the activation. And then inside the experiential marketing footprint, there will be another set of impressions. We’ll try to always let you know how we performed on each asset or area.
Many of our campaigns are supported through digital marketing technology. These components can include: social integration, NFC interactive tap zones, beacon technology or location-based display advertising. We can also leverage augmented reality or virtual reality in our brand activations.
When there is a digital layer, your experiential marketing campaign report will show related metrics. For example, we’ll report impressions and click performance for display ads. Or the number of engagements at the NFC tap zone.
As your campaign is very customized, your report will also reflect the unique elements included in your brand activation.
Our brand experience teams are often equipped with tools to help them capture data from audience participants. This could be name and email, survey questions or product feedback. The direct conversations had with consumers during an experiential marketing campaign are indeed valuable to brands.
Our daily recaps also include key comments or testimonials the team hears throughout the day. It’s in these tidbits, which sometimes uncover trends, that offer a more qualitative view of the brand experience.
Any piece of data that is collected during the campaign is the client’s data. We’ll be sure to include all of it in reports during or after each activation.
Too often, experiential marketing campaigns are measured in the short-term. However, this type of engagement marketing produces long-term effects and should be measured as such.
Pre- and post-surveys can help identify immediate lifts in brand awareness or intent to buy. Clients can track spikes in website visits or email open rates. If coupons were distributed, redemption rates are telling. In addition, media mentions are a great gauge for how widely the campaign’s message spread.
But where the most valuable data, in our opinion, lives is in the future. Experiential marketing strategy shouldn’t be campaign-based but rather a long-term commitment to consistent brand experiences across multiple touchpoints.
Overtime, you will be able to track sales lift, lifetime customer value and brand advocacy among your top users. This is how experiential marketing shapes the future of your brand.
We can help identify methods for long-term measurements, as well as craft additional brand experiences to activate post-campaign.
In addition to receiving your experiential marketing campaign report, we will ask you to participate in a post-campaign debrief. This is a meeting where we discuss what went great, what didn’t go so great and what lessons we learned along the way. We also may invite you to fill out a scorecard on how we served you as your experiential marketing partner.
To learn more about how we plan, launch and report on experiential marketing campaigns, just ask us!