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Webinar: Are you creating brand champions

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As brands revive experiences and face financial constraints they couldn’t have seen coming, they are facing renewed scrutiny of experiential marketing budgets. Just how effective are experiences at building brand loyalty and changing brand perception?

Watch AnyRoad presenters Lauren Snyder and Tasha Campbell, with special guests from Sierra Nevada Brewing Company and Bardstown Bourbon Company, to learn about the universal metric that measures the impact of experiences: Brand Conversion.

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Webinar: Are you creating brand champions

  1. 1. Are you creating Brand Champions? WEBINAR Lauren Snyder VP CUSTOMER SUCCESS Tasha Campbell ACCOUNT MANAGER Measuring Brand Conversion in Experiential Marketing
  2. 2. Q & A Please ask! We’ll answer at the end @ANYROAD #experiential AUDIO Configure on the bottom left RECORDING & SLIDES We’ll share after today’s session Welcome
  3. 3. What is AnyRoad? All-in-one platform Actionable data What’s working, what’s not? Online and In-person Experiences 3
  4. 4. Leading Brands Run Experiential with AnyRoad #EXPERIENTIAL 4
  5. 5. Image credit: Inc.com
  6. 6. 6 #EXPERIENTIAL
  7. 7. THE TOP 350 U.S. CONSUMER BRANDS #EXPERIENTIAL 7
  8. 8. SPENT $65B TO ENGAGE 80M CUSTOMERS IN 2018 #EXPERIENTIAL 8
  9. 9. Did it work? #EXPERIENTIAL 9
  10. 10. 0% 20% 40% 60% 80% Brand Champions Gained No Change in Perception Brand Champions Lost What if? #EXPERIENTIAL 10
  11. 11. Brand Conversion % of Guests whose perception of your brand significantly improves % of Guests whose perception of your brand significantly falls 11
  12. 12. Have you heard of Brand Conversion? POLL 12
  13. 13. What? % of Guests whose perception increases significantly POSITIVE Brand Conversion % of Guests whose perception decreases significantly NEGATIVE Brand Conversion 13
  14. 14. Why? Measure impact of an experience on a guest Determine positive & negative impacts from an experience Make changes to experiences to increase positive impact and reduce negative impact
  15. 15. How? Ask ‘how likely are you to recommend…’ before experience Ask ‘how likely are you to recommend…’ after experience Compare results, dig into data
  16. 16. #EXPERIENTIAL 0 6 7 - 8 9 DETRACTOR Actively spreads negative word of mouth PASSIVE Neutral PROMOTER Actively refers friends How likely are you to recommend [brand] to a friend or colleague? Start with Net Promoter Score 10 16
  17. 17. Do you measure Net Promoter Score (NPS)? POLL 17
  18. 18. Positive Brand Conversion Change How likely are you to recommend California Kitchens to a friend or colleague? How likely are you to recommend California Kitchens to a friend or colleague? 4 9 DETRACTOR PROMOTER 18
  19. 19. Negative Brand Conversion Change How likely are you to recommend California Kitchens to a friend or colleague? 9 5 PROMOTER DETRACTOR How likely are you to recommend California Kitchens to a friend or colleague? 19
  20. 20. CPG Experiences + Brand Conversion CASE STUDY 20
  21. 21. Overview: Experience + Experiment 21 Offer Guests Innovative Experiences Convert New Audiences & Build Loyalty Brand Conversion Goal 80%
  22. 22. Case Study: CPG HOW to calculate WHY guests convert (or don’t) WHAT multi-dimensional data to use to improve brand conversion 22
  23. 23. #EXPERIENTIAL ? ? #EXPERIENTIAL 23 PRE-VISIT POST-VISIT How to Calculate Positive Brand Conversion
  24. 24. #EXPERIENTIAL ? #EXPERIENTIAL 24 PRE-VISIT POST-VISIT How to Calculate Positive Brand Conversion
  25. 25. #EXPERIENTIAL#EXPERIENTIAL 25 PRE-VISIT POST-VISIT How to Calculate Positive Brand Conversion
  26. 26. #EXPERIENTIAL#EXPERIENTIAL 26 PRE-VISIT POST-VISIT How to Calculate Positive Brand Conversion
  27. 27. #EXPERIENTIAL#EXPERIENTIAL 27 PRE-VISIT POST-VISIT How to Calculate Positive Brand Conversion 85 57
  28. 28. #EXPERIENTIAL#EXPERIENTIAL 28 PRE-VISIT POST-VISIT How to Calculate Positive Brand Conversion 85 57 57 / 85 = 67% POSITIVE BRAND CONVERSION
  29. 29. Results: 67% Positive Brand Conversion 2 in 3 Guests whose perception significantly improved because of their online experience. 29
  30. 30. ? 30
  31. 31. CONSUMER OPERATIONEXPERIENCE Demo Geo Segment Content Quality Relevance Logistics Capacity Schedule Digging deeper with Data 31
  32. 32. Experience A was 19% more effective at creating brand fans than Experience B. 32
  33. 33. Experience B also had a 3% higher Negative Brand Conversion, meaning it resulted in more lost fans than Experience A. 33
  34. 34. Why 19% difference? How to improve CPG brand’s average and exceed the industry average? CPG brand’s 67% score Industry Average 34
  35. 35. I still don’t know enough about brand I’m not clear on what the brand stands for I didn’t learn anything new about the brand I lost connection and couldn’t rejoin I can’t use Zoom It was hard to sign in KNOWLEDGE OF BRAND LOGISTICS 35
  36. 36. Experience A Experience B 0% 25% 50% 75% 100% Repeat New Consumers had different baseline knowledge of the brand: 2 in 3 Guests at Experience A were Repeat Guests < 1 in 10 Guests at Experience B were Repeat Guests 36
  37. 37. Brand Conversion Analysis: Industry + Demographics + Sentiment CPG Vertical Benchmarking by Quarter Q1 Q2 Q3 CPG Leader 92% 90% 95% Industry Average 83% 80% 81% CPG Brand's Average - - 67% Close CPG Competitor 30% 35% 33% In-Person Online Key Brand Conversion Drivers Host Safety Interaction 43% of Guests converting to Brand Champions are from FL Brand Conversion by Age Group 100% 50% 0% 15 - 24 25 - 34 35 - 44 55+
  38. 38. 4 Tactics to Improve Brand Conversion ACCESS Online: ensure guests can access Zoom or other video platform easily. In-Person: ensure that parking, & check-in are easy, safe, and on-brand. CONTENT Tailor to the intended audience. Engage the senses! Include brand education for newcomers. AUDIENCE Clearly define the target audience and create marketing and experiences with them in mind. #EXPERIENTIAL DATA CAPTURE Collect 1st party guest data at registration to maximize segmentation ability. 38
  39. 39. Spotlight: Sierra Nevada
  40. 40. Spotlight: Bardstown Bourbon
  41. 41. Would you rely on a metric like Brand Conversion to measure the impact of your experiences? POLL 41
  42. 42. ASK PRE- & POST- NPS To understand baseline perception and how experiences impact a Guest’s NPS How to get started with Brand Conversion CALIBRATE Collect baseline data and calibrate with holistic KPIs and industry benchmarks. EXPERIMENT Try new things based on brand conversion trends GUEST-FOCUS Stay focused on guests, not numbers alone. Use qualitative data, talk to guests and staff, and balance brand conversion on your performance dashboard. #EXPERIENTIAL 42
  43. 43. Thank you! experiences@anyroad.com

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