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.

1. Are you creating Brand Champions?
WEBINAR
Lauren Snyder
VP CUSTOMER SUCCESS
Tasha Campbell
ACCOUNT MANAGER
Measuring Brand Conversion in Experiential Marketing

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. What is AnyRoad?
All-in-one platform
Actionable data
What’s working, what’s not?
Online and In-person Experiences
3

4. Leading Brands
Run Experiential
with AnyRoad
#EXPERIENTIAL
4

5. Image credit: Inc.com

6. 6
#EXPERIENTIAL

7. THE TOP
350
U.S. CONSUMER BRANDS
#EXPERIENTIAL
7

8. SPENT
$65B
TO ENGAGE 80M CUSTOMERS IN 2018
#EXPERIENTIAL
8

9. Did it work?
#EXPERIENTIAL
9

10. 0% 20% 40% 60% 80%
Brand Champions
Gained
No Change
in Perception
Brand Champions
Lost
What if?
#EXPERIENTIAL
10

11. Brand Conversion
% of Guests whose perception of
your brand significantly improves
% of Guests whose perception of
your brand significantly falls
11

12. Have you heard of Brand Conversion?
POLL
12

13. What?
% of Guests whose perception
increases significantly
POSITIVE Brand Conversion
% of Guests whose perception
decreases significantly
NEGATIVE Brand Conversion
13

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. 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. #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. Do you measure Net Promoter Score (NPS)?
POLL
17

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. 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. CPG Experiences + Brand Conversion
CASE STUDY
20

21. Overview: Experience + Experiment
21
Offer Guests
Innovative Experiences
Convert New Audiences
& Build Loyalty
Brand Conversion Goal
80%

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. #EXPERIENTIAL
?
?
#EXPERIENTIAL
23
PRE-VISIT POST-VISIT
How to Calculate Positive Brand Conversion

24. #EXPERIENTIAL
?
#EXPERIENTIAL
24
PRE-VISIT POST-VISIT
How to Calculate Positive Brand Conversion

25. #EXPERIENTIAL#EXPERIENTIAL
25
PRE-VISIT POST-VISIT
How to Calculate Positive Brand Conversion

26. #EXPERIENTIAL#EXPERIENTIAL
26
PRE-VISIT POST-VISIT
How to Calculate Positive Brand Conversion

27. #EXPERIENTIAL#EXPERIENTIAL
27
PRE-VISIT POST-VISIT
How to Calculate Positive Brand Conversion
85 57

28. #EXPERIENTIAL#EXPERIENTIAL
28
PRE-VISIT POST-VISIT
How to Calculate Positive Brand Conversion
85 57
57 / 85 = 67%
POSITIVE BRAND CONVERSION

29. Results: 67% Positive Brand Conversion
2 in 3 Guests whose perception significantly improved because of their online experience.
29

30. ?
30

31. CONSUMER OPERATIONEXPERIENCE
Demo
Geo
Segment
Content
Quality
Relevance
Logistics
Capacity
Schedule
Digging deeper with Data
31

32. Experience A was 19% more
effective at creating brand fans
than Experience B.
32

33. Experience B also had a 3%
higher Negative Brand
Conversion, meaning it resulted
in more lost fans than
Experience A.
33

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. 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. 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. 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. 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. Spotlight:
Sierra Nevada

40. Spotlight:
Bardstown Bourbon

41. Would you rely on a metric like Brand
Conversion to measure the impact of
your experiences?
POLL
41

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. Thank you!
experiences@anyroad.com