Data Collection That’s Not a Drag

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Data Collection That’s Not a Drag

MAKING DATA COLLECTION a mandatory part of a live experience can make some brands seem like pushy telemarketers. But do it with just the right offer and consumers will flock to your footprint and gladly give up their digits. There are three rules for engagement: one, create an experience that’s super-relevant to your target; two, establish a relationship first and ask for data second; and three, offer something attendees can’t get anywhere else. How to know which strategy is right for you? The Army National Guard, State Farm Insurance and KIA lead the way.

KNOW YOUR TARGET.
For the Army National Guard, creating anticipation around an exciting consumer experience is critical, especially in times of war when recruiting is a challenge. To get 17- to 25- year-olds to check out Guard life inside a tour bus decked out with cutting-edge technology and then raise their hands to be contacted by an agent, the National Guard hit up summer events with its National Guard Rock Star Hero tour. The Guard used popular video game Guitar Hero to entice the crowds. Laptop stations were set up where people could swipe a coded card to participate in the competition after providing some personal information. Participants’ names were posted on a scoreboard as they took to the stage to compete for monetary prizes. In addition, they could partake in a photo experience and simulated rescue mission. Recruiters were on site to chat up the participants and jot down names for follow up by mail and phone (RedPeg Marketing, Alexandria, VA, handled). “As long as you have bait that is relevant and you’re forthcoming about the data and what you’re going to do with it, I think people don’t mind providing their information,” says Lt. Col. Joseph Day, chief of marketing and advertising at the Army National Guard. “The video game portion was the bait, but once they started checking out other things and we had recruiters there asking questions it became more about what was inside the bus.”

WARM THEM UP FIRST.
Requiring consumers to give up their information upfront before engaging in the experience can sometimes backfire. In certain cases the experience must pave the way to the point of contact. On Nov. 28 at Kansas City’s Arrowhead Stadium, State Farm activated its title sponsorship of the Border Showdown tourney between the University of Missouri and University of Kansas football teams with a Whack-a- Mascot (like Whack-a-Mole) mobile fan experience for tailgaters. Instead of whacking a mole, each team could whack their opponent’s mascot, either a Kansas Jayhawk or Missouri Tiger. Those that provided personal information received branded merchandise like a Koozie or eye decals reminiscent of the black patches football players wear under their eyes. Of the consumers that did the Whacka- Mascot, about 25 percent provided their data; 80 percent of those opted in to be contacted by an agent (Gigunda Group, New York City, handled). “Once consumers had done the Whack-a-Mascot they were much more inclined to have a conversation with us and give up some additional information for the premiums,” says Jerry Nevins, marketing analyst at State Farm Insurance. “They were having fun and we started to build a relationship with them, so they were more apt to go ahead and sign off on being contacted.”

OFFER ONE-OF-A-KIND PERKS.
Unless it’s for a luxury sports car, testdrives rarely inspire crowds to line up and wait for several hours. But KIA changed that this summer when it promoted its KIA Soul vehicle with the KIA Soul Collective tour, which wrapped Nov. 8. To play up the Soul’s individuality, KIA brought emerging artists (a.k.a. “Collective Members”) on tour to share their unique stories and disciplines with the public in each city. KIA added a data capture component to the program via test-drives. Consumers who provided their information and did the test-drive received tickets to the closing headliner concert at each stop (Cornerstone, New York City; David&Goliath, Los Angeles, handled). “The Sunday night [headliner] events featured very popular artists. The motivator has to be there,” Kathryn Cima, manager-sponsorships and promotions at KIA, says. “If we connect with the right consumers and we have the right products and we establish an interest and trust they’re more likely to opt in for more information.” EM