Gogo Air Collects Data with a Useful Giveaway - Event Marketer

Gogo Air Collects Data with a Useful Giveaway

DB_GoGo_2013 ETA
Brand: GOGO AIR
Agency: IGNITION
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF TECHNOLOGY FOR DATA-COLLECTION AND/OR MEASUREMENT
Year: 2013

Gogo Air at trade shows this year wanted to be able to promote its in-flight wireless internet infrastructure service and capture attendee information for future mailings, which attendees, especially c-level attendees, are often reluctant to give. So, Gogo devised a premium giveaway to sweeten the deal—custom engraved luggage tags.

Gogo’s booth featured a laser engraver where, using the custom “Tag Yourself” Gogo-branded app, guests were welcomed with a start screen that gave them the option to enter their information selecting name, email, phone number, company and job title as well as their color selection for their tag. They could review their tag, make changes and then submit. The app listed the average wait time, so guests could either come back to pick up their tag or visit other areas of the booth.

The app made it possible to collect attendee information in an interactive and useful way, far surpassing the usual “clipboard routine,” which is easily denied and avoided by attendees. The key was using an app designed in a way that took the focus off the data and onto the premium. Even c-level executives were willing to share their information, because of the “premium” experience behind it.

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