retail brand activation
With experiential stands travelling around UK shopping centres and festivals, showcasing Lexus’ range, the brand marketing team were looking for a way to understand the effectiveness and visual impact of their activations.
Meshh sensors are used at each activation and placed discreetly on the stands by on-site staff, to measure visitor engagement and brand exposure.
Sensors are also placed in local dealerships to measure overlaps with activations.
INSIGHTS & ACTIONS
Meshh provides Lexus with a comprehensive breakdown of visitor behaviour – highlighting the level of engagement at each location, the number of people exposed to the Lexus brand, how long visitors engage with the stand and how many times they return.
Understanding which activations drive the most footfall to dealerships also supports attribution modelling.
This enables Lexus to measure ROI for each event – to understand how different activations perform and compare different locations against each other; helping Lexus to evaluate the impact their expenditure is making and identify ways to improve results.
experiential to retail
Meshh deployed 2 sensors, on the activation and inside the nearby LEGO stores. They were able to gather data on footfall at the activation but also measure the number of people who were seen at both, and the time it took for visitors to go from A to B.
INSIGHTS & ACTIONS
exhibition stand visitor
dwell & frequency metrics
INSIGHTS & ACTIONS
Sportradar consistently has high-quality engagement across zones as evidenced by their higher-than-average dwell times compared to Meshh benchmarks
Data used to refine the consumer journey, continually, year-over-year
High-level Meshh data points used to prove ROI and justify increased investment for marketing executives
INSIGHTS & ACTIONS
May 15, 2020
Event Safety Alliance Releases Reopening Guide
The ESA has released updated best practices for getting events back up and running safely and efficiently.
We’re all eagerly awaiting the day when we can get back to designing, producing and delivering experiences to consumers– this week there’s a bit of good news on that front! The Event Safety Alliance has released their Reopening Guide to assist event industry professionals in bringing events back online safely and efficiently. It’s full of useful + timely information around messaging, operations, vendor management and more specifically related to building consumer confidence as we all seek to return to normalcy. It’s available for free and definitely worth a read if you’re looking to go live in Q3 or Q4 of this year.
Stay safe out there!
–Garth Hill, Account Director, North America
The Day the Live Concert Returns
Dave Grohl discusses the innate human desire to connect and his optimism for the future.
In an article penned for the Atlantic, the former Nirvana drummer and Foo Fighters frontman shares a refreshingly normal take on what it's like to be just another guy in a crowd, advice he got from Bruce Springsteen after a legendary 4 hour show in Seattle, and why he’s sure we’ll all be back out amongst 20,000 of our closest friends soon!
Times like these may seem everlong, but we’ll all surely learn to fly again! In the meantime, enjoy some classic Foo Fighters content live from acoustic isolation, near Meshh HQ at a packed out Wembley Stadium, and by 1000 people in Cesena, Italy, a reminder of better times in an area that has shown tremendous strength meeting the challenge facing them through these past few months.
-Rob Hoffman, Projects Manager, North America
Get Some Fresh Air (safely)
Using live data to optimise service delivery and improve safety
For most users, broadband speeds have been consistent despite the increased strain of lock down usage. This is because broadband providers make good use of live data to prioritise resources and deliver the best possible user experience.
Most notably, with March's Call of Duty update patch, there have been a few spikes, as Matthew Hughes of The Register notes in his examination of UK broadband behavior during the pandemic.
-Andrew Bacon, Global Technical Director
Keeping Calm and Carrying On Through Corona
Our fearless leader is not getting over excited as new industry standards begin to surface.
It's been emotional, highs, lows, fearful, sensationalized and we still have a long way to go. Absorbing other people's drama and over use of exclamation marks has proved quite draining. That's why I am focusing on pragmatism, common sense and as much fact consumption as I can muster this week.
There have been 2 standouts, the One Plan Events session on Stadium and Arena Planning with Willem Hagen & Paul Foster and the accompanying social distancing toolkit was informative and actionable. As a fan of common sense, The Unlimited Group piece on post Covid experiential by Andy Walton is a good thought provoking read that doesn't have any over dramatic flourishes or pronouncements.
I don't have a crystal ball, nor does anyone else that I know. Meshh ( and I ) will make evidence based choices and take each day as it comes, even though that’s not exciting and does not warrant an exclamation mark !!!!
-Caroline McGuckian, CEO
Digital FOMO is nothing like actually missing out.
Better digital access to become the norm but will we still want to be there?
With very little to do in the way of traditional socialising in the real world, my FOMO has translated to extreme consumption of content, here’s some highlights & reflection.
With attractions, venues, museums, zoos, exhibitions, sports teams and festival owners churning out free or discounted access, what does post lockdown look like? If we’re looking at the positive (as I tend to do), it’s been a great opportunity to acquire new digital audiences… IBM Think had 90,000+ virtual attendees, a huge increase from the 30,000 people that physically attended in 2019! The counter to that is, how do properties then convert those audiences to revenue or at the very least, continue the social good which has come to the fore?
This Forbes article talks about IBM Think and how tech CMOs are addressing these challenges, one of which has to be; will digital ever truly replace physical when it comes to B2B relationship building and experiences?
-Duncan McIntyre, Managing Director, North America
event partnership measurement
INSIGHTS & ACTIONS
Sponsors and partners were provided with feedback on visibility and engagement with their brands, to encourage future investment.
April 17, 2019.
As we fast approach a digital-first world, it comes as no surprise that the majority of people are walking around with connectivity in their pocket. Despite this, brands often rely on antiquated, manual methods for measuring visitor footfall, including clickers and anecdotal evidence.
Fortunately, innovative technology – such as Meshh's Spatial Analytics solution – is revolutionising how brands can bring the power of digital measurement to real-world activations; helping them to gather insights into customer experiences. Passively, anonymously and without the need for apps or beacons.
Spatial Analytics lets brands understand how people move within defined physical spaces – whether that be at live events, brand activations, trade exhibitions, retail spaces, transport hubs or any number of physical experiences. It does so by using Wi-Fi analytics sensors to anonymously track the ‘ping’ messages sent by an individual’s phone as it searches for available Wi-Fi networks.
Not only can brands visualise how visitors move and engage with their space, they can also use this information to optimise the experience itself - from where to place activations within a space to where to position key points of interest.
With that in mind, here are five ways that this pioneering technology can support brands with measuring their experiential activities:
1. Determine how effective brand ambassadors and the activation stand are at converting passing footfall
– First and foremost, this technology can provide brands with an indication of whether people are actually connecting with the experience. In tandem, Spatial Analytics can help brands understand how well event staff are performing. For instance, if the number of direct interactions is low, through measurements around passing footfall, brands can use this technology to determine whether this is because the space or event is quiet, or because staff performance is not as effective as it could be.
2. Identify which zones attract the most interest
– Spatial Analytics can reveal which elements of an activation are the most popular. What this can also do is provide a benchmark for future activations as brands have more insight in how different sites, experiences and locations compare.
3. Demonstrate value and ROI to stakeholders to justify investments made
– With marketing budget purse strings tightening, many brands are asking themselves the question: are our investments being effectively distributed? Spatial Analytics offers deep insight into a number of areas such as visitor footfall, dwell time, conversion, frequency of visits (and more!), which means brands can justify their spend and determine which activations or physical spaces are providing the greatest bang for their buck.
4. Pinpoint what improvements can be made to optimise experiences
– Based on learning what elements are most popular, brands can benefit from a huge amount of insight into visitor behaviour around an activation, helping to identify areas for improvement and opportunities that may not have been considered before.
5. Highlight the role that experiential can play in broader marketing and sales activities
– In the retail sector, for example, Spatial Analytics can play an invaluable role in measuring the relationship between experiential and retail outlets; helping to demonstrate the impact of activations at driving purchase, as well as their role in the wider buying process.
For more questions or information around how spatial analytics works and the benefits surrounding the technology, please get in touch.
retail event partnership roi
Strategic, yet discreet placements permitted optimal measurement of visitor engagement and footfall without affecting the installation’s aesthetics.
INSIGHTS & ACTIONS
By comparing data from this event against previous deployments, Meshh was also able to report on visitor behaviour differences across multiple events.
We help event organisers, venues and sponsors track and measure engagement – across any indoor or outdoor event space.
Hard data on brand exposure, footfall, frequency, engagement, dwell time and movement lets you:
- Map attendees’ journey patterns and preferences across your event space – how do people access and exit the site? Which areas are most popular, and when?
- Measure engagement with event assets – are people queuing for too long at food & drink stands? Do merchandise stalls draw a crowd?
- Improve the positioning of assets based upon actual visitor behaviour – which areas are receiving the most foot traffic? Are event facilities located in the best positions?
- Prove the impact value of spaces for commercial partners – what do sponsors stand to gain? And how does the data demonstrate that return on investment?
- Enable comparisons between events over time – what worked well, and what not so well? How can these discoveries improve how future sites are laid out?
Want to know more about what Meshh can do for you and your event? Get in touch.