WASHINGTON, DC / ACCESSWIRE / July 8, 2017 / For experienced marketers, it is known that customer engagement is the number one imperative of all business development strategies and brand promotion activity. Advertising campaigns, sales promotions, and reward programs may get customers through the door, but customer interaction is the catalyst that drives organic growth and, ultimately, long-term profits and brand loyalty. Many companies will put considerable time and capital into hosting an event, only to fail at executing a holistic strategy that fully realizes their return on that investment. Brad Nierenberg, the Founder and CEO of RedPeg Marketing - a national award-winning experiential marketing agency with a client list that includes such companies as Warner Bros., Twitter, Verizon, Geico, and
"Executing
Nierenberg advises that the best foundation for starting a strategy of long-term customer engagement is by digitally capturing information on-site. In the old days, this usually meant consumers, brand ambassadors, and event staff quickly scribbling with pen and paper filling out entry cards, but today, data is able to be gathered quickly and effectively with the use of an iPad and software programs that allow a simple slide/scan of a driver license. Further digital preparations include making certain that Google Analytics is ready to go on the event’s microsite to help track online engagement, as well as encouraging visitors to fill out a form which will offer another opportunity to re-engage them. Lastly is tracking and re-engagement. RedPeg has long emphasized that the effective tail of experiential marketing is much longer than other marketing mediums and can be utilized for years. "We track years of sales history for our clients to show this," says Nierenberg. "An example would be our work with Chevrolet, where we executed events that engaged 60,000 people in 1 market. We tracked who of those 60K people bought cars over the next 2 years and found that the 60,000 people who went through our experiences that bought cars, bought twice the market share of Chevrolet; Effectively demonstrating that engaging people at events put Chevrolet on a higher consideration set than the average consumer digesting the same marketing messages via traditional tactics."
After the event, have a plan to interact with customers that attended, whether it’s an email
Brad Nierenberg launched RedPeg Marketing in 1995, with the philosophy that, "People forget what you say. People forget what you do. They remember how you make them feel." The company is a leader in creating exciting, large-scale interactive marketing experiences, with more than 2,500 events produced in 2015 alone. Their collection of professionals
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SOURCE: Brad Nierenberg