Face-to-face marketing is one of the most powerful and effective forms of marketing this side of Mad Men season six. The strength of event or live platform marketing campaigns has always produced the good numbers when assessment is based on impact. Okay, you say, great, but what about the other good numbers? Market penetration and the all-important return on investment? Face-to-face creates a terrific high quality connection, but, on the final balance sheets, just not the same quantity of connection that’s still available through traditional print media and digital media campaign strategies.
But look out, here comes RFID…
It’s been around for a while. Basically, RFID technology facilitates wireless data transfer. A tracking tag is attached to an object, from which data can be collected. The automotive industry is one example of common use, whereby a car can be tracked during its production process. But the potential of the technology is vast. And as social media platforms become increasingly recognised as legitimate and effective arenas of direct marketing, the impact of RFID is really setting the scene for a big take off.
It’s all about increasing the speed and quality of interaction
Like we said, the live event is a great marketing opportunity to create meaningful connections with the people who come along. With RFID technology, it’s not only possible to intensify that experience, but also make it more far-reaching, thereby overcoming the key limitation of event-based marketing.
With live events, things happen fast. People want to take photos and post them on Facebook, type and exchange comments, let friends know where they are and share some of their experience. But they’ve got to pull out the phone, iPad or laptop, write something and post the photo. They’ve got to pause to do it. Lot’s of people do, there’s no doubt about that, but how often? Maybe once or twice during an event, on average? It’s important to remember that what they’re attending is happening in real-time and pausing to post on Facebook takes them out of that moment. They might miss something and won’t want to stop too often.
RFID not only overcomes this limitation, but also encourages greater social media usage.
So you rock up to the event, and instead of pulling out your phone and logging onto Facebook and pausing to take photos and post them as you walk around, at the door you get a personalised tag for your wrist that’s been logged onto your social media account. Around the event, wonderful marketing people have set up photo booths and ‘Like’ stations at strategic points. When you get there, swipe your tag, take a photo and pfffft, it’s already posted. Or swipe your tag and ‘Like’ the new Ferrari at the international car show, bam, it’s up on your page. Check out the latest gear over at the PlayStation stand, swipe your tag and before you’ve even checked anything out, you’ve sent yourself a link to a free game download, only available to visitors on the day.
Brand engagement through quality interaction, marketing reach through accelerated interaction, and, most importantly of all, visitor satisfaction. RFID technology now means that only your imagination is the true limit…