Imagine ordering a pizza, paying for it upfront, and then discovering that two-thirds of the slices were missing when it got delivered. You’d feel pretty cheated, right?
Unfortunately, most brands experience a similar sense of frustration every time they host experiences for their customers. That’s because many of the guests who attend those brand experiences remain unknown. In fact, according to AnyRoad research, a staggering 66% of guests remain unidentified during the average experience booking. When you consider the time, money, and other resources that go into creating great brand experiences, that’s a huge missed opportunity.
Where Data Collection Breaks Down (and Why It Matters)
One of the main reasons why brands are often unable to identify such a large portion of the guests who attend their brand experiences is simple: Data collection typically begins and ends with the person who books the experience. While that works well when each guest signs up individually for an event, that’s not how it often actually happens. Rather, a group of friends might decide to attend an event together but have just one person handle the registration. That person then goes online, signs up, and grabs 10 tickets. Situations like these leave the brand in the unfortunate position of only getting to know the one person who registered while having no information about the other nine people in the group.
That gap puts brands behind the eightball in terms of trying to maximize the ROI of their events. Without each guest’s details, they can’t add them to their marketing database or begin communicating with them through nurture campaigns. Plus, they miss out on opportunities to realize the full potential of converting those guests into brand advocates. Considering that 81% of guests who participate in a brand event or experience become brand advocates, that’s a huge loss. Effectively, you’ve done the work to win them over but have no real way to capitalize on that effort.
So what can you do to capture that missing data and bridge the gap?
Meet FullView: A Better Way to Book and Capture More Complete Guest Data
To avoid scenarios like these, brands need a better way to collect data about all of the guests who partake in their events and experiences. That’s where AnyRoad FullView comes in. Our new offering enables brands to collect GDPR-compliant data and feedback from every guest who walks through their doors. That way, they can reach beyond the primary booker and gain full visibility into every guest attending their experiences.
By making it easy to capture data, FullView enables brands to collect first-party data, feedback, and opt-ins from every customer. Armed with this data, they can create more meaningful relationships, build a broader base of fans, and increase customer LTV and loyalty. Ultimately, FullView allows brands to reach a new layer of guest information with compliant, configurable data collection, streamlined guest information retrieval, and a more complete view of performance.
Stop leaving customer data on the table and start capturing the full potential of your brand community. Learn more about AnyRoad FullView.
Click here to read the full Press Release.