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First-Party Data is Easy to Capture, so Why Aren’t More Brands Doing it?

My experience at The Quail, during Monterey Car Week.

From festivals to concerts, activations to pop-ups, and product demos to distillery tours, I’ve attended more of these than I can keep track of and before joining AnyRoad–I didn’t give a second thought to why these brands aren’t capturing who is engaging with them, and how would they even go about doing that? The whole point of these activations is to engage with consumers, right? But how do you measure success if you don’t know which consumers were there, what they thought, and how it changed their perception of your brand?

This past weekend, I attended The Quail, A Motorsports Gathering–an unparalleled experience for motorsports enthusiasts and collectors from around the world to enjoy rare collections of fine automobiles in a garden-party setting on the rolling greens of Quail Lodge & Golf Club.

Auto brands such as Mercedes, Pagani, Porsche, Lotus, Cadillac, Audi and non-auto brands such as Burgess Yachts, FlexJet, Maker’s Mark, and Wolves Whiskey had activations that missed a massive opportunity to get to know who is engaging with their brand, and capture first-party data. There were QR codes scattered throughout, but they merely took you to websites. 

With AnyRoad Live (utilizing built-in QR codes and an iOS app), field marketers and brand ambassadors would have been able to capture meaningful consumer data from every individual that engaged with them. It’s a first-of-its kind solution designed to capture, measure, and manage first-party data and insights across all field marketing experiences run by brands. 

In the digital world, we have a whole host of marketing automation tools to manage all stages of the customer journey. In the offline world, you now have AnyRoad–because you can’t improve what you don’t measure.

ICYMI – Automobili Lamborghini debuted its limited-edition Countach LPI 800-4 Hybrid Supercar at The Quail, just in time for its 50th birthday.

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