Why Your Brand Activation Should Be Data Driven

In today’s experiential marketing landscape, brands have the ability to expand their reach and do so with pinpoint accuracy thanks, in large part, to ever-evolving technological solutions.

In 2020, there’s no excuse for brands and agencies to not know what customers want and whether a campaign or brand activation was a resounding success. With advancements in technology, there are a variety of tools and metrics available to gain powerful data and actionable insights into the success of your marketing efforts. 

Experiential marketing is always reinventing itself, setting the bar for “what’s new” and “what’s next.” In order to be a leader and stay ahead of the 8-ball, it takes usable, actionable data in order to glean consumer behavior and strive to improve the live experience, every time.

Zenus Biometrics Facial Analysis Technology
Photo Credit: Zenus Biometrics

FIVE REASONS WHY METRICS AND KPIS MATTER

When planning any brand activation, it’s crucial to define key performance indicators (KPI’s) and which metrics you’re going to use to measure its success. Having a clear set of objectives in mind allows you to track and analyze the performance of the experiences you create, and optimize your efforts over time. 

Let’s take a look at the 5 key reasons why metrics and KPIs are important.

1. UNPREDICTABILITY

Consumer tastes and sensibilities are constantly in-flux. Instead of launching a campaign, crossing your fingers, and hoping for the best, metrics and KPIs will help you strategically and effectively plan, manage, and track its cycle, start-to-finish. 

2. SAVE TIME AND MONEY

Performance measures can help you understand precisely how, where, and when you should allocate your budget, so you’re spending your money wisely.

3. GAIN AN EDGE

When you boost your competitive intelligence, you become a leader. You can hone in on your strengths and weaknesses with pinpoint accuracy when you put in the time and effort to monitor, evaluate, and act on your data.

4. JUSTIFY YOUR WORK

You have an idea. You even have a plan for it. But, in-depth, data-driven knowledge will help you make informed decisions that will rationalize either executing or altering a specific part of your activation.

5. SHOW OFF YOUR SUCCESS

It’s easy to just say your campaign did well. It’s another to demonstrate why. Turning to relevant metrics and KPI means you can analyze your performance and prove the return on investment (ROI) of your interactive experiences.

Facial Analysis
Photo Credit: Zenus Biometrics

ADVANCED MARKETING SOLUTIONS FOR THE DIGITAL AGE

In today’s experiential marketing landscape, brands have the ability to expand their reach and do so with pinpoint accuracy thanks, in large part, to ever-evolving technological solutions. But, even if tech isn’t at the core of your brand or business, you can take advantage of the insights it provides in order to make strategic decisions. 

In recent years, facial analysis has become a formidable tool for measuring metrics and KPIs. Instead of relying on antiquated methods of determining consumer satisfaction like in-person surveys or follow-up emails, facial analysis can measure head-count, foot traffic, sentiment, and more in real-time. 

In partnership with Zenus Biometrics, an award-winning provider of facial analysis software currently employed in over 30 countries, New York Food Truck Association has leveraged pioneering 21st century technology to capture powerful metrics like: demographics, engagement, and even state-of-the-art detectors to determine if social-distancing guidelines are being followed. 

And, Zenus abides by key privacy standards where video and image data is neither stored nor distributed, giving you peace of mind that the security of your activation’s attendees is never compromised.

Data Capture Experiential Marketing
Photo Credit: Zenus Biometrics

DRIVE YOUR BRAND ACTIVATION FORWARD WITH THE RIGHT DATA

“Cracking the code” on experiential marketing is really about utilizing intelligence gathered in order to elevate experiences and amplify moments that are authentic, personal, and memorable. 

As technology evolves, there are more and more innovative ways to improve every brand activation. That’s what targeted marketing is all about in today’s world. And, once you understand how having a “data driven” mindset can change the way in which you do business, you’re free to see your marketing strategy take flight. 

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Marketing Food Trucks in NYC

Why not take your show on the road and bring your brand directly to where your audiences are? With marketing food trucks, you can amplify your brand at the intersection of engagement and excitement.

It’s easy to promote your brand the old-fashioned way, but with so much competition, coupled with new and exciting ways companies are “getting the word out,” isn’t there a better strategy to put your brand in prime position to attract consumers?

Especially, in New York, one of the world’s most high-profile cities, standing out is necessary to drive your business. 

Why not take your show on the road and bring your brand directly to where your audiences are?

With marketing food trucks, you can amplify your brand at the intersection of engagement and excitement.

Whether you’re announcing a high-profile launch, looking to reinvigorate your current image, or even just want to introduce yourself to new fans, marketing food trucks are an innovative way of making your brand be in the driver’s seat of the conversation. 

Macao Marketing Food Truck New York

 

WOW MACAO: EXPERIENCE FOOD TRUCK ENTICING TOURISTS

When your country becomes accredited as a recognized UNESCO City of Creative Gastronomy, what better way to celebrate than with a coast-to-coast U.S. food truck tour? In 2018, Macao, a culinary hotspot located on the south coast of China, did just that. 

Formerly a Portuguese settlement for over 400 years, Macao is a melting pot of cultures, boasting more Michelin Star restaurants per square mile than anywhere in the world. To promote their prestigious status, The Macao Government Tourism Office (MGTO) launched pop-up events at various locations throughout New York City, Los Angeles, and San Francisco. 

Their experiential marketing food truck tour brought the sights and tastes of Macao to life with a custom mobile buildout with custom printed banners, a TV broadcasting highlights of Macao’s cuisine and culture, and mat flooring emulating Senado Square (part of Macau’s historic center, which became a UNESCO World Heritage Site in 2005). 

Macao Tourism Food Truck NYC

The highlight of the marketing food truck was, of course, the food. Featuring Macanese treats like: egg tarts, pork chop buns, salt cod bacalhau cakes, and serradura (a popular Macanese dessert). 

MGTO’s goal of the marketing food truck also had an educational angle, with brand ambassadors handing out informational brochures, travel information, and promotional souvenirs, while performers showcased traditional Macanese songs and dances, highlighting the exotic beauty and culturally-rich history of the region.

 

UBER’S DRAMATIC WALL ST. DEBUT

Last spring marked the end of years of preparations for the most important day in Uber’s history: their initial public offering on Wall Street. And, Uber wanted to launch their IPO in a big way, with a memorable “thank you” to their customers. 

As part of a field marketing strategy, two marketing food trucks were transformed into “UberEats mobile pop-ups” and stationed in front of the New York Stock Exchange, as an Uber banner hung from the front of the historic building ahead of that trading day’s opening bell.

Uber IPO Food Truck
Uber Eats Marketing Food Truck

After the dramatic countdown launched Uber’s arrival, and with throngs of media in tow covering the event live, the UberEats trucks served gourmet snacks from New York’s Black Seed Bagels and Tom Colicchio’s Mah-Ze-Dahr Bakery. 

Uber’s dramatic Wall St. debut and branded marketing food trucks effectively enhanced an already monumental day for Uber. With an interactive experience for New Yorkers, Uber capitalized with over 15,000 impressions on social media and over 3,500 new downloads of the Uber and UberEats apps. 

 

TOYOTA’S #NOTVANILLA CAMPAIGN

The tried-and-true Toyota Camry was the top-selling passenger car in the U.S. last year and remains one of the best-selling vehicles of all time, even in a market that is always evolving and inventive. 

But, the Japanese automaker wanted to refresh the Camry’s pervasive image and change the perception from “stale” to “fresh” with branded food truck marketing to generate excitement for the release of Toyota’s 2018 Camry, pushing back against the brand’s “vanilla” reputation. 

Parked outside of New York City’s Bryant Park, Toyota’s #NotVanilla food truck served an array of ice cream flavors in branded cones on “National Ice Cream Day.” With two new Camrys flanking the truck on either side and banners with a call-to-action, Toyota took advantage of the popular social media event and made it their own, all while reinvigorating the public’s impression of its most popular vehicle.

Vanilla Campaign Food Truck

 

MAKE HEADLINES WITH MARKETING FOOD TRUCKS IN NYC

With so much hustle and bustle, it’s no small feat to get the attention of a New Yorker and stop them in their tracks. Interactive experiential experiences help make memorable moments that stick in consumers’ minds.

Food always brings people together and marketing food trucks can help build brand awareness, increase audience engagement, and cultivate consumer loyalty. Whether you want to showcase who you are, celebrate a big day, or refresh your image, marketing food trucks are the perfect way to make experiential magic happen for your brand. 

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PB&J Day

National PB&J Day on April 2 was even more fun this year, all thanks to Peanut Butter & Co. and their ‘Grab a spoon!’ event in Union Square NYC to support Food Bank For New York City.

National PB&J Day on April 2 was even more fun this year, all thanks to Peanut Butter & Co. and their ‘Grab a spoon!’ event in Union Square NYC to support Food Bank For New York City.

NYFTA partnered with Golani Demos and their client Peanut Butter & Co., and together we were giving out free spoons of peanut butter with toppings to everyone who stopped by. The options were endless as Peanut Butter & Co. offers multiple flavors of peanut butter and almond butter. Also, toppings to choose from were exciting (fresh fruits, pretzel pieces, chocolate chips, graham cracker crumbs, honey, rainbow sprinkles, marshmallow sauce, etc.). All that served on a stainless steel spoon, that everyone got to keep 🙂

The highlight of the day was Carla Hall, adored co-host of The Chew, a competitor on Top Chef and Top Chef: All Stars, and the author of Carla Hall’s Soul Food: Everyday and Celebration, who showed up to snack on some delicious peanut butter with us. Also, a photo booth with many props options was a hit. In the end, Peanut Butter and Co. donated 25,000 spoons of peanut butter (that’s equivalent to about 900 jars) and people who stopped by donated enough money for 1,125 meals!

 
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Zara Opens New Flagship Store at Hudson Yards

The Shops at Hudson Yards have finally opened at Hudson Yards! This new ‘mini-city’ that features some unique architecture including the “Vessel,” had its official ribbon-cutting ceremony last Friday, March 15th.

The Shops at Hudson Yards have finally opened at Hudson Yards! This new ‘mini-city’ that features some unique architecture including the “Vessel,” had its official ribbon-cutting ceremony last Friday, March 15th.

One of the featured stores in this new NYC shopping mall is ZARA, which is located on the 3rd and 4th floor. In honor of this new store opening, ZARA partnered with the NYFTA to create a unique promotion.

ZARA offered free coffee and cookies that were served out of a beautiful and fully branded vintage Citroen. This was a real treat for the thousands of people passing by and waiting in lines to enter the Shops.

ZARA also used this promotion as a chance to acknowledge the extensive construction that has been taking place over the years and show their appreciation to their many neighbors. The entire NYFTA team feels honored for being part of this excellent promotion and is very grateful for this collaboration with ZARA, which brought a lot of positive energy and free coffee and cookies to the Hudson Yards community.

 
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