In today’s highly competitive market, capturing consumers’ attention is more challenging than ever, particularly given their increasingly shorter attention spans. Gathering feedback from your current users or the market as a whole is beneficial for brands. By conducting on-site activations, brands can engage, educate, motivate, and interact directly with consumers to inspire immediate emotional connections. Creating a memorable experience on-site aims to have consumers directly associate this positive experience with our brands moving forward, presenting an opportunity to build loyal and engaged brand communities.
Capturing the Essence of Live Events
Onsite interviews at live events like sports games, concerts, and conferences are a powerful method to intercept and engage with specific audience segments. Through intercept interviews and interactive strategies, detailed insights into attendees’ experiences and preferences can be gathered. This approach allows researchers to understand firsthand the nuances of audience engagement and behaviour in dynamic event settings.
Embracing Seasonal Opportunities
While on-site activations can be impactful year-round, the spring and summer seasons offer unique opportunities for increased engagement. Research conducted at outdoor music festivals, farmers’ markets, street food events, and film festivals provides valuable insights into consumer behaviour and preferences during these vibrant seasons. Leveraging on-site activation during these seasons can unlock unparalleled opportunities for brand engagement and allowing organizations to understand better and connect with their target audiences.
Year-round Permanent Locations
Brands often engage with consumers at busy permanent locations like airports or malls. These locations offer face-to-face access to individuals across the entire consumer decision journey, providing invaluable opportunities to observe and interact with consumers in real-world settings, gaining deep insights into their behaviours and preferences.
Brands typically conduct on-site activation to either promote new products or gain an understanding of how some products are doing. They gain insights face-to-face with their current target or extended ones and typically, this information is gathered through surveys or in-person interviews.
Are you finding on-site activation confusing, or are you curious about how well it works?
Through years of collaboration with our clients, we’ve discovered that intercepting consumers and conducting on-site activations is a unique engagement marketing tactic that fosters one-on-one, real-world conversations between customers and brands. With permanent mall locations in Canada, we have conducted numerous onsite research projects as well as engagements at various temporary locations.
Once you’ve defined your research objective and questionnaire, our network of trained, bilingual interviewers will attend the live venue to collect data directly from the audience, either on-site or post-event. Our experienced interviewers engage with individuals to gather valid and reliable opinions about the ongoing or recently concluded event.
Advantages
- On-site activation significantly enhances targeting accuracy, as interviewers interact with individuals guaranteed to be present at the event.
- Evaluate the immediate impact of sponsor visibility, awareness levels, brand image, and audience affinity.
- Quickly identify which media channels, content formats, and sponsorships yield the highest return on investment (ROI).
- Target specific demographics while also capturing insights from the broader audience.
On-site activations offer a direct path to engaging with audiences, gathering insights, and building brand loyalty. If you are ready to make a meaningful connection with your audience, let’s have a chat and explore the power of on-site activations together. We handle all logistics and operations, ensuring seamless execution while you gain access to invaluable insights and opportunities for growth. Let’s chat about your next on-site project.
