Experiential marketing is a considerable investment.
To make it worthwhile, it's essential to have an impact beyond the event.
The first step is to know the people attending your activation.
While it's a challenge to get people to share their personal information, especially at busy activations, here are the several seamless ways.
Access - If you have a desirable activation, ask people to sign-up for early access and limited-edition offerings
Activities - Experiences where people submit their email to participate, like a 360 photo booth, work really well
Enter-to-win - It's surprising how many people will provide their email addresses for a chance to win something, and make it easy as possible for people, QR code to a landing page
Sign-up to receive - Offering people something of value (e.g. swag, snacks, etc.) when they have the app or sign-up for a newsletter performs well (although best to start the conversation with a 'give' something small, like a sample)
Once you know everyone that attended your event, it's up to you to follow up with an irresistible offer to purchase or join your community.