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
Chance-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.
Check out this Marketing Brew article highlighting how first-party data and experience are a match made in heaven.