May 24, 2022
As a fan like you who has attended events in large venues, we know what? Basic connectivity, let alone in-seat concession orders, game replays, or special in-game offers, is a challenge. So what about us fans? What do we get when attending events in large venues beyond the event itself? We can’t text our friends, we can’t send pictures, etc.
Let’s talk about the fan experience and what that means, or what it should mean anyway, and how venue-based analytics from platforms like CW’s ConnectLytix can enhance or enable a more robust fan experience.
What Is The Fan Experience?
So, first off, what is the fan experience? In the “old days,” just going to the venue and watching a game, concert, or another event was the fan experience. In today’s world, that is the minimum expectation. Most fans expect excellent wireless connectivity. We also hope to livestream the event; admittedly, we expect a lot. If we assume the wireless connectivity is sufficient, which it rarely is, what are the facts of a robust fan experience, and how can an analytics platform improve? Let’s explore…
Venue Efficiency
This is simply the ability to move about in the venue to quickly access concessions, restrooms, team merchandise stores, vendor kiosks, etc. With traffic data, like footfalls and dwell times, collected by an analytics platform, venue managers can more effectively place everything to ensure fans have the best “in-venue” experience. Considering everything from ingress/egress to social distancing, traffic flow analytics can improve the fan experience at the most basic level within the venue.
Venue/Fan Interaction
This is a critical point of success for maximizing the fan experience. It’s a given when a fan comes into a venue that they will interact. The venue and fans hope the interaction leads to an enhanced experience for the fans. This interaction leads to collecting critical data by the venue to use. In this instance, it’s all about customer engagement. How do we, as fans, benefit from the venue analytics capability? There are several ways:
Initial Contact
You might know that when your wireless device comes into contact with the venue’s Wi-Fi network, it knows you are there. You don’t need to log in for the analytics platform to be able to offer up pre-login splash pages with rotating content so you can gain access to deals on team merchandise, coupons for concessions, etc. In short, the fan experience is enhanced by the platform’s ability to push content to your wireless.
Fans Feedback & Profile Surveys
We’ve all experienced the moment when you walk into a restaurant, arena, or any other venue and have been served up the opportunity for free Wi-Fi, and only if we provide our email address or fill out a brief survey to get on the network. Many have figured out a workaround to avoid baskets full of spam emails from this scenario. Providing a fake email address is a big one. But, just for a moment, imagine you’re a parent with two kids, two tablets, and a real desire to eat dinner in peace or watch a game with relative attention. You would be willing to answer a few questions about clothing preferences or perhaps your favorite wine or beer. Seems simple, right? It is. An effective analytics platform will allow venue operators to interact unobtrusively. You can gain unrestricted access to the robust Wi-Fi network through simple survey questions so your kids can stream shows and use applications while the platform targets you with “in-game, in-venue” opportunities. As a fan, and if you choose to log in with your social media platforms, you’ll provide venue-specific demographic data that they can use to customize content for you. You get benefits like targeted content without giving away the farm and providing basic information like zip code, age, favorite car, etc. Deals fitting your preferences and cost savings.
Pre & Post Event Interaction
With significant connective tissue with those surveys, the venue’s ability to communicate with you both before and after the event. With the data collected from your device, your Wi-Fi login information allows the complete fan experience. This is a classic; the more you put in, the more you get out of the scenario. Most analytics platforms, including CW’s ConnectLytix, can communicate with you in real-time via email, or in some instances, SMS messaging can pump for your event experience well before you arrive at the venue.
In-Venue Immersive Experience
Depending on how you view it, this could be everything from the event itself. From the AV presentation put on by the venue to the interaction of all the fans. How is it a little more specific to the visualization presented in the signage around the venue? An effective analysis platform coupled with marketing savvy and detailed venue traffic data can lead to the visuals you see. The feedback you and your fellow fans provide during the event allows the venue to structure and present the type of content you want to see. Whether it’s advertisements for a particular beer or directions to the restrooms, all that visualization is designed to optimize your fan experience. From the moment you pass through the touchless ticketing gate, powered by the robust Wi-Fi and analytics platform, you are presented with images and content gleaned by the venue from past event fan input. Once again, your time at the venue is tailored to ensure you get the most out of your fan experience.
Thoughts & Considerations
In closing, you might think, “I’m not giving out my personal data like that.” If you’re using a mobile device, the “they” already have it. Empowered with an understanding of what’s discussed here and knowledge that the venue’s working to make your experience as good as possible may soften the blow. By embracing instead of attempting to avoid, you set yourself up to see what you want to see. Get the deals and offers you want, and save the most money possible.