Unlocking Data-Driven Growth from Offline Events with Antsomi CDP 365, Vol.2

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Introduction

The ASEAN automotive market faces unprecedented competition due to a significant shift towards electric vehicles (EVs) and the rapid expansion of market share by new entrant brands. In this environment, every interaction with customers is extremely important. Deep customer understanding-based engagement is key to success, beyond mere product appeal.

Events in the automotive and mobility industry are not just exhibitions or launches; they are strategic opportunities to build relationships with future drivers and acquire high-value leads.

Here, using a major automotive brand's new EV launch and test drive event as an example, we will explain how Antsomi CDP 365 can maximize its value and contribute to success and revenue growth for marketers and service providers.

Chapter 1: Pre-Event: Data Strategy to Maximize Prospect Discovery and Interest Generation

The success of an event depends on how effectively high-quality prospects are identified and their interest is generated during the preparation phase. Antsomi CDP 365 dramatically improves the efficiency and sophistication of this pre-event lead generation process.

• Detailed Customer Profile Construction from Pre-registration Data: During online pre-registration via the event's dedicated website, in addition to basic information such as name, contact details, and residence, Antsomi CDP 365 automatically builds a multi-faceted profile. This profile includes age group, occupation, household income, current vehicle ownership, EV interest level, desired test drive model, and expected event content.
• Personalized Invitations and Information Provision: Based on the customer profiles built from pre-registration data, Antsomi CDP 365 delivers personalized invitations via email or messaging apps. These offers can include previews of desired vehicle technologies or priority access to test drive slots. This approach, going beyond mass mailings, resonates with individual customers and maximizes anticipation for the event.
• AI/ML for Targeting Optimization: Antsomi CDP 365's AI/ML analyzes past event data and existing customer behavior patterns to identify the most responsive potential customer segments and lookalike audiences. This capability optimizes online ad delivery (e.g., social media ads, display ads). This reduces wasted advertising spend and maximizes reach to high-interest segments, improving event registration conversion rates.

Marketers and service providers can propose precise, data-driven lead acquisition strategies from the event planning stage, clearly demonstrating how these strategies translate into actual registrations and high-quality leads.

Chapter 2: During the Event: Visualization of Offline Behavior and Real-time Engagement

The event venue offers a valuable opportunity to collect raw customer feedback and behavior in real-time. Antsomi CDP 365 visualizes these offline interactions and enables real-time personalization.

• In-Venue Behavior Tracking for Customer Journey Visualization: QR code-enabled "event passes" and a dedicated event smartphone app are linked with beacons installed throughout the venue (e.g., design, battery technology, charging infrastructure, VR experience, test drive reception booths). When attendees scan their QR codes or when beacons record their dwell time, detailed offline behavioral data is accumulated in Antsomi CDP 365 in real-time. This data includes who visited which booth, when, for how long, and what paths they took. This visualizes individual attendees' in-venue customer journeys, providing deeper insights.
• Real-time Personalization and Sales Support: Based on the in-venue behavioral data collected, Antsomi CDP 365 automatically delivers relevant information (e.g., detailed information on the latest models, test drive availability, discounts on related accessories) via push notifications or messaging apps. Furthermore, by integrating Antsomi CDP 365 data with the CRM systems on sales representatives' tablets at each booth, reps can understand attendees' interests in real-time. This enables representatives to conduct more personal and high-quality sales discussions tailored to customers' current interests, preventing the loss of potential leads.
• Data Acquisition from Interactive Content: Through interactive elements within the venue such as VR experiences, quick surveys, and Q&A sessions, specific feature interests, concerns, and feedback from participants are collected. This data is also immediately accumulated in Antsomi CDP 365, further enriching customer profiles.

The utilization of Antsomi CDP 365 at this stage transforms events from mere "attraction points" into "venues for high-quality customer dialogue and data collection". Organizations can provide a higher level of value by delivering optimal customer experiences based on data at the event site and maximizing sales opportunities.

Chapter 3: Post-Event: Long-term Customer Nurturing and Maximizing Business Results

The true value of an event lies in how successfully acquired leads are nurtured and converted into customers after its conclusion. Antsomi CDP 365 functions as a powerful CRM platform to translate event-generated enthusiasm into long-term business results.

• Automated Lead Nurturing and Personalization: Leads acquired at the event are segmented based on their behavioral data and survey results. Antsomi CDP 365 automatically performs personalized follow-ups tailored to the customer's buying stage and interests.
  • For high-intent segments, this includes personalized quotes and invitations to individual consultations at dealerships.
  • For information-gathering segments with low purchase intent but an interest in EVs, educational content on EV benefits, running costs, and subsidies is regularly delivered via email.
  • For segments concerned about "range anxiety," content such as long-distance driving test videos and introductions to charging spot search apps are delivered, steadily increasing customer purchase intent.
• Utilization as a "Research Panel" and Feedback for Product Development: Based on the customer profiles built at the event, Antsomi CDP 365's segmentation feature extracts segments interested in new car purchases or frequently buying specific consumer goods categories. These segments are then utilized as a "research panel" for conducting detailed, periodic surveys for new product development and marketing strategies. Direct customer feedback is provided to product development for new model feature development and charging service enhancement.
• ROI Visualization and Continuous Strategy Optimization: Through Antsomi CDP 365's integrated dashboard, the true business impact of the event is visualized in real-time. For example, based on concrete data such as "the conversion rate of leads from specific sessions improved by X%," the event's cost-effectiveness is clearly demonstrated. This allows for optimization of future event content, promotional strategies, and budget allocation.

Organizations and their service providers can demonstrate that events are not just "attraction events," but "measurable investments aimed at acquiring high-quality SQLs (Sales Qualified Leads) and ultimately achieving conversions". This allows for the proposal of higher-value projects such as continuous data utilization, CRM strategies, and cross-sell/up-sell campaigns, leading to stable growth and long-term trusted relationships.

To be continued in Vol.3