Using Guest Internet access as an additional marketing channel
Dean Wilkinson, Managing Director of Airangel, on using guest internet access as an additional marketing channel.
What advice would you give to a small business owner/manager about using event marketing (online or offline) to promote their businesses?
“With the boom in popularity of PDAs and internet enabled mobile devices, WiFi has increasingly become an event must-have. Rather than just provide a wireless facility, businesses can use internet access as a unique marketing tool that increases dialogue with its guests.
“Bespoke branded event portals are a great way of marketing business services and event information, which can open up new sales channels and revenue streams. There is the potential to sell sponsorship and advertising on the portal itself to brands that reflect your company values. Location-specific portals will offer information about venue facilities and local amenities, thereby adding additional value to your guests’ experience and provide cross-selling opportunities.
“Valuable customer information can also be gathered through the portal itself, if a data capture element is included as a precursor to the free WiFi access. Whether it’s collecting straightforward company details or enquiring about people’s interests, WiFi can be used to refine and develop your marketing database and provide leads and information above and beyond the more traditional means.
“Work with your WiFi provider ahead of your event to dictate which messages and information you want to put in front of your internet-using guests and make sure it is fast, reliable and flexible.”
