Boosting Engagement and Revenue with Wi-Fi-Based Opt-Ins at Bridgewater Hall

First-party data is becoming increasingly important. With paid channels limiting organic reach and GDPR regulations limiting your ability to capture data without explicit permission, every opt-in should be celebrated. Analysis across Activity Stream clients indicates that customers who opt in have an annual spend that is 20-50% higher than the average customer (!!).

Opt-ins are typically captured in the ticket purchase flow, from website sign-ups, from paid lead ads, or even from ticket transfers. But did you ever consider using your Wi-Fi network to capture opt-ins from people in the venue, which will often have a higher value than online signups?

At Bridgewater Hall in Manchester, UK, they have been using the InCaptiv platform to engage audiences, create new sponsorship opportunities and capture new opt-ins from theatre visitors. The platform allows them to set up multiple-step journeys, combining theatre-specific promotions as well as sponsored content, and targeting content based on the phone settings of the visitor.

Want to see the Wi-Fi journey of Bridgewater Hall for yourself? Click here to experience it.

 

How to optimize engagement (and data capture)

Since the installation, Bridgewater Hall has experimented with how to get the most engagement and found in-venue signage promoting the free Wi-Fi, combined with small incentives like the chance to win your ticket, a future upgrade, or a rare piece of merchandise, to be very effective.

Over the last 6 months, Bridgewater Hall has captured more than 20,000 new opt-ins and has generated significant (over 5 figures) in new sponsor revenue, with minimal investment as the Wi-Fi was already installed.

“At ASM we are always looking to promote and monetise all digital Out of Home (DOOH) assets we have across our venues. With inCaptiv’s help, we have been able to attract some major brands using our existing Wi-Fi infrastructure as a standalone service or in combination with other marketing assets.

In addition, the inCaptiv platform allows us to capture ‘shadow audience’ data for both inhouse experiences such as competitions as well as increasing our CRM database for future client engagement.”

Gareth Lloyd Sponsorship Sales Director, ASM Global

 

Set up welcome flows by automating data flows from InCaptiv to Activity Stream

The InCaptiv platform has been integrated with the data platform that powers Activity Stream, so marketers can easily set up specific welcome flows to continue the conversation after their first sign-up. Knowing that they signed up from the wifi portal, the specific welcome flow can be set up with consistent sponsor exposure and the promotion(s) displayed in the portal.

By leveraging tools like InCaptiv and Activity Stream, venues like Bridgewater Hall are discovering new ways to engage visitors, grow their CRM databases, and generate revenue with minimal investment. As first-party data becomes increasingly valuable, innovative solutions like these are essential for future growth and engagement.