Name
How to Use Experiences—Online and In-Person—to Build Long-Term Customer Relationships: A Conversation with Michaels Arts & Crafts and AnyRoad
Date & Time
Monday, September 13, 2021, 1:50 PM - 2:25 PM
Daniel Yaffe Jen Harness
Description

Each year, millions of people visit Michaels Arts and Crafts, taking classes in their community classroom—but, until the brand started understanding their customers, valuable insights were walking off the store floor. Enter the Community Classroom Project, a partnership between Michaels and AnyRoad, which allows the retailer to manage experiential marketing programs and turn them into valuable data—and with the continuation of GDPR and the enhancement of CCPA, brands and marketers need to find new ways to compile data on customers and users. The best way? Gather it yourself. Jen and Daniel will share how data-driven experiences help build a complete customer profile while creating an enjoyable experience for the user, and how Michaels uses customer insights gathered before, during and after experiences.

Key Takeaways:

  • Hear how Michaels used data-driven events and experiences to tap into their audiences.
  • Learn how brand experiences will add value in a post-GDPR world.
  • Understand what types of data points experiential marketing offers that are otherwise hard to discern.