Harvey Building Products

Developing an experiential activity that collects data and allows for lead qualification in real-time during an event.

Challenge

Harvey Building Products tasked us with building an engaging experience for their two annual custom, private events that would:

  1. allow participants to take part in something fun,
  2. provide the partakers with an incentive to provide some information on themselves, and
  3. allow for real-time lead qualification during the event, based on the provided data by the individual, so that the salespeople could get a quick understanding of each participant’s level of product engagement and converse with these leads accordingly.

 

Solution

Working with Harvey, we created the Customer Coupon Catch custom activity. Our inspiration came from the old-school money booth; instead of filling the booth with money, however, we created green and blue coupons with various dollar amounts for discounts towards Harvey products. 

Attendees who wanted a chance to get into the booth and capture the coupons had to answer a short number of questions on an iPad. To start, the participant only had to enter their attendee badge number into the system, as the program we built was able to match registration information to identify them. They were then asked a series of multiple-choice questions, such as “How many jobs do you think you’re going to quote this year? 1-5, 6-15, 16-25, 26+” and “Does the idea of opening an account with Harvey that could save you money on building supplies make sense to your business needs? Yes, No.”

The more questions the participant answered, the more time they earned in the booth; and so, answering all the data collection questions would also benefit the participant. There were only eight questions in the system, so the questionnaire responses went quickly, and didn’t hold up the line. 

The system we built scored the questions in real-time and presented the money booth facilitator with the participant’s total seconds, but also with a score based on averages created in “weighing” the answers. (We developed the program app to rate certain questions as higher than others and calculate a perceived “value” of the participant based on the potential for sales over the next year. In addition, this score was for internal-use only, and so participants were not made aware of a score assigned to them.)

To mark each attendee who had already played the Customer Coupon Catch game, the facilitator hole-punched each ID badge and used the provided score from the system to mark the badge in one of its four corners. What appeared to be a random marker from the perspective of the participant was a system for the salespeople at the event to prioritize who of the 1,500 people at the event had self-identified as a best customer opportunity.

Results

The salespeople reported that the conversations they had with prospects were much more productive based on their ability to gauge lead quality from the Customer Coupon Catch activity.

As for the activity itself, the rate of engagement illustrated its success for both events. The participants earned valuable coupons and enjoyed the entertainment factor of watching their friends try to frantically catch blowing dollar bills around. Moreover, the competitive nature of the booth—seeing who can grab the most coupons—led to a 97% total completion rate, with only three participants not completing all of the questions.

After each event was over, we fed the collected data on how the customers segmented themselves back into Harvey’s own CRM tool. This data will be used in future sales and engagement events, having helped determine which participants were more likely to buy from Harvey repeatedly.

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