Limelight
Overhauling Visibility through Experiential Marketing

Brands and companies have continually been investing an exorbitant amount of resources in promoting their products, boosting sales, and maintaining a direct flow of communication with their consumers. However, despite such investments, marketers have struggled to obtain first-party data related to consumer needs and anticipated trends in a secured manner. With this blockade, companies face a significant challenge in substantiating the return on investments (ROI) across their marketing ventures, and thus, any key business decision made with insufficient data is met with skepticism. For instance, the possibility of an individual with a family preferring a car with better safety features over fast/sports cars is incredibly high; therefore, personalizing marketing campaigns in accordance with this particular preference is a no-brainer for dealerships and OEMs. Evidently, without such tangible, preferential data obtained from consumers through campaigns, companies could struggle to make swift and intelligent marketing decisions aimed at improving their deliverables. Also, with consumer behavior changing on a daily basis, converting this first-party data gathered through promotional events and marketing campaigns into actionable insights is of paramount importance.

Based out of Toronto, Limelight addresses this pressing need for a fast-acting solution that captures consumer data in live events and trade shows with its namesake platform, which can send personalized communications directly to the consumers. More importantly, the company amalgamates online and offline marketing channels through this omnichannel, experiential marketing solution. The platform captures, tracks, and analyzes experiential marketing data and also provides comprehensive details on the ROI for the marketing activities. It can seamlessly integrate into the clients’ CRM (customer relationship management) systems and facilitate a steady flow of data to their databases.

Our Limelight platform also has ‘bank-level security’ within itself that enables the marketers to handle consumer’s personal data without any fear of breach

“Our Limelight platform also has ‘bank-level security’ within itself that enables the marketers to handle consumer’s personal data without any fear of breach,” says Terry Foster, the CEO of the company. With such secured capabilities, clients can dismiss any hesitations that consumers might have with sharing their personal data with the customer’s marketers in any live event or trade shows. Moreover, as the data comes from the consumers themselves and not from any third-party source, the platform precisely determines consumer behavior and tailors preferential marketing campaigns. It features multiple digital builders and other onsite digital touchpoints that can be configured to handle data from thousands of events, all the while ensuring personalized messages to the consumer. With such visibility into the consumer preferences, lead generation and conversion are simplified through accurate, actionable insights.

Limelight cloud-based platform proffers accessibility from anywhere across the globe. This architectural efficiency significantly improves content aggregation at events in real time. “Our company’s platform is highly scalable and can be implemented across all kinds of events, be it a small group of 10 or an event with more than a thousand attendees,” affirms Andrew J. Carlin, the Executive Vice President of Sales and Customer Success of Limelight.

With these utilitarian functions, the company is on track for sustained growth in the near future; Limelight aspires to strengthen its foothold in Australia, New Zealand, and Singapore, with an emphasis on safety across events and trade shows. “With the effects of pandemic slowly subsiding and people returning to live events, we are looking to make events safer and streamlined by conducting safe check-ins, temperature checks, and other precautionary measures,” concludes Foster, shedding light on the company’s plans for the post-COVID-19 era.