At G2Planet, we believe Ride & Drives are the most impactful type of event activation in automotive event marketing. We have identified 9 of the most important ride & drive technology elements you should account for when planning and implementing your Ride & Drive activation.
These 9 elements are broken down into 2 components. Outward Facing components (1-7) are the public side of the modules with which your guests interact with. Inward Facing components (8-9) are the behind-the-curtain modules that you and your production team use to produce a smarter event.
9 Elements of Ride & Drive Activations
1. Guest Registration
The guest registration application should be highly flexible and allow you to personalize the profile data collected. The flexibility allows you to personalize the questions on the registration survey to build out a more complete profile of your guests. The applications should be easily branded with your company logo and colors, corporate design assets, and applicable design themes to support your activation.
2. Drivers License Verification
The most effective verification method is scanning the 2-D barcode on driver’s licenses, as opposed to scanning the magnetic strip. The reason being 46 states include a barcode on their driver's license, whereas only 15 states include a magnetic strip on their license, and 10 states incorporate both. A sophisticated driver’s license scanning module in your system can help streamline the verification process by verifying the validity of the scanned license prior to the visual check.
3. Legal Waiver/Release
This element should include a simple form to capture the signature of the guest, which is stored with their registration record. Guests simply sign the form using their finger on an iPad. More sophisticated systems will include the ability to email a signed copy of the waiver form to the guest if they wish to do so during the registration process.
4. Breathalyzer Test
This is typically a manual test administered by the staff and not connected to the software system. However, the benefit of including a data field in the registration field form for the breathalyzer score is that it serves as a record for guests that do not pass, in the event that the guest becomes vindictive for not being allowed to test drive a vehicle.
One-time use wristbands are the most secure Credential to use. The wristbands should be branded with your company's name, logo and colors, and include a QR code used for connecting the Guest Registration (1) record with the Post-Drive Exit Survey (6) record. The scanning of this QR code on the wristband should be done by using the built-in camera on the iPads used during the registration and exit survey processes.
6. Post-Drive Exit Survey
The post-drive exit survey application should be very flexible, similar to Guest Registration (1), to allow for customization of the post-drive survey questions and answers to your exact needs.
7. 'Thank You' Email
The Thank You follow-up email should be personalized to the guest with their name and name of the Ride & Drive event at a minimum. More advanced email personalization is highly recommended, and discussed in greater detail in Step 4 of our Ride & Drive eBook.
8. Administration Reporting
The Administration Website Reporting should include ‘standard’ program performance reports that do not require any customization or costs to configure, and be available to you in real-time 24/7 via the web. Standard reports at a minimum should include the number of guest attendees, their profile, the time and day of participation, how many ride & drives were completed, and how the guests answered the registration and post-drive exit survey questions.
9. CRM Data Transfer
The simplest Data Transfer to CRM method is to manually download the data from the administration website, then sending that data to the CRM team in .CSV format. However, this method is highly insecure and is subject to mistakes. A more advanced method is to include real-time integration with the CRM system(s) following a HTTP post protocol at an exchange location. The best integration architecture is a two-way data transfer protocol that includes the receiving CRM system posting a message of confirmed receipt on data for the sending system to receive, thus communicating a successful transfer of data record.
Laying the Foundation
Incorportating these 9 best practices into your next Ride & Drive activation will help ensure you are in compliance with all of your Ride & Drive activation needs and are the building blocks for a more successful Ride & Drive activation.
Download our FREE ebook to learn more about the six actionable steps you can take to improve your ride & drive events.