Why Chatbots Are A Must Have Technology for Activations
4 Minute Read
- Chatbots answer questions faster and more efficiently than humans.
Chatbots can be created to align with a brand’s tone and personality.
Chatbots can encourage a call to action and drive to retail with consumers during activations.
With the rise of virtual assistants entering the mainstream market, consumers are becoming familiar with using technology such as Google Home and Amazon Alexa as trusted information sources. At a consumer level, Chatbots provide immediate information consumers need regarding the activation they are attending. From a corporate level, the Chatbot acts a reliable Brand Ambassador and team member that will keep consumers informed and engaged. MKTG breaks down three reasons why brands should consider integrating a Chatbot at their next activation.
What is a Chatbot?
Chatbots serve as virtual concierges that help attendees find out information such as: the location of sessions, the Wi-Fi password, speaker bios, meal times, etc. Bots can operate through already existing apps consumers have in their smartphone such as WhatsApp, Facebook Messenger and regular text messaging, or be integrated into specific event websites and apps that consumers can download beforehand or onsite. Brands can then use Chatbots to share images, videos, GPS locations, polls, and more. (BizBash)
Event Chatbots Answer Questions Faster and More Efficiently Than Humans
Brands that activate medium to larger scale activations with high traffic may find that installing a Chatbot useful as consumers want answers regarding the activation immediately. Chatbots are a relatively new technology when being utilized at events so ensuring the consumer is aware of the bots presence during the beginning phases of an activation such as registration is crucial.
SXSW implemented a Chatbot named Abby to act as a “virtual concierge” during the festival.
Chatbots can be created to align with a brand’s personality
Not all Chatbots have a robotic persona. A Chatbot can be designed to work in sync with the theme of the brand which evolves the role of the bot into a Brand Ambassador.
Example 1 - Sephora
Sephora launched a Chatbot within Kik which can be used in and outside the retail store to answer questions about beauty products and provide recommendations.
Example 2 - Disney
Disney used a Chatbot within Facebook Messenger as part of their movie campaign for the release of Zootopia. The Chatbot was inspired and designed as the movie’s leading character where users spent an average of 10 minutes engaging with “OfficerJudy Hopps”.
By integrating a conversational tone, unique persona, photos and emoticons, the Chatbot acts as an extension of the brand creating a relationship with the consumer and allowing them to remain engaged with branded content.
Chatbots can encourage a call to action with consumers during activations
During London Fashion Week, Burberry launched an advanced Chatbot that not only provided a behind the scenes look of the show, but also gave consumers the opportunity to shop the collection live.
Post Fashion Week, Burberry further developed their call to action by sending push notifications for recommended collections to whoever interacted with the platform during the event. Brands like Burberry can utilize a Chatbot to increase a drive to retail and any other calls to action.
Brands that invest in creating live experiences for consumers can benefit from integrating Chatbots that will answer consumer questions quickly, act as an added Brand Ambassador with a tailored persona and increase a call to action.