Caroline McGuckian
CEO
In brief, what does Meshh do and what is your approach to sponsorship and partnerships?
Meshh is an experiential and live event technology provider that helps sponsors, teams and rights holders understand fans’ movement and behaviour in and around their live experiences and sponsorship footprint.
What approach differentiates Meshh and makes your sponsorship strategy unique?
For many years, the largest unknown value in sponsorship has been around physical on-ground experiences and activations. The likes of television, digital, merchandise and ticket sales all have easily trackable data insights. Sponsors are spending ever-increasing amounts of money to activate and engage their fans now and the metrics have traditionally been subjective.
By passively (and compliantly) detecting and tracking human movement and behaviour via WiFi-enabled devices, Meshh can help you understand key behavioural metrics within proximity of our strategically placed sensors. Conversions, dwell times, repeat visits and journey paths are just a few features now at your fingertips in the Meshh Vantage Dashboard.
In response to our growing demand for analysing sponsor assets, we have recently launched Scorecard. Meshh Scorecard allows rights holders to measure the impact of the on-ground physical activity above and beyond the standard on-screen exposure and media value metrics. Scorecard allows you to measure the effectiveness of your activations at sporting events, providing you with a number of key metrics such as total impressions, dwell time and engagement with your brand.
What do you see as current trends within sponsorship, and how are they affecting how you work and how you deliver on strategy?
The biggest shift we see now is the huge increase of importance in human connection and engagement with consumers. Experiential is becoming part of sponsorship’s core strategy rather than just an “add on” or a “nice to have”.
At Meshh, we find that measuring the effectiveness of these activations in isolation is great, but the importance of benchmarking data sets and improving activations over time is becoming a critical element to an effective strategy.
Its importance isn’t just embedded in the success of an activation, but the way in which brands can use experiential as a lever to introduce further engagement tools like digital engagement, subscriptions, competitions, sign-ups etc.
How has sponsorship changed for Meshh over the past five years, and what predictions can you make about how it’s going to change in the next five years?
Brands are always excited to use Meshh but sometimes it can take time to properly understand and integrate this type of data capture into longer-term strategy. Our most successful and best examples of Meshh integration involve sponsors that budget for and commit to a longer-term measurement strategy in line with their sponsorship life cycle.
Is there anything else you would like to add?
We are an agile technology business who pride ourselves in client service. We listen to market feedback and try to incorporate it into our platform and product, so tell us how we can help and continue to push the boundaries together 🙂
With offices in the UK, USA and APAC, Meshh is perfectly placed to help you just about anywhere in the world. Feel free to send us an enquiry here or an email to info@meshh.com. With all enquiries picked up by our Global team, one of us will be in touch within 24 hours.
