Analytics
MINI USA Clubman Tour
Genesco Sports Enterprises Partners with Meshh to Measure MINI’s 2024 Dealership Tour
The Challenge
Genesco Sports Enterprises (GSE), a leading sports and entertainment marketing agency, activated at 10 different MINI dealerships across the country to showcase the latest iteration of The Countryman. Their goal was to understand where their activation was most effective. How did each stop perform in comparison? Was the activation as a whole successful in driving creating consumer interest based on their key performance indicators (KPIs)?
Implementation
Meshh deployed sensors at 10 MINI dealerships across the western and southeastern U.S. Meshh’s proprietary sensor was strategically placed near the focal-point vehicle, the centerpiece of the activation, to ensure streamlined engagement tracking.
Insights + Actions
- Comparative Analysis: Measuring across 10 unique dealerships allowed GSE and MINI to collect visitor data, compare performance, and analyze how different geographic regions responded to the activation.
- Traffic Over Time: Meshh monitored traffic flow throughout each event, identifying peak times when attendees were most likely to engage. This data will help optimize programming for future tours.
- Conversion Rate: Conversion rates were calculated to assess how effectively the activation attracted visitors to the key Countryman touchpoint. Which dealership stops performed best in driving attendees to interact with the vehicle?
Key Metrics
Dealerships
Performance metrics were measured across all stops, providing GSE with internal benchmarks for comparison.
Minutes
The average time attendees spent on-site, showcasing strong engagement from loyal MINI fans who were eager to connect with the brand.
Days
The total time visitors collectively spent engaging with the brand across the tour—nearly 16 days of immersive brand engagement.
Sensors
Two sensors were leveraged at each tour stop.
What Our Clients Say
Meshh has provided invaluable insight into our business needs time and time again, helping us make informed decisions. As a client for over six years, we’ve experienced their unwavering support across numerous events in our global network. They consistently go the extra mile to deliver quality service.
Meshh has brought our ability to capture event insights to the next level. We can now determine the success of our brand activations using data collected from audience patterns and have moved away from relying solely on lead capture
The metrics and insights Meshh provide are invaluable to our client experience. They consistently provide expert analysis through accurate insights and leverage the power of storytelling through data. Their product quality and exceptional customer service consistently puts them above other competitors in the data tracking field.
Partnering with the Meshh team has been an exceptional experience. Their collaborative approach and commitment to developing tailored solutions for our clients highlights their dedication and passion to their service offering. Their ability to clearly explain the nuances of the technology and reporting provides confidence and reinforces their role as a trusted partner.
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