# Conversate Collective Discovered a 74% Conversion Rate

## With detailed demographic insights and segmentation, the CPG brand could tell which consumers to target going forward.

### Specific Buyer Preferences

- 50% surveyed bought from Walgreens and Target

### Higher Conversion Rate

- 74% of guests are more likely to buy post-event

### More Demographic Research

- 100% improved consumer profiles with vital demographic info

Conversate Collective, **an experiential events agency,** was eager to create purchasing behavior profiles to drive revenue for their CPG beauty client.

The best way to build that database? A series of large-scale **field marketing events**.

Conversate’s goal was not only to **engage large segments** of the beauty brand’s consumer base, but also to **learn more about them**. They were eager to understand more about consumer behavior, like where they live, shop, and how often they use the brand’s beauty products.

## With AnyRoad, Conversate aimed to:

- **Learn** more about the CPG beauty brand's consumers.
- **Drive** more realistic and targeted marketing spend.
- **Engage** consumers where they're at and drive conversion.

Conversate began developing a series of four large-scale field marketing experiences. But **for the data piece**, it turned to AnyRoad. With **flexible data capture**, like contactless QR codes and mobile registration, AnyRoad made it easy for the brand to **gather data** from its consumers.

Conversate used AnyRoad to collect **an information treasure trove** like consumer location and ZIP code, demographic info such as ethnic background, and **purchase behavior data** like where they go to buy the beauty brand’s products and how often they use the products.

In fact, AnyRoad helped them learn that **over 50% surveyed** bought the beauty brand from Walgreens and Target. With detailed **demographic insights and segmentation**, the beauty brand could now tell who to target going forward.

Not only was AnyRoad’s platform able to **identify buyer behavior**, it also found new cultural segments the beauty brand could market its products to. AnyRoad’s insights and reporting also discovered that of all the events, beauty consultations were **the most popular**.

Perhaps most telling of all, AnyRoad data showed that **74% of guests** were more likely to purchase the CPG beauty brand’s product after attending one of the events.

"It was helpful to have this data to really know what and how customers were feeling and how that aligned or didn't align, with what brand was doing or expectations that they had,” says Aja Bradley-Kemp, Conversate’s Founder and Chief Experience Officer.

Ultimately, AnyRoad helped Conversate and their beauty brand client gain a clearer picture of **how they perform** with their current demographic, and who they should **consider targeting going forward**. Those insights are critical as the beauty brand works to scale, grow its business, and meet the needs of loyal and new fans alike.

#### "It was helpful to have this data to really know what and how customers were feeling and how that aligned or didn't align, with what brand was doing or expectations that they had.”

Aja Bradley-Kemp, Founder & Chief Experience Officer | Conversate Collective

## Brands like you are experiencing **real results.**

### Campari Club

Campari Group, a global leader in the spirits industry, is renowned for its vibrant brand experiences and consumer-centric approach. With iconic brands and unforgettable experiential events worldwide, Campari Group prioritizes consumer engagement as central to its marketing and brand strategies. In partnership with AnyRoad, Campari has optimized these immersive brand experiences, ensuring each interaction strengthens consumer loyalty, brand awareness, and market reach.

### Conversate Collective

When an award-winning CPG beauty brand wanted to better understand consumers, they turned to Conversate Collective to run their field marketing events.