Revolutionizing Survey Response Rates: A New Method Used at a Major Motorsport Event

Overview

The marketing landscape continues to evolve, and companies need to adopt new strategies to engage their audiences effectively. Recently, Torchlight, a Tokyo-based marketing firm, partnered with Honda Mobility Land to revolutionize survey response rates at the iconic Suzuka Circuit. By implementing their sophisticated marketing solution "DialogOne®" along with the innovative "Responsive Rich Menu," Torchlight achieved an outstanding survey response rate of over 70%, a significant increase compared to the usual rates of 5-10% without incentives.

Background

As digital marketing progresses, there's an increasing demand for customer-centric experiences through platforms like LINE. However, adapting these experiences in real-time can be a challenge, often requiring extensive development work. This challenge is especially critical in scenarios such as large motorsport events, where the fan base is dispersed or managing data becomes complicated. Acknowledging these issues, Torchlight focused on consolidating fans on LINE, streamlining data management, and enhancing survey response rates for the event in question.

Torchlight opted to harness the capabilities of the "Responsive Rich Menu" in DialogOne, enabling them to switch menu options in real-time without needing individual development. This allowed for a much more optimized customer experience based on user behavior.

Key Features of the Solution

The "Responsive Rich Menu" provides two significant benefits for managing LINE official accounts:

1. Maximizing Customer Engagement: The system automatically switches to the most appropriate rich menu based on user input, such as selecting a ladies' menu. This creates a more personal customer experience without requiring custom development, leading to increased satisfaction and conversion rates.

2. Improving Overall Efficiency: By linking the rich menu with message distribution, it streamlines communication design and minimizes operational burdens. This leads to more effective account management and improved cost-effectiveness in driving sales.

Notable Achievements from Implementation

The implementation of the "Responsive Rich Menu" in the event's LINE official account led to three primary outcomes:

1. Achieving a 70% Survey Response Rate: The application of a step-up experience design, where a limited rich menu was initially shown, allowed increased access to event-related content through survey participation, creating an engaging, game-like feel for users.

2. Supporting Data Collection and Strategic Planning: By incentivizing users with attractive content for participating in surveys, the process harmoniously enhanced both data collection and user experience. This data is now being utilized in planning and crafting future strategies, contributing to a cycle of personalized content provision.

3. Fusing Sports Events with Digital Experiences: The integration of digital and physical experiences at international sports events allows fans to access diverse content through the rich menus, delivering an unforgettable digital experience. This case presents a successful example that could be applied to other events.

In response to the new implementation, Honda Mobility Land expressed satisfaction with the step-up experience design's effectiveness. They noted that stress-free data accumulation of user attributes could significantly enhance the accuracy of the data utilized in event planning.

Torchlight's Vision for the Future

Torchlight aims to create genuinely personalized communication processes that address individual needs through advanced technology. By designing optimal experiences, they aspire to build a society where everyone enjoys rich and stress-free communication.

This initiative is one of many steps Torchlight is taking to lead the growth of social media marketing in Japan since its establishment in the early 2000s. They continue to support companies' integrated communication strategies and aim to shape a better future through heartwarming engagement.

This report refers to an international motorsport event managed by Honda Mobility Land. It does not relate to or represent the event organizer or trademark owner.