My daughter recently had a week off school, so my wife and I took the week off as well and my father and his wife flew over from America to join us for a bit of UK tourism. I was looking for a true holiday: one where I completely unplugged from work and was able to focus solely on the family. I was very successful at this but was let down by a complete failure at two of the biggest attractions that we visited.
On the second day of our break, we went to Harry Potter World. My daughter had already been as part of her summer camp and was very excited to show mom, dad and the grandparents around. We were all equally excited being fans of the books and movies. Upon arrival, we were ushered straight into the queue to begin the ‘guided’ part of the journey and, as is the fashion at these kinds of places, the queue snaked back and forth on itself but moved quickly enough.
One of the things that caught my eye was a promotion of free Wi-Fi. I had read that they have an average of 5,000 visitors per day and I broke with my avoidance of email to log-in. I have been looking for a really good example of using free Wi-Fi for data capture and I was sure this would be it. In the words of my daughter, “I was wrong diddly wrong.” There was no data capture…AT ALL. After I agreed to the terms and conditions, I got a splash screen encouraging me to check in on Facebook and mention them on Twitter. Would I have given my email address to get access to the free Wi-Fi? Absolutely. Would I have signed up for an email program? Yes (but that is because I am in the industry, so I asked my more cynical companions). They all said that they would sign-up to an email program. This conversation then got the other guests around us asking, “Oh, do they have an email program? How do I sign-up?”
Later in the holiday, we visited the National Moter Museum at the Beaulieu Estate. After visting the museum we stopped off for a bit of lunch before visiting the other parts of the grounds. Again the restaurant offered free Wi-Fi and again did nothing towards capturing my data; just the same encouragement to check in on Facebook and share our visit on Twitter.
As the saying goes, “an opportunity not taken is an opportunity lost.” I know email marketers that would bite off their own arm to get access to that many potential registrations per day.
The classic methods of data collection have gone out the window. Consumers now understand that their data is the currency of the web and they are becoming much more protective about when they give it and to whom. At the same time, consumer behaviour on the web has changed. People no longer “surf the web” by wandering around to see what they may find. The internet is a tool and a place to get things done. Don’t expect them to sign up to your email program just because they have popped by your website. They are there to accomplish something. You need to make it clear to them what value they will get by giving up their data, and ask for it at a time that is convenient for them and not only convenient for you.