Limelight : Overhauling Visibility through Experiential Marketing

Terry Foster, CEO

Brands and companies have continually been investing an exorbitant amount of resources in promoting their products, boosting sales, and maintaining a direct flow of communication with their consumers. However, despite such investments, marketers have struggled to obtain first-party data related to consumer needs and anticipated trends in a secured manner. With this blockade, companies face a significant challenge in substantiating the return on investments (ROI) across their marketing ventures, and thus, any key business decision made with insufficient data is met with skepticism. For instance, the possibility of an individual with a family preferring a car with better safety features over fast/sports cars is incredibly high; therefore, personalizing marketing campaigns in accordance with this particular preference is a no-brainer for dealerships and OEMs. Evidently, without such tangible, preferential data obtained from consumers through campaigns, companies could struggle to make swift and intelligent marketing decisions aimed at improving their deliverables. Also, with consumer behavior changing on a daily basis, converting this first-party data gathered through promotional events and marketing campaigns into actionable insights is of paramount importance.

Based out of Toronto, Limelight addresses this pressing need for a fast-acting solution that captures consumer data in live events and trade shows with its namesake platform, which can send personalized communications directly to the consumers. More importantly, the company amalgamates online and offline marketing channels through this omnichannel, experiential marketing solution. The platform captures, tracks, and analyzes experiential marketing data and also provides comprehensive details on the ROI for the marketing activities. It can seamlessly integrate into the clients’ CRM (customer relationship management) systems and facilitate a steady flow of data to their databases.

Our Limelight platform also has ‘bank-level security’ within itself that enables the marketers to handle consumer’s personal data without any fear of breach

“Our Limelight platform also has ‘bank-level security’ within itself that enables the marketers to handle consumer’s personal data without any fear of breach,” says Terry Foster, the CEO of the company. With such secured capabilities, clients can dismiss any hesitations that consumers might have with sharing their personal data with the customer’s marketers in any live event or trade shows. Moreover, as the data comes from the consumers themselves and not from any third-party source, the platform precisely determines consumer behavior and tailors preferential marketing campaigns. It features multiple digital builders and other onsite digital touchpoints that can be configured to handle data from thousands of events, all the while ensuring personalized messages to the consumer. With such visibility into the consumer preferences, lead generation and conversion are simplified through accurate, actionable insights.

Limelight cloud-based platform proffers accessibility from anywhere across the globe. This architectural efficiency significantly improves content aggregation at events in real time. “Our company’s platform is highly scalable and can be implemented across all kinds of events, be it a small group of 10 or an event with more than a thousand attendees,” affirms Andrew J. Carlin, the Executive Vice President of Sales and Customer Success of Limelight.

With these utilitarian functions, the company is on track for sustained growth in the near future; Limelight aspires to strengthen its foothold in Australia, New Zealand, and Singapore, with an emphasis on safety across events and trade shows. “With the effects of pandemic slowly subsiding and people returning to live events, we are looking to make events safer and streamlined by conducting safe check-ins, temperature checks, and other precautionary measures,” concludes Foster, shedding light on the company’s plans for the post-COVID-19 era.

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Company
Limelight

Headquarters
Ontario, Canada

Management
Terry Foster, CEO

Description
Limelight provides a software system to create engaging online and offline digital experiences and seamlessly integrate data customers’ existing CRM and marketing stack. The Limelight platform captures, tracks, and analyzes experiential marketing data and also provides comprehensive details on the ROIfor the marketing activities. The platform can seamlessly integrate into the clients’ CRM (customer relationship management) systems and facilitate a steady flow of data to their databases. It features multiple digital builders and other onsite digital touchpoints that can be configured to handle data from thousands of events, all the while ensuring personalized messages to the consumer

Limelight News

Limelight Platform Announces the Acquisition of Meshh, the Global Spatial Analytics Leader

TORONTO - Limelight Platform is excited to expand its offerings in the experiential space with the acquisition of Meshh, the leading SaaS-based spatial analytics technology provider, from CSM Sport and Entertainment Holdings Limited.
A powerful complement to Limelight's active first-party data analysis, Meshh's spatial intelligence software and GDPR-compliant sensor technology provides the opportunity to understand vast pools of passive and anonymous data. The result is an industry-first marriage of Best-in-Class technologies that provides clients with a holistic view of event engagement and environment data through one intuitive platform—and one vendor.
Meshh brings more than 50 years of collective experience in research, technology, and analytics, enabling clients to compare and contextualize large attendee sample sizes and derive meaningful insights from consumer journey patterns and behaviour metrics.
With a robust portfolio of Blue Chip clients, offices in London, NYC and Sydney, and a growing geographical footprint in 23 markets, Meshh empowers Limelight to venture further from North America and Asia-Pacific to serve clients in Europe and beyond. Leadership from both organizations believe the partnership will accelerate organic portfolio growth with clients in the sports, retail, automotive, advertising, commercial property and events and exhibitions industries.
"We are incredibly excited about the next stage of our growth fuelled by joining the Limelight family," says Meshh CEO Caroline McGuckian. "The partnership is testament to the forward-thinking mindset and proactive approach both organizations have taken during the pandemic to emerge stronger and better. With many shared values and clients, it is a natural fit—and the incremental opportunities for our joint offering are already evident."
"Meshh is the fastest growing, most innovative and exciting company in the burgeoning spatial intelligence market," says Terry Foster, CEO of Limelight Platform. "Their consumer data capture technology for live experiences is used by market leaders such as Live Nation, F1, NASCAR, BET Experience and London Marathon. We have been keeping a close eye on their global growth over the past few years and look forward to the value they can bring to our clients."
In addition to new growth, the new Limelight/Meshh offering will help long-standing clients from both organizations deepen customer connections with their brands, products and services through highly relevant, highly engaging experiences. According to Matt Vandrau, Group CEO of CSM Sport & Entertainment, a part of the Chime Challenger Network, "Limelight is a natural fit for Meshh and will be an important component in the next chapter of their growth story. CSM will continue to use both Meshh and Limelight as preferred vendors for our experiential activations."
With combined client lists, combined products, and combined active and passive data collection and analysis—accessed by an all-in-one software system—the Limelight and Meshh partnership lays out the roadmap to the future of live events and activations worldwide.