Brand Identity
Online a fan can declare themselves: follow, sign up, log in. In the real world there is no equivalent gesture, so the most committed thing anyone does for a brand is the one thing that leaves no trace.
Products stop delivering value the moment they are bought. Events end when the doors close.
The industry standard is patchwork: separate membership, ticketing, mailing list and community comms.
With TapTech, presence data becomes the glue for attributing other forms of data.
A brand partner funding an activation currently receives photographs and a footfall estimate. The activation is a marketing cost rather than a measurable media placement.
Tapping is not new. Millions of people already do it every day, to pay for coffee, to get through a barrier, to unlock a phone. What is new is what it can be for.
And it is the only one of those gestures that cannot be performed from somewhere else. A click proves nothing about where you are, and a scroll proves less. A tap only works if you are there. That is not a feature we added. It is a property of the physics, and it is the reason a tap is worth more than anything in an ad platform.
Not purely digital, not purely physical. Connected, and present.
Turning up costs time, travel, money and the evening. A click costs nothing, a follow costs nothing, an impression is accidental. The signal is credible precisely because it is costly to produce.
Clicks get botted, followers get bought, impressions get defrauded. You cannot buy ten thousand attendances.
You can buy reach. You cannot buy attendance. It is the only audience a brand cannot get more of by raising media budget, which is why a sponsor should pay differently for it.
Five hundred thousand followers, four hundred attendees. The four hundred are worth more per head and nobody has ever been able to isolate them.
Less platform reliance, offline plus online capture, fill the data blindspot.
Post-purchase value, smarter products, rewards and exclusivity.
Presence-based tech, a direct channel, reward real-world engagement.
Engagement continuity, persistent customer memory, deeper IRL moments.
Physical presence data cannot be faked.
Tap to authenticate into the Portal, with no repeated login. Also an extra layer of proof of presence.
Tag URLs cannot be copied and pasted. Value is exclusive to physical presence.
Once live, a tag stays active and updatable. Products keep delivering value indefinitely.
Personalise direct-to-customer comms based on real-world behaviour.