Over the past four years I’ve focused on measuring event marketing programs. In that time, I’ve come to realize that there are three key considerations that seem to work every time.
Regardless of what your event marketing involves, you can always measure it. Here’s how…
Event marketing is a fascinating field of marketing that poses an especially difficult measurement challenge. It’s a field of marketing that thrives on the unique. While a traditional direct mail piece depends on tradition and consistency to generate predictable response, the event marketer is often challenged with coming up with something completely new.
The Three Keys to Event Marketing Measurement
- Establish Event Marketing Goals
Any event marketing effort will tend to lean toward driving one of two outcomes. Either you’re focused on changing future consumer actions or you’re focused on changing consumer perspective. If you’re focused on actions than you can typically measure this with a corporate data analysis project such as coupon redemption, register receipts, call center volume, etc. If you’re focused on changing consumer perspective, than a solid control/ test survey will get you what you need. - Quantify Your Event Marketing Plan
With your goals and a related measurement strategy in place, the next step is to make sure you’re keep tracking of the actual event. Your goals are the “affect”. Your event is the “cause”. You need to measure your event activity in order to bring these two together. Key metrics typically include staffing levels, consumer touch-points, venue, and distribution counts. - Merge Event Activity With Goal Measurement to Derive Cause & Affect
When done correctly, items one and two above can be brought together to complete the cause and affect equation. When you know that handing out fliers at a bus station produced higher call volume than when you handed them out at a sporting event, that’s power. And that power will allow you to deliver better results for your brand, your Clients, and your consumers.
There are many different ways to measure your event-based marketing. For a limited time Portland Marketing Analytics is offering a free on-site workshop to assist your team in better understanding how to measure event marketing. These event marketing measurement workshops may be exactly what you need to make 2010 the year where you truly demonstrate the impact of your event marketing.
Tags: Event Marketing Measurement, Event Marketing ROI
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Are You Open To Discussing A Different Approach To How You Measure The Impact And ROI Of Your Marketing? Every day I talk to business professionals who struggle with how to measure the impact of marketing and customer loyalty programs--specifically ROI projection challenges, measuring and reporting issues, or turning data into actionable insights. Call Now For a Free, 30-Minute Consultation 207.619.2297 | Learn More | Contact Options |