So it’s the day after your event. Now you have to provide your CEO and Marketing Director with some numbers. They want to see where their money was spent and how your event has benefited the business. What do you do?
Well, if you’re in this situation you went down the wrong path back in the planning stage. You should never execute a promotional activity without some form of evaluation or reporting system in place to determine whether it was a success – this goes for any marketing tactic. It’s easy to get wrapped up in the planning process because there are so many things to think about, theme, flow, legalities to name a few. However you should begin thinking about evaluation when you set the goals of your event. That is because your evaluation methods and what you are actually evaluating depends heavily on the objectives of your activities.
That being said begin thinking about your goals. What do you want to achieve? How will you know when you achieved it? The answers to these questions should give insight into an effective evaluation method.
For example, if your goal is to increase product trial with a promotional event. You can measure success by the number of attendees who actually go through your event and try the product as well as the number of product samples handed out at the event. A great example of this is the Love your Locks event. Here are a few things you may want to track when creating your event,
- Number of impressions (You may want to narrow it down to only grade A impressions which means impressions by your target audience or an interception that got the key messaging out)
- Number of attendees
- Number of product samples handed out
- Amount of swag or promotional materials (like brochures) given out
- Quality of impressions (A great way to measure this is to have your brand ambassadors give their perspective of the interactions they have been having at the event – are people interested? How many key messages are delivered?)
- Quality of the data captured at the event
- Number of leads opting in to follow up
- Number of resulting sales or purchase intent
- Increase in trust and confidence in your brand
- Number of requests for more information (This would be applicable if you have a webpage, email address or 800 number that consumers can reach to gain more information. This could also tell you the quality of your key message delivery)
Experiential and event marketing are powerful tools when ran well, are well targeted and integrated with your strategy.