Measuring event marketing ROI is something that marketers are utilizing more often due to the profound data that is provided in these measurements. Below are some leading strategies that event marketers are utilizing to enhance and measure event marketing ROI for upcoming events.
1. Determine Your Primary Event Goal
Is your primary goal to raise awareness or highlight essential services? Before you can measure the ROI of your event, it is critical to determine the goal of your efforts during the event. Once your goal is determined, you will have a solid variable to consider during your measuring of the event success. Other goals are also essential, but they will not determine the overall success rate of the event like the primary goal.
2. Promote Brand Awareness
Measure the brand awareness promotion of your event through the following outlets:
- Registration for the event
- Viewers on the website
- Shares and interactions through social media presence
- Standard media involvement and coverage
As registration numbers grow for the event, awareness is also growing. Should you find these numbers falling below the target, refer to the other outlets, measuring the website views and the social media presence. Overall, use each of these tactics in their own respect to lift and enhance each other for maximum brand awareness.
3. Compare Previous Event Data to Upcoming Event
What was the previous awareness data collected for the past event? Was social media awareness lower than expected? Compare this data to the current in-progress trends leading up to the event and measure the difference. This measurement will determine if your investment in these outlets is meeting the primary goal of awareness and participation. Compare the following data to measure trends:
- Event Pre-registrations
- Actual Numbers of Event Attendees
- Website hits and viewers
- Social media engagements
Use these data variables as measurements when determining the best outlets to emphasize marketing for your event and boost the ROI.
4. Event Surveys
Participation in event surveys serves as a solid ROI measurement, encouraging brand awareness and affiliation with the event. These surveys not only provide feedback, but they provide a line of data of participants, essential to ROI measurements for event marketing. Submit these surveys through the following communication channels:
- In-App survey
- Email survey
- Register survey through survey portal
Make the survey readily available through as many channels as possible to encourage participation. If attendees find the survey to be conveniently located, they are more inclined to participate.
5. Involve Your App
Incorporate the use of your mobile app while your event is live by offering some form of game or incentive for those attending. Games and incentives enhance participation either physically or digitally, as most attendees find the idea of being a part of the event enticing.
- Games
- Social Media Check-In with Pictures or Tweet
- Scavenger Hunts
- Puzzles
By having them complete puzzles, scavenger hunts, or check-in on their social media account, they will enhance the measure of the ROI by adding to the social media presence, attendance, and website viewing. When you review the data for these interactions, you are able to measure which of your attendees were actually participating and what was the more captivating for your audience.
Analyze Your Measurements
These strategies allow marketers to thoroughly and accurately measure the marketing and promoting of an event, which is essential for its growth. When implementing these strand overall ROItegies throughout your event marketing you will be provided essential data that can be used to enhance and measure the event marketing ROI.