We can all agree that with the planning, logistics and costs that go into executing a brand event, it's essential that you have a measurement strategy in place to help gauge the success and effectiveness of your event marketing efforts. That said, measuring events can often be a complicated assignment when trying to determine just what to measure and how best to measure it. Don't fret though, there are a few best practices you can follow to help in the development of your measurement strategy to ultimately provide you with the metrics and insights you need to accurately evaluate your event.
Define your objectives
Since there is no industry "standard" on what indices should be measured at an event and different types of events support different objectives, it's up to you to develop a measurement plan that accurately assesses the success of your unique event. The first step to developing this plan is defining the objectives and key performance indicators (KPIs).
For example, if one of your objectives is to raise awareness for a product, KPIs may include product trial rate, number of impressions generated and increased product awareness metrics. Additionally if another one of your objectives is to increase brand affinity, your KPIs may include delivering a 'memorable experience'? and establishing a trending topic on social media, all of which can be measured through a variety of methods.
Objectives and KPIs can be fairly straightforward, but you will want to include all key stakeholders in establishing them. It's important to have everyone involved and in agreement with the objectives before you can begin to build out a measurement strategy. Gaining alignment will help eliminate any misunderstanding of the purpose of the event ahead of time.
Develop tactics to effectively measure success against each objective
Now that you know what success looks like, you can effectively develop a measurement plan to evaluate your marketing efforts. At AMP, we measure our events on both a quantitative and qualitative basis. Within these two options are multiple tactics. In our next two blog posts, we will discuss a few tactics to consider when developing a measurement plan.
Keep in mind that there is not one 'correct'? method to measure against your event objectives, only methods that will give you actionable information that you can continue to plan against. What are some of the objectives you have for your next event?