In our digitally-driven world, data reigns supreme. For almost everything we do online, there’s a metric tied to it. But when marketing efforts span offline, they become more difficult to quantify.
In speaking with many of our customers, we’ve identified one common challenge: What’s the best way to measure event marketing success? To answer that question, we’ve come up with a few tips to keep in mind before, during and after events, to help demonstrate positive results throughout all stages of the event lifecycle.
Before the Event
- Define your Goals
Events aren’t one size fits all, and neither are the overarching goals for each brand’s event marketing strategy. The first step in measuring event success is asking yourself what the true purpose is for your events. Are you trying to generate a certain number of referrals? Are you looking for high attendance? Are you trying to get industry leaders through the door?
There are a number of options for measuring event success. In order to be strategic, it’s crucial to align event benchmarks with broader business goals.
For example, your initial guest outreach can be a great starting point for determining impactful benchmarks. It’s important to keep in mind that guest experience begins well before the event takes place, and preliminary outreach data can provide easy to measure success metrics. Consistently tracking the number of invitations you’ve sent, in conjunction with number of invitations opened and the number of event registrants you have, will ensure your marketing tactics are on the right track and that you’re targeting the right audience. These metrics can ensure guests feel connected to your event, and ultimately compelled to take action.
As Forbes notes, “With your goal in mind, you’re positioned to do the consumer research needed to plan and execute events that are in line with your goals. After all, you’re not just putting on a great party, you’re building a brand.”
Well defined objectives and execution lays the foundation for easy to prove event ROI. The ability to report on event success can lead to more budget and resource allocation for future events. However, this feat is often easier said than done. If you’re unsure where to start when it comes to setting attainable and effective event marketing goals, check out our blog post, 10 Event Marketing Metrics You Must Track. This list provides comprehensive information for laying a strong foundation to maximize event ROI.
At the Event
- Make Everyone Feel Like a VIP
To make your event attendees feel important, make sure they’re on the guest list. Creating a top notch experience starts the moment your attendees arrive. With Event Farm’s check-in platform, your guests will know that they matter to your brand.
Your event guest list can be managed using Event Farm's attendee management platform leading up to the event, and then leveraged day of for check-in on any device, including mobile phones and tablets. This feature will provide real time data about who’s checked in from your RSVP list. If there’s particularly noteworthy guest in attendance, send notifications to your team about guest arrival time. This will help facilitate productive conversations and an exceptional guest experience.
Guest check-in is now even more streamlined with Event Farm’s recently added QR code check-in feature. Those invited to your event can now receive a QR code upon registration. When they get to the door, their QR code will quickly grant access into the event. This will cut down on lines, wait time and any frustration that could take away from the overall guest experience.
After The Event
- Turn Buzz Into Action
After an event, understand if your event caused people to take action. With Event Farm’s Guest Summary capabilities, all the data you need for impactful follow up is right at your fingertips.
The Guest Summary includes basic information like name and email, that can be integrated seamlessly with your marketing platforms for quick and easy event follow up outreach. Your guests can be added to marketing automation lists to ensure they’re receiving updates and content that will keep them engaged with your brand. The Guest Summary also allows for custom fields where event registrants can enter their personalized information and preferences. With this data, you’ll have the tools you need to tailor offline experiences, and turn event guests into brand advocates.
To learn more about how Event Farm helps professionals like you measure event marketing success, click here to connect with one of our specialists today.