Experiential marketing is evolving and maturing. Some experiential marketing campaigns are more successful than others. That’s why it is important that best practices are clarified. And industry generated benchmarks for success are vital.
I have created experiences to help our clients meet their customers’ needs for involvement – and at the same time accomplish marketing objectives for improved brand awareness, attitude, and usage. These programs have successfully engaged participants to achieve faster and more memorable results.
You can design experiences that include convention programs, sales meetings, and corporate events to move your brand forward…fast.
Research has revealed these top eight objectives of experiential marketing campaigns:
1. Build Relationships
2. Produce Interaction
3. Verify Target Audiences
4. Increase Awareness
5. Increase Relevance
6. Increase Loyalty
7. Increase Trial
8. Create Memories
All eight of these goals can become the basis for creating an event measurement dashboard. This will provide a specific and robust ROI system. These metrics are then used to plan future events to develop professional competencies for event marketers.
Here’s a look at the metrics that used to be considered good enough, contrasted with the new standards in an event measurement dashboard:
Typical old ways of measuring event success – Company execs were happy – Attendees said it was well-received – It came in under budget
Examples of new standards in event measurement
– “return on objectives”
– # meetings with target customers
– # booth visits from A-level prospects
– # leads reporting intent to trial
The sources of event metrics can be varied, and include convention leads analysis, badge scans, in-booth surveys, post-show surveys, sales conversion analysis, field lead tracking, press coverage, customer meetings, and sales meetings.
At Stinson, we like to start with the end in mind. That means working with you to determine the metrics of an event at the beginning of the creative process.
In my experience, if you are successful in reaching these objectives, you can expect improved outcomes in terms of sales. This is true because the powerful impact of engagement is increasing interest and loyalty – by building trust and increasing product desire.