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Live event marketing: Defining ROI and success


Real-life experiences are more effective than anything else for shaping individual preferences and creating lasting memories. This is why brands right across the globe continue to invest year-on-year in live event marketing.

Immersive events like this usually need a significant budget and a lot of resource but as long as the business can see meaningful ROI Ė whether this is a sales increase or another KPI Ė this is easy to justify.

Despite this, a recent Harvard Business Review article suggests that 60% of marketers donít utilise any tools to measure their event ROI, and the majority of companies plan and execute their events without taking any specific business goals or objectives into account.

There is no way to demonstrate success if there have been no clear objectives established from the outset. Theyíre the foundation any achievement is based on when it comes to live event marketing, and when large sums of money are being invested, itís crucial that what you want to achieve is clearly defined.

Think and think again on your objectives

Whether youíre a B2B or B2C firm, every campaign you work on will have a desired outcome, so itís vital that it is agreed before you begin anything.

When planning and delivering a roadshow truck tour, Event Marketing Solutions (EMS) spends time defining business objectives with their clients before they so much as think about suitable vehicles. These objectives could be getting people over the threshold, creating a particular awareness level, bringing about behavioural change, lifting sales, or creating a buzz in the press and on social media platforms.

EMS is currently working on a forthcoming project with a client in the media sector who requires a basic attendance metric from their live event. However, EMS is able to go further and offer an intent measurement as well. This additional data will assist in proving the projectís success.
Donít be afraid of returning to the basics when planning your event either. Setting SMART objectives is often overlooked, but itís one of the simplest ways to make sure your goals will work for you.

Donít allow relevant data to get away

There are no excuses for not capturing data at a live event. The evolution of technology has made it easier than ever before to collect and record all kinds of information for analysis.

EMS often help B2B clients to collate names, job titles, email addresses and other contact details, but they also strive to define who key decision makers are, what their budgets are, which services are of interest to them and their timeframe for making a purchase.

This data can even be fed back to your sales team in real time thanks to advancements in CRM data integration, allowing them to follow up when the time is right and, crucially, arming them with all of the relevant details they need to make a conversion.

One of the main objectives of a live event is to put the right information at the fingertips of your sales team, speeding the sales cycle up. This means that the ability to showcase the support youíve provided that team, makes for strong evidence when it comes to evaluating your campaign.

The support you need for real ROI measurement

Live experiential campaigns are one of the most effective ways for a brand to connect with its audience, but it is vital that what success looks like is defined in the planning stage.

EMS has helped top brands develop strategic objectives to allow their live event marketing campaigns to succeed through a variety of successful roadshow truck tours across the globe over the past 14 years. They provide a range of roadshow trucks that can be taken anywhere across the UK, Europe and beyond to connect with businesses and consumers alike. To discover more about how they can help your brand, visit today.

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