Event Marketing: Boosting Brand Engagement and ROI

Event marketing is a type of promotion where a company or brand is linked to an event, where a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service.

It is the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization, leveraging in-person engagement.

Key elements include marketing, branding, advertising, promotions, publicity, and PR.

Measuring Event Success: Sales and ROI

Measuring sales, specifically the increase in sales of goods and services during or after the event, is the most typical form of return on investment (ROI) for most sponsors. Also, track the increase in distribution channels, better positioning at point-of-sale displays, new leads in respective markets, or increase in sales volume.

Brand Exposure and Awareness

Brand exposure can be measured by comparing the pre-event level of branding to the level of awareness both during and after the event. This type of measurement is used for sponsors with a long-term commitment to the event and is done over a few event cycles. The sponsor needs clearly defined goals in terms of the amount and percentage of increase in brand awareness and attitude toward the brand.

Media Coverage Metrics

Sponsors can also measure the amount of media coverage that the event generates by tracking the amount of time the event has exposure on radio and TV, as well as column inches or the number of pages in newspapers and magazines, and the number of clicks/web visits from event webpages. Compare the value of this kind of media exposure as opposed to buying exposure from the media outright. Track positive mentions versus negative mentions, and the type of coverage, such as interviews, front-page coverage, and primetime news.

Motivating Employees with Incentive Programs

Use incentive programs to motivate employees. Describe in glowing terms the rewards and venues/destinations. Emphasize the monetary value of the prize or trip. Clearly prescribe the levels of achievement necessary. Identify timelines and deadlines. Always remind employees where the benefits are coming from: the corporation is rewarding its own for good work, well done (and creating employee loyalty).