Thursday, April 16, 2015

Spring-Clean Your Event Marketing for Higher ROI

Part of your marketing department's spring cleaning should be a thorough review of event marketing plans to remove dusty, worn-out strategies and tune up for higher ROI. A recent MarketingProfs post helpfully lays out six drivers of event marketing ROI, and we suggest you check to make sure all are in place and running smoothly. First, make sure that all stakeholders are using the same playbook, with common goals and metrics for success. Executives may want increased lead quality, but an on-site team focused on maximizing contact forms regardless of quality isn't going to deliver. Next, plan how each event will engage its audience in a way that compels action and achieves goals, whether the aim is audience data collection, sales or brand message sharing. Just being there isn't enough. Third, make sure event strategy includes lead-capture best practices; namely, throw out those paper forms and embrace digital apps and auto-uploads for more accurate and timely data collection and database entry. Timely post-show data analysis, data distribution and follow-up with new and potential customers should be a top priority; marketing automation tools for e-mailing coupons, incentives and follow-up messages are one way to boost responsiveness. Also, benchmark results against competitor events and your own past events in terms of leads, sales, social profile, engagement, site traffic, brand awareness, etc., and adjust future strategies. Finally, debrief with stakeholders who were at the event to identify issues behind the data--such as booth location, technology glitches, audience feedback and even inclement weather--and fine-tune plans moving forward. For the complete article, go to http://www.marketingprofs.com/articles/2015/27463/six-drivers-of-roi-in-event-marketing

No comments:

Post a Comment