Ever wonder how sponsors measure their effectiveness with their mobile marketing?

Event marketing requires a significant outlay in resources—money, people and time.

The good news is it’s very likely to pay off.

But how?

How exactly is event ROI be tracked? Simple, right? Money out, money back in. Not so fast.

Event ROI is a flexible term that indicates the net value an event marketer gets from an event for the net cost that goes into producing it. Note that the term “event value” is much broader than the term “event revenue.”

Event ROI is looking at long-term engagement via registrations, sponsorships, partnerships, leads added, number of people attending, satisfaction of attendees and many more measures.

First, you have to spell out your event goals, which may be varied, depending on the type of event, target audience, and stakeholders involved.

Set goals that are specific, measurable, actionable and relevant, and you’re well on your way to developing your metrics.

But what about those intangibles like brand awareness and customer lifetime value?

Engagement is a key step in the sales journey, and it’s incredibly valuable to engage prospects or leads face to face. Here are a quick handful of key ways to prove event ROI.

  1. Social Listening
    using social media to track activity pre- and post-event is nothing new, but keeping up with what your audiences are saying during your event could lead to valuable clues and insights to help optimize your event for the future. Event Marketer and Mosaic, in their annual EventTrack survey, found that approximately 77% of event marketers use social to engage prospects before an event, but social use drops to 61% after the event.
    Ongoing measuring of social media gives you great benchmarking for your campaigns. Create a unique hash tag for your event and push it out there before the event.
    During the event.
    After the event.
    Measure multiple times.
    And measure not only that the hash tag was used, but also what was said. We even take that social data further after the event (ask us how).
  2. Surveys (at the event)
    What did your audience think about the event? How popular was the swag? Ask them during the event or immediately after via email. Strike while the experience is still fresh.
  3. Gaming
    Spin a wheel, guess a number, or answer some trivia…you might just win something great!
    Games are an educational and fun way to engage prospects and get them excited.
  4. Mobile app
    App engagement can be measured in multiple ways, including number of downloads, who used the app, where they went, and what messages were sent.

Mobile marketing is all about getting face-to-face with our prospects and clients. Pro Motion is an experiential marketing agency that develops comprehensive plans to make sure your marketing tour reaches your target audience and strengthens relationships for you sales success and growth.

Contact us today!

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