Let’s talk numbers. Experiential marketing may be a refreshing approach to getting your brand out there, but it’s still crucial to track essential metrics to measure the results of your campaign. What gets measured, gets funded.
There are several key categories we consider to demonstrate ROI for events. Let’s walk through some of the most important metrics to track for your experiential event.
Brand Awareness Impact
A primary goal of experiential campaigns is boosting brand visibility. There are several ways to measure this—both during the event and afterward:
- Event Foot Traffic: It may seem simple, but having an accurate count of attendees at your event footprint is essential. Always assign a team member to track this using a clicker or digital counter.
- Impressions: These can be broadly tracked through various channels, including physical signage, digital and traditional advertising, and media coverage.
- Brand Recall: Did your event truly stick with attendees and build an emotional connection? Use pre and post-event surveys to measure changes in brand recall.
- Website Traffic: Another straightforward metric—compare website traffic before and after the event to assess any spikes in online engagement.
- Bonus: Use QR codes or short, branded URLs during the event to seamlessly connect in-person interactions with online engagement.
Lead Generation and ROI
Another major advantage of experiential events is their ability to generate leads. Here are several metrics to help you track that impact:
- Leads Captured: Use tablets or digital forms on-site to easily gather attendee information.
- Cost per Lead (CPL): Calculate this by dividing your total event spend by the number of qualified leads captured.
- Sales Conversion: For B2B, use a CRM to track post-event follow-ups and determine how many leads converted into customers. For B2C, distributing coupons and coupon redemption can be used to track sales conversions.
- Return on Investment (ROI): One of the most important metrics. Use the data collected on leads and sales conversions to calculate revenue, then compare it to your total event costs.
- Bonus: Integrating lead capture tools with your CRM is a fantastic way to track the entire customer journey from first touchpoint to sale.
Social Media Amplification
Experiential events don’t just live on the event footprint—they extend into the digital world. Track your social media performance to measure that extended impact:
- Hashtag Performance: Create unique event hashtags and monitor how frequently they are used and by whom.
- Engagement Metrics: Track likes, comments, shares, and saves to understand how users are interacting with your content.
- Influencer & User-Generated Content: When other people are creating content tied to your brand, it builds trust and social proof.
- Follower Growth: Monitor spikes in follower counts and tie them to event milestones.
- Bonus: Always build in shareable moments. Branded photo ops are simple yet powerful tools for organic social sharing.
Post-Event Survey Insights
Surveys are one of the best ways to gain direct insights from your attendees. Even a few well-crafted questions can provide meaningful, quantifiable data:
- Event Satisfaction: Gauge how attendees felt about the overall experience.
- Brand Perception: Understand how the event influenced attendees’ opinions about your brand.
- Product Interest: Assess whether attendees are more or less likely to purchase or use your product after the event.
- Net Promoter Score (NPS): Find out how likely attendees are to recommend your brand to others.
- Bonus: Keep surveys short and mobile-friendly. Offering a small incentive can significantly boost completion rates.
Final Thoughts
Experiential marketing is a powerful tool in a marketer’s toolkit—especially when backed by solid data. Tracking these key metrics won’t just validate your event’s success; it will also help you optimize future campaigns for even greater results.
We know a thing or two about creating memorable brand experiences rooted in measurable outcomes.
Ready to design your next standout brand activation?Now, let’s just talk. Contact Pro Motion today to learn how we harness data to create unforgettable, ROI-driven experiences that build lasting customer relationships.
