Marketing events are a powerful way to connect with consumers and reach marketing goals. When onsite, it’s easy to witness the positive impact your events have on client and consumer relationships. Yet, establishing event ROI metrics and gathering actionable data is critical to prove event efficacy. To be successful, companies need a systematic and clear approach to setting and reaching event goals. This week’s EPS Water Cooler looks at establishing and proving event ROI. We also feature an article on designing an event to go viral, and why experiential is outpacing other marketing channels.
Every year, the research survey Event Track shows that companies are investing more in event marketing. With this increase in financial backing, event marketers must hone in on event ROI metrics to show that bigger budgets are a good use of spend. This need to prove event impact is also helpful in continually improving events. By gathering data and understanding attendee behaviors and preferences, brands build better experiences. They have a greater ability to reach event goals. This article details the before, during, and after of gathering event ROI metrics. This method can help you show the validity of your company’s event marketing investment.
As mentioned above, each year we see more brands increasing their investment in experiential. From Event Track and other studies, event ROI metrics show exactly how effective experiential is. In addition to stats related to consumer engagement and reach, the article points out another key reason investing in events is worth it. “Think of live events as a content factory where consumers are doing the work. Using their mobile devices, they take photos, videos and distribute content from branded events across their own social networks which further adds to the effectiveness of the activation – both in reach, engagement and credibility.” It is no wonder that experiential continues to outpace other marketing channels in growth.
The concept of play is a broad idea that contains a multitude of activities, from sports and games to make-believe. It is also something that is, for better or worse, generally reserved for children. But some marketers are broadening the term to include adult activities by incorporating play into their experiential activations. And for good reason, as “research is pointing to the importance of play among adults to lower stress levels and boost creativity.” For brands looking to connect with consumers, play-oriented themes offer a fun, creative escape. Here are examples of how brands successfully pull play into marketing events.[Tweet “Brands are using play-oriented events to offer attendees a fun escape. #experiential”]
“Going viral” has made its way into the modern lexicon as a synonym for success. While there is no specific measure of what “viral” is (other than video, which YouTube personality Kevin Nalty decreed as more than 5 million views in a 3–7 day period), it means that your content was seen by a lot of people. If a post or video is viral, you have massive amounts of free exposure. When brands execute marketing events, they are showcasing themselves at their very best. It is in this situation that “going viral” is a best-case scenario. So how can brands boost the likelihood that their events will achieve this sought-after milestone? Here are 6 ways to boost your chances.
Crafting the perfect experiential marketing event requires several key factors. Outside of establishing a measurable goal, one of the most important pieces of your event surrounds consumer engagement. An effective and cohesive engagement strategy (read before, during and after the event) is the cornerstone of your event. If you don’t capture and keep attendees’ attention, it will be almost impossible to succeed. The irony, however, is best summed up by the article. “Engagement is a top priority for 91% of event planners according to EventMB, however only 54% indicate a good level of engagement is achieved at their events.” Here are 6 great ways to increase experiential marketing engagement and drive results for your event.[Tweet “An effective and cohesive event engagement strategy takes place before, during and after the event.”]
Tying brand experiences to pop-culture events is a smart marketing move. Attendees are already in an exciting, high-energy environment. When companies tie their brand to these experiences, the activation is more memorable and more effective. Some of the more popular festivals for experiential activations include Comic Con, South by Southwest, and Coachella. And now, thanks to Vlogbrothers Hank and John Green, there is also VidCon, a multi-genre online video conference for internet video lovers everywhere. Sponsored by YouTube, this conference is a prime way to reach a younger, tech-loving demographic. The article breaks down the ins-and-outs of the conference, and the brand opportunities therein.
We all know how effective experiential is in influencing purchasing decisions. As mentioned above, experiential is also a treasure-trove for attendee content creation. And its type of content provides your brand with far-reaching exposure with built-in credibility. Another key aspect of experiential surrounds research, development, and gathering event ROI metrics. Events allow consumers to interact with your product or service and provide feedback. Events allow you to learn more about your target audience and understand their likes, needs, and pain points. And now, thanks to technology, gathering this data can be relatively painless and include several levels of automation. Here are 7 technology tools that could help your next event hit your objectives.
Experiential marketing is effective because it is real. It offers an experience that immerses audiences into a brand. But, not all brand experiences are created equal. To be a successful event marketer, one needs the ability to earn attendee attention. To craft a memorable experience, you must insure that your audience is all-in to come along on your brand journey. Fortunately, as is true for most things, science has answers. There are several proven attention and memory tactics to improve marketing event design. Here are 3 science-backed techniques that will earn people’s attention at marketing events and beyond.
Each week the EPS Water Cooler posts the experiential and event marketing industry’s best articles of the week. Join our community of marketers and have great content delivered straight to your inbox.