Released on: September 21, 2012, 12:57 pm
Author: Event Marketing Solutions
UK, September 21, 2012, 12:57 pm -- /EPR NETWORK/ -- Justin Isles (Client Services Director at roadshow organisers Event Marketing Solutions) shares his experience on effective roadshow measurement techniques available to clients.
Thereís no doubt that roadshow marketing has proved itself as a way of effectively engaging audiences with brands and their messages as well as products and services.
Roadshows are increasingly becoming an essential part of many organisationsí communications activity, but as times remain tough and the economic climate turbulent, there is ever more focus on measurement and ensuring a return on investment.
We are continually looking at new ways of capturing data and proving a campaignís worth, so here Iíll share some insight to how we approach measurement at EMS.
Techniques for determining success vary from business to business and even from campaign to campaign. The best way to approach measurement is to reflect on your objectives, which will help determine the metrics. Marketing activity needs to be more strategically focussed and integrated with wider business objectives - so itís essential to consider the short, medium and long term business and campaign aims of your roadshows.
We encourage all clients to invest in qualitative onsite research, as robust ROI tracking is key to measuring success. But itís important to maintain some flexibility to allow the integration of anecdotal feedback.
Daily reports assist monitoring of every aspect of your roadshows, from footfall and sales leads to length of engagement and touch points. They also provide essential metrics that can be used to develop and refine activity moving forward - used well, the information can ensure better audience engagement.
Perception should be monitored before and after an event to track shifts. Social media has brought endless tracking opportunities, and itís particularly useful for capturing longer-term results. Itís essential that conversations are monitored throughout a roadshow marketing campaign and metrics from channels such as Facebook and Twitter are integrated as part of wider ROI measurements.
Post event monitoring of sales uplift, meeting numbers, feedback results, volume and pace of pipeline improvements will all help to paint an accurate picture of a campaignís success.
Providing the means for businesses to talk directly with customers and prospects is one of the strongest opportunities presented by roadshow marketing. Evaluation must be able to facilitate and capture these conversations and an innovative approach using mobile devices or video booths can help encourage visitor participation.
Donít be afraid to try new measurement tools and techniques; just remember to check that they help you meet your original objectives and you canít go far wrong.
Contact Details: Event Marketing Solutions Ltd
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