Marketing Events: Our ToolKit on How to Measure Your Events Success

Marketing Events How to Measure and Improve Your Events Success-Rev01-09

This is a guest post by Kristen McCabe, a global marketer. She has marketing experience extending from Australia to Chicago with expertise in both B2B and B2C industries, specializing in content, SEO, and events. Kristen spends her time outside of work acting, learning nature photography and joining in the #instadog fun with her Pug/JackRussell, Bella.

We have one reason marketers host and sponsor events.

Whether you want to get more leads, increase brand awareness, or meet with current customers to upsell and build customer lifetime value, marketing events ultimately leads to the same destination: increased revenue for a greater Return On Investment (ROI).

Despite this common goal, according to The Event Marketing Evolution, a research report by the Harvard Business Review, only 23% of companies can track event ROI.

Notice here that we say can rather than do track ROI, making these results even more concerning and surprising.

So our question to is this: How will you ensure you’re in the elite group of marketers who:

  • Can track the success of their event sponsorship?
  • Regularly track event results, and improve their strategy as needed?

In this Process Street article we will answer these two questions, and walk you through the steps that ensure you aren’t throwing your previous marketing dollars down the drain.

To start at the beginning, we find our selves before the day of the event.

With that, let’s not waste any more time, and get straight to it. Click on the subheaders below to jump to the relevant section. Alternatively, scroll down to read all.

Let’s begin! Continue Reading

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