Over the last year corporate events have undergone an incredible amount of change – and it has been truly incredible to see vendors rally around the industry and deliver solutions, platforms, and tools to help event marketers get back on their feet and stay competitive. But even in the best of times, the world of event marketing is anything but static - which is precisely what makes it so exciting.
With so many innovative approaches and new formats, it can be hard to know exactly what is being delivered and how to measure it. Sure, a tool can help you send communications to event attendees. But is it going to track how many of these attendees opened or clicked your email? Or mentioned the event in a tweet? Before your team gets too far downstream without a paddle, it’s a good idea to revisit the basics of event marketing data and ROI.
No two events are created equal, but high-functioning event marketing teams should be able to easily gauge event marketing ROI from one event to the next regardless of format.
Here are the areas event marketers should focus on:
Once you have the fundamental metrics of an event, it’s time to actually glean the ROI. Looking at the cost of the event – your budget – compared to the outcomes of the event – engagement, leads, opportunities, and brand awareness – will give you your ROI.
Let’s say your team hosts a product-focused webinar to promote a new feature. There were incredible questions from the attendees, multiple new leads attended, and a few even turned into viable opportunities. Plus, since your team hosted the webinar over your in-house platform, the startup costs were minimal. This kind of event would have a much higher ROI than a large-scale conference with plenty of passing conversations but no real meat.
Capturing this information is only the tip of the iceberg when it comes to event marketing opportunities. With an accurate cache of event marketing ROI details at your fingertips, marketers can confidently make strategic decisions on how to effectively drive sales.
If your team is looking to make proactive, informed event marketing decisions, finding the right event marketing platform for your organization with the right features is key. You’re already managing dozens of corporate events each year, and hunting information down across channels is tedious and slow. Establish your single source of truth with Circaand make event marketing ROI tracking a breeze.
Ready to learn more? Request your personalized demo of Circa today.
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