New Article: Measuring the ROI of your Event

by Jeremy on March 18, 2006

Another article update – this time we focus on event metrics, and Return on Investment (ROI) enjoy!

Measuring the ROI of your Event


“Some marketers complain that events are difficult to measure. But, with a little prior planning, events measurement is not only possible, it’s downright simple. The secret lies in setting measurable objectives in advance.

Choosing clear objectives

What are some of the objectives that make sense for event marketers? They range all over the marketing map, from generating sales leads, to strengthening bonds with customers, to building community relations. For business marketers, event objectives typically fall into one or more of these categories:

  • Achieve an ROI
  • Build awareness
  • Close sales, sign contracts or generate RFPs
  • Conduct market research
  • Enter a new market
  • Gather new prospects for the database
  • Generate qualified sales leads
  • Influence the press or financial community
  • Introduce a new product
  • Recruit, educate, or motivate distribution partners
  • Recruit, educate, or motivate new employees
  • Retain current customers, penetrate current accounts
  • Support your industry or community

Set only one primary and no more than two secondary objectives. This will keep your efforts focused, and avoid dilution. It will also allow you to line up every strategy, every tactic, under the objectives themselves. When considering various activities surrounding the event, you can ask yourself the question: “Does this support our mission?” If the answer is no, don’t do it.”

To view the entire article
click here: Measuring the ROI of your Event
To view other articles on our resource page
click here: Promotional Products Articles & Guides

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