When choosing indicators to evaluate the effectiveness of marketing activities per single user or per audience, always consider the goal. If it is sales, then the main criterion is their quantity. The number of visitors in this case will not tell how effective the event was. Usually, the following indicators are evaluated in event marketing:
Leads . Visitors do not always buy goods directly at the event. In this case, new customers can be counted through promo codes or discount coupons. Sometimes it is useful to find out how much the number of leads has increased before the event compared to previous periods. It is only important that the company does not conduct other marketing activities at this time.
Mentions on the Internet and in the media . There are special programs for collecting such materials – Brand Analytics, Medialogy or IQBuzz. You can simply evaluate the responses to the event held or collect mentions of the brand or product in dynamics.
How to evaluate the effectiveness of marketing activities
Attendance . If the event 99 acres data package is held offline, you can ask guests to register for it in advance or simply count those who came. It is easier to find out the number of participants in an online event - often webinar applications determine it automatically.
Profitability . Event marketing usually involves investing for a long term. Some strategies may bring benefits in a few months or years. Then you can evaluate their payback. But at the start, events may turn out to be unprofitable.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
Frequently asked questions about marketing activities
Marketing activities are events aimed at increasing brand awareness among the target audience. We will answer the most frequently asked questions about marketing activities.
How to promote an event?
There are many ways to promote. The choice depends on your target audience and the specifics of the event. For example, a large pharmaceutical company decided to hold a conference for doctors. Then it makes sense to place an advertisement for this event in medical journals. Or a cosmetics manufacturer invites you to come to the store and get a free makeup session from a professional makeup artist.
Here, buying advertising from beauty bloggers will be effective. Sometimes an announcement about a future event in contextual or targeted advertising will be enough. Or supplement it with a landing page with more detailed information about the organizer, place/time, and features that will become an additional motivation for visiting. This could be a giveaway, photos with celebrities, etc.