Event Marketing ROI

Whether sponsoring a large event or participating in a small symposium, event marketing can be a cost-effective tool to place and keep your brand in front of a target audience. But which events generate the best ROI? What actions can your team take to achieve full benefit?

No need to guess – a combination of the right digital and social media metrics can accurately predict your ROI, monitor your progress and analyze post-event results.

Increasing brand visibility, improving brand image and direct access to your target audience are common objectives in event marketing. This case study evaluates 5 event venues for the client. Venue #1 has good reach through digital news outlets, and venue #5 has superior reach on social media, but venue #4 has the most total reach. Now factor in cost per reach, sentiment score and a few other variables to estimate/measure the ROI.

In today's over-saturated marketing universe, brands must focus on the long-term strategy to let people know your company understands them. Customers want to know you care. Build that relationship by clearly defining the 'why' of your product or brand. Social media excels at promoting brands because it promotes relationships.

How your company and personnel post/respond is equally important:

* Video, pictures and info-graphics get more views

* Identify and use positively trending words and #hashtags

* Interview a speaker or include a customer quote

* Reach their followers using their @name, i.e. "@pdt_consultants"