Effective roadshow measurement techniques
There’s no doubt that roadshow marketing has proved itself as a way of effectively engaging audiences with brands and their messages as well as products and services.
Roadshows are increasingly becoming an essential part of many organisations’ communications activity, but as times remain tough and the economic climate turbulent, there is ever more focus on measurement and ensuring a return on investment. We are continually looking at new ways of capturing data and proving a campaign’s worth, so here I’ll share some insight to how we approach measurement at EMS.
Techniques for determining success vary from business to business and even from campaign to campaign. The best way to approach measurement is to reflect on your objectives, which will help determine the metrics. Marketing activity needs to be more strategically focussed and integrated with wider business objectives – so it’s essential to consider the short, medium and long term business and campaign aims.
We encourage all clients to invest in qualitative onsite research, as robust ROI tracking is key to measuring success. But it’s important to maintain some flexibility to allow the integration of anecdotal feedback.
Daily reports assist monitoring of every aspect, from footfall and sales leads to length of engagement and touch points. They also provide essential metrics that can be used to develop and refine activity moving forward – used well, the information can ensure better audience engagement.
Perception should be monitored before and after an event to track shifts. Social media has brought endless tracking opportunities, and it’s particularly useful for capturing longer-term results. It’s essential that conversations are monitored throughout a campaign and metrics from channels such as Facebook and Twitter are integrated as part of wider ROI measurements.
Post event monitoring of sales uplift, meeting numbers, feedback results, volume and pace of pipeline improvements will all help to paint an accurate picture of a campaign’s success.
Providing the means for businesses to talk directly with customers and prospects is one of the strongest opportunities presented by roadshow marketing. Evaluation must be able to facilitate and capture these conversations and an innovative approach using mobile devices or video booths can help encourage visitor participation.
Don’t be afraid to try new measurement tools and techniques; just remember to check that they help you meet your original objectives and you can’t go far wrong.