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How to get ROI on event marketing

How to get ROI on event marketing

1. Are you delivering value?

When it comes to shrewd investors, you needn’t look any further than America’s second richest man - Berkshire Hathaway’s Warren Buffett - who once said: “Price is what you pay, value is what you get”.

Value – or, in other words, return on investment or ROI – is what matters most in Buffett’s world. It’s a strategy that has paid off for him despite the economic challenges that have, quite literally, “buffeted” the world over the last decade.

Value and ROI is also something that should matter to every business, whether local or global, established or emerging, big or small.

Warren Buffett

For every organisation focused on delivering great products and services or investing in their brand, it’s vital to maximise every bang for a marketing buck. We’re lucky enough to have made some incredibly loud bangs for some of the biggest brands on the planet!

2. How do you define success?

Defining success – in other words, defining the value that really matters to brands and businesses – can, at times, be overlooked. But at EMS we look at return on investment - at creating and delivering value for our clients - very differently.

We obsess over it.

We work with every one of our clients to determine exactly what value and ROI means to them on every campaign and then we work collaboratively to help deliver it.

Not every brand’s view of success – the value or return it’s looking to achieve on its marketing investment – is the same. In fact, every one of the companies we work with is different and it’s this that keeps us excited and inspired.

Despite the macro-economic turbulence we’ve seen since 2007 and the growing number of new marketing channels that have emerged since then, we’re pleased to say that the demand we’ve seen for roadshow marketing remains undiminished.

During that time, we’ve worked with many UK-based or global brands and created a range of techniques for determining success. It almost always varies from business to business and from campaign to campaign.

3. How to measure campaign ROI

San Andreas roadshow trailerThe way we approach campaign ROI is simple – we work to understand and reflect on the all-important brand and campaign objectives. We believe that everything we do should have a purpose and, by working hand-in-hand with our clients, we will determine each campaign’s success metrics. From there, we’ll develop the robust ROI tracking we need to measure each and every one of them.

Whether it’s anecdotal feedback, daily footfall, sales leads, engagement quality, sentiment uplift or some other value measure we can help brands paint an accurate picture of a campaign’s success.

We’re here to help our clients every step of the way. Where we can, we help deliver accelerated ROI through our experienced event coordination teams and on-site roadshow managers and through our global capabilities.

4. Drawing on knowledge and experience

In our view, our extensive knowledge and experience of roadshow and event marketing is unrivalled and we always ensure we make sure the money our clients pay us delivers the value they need.

In an ever-competitive landscape, where brands are competing for market share, consumers are more savvy than ever and marketing budgets - and results - are under greater scrutiny, it’s never been more important to effectively target products and services in order to engage with the audiences that matter most.

The positive impact event marketing can have on buying behaviours, brand equity and the bottom line continues to inspire and excite us.

The power of events and experiential activity is as strong as it’s ever been – and we have the results to prove it.

If one of your metrics of success is helping audiences make a personal connection with your brand and achieving stronger and deeper relationships with consumers, we can help so please get in contact with us.

Gemma Edney

Gemma Edney View Full Profile

Gemma combines strategic understanding with a commercial approach to ensure you meet all your marketing objectives. Clients appreciate her constant focus on their ROI targets, and her results-driven method plays a key role on all our client projects. 

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