Effective event marketing requires a paradigm shift

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The Event Metrics core and development team consists of professionals who strongly believe in target-orientated event marketing. We believe in setting clear and crystallized objectives and in carrying out precise target group analysis in cooperation with our clients. Based on this, it is possible to carry out comprehensive conceptualization, planning and execution of events and post-event activities. It is natural for us to prove the results and the value of events. Helping our customers to identify and achieve the set goals is therefore in the DNA of our business operations.

Achieving this requires a paradigm shift in thinking and action. It also requires a change to how we do business. We need to allocate more time, planning and resources to pre-event and especially to post-event activities than most of our industry representatives and actors traditionally have. And our mission is to help our customers understand this.

During the pre-event phase, we ensure objective setting and target orientation for planning, workshopping, and execution – this is the foundation of all our work. The importance of post-event activities lies in the fact that this is the phase in which most of the results are generated, so we plan and create tools for this as carefully as for the event itself. So it is all about reallocating effort and resources to the pre-and post-event phases. This does not mean that the execution of the event, its methods, and wow factors are not important; indeed, we have organized world-class events. But we can truly achieve the best results by taking the pre- and post-event phases totally and holistically into consideration, without compromising on any extra effort.

In such operations, we must recognize that the ultimate goal is to change or strengthen the behavior of one or more target groups in the required way. This goal must be clear in our minds since is where the real impact lies. To change behavior, we must also change attitudes. And attitude can be changed by providing new information and through learning. And events all alike are the most powerful tool to make this happen.

Such action achieves significantly better and proven results, and the costs of the event can be turned into a profitable investment for customers. And your customers will thank you, even though this approach requires more from their side. This is something we can help more our customers with – and charge the extra work of planning, workshopping, measuring, analyzing, and reporting the outcomes. At the same time, we are promoting the appreciation and value of our beloved industry. If you have not tried this approach before, perhaps you could consider it for your next event? It is hard work at the start, but we guarantee that there is no turning back.

Events are probably the most expensive marketing and media channel per reached contact, but when planned and executed correctly they are the most effective and the most productive. So, why shouldn’t we take as much advantage of them as possible?

Event Metrics team

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Every Meter Included in our reports

IMPACTS

COST AND INCOME CALCULATOR

This is a tool for calculating costs (pre, on and post event phases) and incomes of meetings, incentives, conferences and events.

 

SALES ACTIVITIES AND RESULTS 

These are meant to prove the influence and success of the event for sales activities among current, returning and new customers & growth of sales and market share. Metrics serve also to track the number and value of leads, offer requests, generated offers and deals.

 

DEVELOPMENT OF SALES & PRODUCTION PROCESSES 

These meters are meant to prove the development of processes related to sales and production/manufacturing.

 

ECONOMIC IMPACTS

These meters are meant to prove the economic impact of the event. Includes also Event ROI and Benefit-Cost Ratio metrics.

 

LEARNING INDICATORS

These meters are meant for the evaluation of success and impact of learning. The purpose is to measure in which extent reality has met the expectations.

 

BRAND EXPERIENCE AND IMAGE SUCCESS INDICATORS

These meters are meant for the evaluation of success of expressing the Brand Experience and image. The purpose is to measure in which extent reality has met the expectations.

 

RESPONSIBILITY RATES

These meters are meant for the evaluation of responsibility and sustainability of the event in an ecological, economic and socio-cultural context. The purpose is to evaluate in which extent the execution has met the set targets.

PERFORMANCES

EVENT ORGANISER / AGENCY EVALUATION

These meters are meant to evaluate the internal event organiser or event agency. The purpose is to measure in which extent performance has met the expectations.

 

PERSONNEL ACTIVITY AND PERFORMANCE RATES

These meters are meant for the evaluation of operational activity on pre, on and post-event phases. The purpose is to measure in which extent expectations have met the performance.

 

EVENT ELEMENTS SUCCESS INDEXES

These meters are meant for the evaluation of the success and workability of the event elements, in the context of substance, feeling factors and physical elements. The purpose is to measure in which extent reality has met the expectations.

 

NETWORKING SUCCESS AND EFFICIENCY INDEXES

These meters are meant for the evaluation of success and efficiency of networking on pre, on and post-event phases. The purpose is to measure in which extent reality has met the expectations.

PROCESSES

COMMUNICATION AND MARKETING PROCESS INDEXES

These meters are meant to evaluate the success of the event communication and marketing processes. The purpose is to measure in which extent reality has met expectations on pre, on and post event phases.

 

INVITATION PROCESS SUCCESS RATES

These meters are meant to prove the results and efficiency of the invitation process.  The Invitation Process Success Rates is divided into 3 metrics: Participant, No-Show and Invitation process efficiency Rates.

 

PRE- AND POST-EVENT ACTIVITY INDICATORS

These meters are meant to evaluate the success and efficiency of processes relating to planning, production and post-event phases. The purpose is to measure in which extent reality has met the expectations.