The most important part of any event marketing research project is to clearly and accurately define objectives. Before defining research objectives, you need to know three things: 1. A comprehensive understanding...
Tag: event marketing measurement
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Modeling Return-on-Investment of In-Store Demos
I had the pleasure of speaking with the team at Shopper Events about strategies for modeling return-on-investment (ROI) for retail product demos. One of the things we discussed was...
Gathering Consumer Feedback at Events
A lot goes into making sure gathering consumer feedback happens for a project. For field work, getting staff in field with a way to administer the survey quickly and efficiently...
Why Should You Outsource Your Event Measurement?
There are a lot of great tools available to the event marketer when trying to integrate touch-points and gather data. I was recently reading about Splash which looks like...
Managing Event Marketing Field Staff Data
Managing event marketing field staff data is one of those tasks where the more you do it, the easier it seems. By that, I don’t mean practice makes managing...
What to do When Event ROI and Consumer Insights Differ
We measured an experiential marketing program that activated at volunteer events across the country for a brand of over-the-counter (OTC) medication. The client was relying on us to provide...
Best Practices for Event Research Methodology (Part 1)
Winter is drawing to a close, and I know what you are all thinking now, “It’s too cold for festivals and fairs. The experiential world is on vacation!” If that’s...
Facing Event Marketing Report Writing Anxieties: Part 1
Writing can be a laborious task. Even if you have an innate talent, report writing is a skill that requires nurturing, refinement and constant practice. You might be one...
Measuring Customer Value In Event ROI Models
There are several different ways to calculate customer value when measuring your event ROI. Customer value as a dollar figure identifies how much revenue an event generates. When divided...
The Value of Employing a Research Manager Seasoned in Your Event Marketing Product’s Category
Research managers at agencies are sometimes assigned to lead the research efforts for a variety of products and services in multiple industries. It’s actually one of the reasons I...