Retail sales, product launches, and other physical events are best known for creating a customised brand experience. Event teams spend effort, energy and countless resources to deliver on the promise of an intimate and successful activation.
What they’re not famous for, however, is collecting data. At the end of the day – most marketers share the belief that physical events are easily the most effective marketing channel. This begs the question: How exactly is the success of an event or campaign managed?
With mobile, e-commerce and other digital analytics becoming increasingly dominant, several types of measurement methods are being used by event marketers to add value to their offerings and extend the engagement beyond the event itself.
Here, we assess the event measurement methods commonly used today and suggest valuable technology-based add-ons.
1. Attendance Insights
Brands that spend a lot on physical events have certain KPIs to measure up to. This constitutes a minimum attendance goal or even number of sign ups, for example.
Basic information like the above actually requires a standard measurement framework. Usually, this information is verified based on registrations vs people who actually showed up or forms that get filled up at the booth.
The Challenge is the static nature of this data, which is usually the case when brands depend on form-filling and registration data. A brand manager is unable to assess booth-specific insights like dwell times, conversion rates, and benchmark the performance versus other booths.
2. Interactive Experiences
Interactive installations are now commonly used to attract visitors to booth spaces and activations. These are even more important for larger events and expos where a bunch of brands have exhibition spaces.
The interactions could be digital or physical including augmented reality photo-booths, touch-screens, quizzes, and even virtual reality experiences.
The Challenge is that these installations are largely only used to attract booth visitors. Many brands miss the opportunity to connect them to a sampling activity or even to social media log-ins that would provide some insights around who the participants were.
3. Leads and Sales
The whole point of having a booth presence at an expo or taking up an activation space is to drive leads and sales.
These would probably be the most straightforward insights a brand leader can access.
The Challenge with just depending on sales figures in isolation is that marketers are unable to understand what drives more or less sales and the conversion trends. Additionally, marketers will miss out on valuable information on those who were interested - high dwell times - but did not convert. How can they reach out to this audience after the event?
Location Intelligence for Better Event Insights
Location signals help brand marketers access better event insights. A combination of IoT sensors, camera analytics, and smartphone movement data provides a more holistic view of who is attending the event or activation and how they are engaging within it.
Let's take our recent automotive event measurement project done for the world's largest vehicle manufacturer:
For Attendance Insights, we were able to measure not only their booth performance vs other brands but also which vehicle types were more popular and when the attendance was higher.
For Leads and Sales, we were able to segment audiences by dwell times and the vehicles they were spending time next to. We then build digital audience segments that could be used to reach out to the same audience after the event.
Without a doubt, there is much more of a challenge to measure effectiveness of a physical event compared to digital campaigns. However, it is possible to move beyond form filling and registration details.
Reach out to us for detailed event measurement case studies.