Measuring Event Marketing Success

Posted by Gayle Gahagan on Aug 12, 2019 10:25:18 AM

As a professional event planning and marketing company, we have a good feel when an event is successful or not. However, the ability to measure metrics and pinpoint specific results is essential in proving how event marketing efforts were rewarding.

Since marketing is an important part of an event, showing evidence that marketing investments are worth the money spent is asked for more and more. Also measuring where event marketing efforts were and weren’t successful helps establish a plan for improving marketing efforts for your next event.

How To Set Goals

Each event will have its own successes.  In fact, success will likely never look identical for any event. So, it’s important to define key performance indicators (KPIs) for what the success of each event entails. These benchmarks should relate to your intended outcome for the event, according to both your business objectives and expectations.

Some possible questions to ask yourself during the goal setting:

  • How will you define success for this event?
  • What are the primary objectives of the event?
  • What do you want attendees to do, think or know about you as a result of the event?
  • What is the business value for the event?
  • What marketing tools are available to make the event successful and track results?

Why Set Goals?

Lofty goals will only fall short and may be disappointing and all for no good reason. If goals are too low, there is nothing worthwhile to reach for and you will only manage to achieve mediocre results in your event marketing.

There’s a concept called, SMART goal setting1, that brings structure and trackability into your goals and objectives. Instead of vague resolutions, SMART goal setting creates verifiable paths toward a certain objective, with clear milestones and an estimation of the goal's attainability.

What Are SMART Goals:

Specific: goals should be well-defined with a  specific target. For example, setting the number of new registrations you want to achieve from an email campaign.

Measurable: being able to track the results via metrics.

Attainable: setting a goal that can be achieved is a way of making you happy when you do reach it.

Realistic: make sure you’re honest about your and your team’s capabilities and any hurdles you may face. Budget is often a constraint when it comes to keeping goals realistic.

Time-bound: deadlines are an integral part of goal setting. Your event marketing success should be measured per event and with an end-date, not as something you might achieve some day.

Setting goals and measuring ROI efforts is essential to determining the overall success of event marketing. Just remember it is a collaborative approach, don’t just use one method to define success. Instead, use different techniques to assess how certain marketing approaches performed. By following these measures, not only will you be able to show your results and justify a marketing budget, but also find where improvement in marketing efforts can be used for future events.

1Project Smart was the first website to put the SMART definition online. Shortly after, the site was contacted by George T. Doran's son, Sean Doran, who confirmed that his father had developed the SMART acronym in November 1981.

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Topics: marketing event, event marketing, Blog, eventplanners, denvereventplanners

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