Here is a handy table that helps you get organized for your next event or experiential marketing measurement program. For ten different types of programs, it provides examples of objectives, metrics, benchmarks, and research tools. It even gives you an estimated research budget for each program. Use this table along with the articles “A Step-by-Step Timeline to the Perfect Event or Experiential Marketing Program” and “Your Checklist and Plan for Event and Experiential Marketing Measurement.”
| Type of Event | Examples | Typical Objective | Activity Metric | Outcome Metric | Benchmark or Baseline | Research Method or Tool Required | Estimated research budget required |
|---|---|---|---|---|---|---|---|
| Pop-up Store | Charmin in Times Square | Increase product adoption Increase sales | - Number of visitors - Share of voice in media - Share of hashtags | ROI vs. retail store or other forms of promotion | - Retail version of store - Other forms of selling | CRM and/or sales tracking | $500 - $15,000 |
| Stunt or flash mob | Colombia in Times Square | Generate engagement and publicity for a brand | Social sharing results | - % of target audience more aware - % increase in desired activity (click thrus, google searches, website visits - CPM vs. other promotional activities | Other marketing or promotional activities | - Social listening - Web analytics | $0 - $1000 |
| Trade show (with booths and exhibitor area) | - Consumer Electronics Show - ComiCon | Generate qualified sales leads | % of booth visitors providing emails or qualifying information | - % increase in qualified sales leads - % reduction in cost per lead | - Other/prior trade shows - Other marketing tactics | CRM and budget numbers | $500 for a good CRM system + in-house staff time |
| Conference (mostly speeches with little room for demos or booths) | - South By Southwest - PRSA International Conference | - Position company in the industry - Generate qualified sales leads | - Share of desired positioning in media coverage of the event - Share of (or increase in) desirable voice in media coverage - Share of hashtag for the event - % of attendees that visit and provide contact info | - % increase in target audience believing in your positioning - % increase in consideration or preference - % increase in qualified sales leads - % reduction in cost per lead - % reduction in cost per minute spent with key customers or prospects | - Other/prior trade shows - Other marketing and/or sales tactics - Key competitors | - CRM - In-show or post-show survey - Media content analysis - Social analytics | $5000 - $15,000 |
| User group or customer meeting (generally company- or product-specific) | - Apple Developers Conference - DreamForce | Increase customer loyalty, reduce churn, increase renewals | - % of customers that participate - % of customers that consider new or additional products - Ratio of positive to neutral comments in social media | - % increase in customer loyalty - % increase in referenceable accounts - % reduction in customer churn - % increase in renewals - % growth in existing accounts | Prior meetings | - CRM - In-show or post-show survey - Social analytics | $500 - $15,000 |
| Thought leadership event | - TED Talks - The Summit on the Future of Communications Measurement | Position CEO or other member of the leadership team as an subject-matter or industry expert | Share of media items positioning the CEO or other member of the leadership team as an subject-matter or industry expert | % of target audience perceiving CEO or company as industry leaders | - Key competitors’ share of conversation - Other events | - In-show or post-show survey - Media content analysis | $300 - $15,000 |
| Sports or cultural event | - The Olympics - The Grammy Awards | - Increase brand awareness, consideration, or preference - Increase time spent with key customers or prospects | - Share of desirable brand mentions vs. other sponsors - % of mentions that contain key messages | - % increase in brand awareness, consideration, or preference - Reduction in cost per minute spent with key customers or prospects | - Other or prior sponsorships or marketing events - Other sales or marketing tactics | - CRM - In-show or post-show survey - Media content analysis | $1,000 - $25,000 |
| Community event | - Chili or chowder festival - Local music festival | Increase brand awareness, consideration, or preference in a specific community Increase trust, build relationships with community leaders, reduce opposition | - Share of desirable brand mentions vs. other sponsors - % of mentions that contain key messages | - % Increase in brand awareness, consideration, or preference in a specific community - % increase in trust among community leaders - % decrease in undesirable coverage | - Other community relationship-building events - Last year or prior period | - Pre-post survey - Media content analysis | $500 - $20,000 |
| Charitable event | - Golf tournament - Charity auction | Increase trust, build relationships with community leaders, reduce opposition | - Share of desirable brand mentions vs. other sponsors - % of mentions that contain key messages | - % increase in trust among community leaders - % decrease in undesirable coverage | Other community relationship-building events | - Pre-post survey - Media content analysis | $500 - $20,000 |
| Seminar or learning event | Product training sessions or webinars, e.g., Measurement Base Camp | - Build customer loyalty, knowledge, or awareness of product - Increase adoption | - % of customers that participate - % of customers that consider new or additional products | - % increase in renewals - % growth in existing accounts | Other events or prior years | - CRM - Post-event survey | $500 - $2,500 |
| Type of Event | Examples | Typical Objective | Activity Metric | Outcome Metric | Benchmark or Baseline | Research Method or Tool Required | Estimated research budget required |
(Thanks to Collision Conf on Flickr for the image.)