By Lisa Major
Experiential marketing has quickly become a go-to strategy for many brands. Yet, it is still incredibly difficult to measure. In fact, in this study, only 6% of marketers reported that they are “extremely confident” in their organization’s ability to measure the return on investment for offline marketing programs. In this week’s Happy Hour, we’ll take a look at the top challenges event marketers face when measuring event ROI and how to overcome them. Other featured articles include tips for choosing the best exhibit location on the trade show floor and experiential highlights from Sundance 2020.
“Experiential is still the wild west of marketing—there is no standardized way to measure ROI.” ~Limelight
Experiential marketing gives brands the perfect opportunity to create awareness, make connections with target audiences, and increase sales. And with the increased need for better connections in a noisy world, more and more brands have jumped on the experiential train to reap the benefits that the strategy offers. However, as this article points out, measuring events can be tricky because “there is no standardized way to measure ROI because of the scope, metrics and goals of every activation vary so widely.” Don’t get me wrong, event metrics have certainly come a long way in the past decade, but compared to other marketing channels, experiential measurement still falls behind. Here, Limelight shares the most common challenges marketers face when measuring event ROI and how to overcome them.
“The location of your trade show exhibit booth plays a large role in how much foot traffic you will receive, which in turn affects your ROI.” ~Excalibur Exhibits
Live marketing tactics are important, and for many brands, trade shows are the perfect place to make key face-to-face connections with prospects. When creating a trade show strategy, brands often focus on which trade show to attend, design strategies, attendee engagement, and booth staffing. Yet, there is one more key factor to consider – the placement of your exhibit booth. As basic as it sounds, your location on the trade show floor can mean the difference between success and failure. In this article, we’ll take a look at ten things to consider when it comes to the placement of your trade show exhibit.
“The Sundance Film Festival is a buzzy opportunity for brands to interact with film fans, actors and directors and industry execs…” ~Adweek
Sundance is the premier film festival in the U.S. From January 23rd – February 3rd, celebrities, filmmakers, and festival-goers packed Park City, UT to check out the latest independent feature films. But in between screenings is where the magic happens for brands. From venue takeovers to pop-ups, brands showed up in full force to treat festival-goers to a wide array of brand activations. Check out which brands perfected experiential at Sundance 2020.
Thanks for joining us for this week’s Happy Hour! Each week we deliver a roundup of the latest news, tips, and trends from the experiential industry. Join us again next week and be sure to subscribe to our monthly blog! Cheers!