To make money you need money.
This is a powerful truth that marketers must
face. Gone are the days that you as marketers are allowed to spend and not know
how to determine the ROI of your spending.
The management team of the company demands the
marketing department and the leaders of the department to show the marketing
ROI of their marketing activities.
Event Management Companies in the Philippines
must put this into their hearts as one of reasons why they are being hired in
most cases.
According to Kissmetrics, “Events drive leads for sales
and are a powerful networking tool that enables companies and brands to connect
with their audiences and clients face to face”.
This belief is truth to many event management
companies in the Philippines that are servicing different industries.
Companies know that events will drive sales
because of the powerful networking and engagement nature of events.
Having said this, what metrics do you use in
measuring the ROI of the events.
Here are some of the metrics that you can use
that have ROI effects coming from events to the BRAND.
Net Promoter Score (NPS)
NPS is one of the metrics you can use as to how
the target market appreciates your event.
NPS measures the number of new brand
evangelists that will spread the word on how good and useful your products are
because of the experience that they have during your event.
Number of
Leads Generated
Not all leads are created equal. There are some
leads that will give you bigger and better sales opportunity.
Branded events allow you to generate those
leads making events powerful and a tool that produce faster results.
Number of Sales
Conversion/Transactions
At
the end of the day or given period, ROI is about sales and is determined by the
number of sales converted or sales transactions processed.
Events
ensure that this important metrics happen. But only if the marketing, brand and
event managers are clear that this is the event objective of joining or having
a particular event.
In
summary, NPS, Number of Sales Lead Generated and Number of Sales
Conversions/Transactions are ROI effects of events to brands. The very reason
why events are powerful and one of the best tools that marketing department
must use in their marketing warfare.
- Saturday, March 25, 2017
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