Companies organize events in order to generate an impact on a specific audience. These can be potential customers, suppliers, employees… From Gemma González Events we know that the potential of these events is the ability to provide a differential value to the brand. Since it is a communication strategy and has an objective associated with it, the planning and development of the event is as important as carrying out an audit of it. There are several tools to measure the success of your corporate event and check if the attendees have lived it as a unique experience.
Without doubt, an event is a good idea to position the company and increase its reputation. There are many formats that can be executed depending on the purpose pursued. For example, product presentations, conventions, gala dinners, inaugurations … For any of them to succeed it is essential to have a professional with a strategic and overall vision. The use of new trends within the sector is a key and the application of the main KPIs as well.
What we rely on to measure the results or success of an event
In marketing, KPI (Key Performance Indicator) is to refer to performance indicators of an action. Depending on the results of these indicators, it can be estimated if a process has had the expected result. The SMART rule defines the requirements that KPIs must meet. They must be specific, measurable, attainable, relevant and time framed.
But how can we apply this type of indicators to our corporate event? What should we look at?
If it is an open event aimed at potential clients or the media, the scope of the call is essential and the registration of attendees as well. This point is especially interesting if an advertising campaign has been launched to attract the public.
Of course, this is the data that interests us most. Not only quantitative data such as the number of people but also qualitative. Age, sex, origin… With all this, we can establish an assistant profile and determine which target is the most interested in our event.
Sales or conversions:
If the event has a commercial nature (for example, the presentation of a new product) you can calculate the amount of the conversions that your brand has reached during the pre event, the event and at the end of it.
Mentions in social media:
Almost all events are intended to have fun and what we usually do when we have fun is to record on our social networks. It is interesting to always use a hashtag to make it easier to collect all those impressions.
The media are the only ones able to extend an event over time. Logically, not all events have such a dimension as to be of interest to the media, but if it is large enough, this support is essential to determine its success.
If you have an event in mind and need advice to carry it out, contact us without obligation and we will put at your disposal all our experience and knowledge.