10) Measure event success with relevant KPIs
All good marketing strategies consist of a variety of channels that aim to convert the target audience. However, simply executing on different initiatives does not constitute a successful strategy.
While it may feel satisfying to have campaigns in AdWords, email, and social media happening at the same time, these initiatives mean very little if the success is not defined or being measured. For each marketing initiative, set specific KPIs to properly measure success over the course of the campaign.
How many times is your event website being shared on social? What is the click-through rate for keyword biddings on AdWords? Establishing KPIs is essential to understanding the performance level of each campaign.
The ultimate KPI that any event marketer wants to measure is the total number of event registrations. More specifically, they want to know which channels are leading to the most completed registrations.
To get accurate insight into this question, your platforms should be integrated so that each database is able to talk to one another. Being able to integrate all campaigns to the main event management platform is key to properly attributing to each registration to the correct campaign.
The resulting insights will inform future event marketing strategies by indicating which channels are most effective. Software integrations make it easier to keep track of progress while keeping KPIs clean and consistent across platforms.
If you’re looking to learn more about event data integrations, click on the button below to access our ebook on the topic.
Wrapping Up: Crafting a Successful Event Marketing Plan
We'll be the first to admit: it can feel overwhelming to devise an event marketing strategy that works. The good news is you have a lot of tools at your disposal, and you don't have to (and, in some cases, shouldn't) use them all.
Next time you put together an event marketing plan, consider how you could:
- Build an on-brand event website
- Create a serial content strategy promotional content
- Use hybrid events to boost engagement and reach
- Leverage your partners, sponsors and even attendees
- Take to social media
- Segment your messaging
- And, most importantly, measure your success.
It's your event. Make some noise for it.