Blog: How to Improve Your Event Marketing ROI
Date Posted: November 30, 2017
Planning and marketing for events requires a lot of time, energy, and money, so you want to make sure you’re getting the most bang for your buck. Here are a few simple ways your business can prioritize high return on investment (ROI) when it comes to marketing — you may even improve your events, too!
It’s important when marketing events to set goals: for example, how many people do you want to attend? Set specific benchmarks to achieve those goals, too: how many registration calls should you put out, and on what channels? Even if you don’t meet all of the goals you set before an event, you’ll still gain valuable insight about how you can improve in the future, ensuring every event you plan is worth the money you spend and the time you invest.
Repurpose Event Content
You’ve worked tirelessly to put on an incredible event that promotes your products, services, or brand; don’t let all of that hard work disappear after the event ends! These days, marketers don’t just prepare content for events — events generate more content than ever before in a variety of different forms (video, photos, social media updates, etc.) that you can easily repurpose after your event. What marketer could turn down free marketing collateral? If content from your event is helping generate leads and drive sales weeks or even months after the event has concluded, you can guarantee a higher ROI.
One of the most important ways to increase ROI for events is to track metrics: who attended an event, what they did while they were there, how many sales resulted, etc. Every stage of an event, from registration to close, generates important data that can be captured and used to make decisions about future events.
There are a few different ways to do this. Keep track of who expressed interest in your event, who registered, and who actually attended, tracking their names, companies, job functions, email addresses, and social media information if possible. Not only will you be able to stay in touch with these people after your event is over — you’ll gain a better understand of your audience, allowing you to build more targeted (and therefore more successful) event marketing campaigns in the future.
Another useful tactic: set up unique tracking URLs for every promotional channel. You don’t even need a sophisticated marketing operation to do this — free tools like Bitly  can show you where you’re getting the most traffic. Consider following your event with a survey to gain more information about why people attended and what they thought; data is valuable, but so are opinions from attendees who experienced your event first hand!