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Post-Event ROI Checklist | agencyEA

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Brand experiences have significantly evolved, and it’s time for the ROI conversation to catch up. How we evaluate the success of a brand experience has shifted to include evaluating the Return on Innovation, more specifically, how innovative strategies deliver more impact, increase engagement, and inspire stronger connections. Brands want to dive deeper than traditional, post-event numbers allow, to better understand their audience and a brand experience’s long-term impact. Isn’t this always step one? Of course it is, because it’s an essential part of the process! Remember, committing to clear, measurable goals early in the process will guide your entire team, resulting in a more strategic program as well as a more painless evaluation process.

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Post-Event ROI Checklist | agencyEA

  1. 1. Brand experiences have significantly evolved, and it’s time for the ROI conversation to catch up. How we evaluate the success of a brand experience has shifted to include evaluating the Return on Innovation, more specifically, how innovative strategies deliver more impact, increase engagement, and inspire stronger connections. Brands want to dive deeper than traditional, post-event numbers allow, to better understand their audience and a brand experience’s long-term impact. Isn’t this always step one? Of course it is, because it’s an essential part of the process! Remember, committing to clear, measurable goals early in the process will guide your entire team, resulting in a more strategic program as well as a more painless evaluation process. CHECKLIST: HOW TO MEASURE EVENT ROI We’ve created a checklist intended to guide your approach to ROI and help you build brand experiences that yield the best possible results. ESTABLISH CLEAR GOALS We challenge you to think about ROI differently. When you’re setting goals and establishing metrics, throw out the rulebook. Keep in mind that no creative brand experience is the same and therefore, there are no industry-wide standards for measuring ROI. It’s important to have this mindset as you begin to design your brand experience, otherwise you’re in danger of allowing stale, traditional metrics to dictate your approach. THROW OUT THE RULEBOOK Doesn’t a customized program deserve a customized ROI strategy? Most likely, you’re creating a brand experience in order to stand out, break away from the clutter, and create something that is unique to your brand. So, don’t be stunted by templates or “in-the-box” thinking! Just as your brand experience is uniquely your own, a ROI strategy must be customized for each program. Define key metrics or performance indicators in a way that makes sense for your brand experience. LET CUSTOMIZATION BE KING You care what they think! Evaluate “brand love” by looking at how well you developed an emotional connection with the audience. Do they believe in what your brand has to say? Are they excited by your brand and message? Was the brand experience memorable? Are they feeling the love? Ultimately, this is the goal of every experience as brand love and perception are key goals of every event or engagement. GET EMOTIONAL Don’t let results live and die with the experience. Analyze and archive your findings, but also take the time to understand what these metrics mean beyond your event or experience. You evaluation process is pointless if you don’t leverage the results, learning and using your results to make adjustments. What elements of your program resonated most with attendees? Which messages were best received? Then, evaluate what this means for your marketing efforts moving forward. Will you publish a different type of content? Adjust your social media activity? Design a secondary program to build on your success? Your ROI conversation must not only influence the design of future brand experiences, but also impact how your brand connects with its audiences every day. LOOK TO THE FUTURE Why you need both Return on Innovation and Return on Investment. A well-rounded ROI strategy will reflect both Return on Investment and Return on Innovation, or how the innovations introduced at your experience impacted your brand story. Did they shift the way attendees see you, or reinforce how they already feel? How does your strategy engage the audience before, during and after an experience? Understanding both investment and innovation allows brands to more comprehensively evaluate the brand experience. Common ROI metrics include: CATEGORIZE METRICS RETURN ON INNOVATION Engagement – The number of attendees who exercised a heightened level of participation during the experience. Memorability – Likelihood of the audience will remembering a brand and its key messages following the event. Buzz converted to an impression that resonates. RETURN ON INVESTMENT Attendance – The number of people physically present Share of Voice + Market Share – The percentage of online content and conversations about a brand compared its competitors. How much of the conversation do they own? A Brand Experience Agency / agencyea.com

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