10 tips and trends for increasing ROI

#GPJPREMIERE@GPJ_EMEA

10 TIPS AND TRENDS FOR INCREASING

ROI ON EVENT SPEND


The latest instalment of the Morning Premiere saw friends of George P. Johnson gather together to discuss a very important subject.

Regardless of your position within the industry; be it client side, agency side or supplier, it concerns you. And that subject is ROI.

With more and more pressure being put on event marketing budgets to deliver results, it’s a real help if every penny spent can be justified.

So without further ado, here are 10 takeaway tips and trends for increasing ROI on event spend that were shared at the Morning Premiere…


Forget everything you think you know about your audience…

1


Foundatio

n fo

r C

usto

mer Jo

urn

ey

Redefine/confirm the overall objectives

OBJECTIVE SETTING & RELATED

KPIS

Segment and prioritise the relevant target audiencesProfile the audience in terms of triggers/inhibitors

AUDIENCE SEGMENTATIO

N & MAPPING

Agree experience - what the audience will:• Feel• Think• Know • Dopre, during and post event

STRATEGIC EXPERIENCE MAPPING / DEFINING

IMPACT

Map and connect the audience touchpoints, pre/during/post event to trigger the desired outcome

CUSTOMER JOURNEY

1Forget everything you think

you know about your audience…


... and then walk a mile in their shoes

2


What emotions do they need to feel?

What facts do they need to remember?

What opinions do they need to form?

What actions do they need to take?

Ask

:

Ask

:

Ask

:

Ask

:

...and then walk a mile in their shoes2


Plan out your event strategy carefully

3


Plan out your event strategy carefully

Einstein once said “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”

A similar thought process helps when deciding on an event portfolio and what you hope to achieve from it.

Ensure that you divide the overall strategy achievables on an event-by-event basis. This will allow you to see the importance of each activation and determine its importance/success when you come to review it.

3


Make sure your KPIs are really what you want to measure.

Measure twice, cut once

4


Measure twice, cut once

By measuring and analysing return vs. cost

leads, referrals, sales

perception / opinion, behavior changes, discussion

reach, satisfaction, participation, engagement

ROI

BusinessResults

Brand MarketingImpact

Event Diagnostics

Think Differently...

4


“Before behavioural change, you must have cognitive change”

Don’t forget the unforgettable

5


Don’t forget the unforgettable 5

It’s quite simple. Truly memorable experiences lead to deeper and prolonged levels of engagement.

Secret Cinema does this well. By providing their audiences with visceral experiences, they are able to bring films to life and create an affinity between the picture and the viewer (as well as sell 84,000 tickets to their latest production!)

Immersive theatre, digital and the latest technology can all play massive part in creating an amazing experience. However they shouldn’t be used just for the sake of it. The real trick is starting with what your audience wants, not with what you want to say.


Make sure everyone is invited

6


Make sure everyone is invited

We all know that live events aren’t just for those in the room.

One thing is for certain: whether you want them to or not, people will take to social media to share their experiences. And others will be gladly waiting to discover what’s going on.

The big opportunity here is to convert the online chatter into meaningful online brand engagement that’s an extension of the physical event.

6


Remember that results take time

7


Remember that results can take time7

It can be quite easy to get caught up in what the monetary return is of holding an event directly after it’s held. We don’t want to feel short-changed.

Although some results are visible instantaneously, others take a little bit more time to develop. Measuring and analysing data isn’t always an overnight story; neither is the process of influencing and changing behaviours.

Having a clear roadmap of when data will turn into results keeps everyone on the same page and avoids the potential for miscommunication.


Think about it - great things come in small packages

8


Think about it - great things come in small packages8

Experience marketing campaigns are great ways to win the hearts of consumers and let an audience ‘live and breathe’ the culture and values of a brand.

Sometimes smaller is better. Intense, well executed brand experiences for a handful of people still have the possibility to make an impact on a global scale.

A great example of this is Volkswagen’s recent campaign ‘Eyes On The Road,’ which took the reactions of an audience and shared it online. You can view the campaign here.

https://www.youtube.com/watch?v=JHixeIr_6BM


Tell everyone the plan

9


Tell everyone the plan 9

The cases where the most ROI is derived from an experience is when everyone who works on it, knows what is going on.

Everyone who is involved in the project should be aligned on what the predicted outcomes are, and understand what measures are being put in place to achieve them.

Once everyone knows what the plan is and what it is set to conquer, they are far more likely to notice areas in need of improvement, as well as ways to increase the project’s efficiency.


One measure of success is to be hanging on long after

everyone else has let go

10


One measure of success is to be hanging on long after everyone else has let go

10

Measuring something once is good. To get real hard-hitting ROI, you need to measure an event year on year or compare it against activations that have been held previously.

We’re 100 years old this year and in that time we’ve learned a thing or two about getting results, measuring our own, every step of the way.

If you would like to talk about how we could help you achieve your business goals and objectives, get in touch:

[email protected]

mailto:[email protected]
