ESHOTS CASE STUDYENTERPRISE AUTO MANUFACTURER DRAMATICALLY INCREASES EXPERIENTIAL MARKETING ROI WITH ESHOTS PLATFORM

2014

©2014 eshots, Inc. All rights reserved.

WHO IS ESHOTS?

Founded in 1998, eshots is the leading player in event technology, helping Fortune 500 companies make smart data-driven business decisions and to track/increase their ROI from their experiential marketing activities.

We bring 16 years of experience to your events. Nobody in the industry has our track record of success, historical learnings and innovation over the years.

We are much more than a technology company.  Clients rely on us for insights, process and people, as well as our industry leading platform.

We have event intelligence built into our core DNA.  Nobody does back-end insights, analytics, reporting or sales/ROI tracking better than eshots . . . nobody!

We have your back. Finally, you have one partner that can help you own your own data, set your own goals and keep your activation agencies consistent and accountable.

Masters at tracking and growing ROI. We are the only company that will make you look smart to your boss, and help you get more budgets allocated in your direction for next year.

 

ESHOTS FULL SUITE OF PRODUCTS & SERVICES

Planning• Consulting• Industry benchmarking

Pre-Event• Microsite publishing• Web analytics

Post Event• Sales & ROI tracking• CRM integration• Analytics & Reporting

At-Event• Lead capture• Photo and video marketing• Social media amplification• Rapid Response email

THE CASE – LOW EVENT MARKETING ROI

• Global enterprise level auto manufacturer with unfocused event plan

• Client’s event group had little dedicated expertise in event data analytics

• No best practices established and shared among partners

• Inconsistent definitions of a “lead” across groups, too many product demos

• Needed an accountability culture with their activation agencies--clear goals.

• Needed to standardize their metrics across all agencies and all programs.

• Needed to have a standard method to compare and benchmark their initiatives year

after year.

• We helped turn lead capture metrics into the performance measurement of their

team. We helped integrate sales match post-events to help quantify a clearly

attributable ROI.

OUR SUCCESS TOGETHER

• 5,000+ of the Client’s annual event days are run through the eshots platform.

• Client is now driving over $1BILLION in revenue through eshots platform

• Client achieved a 32% increase vs. last year’s event marketing ROI

• Client experienced a 57% increase vs. prior year’s conversion rate

• The conversion lift from our data/process drove a 19X ROI vs. the overall

eshots cost

• Our centralized process helped to save $500,000 in unneeded payroll.

• We reduced email response times from weeks to hours

• The overall Event Marketing budget is now up 10% from prior year

HOW DID WE DO IT?

MONEYBALL ANALOGY: DATA WAS OUR ENABLER

1. We defined success:

• Make the playoffs

2. We set key success metrics and tracked them in real-time

• Runs Scored

• Runs Allowed

3. We created realistic and obtainable goals for each metric

4. Every action promoted the goals

5. Everyone had financial constraints. We focused all resources on driving metrics.

6. We boiled it down. Enshrined it.

ESHOTS BECOME THE UNBIASED SCOREKEEPER

Setting consistent rules for all ofClient’s activation agency partners

ESHOTS BECAME THE COACH TO THE AGENCIES

eshots got Client buy-in and understandingof their role in the data-centric process.

WE SET REALISTIC GOALS AND WE TRACKED PERFORMANCE IN REAL-TIME

WE MAXIMIZED PERFORMANCE IN REAL-TIME WITH OPEN TRANSPARENCY AND COMMUNICATIONS

BY BREAKING THRU BOTTLENECKS AND PINCH POINTS

0

50

100 Un-met demand

AFTER ESHOTS

• Experiential marketing reporting to:

• Auto Shows, Media, Brands, Advertising, Sales

• No dedicated expertise

• No best practices established or shared

• Low data collection

• 100 different survey flows

• 5 definitions of a Lead

• 3 definitions of a product demo

• Data tossed into a black hole

• Goal: Impressive physical build, cram in as many vehicles as possible

• Stand Alone Experiential Marketing Department

• Principles established

• Efforts for all sub-brands centrally managed in one department

• Data became the currency

• Consistent process, glossary and data across all agencies

• Measureable test drives, including a 40 point lift in NPS pre and post drive

• Lead data pushed to CRM and Dealers in real-time with faster follow up process

• Historical benchmark/trend data for better decision making—real time sales matching

• Clear leads/sales/ROI goals

BEFORE ESHOTS

BEFORE AND AFTER ESHOTS

• Client driving $1 billion in revenue through the eshots platform

• Scalable platform now handling over 5,000 event days annually

• 19x return on investment for the eshots platform

• Client experienced a 57% increase in conversion rate compared to prior year

• $500,000+ saving related to reductions payroll expense

• Client’s Event Marketing budget within the overall marketing mix at record levels, up 10% last year and Events team seen as leaders by the CMO

• Taking data discipline to other departments

PROGRAM SUCCESS RECAP

Contact sales@eshots.com

FOR MORE INFORMATION ON HOW ESHOTS CAN HELP IMPROVE YOUR EXPERIENTIAL MARKETING ROI