Vital Things Event Marketers Should be Measuring

Everybody is after the ROI. But with so much focus on ROI & metrics it’s vital we don’t forget the first and foremost most important thing about events: the Customer Experience.

Thanks to the event marketing industry everybody is taking about metrics and implementing robust metric strategies.

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Customer experience management is a thing. It’s not customer service, customer satisfaction, or how much we love our customers, it is so much bigger. It’s the process a company uses to track, oversee and organize every interaction between customer & organization throughout their lifecycle.

CMX is a big deal. And lots of companies have figured out that the customer experience is the essence of the brand/event.

“CMX” (customer experience management)

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CXM = ROIThe customer experience is what drives leads,

and loyalty.

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Three Vital Things Event Marketers Should be

Measuring

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The foundation of events, if you’re not meeting your audiences needs, you won’t have an audience. What is your process for understanding your customer’s/audiences needs? what do you they get from attending?

Marketers should be measuring the efficiency of things going into the event. Take surveys, engage them pre-event to understand exactly what attendees want to get from attending. They want to hear from you.

Were the attendee’s needs met?

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Meeting their needs and making it effortless. Ease of doing business(getting attendees) should be a major focus. In event marketing, making the experience and process easy starts by understanding the attendee’s pain points:

Was the process easy for them?

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-Difficult to navigate and time consuming registration, badging, logistics, etc.

-Bad website user-experience, downloading mobile apps, etc

-Standing & waiting in line for anything

-Access to food, wifi, charging stations, etc.

-Keep measure/track of how easy customers(or attendees) are registering, signing up and staying engaged. Establish benchmarks & manage for continuous improvement.

Major Pain Points

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We’re not taking about the about overall event experience but about each and every touchpoint, such as checking in, speaker sessions, food, breakout sessions, etc etc.

The geniuses at Walt Disney Imagineering take this into account. They refer to lines as the “pre-show.” They have creative directors responsible for designing the pre-show experience.

Is the event enjoyable?

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You may not have the Disney budget to design that pre-show but here are some things to consider:

-Give attendees a sense of control. Keep them informed and manage their expectations with wait times and such.

-Include media, content & of course Wifi!

-Give them reason to interact with others, to share online and promote. Like a competitive game that builds anticipation for the main event. Publicize hashtags for your event and monitor for real time sentiment.

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Customer experience challenges us event marketers to consider every brand touch point and evaluate it through

the eyes of the attendee. As event marketers we should be in tune with our attendee’s voice and be measuring our

success on the audience’s terms.

QUESTIONS?For more info on best practices & event marketing

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