Event Marketing and Grass Roots Marketing are not only unique tactics used to create brand awareness but they also offer completely different results from your traditional marketing. And with that, different measurements for Return On Investment (ROI). Sure, you can hand out coupons at an event or run an enter-to-win contest that collects data from customers you will later contact to show ROI for that event or promotion. But how can you measure how effective an event will be before you commit to the expense? Or, how can you prove it to be effective if you don’t have deliberate measuring tools in place.
Many marketers face those same questions; especially when you are looking to commit to event where you will likely accrue expenses such as print, advertising, venue contracts, giveaways, etc. I came across an interesting tool created by eventmarketermag.com that offers a great solution to this. They created a sheet called the Grassroots ROI Tabulator. This sheet focuses on 17 main grass roots pieces from event attendance to sponsorship costs. If you take a deeper look at the 17 pieces, you can enter in the data you have into their nifty bracket (how fitting while we are in the midst of March Madness) to determine what your ROI is or could be.
While in some cases this can only an estimate (if you are not selling any products on site), I think it helps reflect how successful a promotion or event can be. Whether or not you have a measurable tool such as coupons, email registration or on site sales, you can consider things such as attendance, average age of attendees and marketshare to determine how successful an event is and if you will get a good return on that investment.
Click here to view the Event Marketer Grass Roots ROI Tabulator!
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