In Experiential Marketing ROI, the Value Of Quality Time

We usually equate return on investment with a measurable impact on the business, such as an increase in sales, customers, or website views, but what if the impact of your marketing efforts isn’t immediately visible? When evaluating the effectiveness of an experience brand activation, it’s critical to know the difference between ‘hard ROI’ and’ soft ROI,’ as well as what these phrases signify for the campaign’s success and profitability.

Consumers are exposed to up to 4,000 advertising messages every day, according to digital marketing specialists. Because of the constant barrage of advertisements, consumers have had to become considerably more cautious about the information they engage with. While it may be easier than ever to target your audience with digital ads, marketers must consider whether their intended customer is seeing the ad or, worse, whether they find it irritating rather than informative. Experiential marketing is becoming a bigger portion of CMOs’ marketing expenditures, and it’s becoming a strategic aspect of their campaigns. 80 percent of marketers say live events are crucial to their company’s success, according to the Event Marketing Institute’s 2018 Benchmarks and Trends report. While CMOs are increasing their investments in experiential marketing, they also want to ensure that the dollars spent on these activations are yielding demonstrable returns for their companies. We’ll look at a few different ways that experiential campaigns might generate revenue.

According to Markus Wulff, digital business innovation manager at the Absolut Company, there has been a significant transition from traditional marketing to service-led value creation such as creative brand experience design agency. Colin Kavanagh, Absolut’s vice president of worldwide marketing for Malibu and Kahlua, agrees in part. In a recent interview, Kavanagh stated that recent technological advancements have opened up new potential for consumer marketers to reach beyond traditional bounds. It might be difficult to track marketing ROI using many tools. On the other hand, aligning your systems enhances data integrity and gives you more relevant insights into your existing experiential campaigns.

You can’t measure something’s success until you first define what success is. As a result, defining at least one goal is the first step in any experiential marketing campaign. Consider what your campaign’s or event’s ultimate goal and basic values are. Do you want to boost your sales? Do you want to spread the word about a new product or service? Are you seeking to expand into new markets or appeal to a wider range of demographics? By creating specific objectives, you’re laying the groundwork for a successful campaign.

Engaging in brand awareness research before, during, and after an experiential marketing event is a wonderful approach to analyze its success if your budget allows it. When it comes to creating brand recognition for a new product or service, this method works best. Surveys are an excellent way to do so. You may measure how your target demographic’s perception changed depending on their experiences by surveying them before, during, and after an event. You want to see a participant who knows nothing about your business become more aware, engaged, and enthused about what you have to offer.