Do The Math – Using Event Statistics to Build Your Brand

What’s the point of holding a corporate event if you’re not measuring its success with the right metrics? The way today’s top brands approach their events is a far cry from their peers. They know that it takes much more than a vague “substantial increase in brand acknowledgment” to deem an event a success. The brands who’re garnering tangible ROI are those who’re using event statistics to calculate the ways their events fare.

Planning and holding a corporate event – often on a limited budget – as well as being expected to demonstrate ROI and increased brand engagement in the form of sales, requires a strategic, data-driven approach. In short, your marketing and sales department are counting on you to create an event that successfully positions the brand as one that guests want to spend money on. In other words, the pressure is on for your event to succeed. This means that it’s your responsibility to be collecting the right event statistics in order to better inform your future events, as well as your brand’s marketing strategies and campaigns.

If you’re collecting the necessary event statistics about your guests, you’re able to build a solid foundation from which you can plan your events and marketing strategies going forward.

By establishing what your goals are, which could be anything from wanting to create brand awareness, to launching a new product or to re-position your brand, you’ll be able to determine the information you need to collect.  Once you’ve established the reasons as to why you’re holding an event in the first place, and identified the outcome you’re aiming for, you’ll know exactly what kind of data you need to obtain.

If, for example, the aim of your event is to launch a product to influential clients, you’ll need to collect information including the attendance rate, the demographics of your guests, as well as feedback after the event in the form of a post-event survey. Questions you might include here could be: “On a scale of 1-10, how would you rate this event overall?”; “What one thing would you change about this event and why?”; “What kind of event are you most likely to attend a) a concert b) a golf day c) a cocktail evening”, and so on.

Besides collecting the right kind of information, you need to ensure that you’re using the right software to collate it.

Gathering information is one thing – but if you don’t have the tools to store it, you won’t be able to put it to use. This is where the right kind of event software plays a crucial role. Having RSVP software at your disposal that can collect this information during the entire RSVP process, as well as send out post-event surveys and then compile accurate post-event reports, is imperative. Using one tool to collect, store and sort this information enables you to glean a holistic view of your events and their performance.

By collecting the right kind of event statistics, you’ll gather invaluable insight into your guests – and then use this information to inform future events and marketing strategies.

Once you’ve established what your events are achieving, or why they’re failing to meet your marketing objectives, you’ll know how to alter your future events in order to ensure that they’re occasions that your guests want to attend. This results in events that successfully deliver on ROI.

Our RSVP software has been designed to do just this. Find out more about how our software assist you in collecting the right kind of event statistics.