Course Overview

Experiential Marketing Campaigns are becoming an increasingly popular feature of a Brand’s marketing mix principally because they directly engage with current and potential consumers of the Brand.  But these campaigns are resource intensive and increasingly both clients and their support agencies are concerned about whether such campaigns can be justified in relation to the value they add to the Brand overall.

Measuring the activity ‘on the day’ – how many people/sampled/took a leaflet/engaged in the activity/etc – is easy but this does not give any measurement of the value of the programme within the Brand’s overall marketing mix.

This course is designed to explore how to measure the Value of Experiential Campaigns and will give you the knowledge and skills to do this and the ability to demonstrate how the campaign creates and adds value to the Brand in the longer term.

The aim of the course

The course is designed to help agencies and clients distinguish between ‘The Measurement of Activity’ – what happens on the day – and ‘The Measurement of Value’ – how the campaign adds real value to the Brand and thereby justifying the use of these resources and the ROI of the campaign for the Brand.

The course will cover the principles of measuring the value of Experiential Campaigns along with case study examples which show how it works in practice and includes a session on how you can make it relevant to your own Experiential Campaigns.

Who the course is designed for

The course covers both theory and practice and will benefit both clients and agencies who are involved in running Experiential Campaigns.

Course content

The course will cover the key principles of measuring value and their practical application.  Key topics that will be covered include:

- Why Experiential Marketing is becoming increasingly important

- The starting point: setting the right objectives

• What objectives should be set and how are they different to the objectives that are usually set
• Why it is important to build measurement into the Experiential Campaign plan

- Measurement of Activity or the Measurement of Value?

• Why are they different and which one is the most important
• The principles of measuring value

- Measuring the Change in Consumer Behaviour

• The Five Drivers of Consumer Behaviour and Effective Net Preference
• Relating Consumer Behaviour to the Value of Experiential Campaigns

- Practical Examples of Measuring Value

• Case Study examples of Measuring Value of Experiential Campaigns
• Lessons learned and using these to improve future campaigns

- How to apply to your own campaign

• Delegate discussion on issues that concern you

Course format

The course will use real examples and case studies to illustrate both principles and practical application.  It will be a mix of lectures, key speakers and practical exercises.

To help demonstrate how to put theory into practice, delegates will work in teams to create an outline Experiential Campaign and present how they propose to measure the Value of the campaign using the theory and practice learned from the course.

Further details on speakers and tutors will be provided soon

How to enrol

Click here for an enrolment form.

For any further information please call the Commercial Manager - Education Jody Bratley on 020 7291 7742 (jodyb@theipm.org.uk).

Cost

£520 (+VAT) for IPM members
£680 (+VAT) for non-members

The price includes a light buffet lunch.

Places on this course are limited to maintain a good delegate to tutor ration – early booking is therefore recommended.

Terms & Conditions

All course fees are payable prior to the date, or commencement date, of the course. Should you be unable to attend, a substitute delegate is welcome at no extra charge - please simply notify the Institute of any changes. You may change the date of attendance or cancel attendance at a course subject to the following scale of charges:

There are no refunds for a 'failure to attend'.

The Institute reserves the right to cancel a course, change the venue, amend the dates and or the fees and course tutors at any time and without prior notice.