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Measuring the Value of Experiential Campaigns

Date: Tuesday 5 December 2017 from 9:00 AM to 5:00 PM

Workshop 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 in one of the most effective ways possible - face to face.

But these campaigns are resource intensive and increasingly both brands and their agencies are concerned about whether such campaigns can be justified in relation to the value they add to the Brand overall.  The industry is at a crucial point where it must demonstrate its value to sustain its growth.

Measuring activity 'on the day' (how many people were 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 half-day workshop 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 workshop

The session 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 from the Brand.  We will cover the principles of measuring the value of Experiential Campaigns along with case study examples which show how it works in practice.

Who the workshop is designed for

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

Content

The workshop will cover the key principles of measuring value and their practical application.

Measuring and the Planning  Process  Measuring the Change in Consumer Behaviour   Practical and Case Study Examples of Measuring Value  
The importance of setting the right objectives  The Drivers of Consumer Behaviour and how to evaluate consumer preferences   Lessons learned and using these to improve future campaigns  
How to build measurement into the experiential campaign plan   Relating Consumer Behaviour to the Value of Experiential Campaigns   Delegate discussion on issues that concern you  
The principles of measuring the value of the campaigns as well as what happens on the day        

Workshop Format

The tutors will use real examples and case studies to illustrate both principles and practical application.  The session will be a mix of lectures and practical exercises to help the delegates put the theories into practice.

  

Questions or Queries?  Please call the Education Team on 020 3848 0444 or training@theipm.org.uk

Location: IPA 44 Belgrave Square London SW1X 8QS