Key metrics every experiential campaign should measure
February 2024
At the heart of every successful experiential campaign lies the ability to track and measure key metrics.
In the past, it’s been difficult to track ROI experientially, but there are new tools today that do a great job.
Let’s explore the essential metrics that every experiential campaign should be keeping a close eye on, and how these can be used to meet the brief of your campaign.
1. Foot traffic and engagement
Experiential campaigns should attract and captivate your audience. So it’s essential to measure the number of attendees at your event and their level of engagement – from interactions with your brand ambassadors to time spent at your activation. There are numerous ways to increase traffic and engagement that are easily measurable:
- Give away freebies (How many did you giveaway?)
- Incentivise to buy & share with a unique discount code (How many codes were used?)
- Giveaways using a hashtag (Monitor hashtag usage)
- QR code surveys (Ask the questions you want answered)
- Sampling (How many samples were used?)
- Feedback buttons (Instant and measurable customer research)
2. Social media reach and engagement
Social media is fast becoming our ‘third place’ and is a powerful amplifier for experiential campaigns. Track the reach and engagement of your campaign hashtags, mentions, and posts across various platforms. Also, keep an eye on metrics such as likes, shares, comments, and impressions to gauge the impact of your campaign in the digital sphere.
One of the hallmarks of a successful experiential campaign is its ability to inspire user-generated content. Monitor the quantity and quality of UGC generated during and after your event. This could include photos, videos, reviews, and testimonials attendees share across social media platforms.
Track the number of leads generated through your campaign, whether it’s through sign-ups, downloads, or inquiries. Additionally, measure the conversion rate – how many of those leads translate into actual sales or desired actions.
3. Brand perception and sentiment
Experiential campaigns have the power to shape how audiences perceive your brand.
Use surveys, feedback forms, and sentiment analysis tools to gauge brand perception before and after your event through QR codes. Look for shifts in sentiment, as well as key themes or insights that emerge from attendee feedback. QR codes are now used every day and consumers are used to using them. Build them into any sampling campaign by adding a code on the sample pack or leaflet.
The data and intelligence you receive from this is invaluable.
4. Website traffic and engagement
Your experiential campaign shouldn’t exist in a vacuum – it should drive traffic to your website and other digital channels. Monitor the increase in website visits, as well as the engagement levels – from page views to time spent on site. But ultimately, conversions are your biggest indication of a successful website. Conversions measure high-quality leads that are turning into customers and sales. High traffic is great, as long as it’s engaged and converting!
You should also consider setting up custom landing pages or tracking URLs to attribute traffic directly to a particular campaign.
5. Return on investment (ROI)
Last but certainly not least, let’s talk about ROI – the holy grail of marketing metrics. Calculate the return on investment for your experiential campaign by comparing the costs incurred with the outcomes achieved. This could include revenue generated, cost per lead, or any other relevant financial metrics.
The metrics brief:
Measuring the success of a campaign shouldn’t be an afterthought, it needs to be built into the core elements of the campaign to ensure you have the metrics in place to measure exactly what it is your brief needs to fulfil.
The metrics method should be targeted. You may find, for example, that website traffic increased after a campaign, but social media sharing didn’t.
If your goal was to increase social media engagement, then your campaign, whilst delivering successful statistics, has not met its brief.
When starting any marketing campaign you need to:
- Set SMART objectives and goals
- Identify and define the KPIs you need to measure
- Set a metrics time frame
- Choose the right metric tools
Measuring the metrics:
Now, you might be wondering, “How do I actually measure all of these metrics?” Fear not, for we have a few actionable tips for you:
Leverage technology:
Use event management platforms, social media analytics tools, and customer relationship management (CRM) systems to streamline data collection and analysis.
At Purity, we have a bespoke reporting software, MainEvent. It tracks a campaign from start to finish, demonstrating the effectiveness of experiential.
Implement tracking mechanisms:
Set up tracking pixels, QR codes, campaign URLs, conversion tracking and unique discount codes to attribute online actions directly to your experiential campaign.
Encourage feedback:
Don’t be afraid to ask attendees for their feedback and input. Offer incentives or rewards for completing surveys or leaving reviews.
Iterate and improve:
Use the insights gathered from your metrics to refine and optimise future experiential campaigns. What worked well? What could be improved? Keep experimenting and evolving your approach.
Conclusion
Remember, measuring the success of your experiential campaign isn’t just about crunching numbers – it’s about understanding your brand’s impact on your audience and the world around you. At Purity we make metrics an integral part of our campaigns, delivering you the desired results.
