Wicked Party, But How Do We Measure It?

Metrics is the word of the day in client conference rooms and digital agencies throughout the land. But digital isn’t the only communications channel that’s being measured, or not measured, as the case may be.
While client-side marketers say that measurement, evaluation and accountability are critical to measuring the success of sponsorship and event marketing programs, 65 percent are not taking the necessary steps to determine the results of those activities, a new survey by the ANA (Association of National Advertisers) in partnership with IEG concludes.
Only 35 percent of respondents “always or almost always” measure their sponsorship and event marketing activities’ returns. More than half of respondents (53 percent) do not have a standardized process for measuring such initiatives.
“Accountability reigns supreme in all aspects of marketing,” said ANA* President and CEO Bob Liodice. “This survey should serve as a wake-up call to marketers, urging them to define ROI/ROO metrics for success.”
Metrics most widely used by respondents include:

  • Sales activity (61 percent)
  • TV logo exposure (55 percent)
  • Lower customer acquisition cost (49 percent)
  • Lead generation (48 percent)

Perhaps a simpler approach would be helpful. For instance, I’d want to know how many people came to an event and what their takeaways were. In order to understand the customer’s attitude fully, I’d likely interview several people on camera and then make a compilation video to show the C-suite execs.
Here’s a recap piece the events team at BFG Communications (where I used to work) prepared for Diageo. There’s no data, per se, but the report is on-point, nevertheless.

*One hundred years ago today, 45 advertising managers met to establish a national advertisers association. Happy birthday ANA.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.