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Why event marketing ROI is more like dating than hooking up

guyflirtI am willing to wager my reputation on the fact that Event ROI is about to become a very hot topic as marketing budgets come under greater scrutiny. So here are a few of my thoughts on the subject:

The perfect event marketing ROI presentation shows how profits realized from product or service sales as a direct result of an event-based marketing program exceed the cost of the program. It’s actually a simple formula, but there are some challenges. To explain, here’s a story to show why calculating event ROI is more like dating than hooking up and its all about getting more than one touch to be successful. Read the rest of this entry »

Written by Lynda Partner

April 17th, 2009 at 10:50 am

With one comment

What’s wrong with good old-fashioned paper BRCs?

Marketers have been using paper survey forms to gather consumer information at your events for years. We print them, people fill them out and then we send them to a processing centre to enter into a database. Now we’re hearing about using electronic media such as personal computers, tablets, kiosks or personal digital assistants instead of paper.

The real question is “Should we switch or is this case a case of fixing what ain’t broken?”

I believe there are (at least) seven good reasons for using electronic data capture instead of paper. Some are more important than others, depending on the type of event, the audience and the type of data you are collecting. Read the rest of this entry »

The case to completely eliminate paper-based lead capture

grin620h1When I was researching the pro’s and con’s of paper-based lead capture vs electronic lead capture, I was especially taken with the security risks associated with paper. While we’ve all been operating with paper forever, its only since identity theft and spam that data security has become a major issue.

I truly believe that it won’t be long until using paper to capture personal information will be forbidden, first by financial institutions, and later by all credible organizations. Here’s why… Read the rest of this entry »

Written by Lynda Partner

April 16th, 2009 at 10:39 am

There’s so much more than name and address waiting for you

Right now, electronic lead capture at events and experiential marketing programs is all the rage and rightly so for a bunch of reasons but it always seemed like such a waste to restrict data capture to only contact information.

It’s easy to extend lead capture to bring something special, that extra value, that can make the difference between a good event and a great event. Using technology-based interactions with event visitors, you can get so much more with little additional effort or cost.

Here are the top 6 reasons you should invest in electronic data capture systems for your next event: Read the rest of this entry »