Some professionals feel that return on investment is the wrong metric for the experiential marketing industry - and yet stakeholders keep asking us to prove our ROI. Using real-world examples of exhibits, events, and consumer activations, this session will:
CTSM Candidates with 5 or more years of experience may
take this session in place of certain five-digit required sessions, with prior approval.
• Debunk the usefulness of ROI as an event marketing metric
• Outline key business-oriented metrics that can be applied to all kinds of experiential marketing activities
• Provide measurement technique recommendations, including how to calculate anticipated sales impact
• Discuss how to change the conversation with stakeholders who are demanding that ROI be measured