How can you calculate the ROI of marketing and promotion for a small-scale event?

El error mas comun que veo en este tipo de situaciones, es la necedad de querer medir todo cuantitativamente, cuando la parte cualitativa muchas veces es la mas importante. Los beneficios que no se pueden medir de manera inmediata suelen ser el principal motivo de friccion entre MKT y Finanzas cuando se presentan estas oportunidades. Muchas veces los beneficios intangibles son los que permiten que los tangibles se materialicen. Hay que tener vision, confianza y sobre todo convicción en los eventos que emprendemos.

Even before you plan the event, make sure you've charted down the objectives- or the expected outcome- you want to achieve from the event. Otherwise, the activity will have no direction and you'll just be wasting valuable time and resources. Marketing needs to own this goal and work on campaigns that aligns to the objectives. Here's what you need to keep in mind if the overall objective of the event is to generate new business. Post-event, analyse the total number of warm connections made (Align this with sales and make sure the number matches), then calculate potential pipeline against the spend. Ideally, you should have a 10x pipeline: spend ratio. If yes, then from initial analysis,marketing's promotional campaign has worked.

Without specific scaleable objectives there is no way to possibly calculate your ROI on the event. Whether it’s through your event provider, an in house hire, or a consultant. Please identify someone who can help scale and report back the costs to your event or attendance at an event vs. the return from it.

Calcular el retorno de la inversión (ROI) del marketing y la promoción de un evento a peque?a escala implica evaluar el rendimiento financiero de las actividades de marketing en relación con los costos asociados. Algo muy sencillo para calcularlo podría ser: 1. Establecer unos objetivos claros 2. Calcular los costes TOTALES 3. Calcular los ingreos GENERADOS 4. Restar los costos de los ingresos. Una fórmula básica del ROI sería = (ingresos-costos/costos)x100 5. Considera los Beneficios INTANGIBLES 6. Evalua Métricas Específicas del evento (tasa de conversión, costo por Lead, alance en redes sociales...)

It begins with clearly defined goals and objectives. Identify the specific outcomes you aim to achieve, whether it's increased attendance, brand awareness, or lead generation. Establish key performance indicators (KPIs) aligned with these goals, enabling you to measure the success of your marketing efforts and determine the return on investment based on the predetermined objectives.

To figure out if your small event marketing was worth it, first, set clear goals like getting more people or boosting brand awareness. Track all the money you spent on ads, materials, and staff. Then, keep an eye on how much cash your event brought in from things like ticket sales. Figure out where your attendees and money came from to see which marketing worked best. Now, for the details: use this formula - subtract what you spent from what you earned, divide that by what you spent, and multiply by 100. If you got more back than you put in, you're in the green. Don't forget to think about extra perks, like getting your name out there or building customer loyalty. Adjust your marketing game plan based on what you learn.

Almost everyone uses the internet to promote their event: spending money on ads, social media, email blasts...etc. To track the response rates on these you can add UTM trackers to the URLs you share. You will then be able to see how many clicks were generated through which URLs, and infer which is the highest performing avenue for the money invested.