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How can you measure brand exposure at your events?

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Brand exposure is one of the main goals of event planning, as it helps you attract new customers, increase loyalty, and boost your reputation. But how can you measure how effective your events are in generating brand awareness and recognition? In this article, we will explore some of the best methods and tools to track and evaluate your brand exposure at your events.

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Thomas Wlazlowski

Biz Dev's Best Friend - Marketing Operations Manager @ EDE

1 Define your objectives and metrics

Before you start measuring your brand exposure, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your event type, target audience, and marketing strategy, you may have different objectives and metrics for your brand exposure. For example, some common objectives are to increase brand recall, preference, or advocacy among your attendees. Some common metrics are impressions, reach, engagement, or sentiment. You should align your objectives and metrics with your overall event goals and budget, and make sure they are SMART: specific, measurable, achievable, relevant, and time-bound.

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Sarah Marie Gomes

Asesora de Retail Marketing y Visual Merchandising
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Definir el objetivo es tan importante, que no solo te ayudara a medir los resultados del evento, también te evitara malos entendidos con la gerencia y directivos de áreas no afines, que muy probablemente quieran medir el éxito a través de venta o seguidores en Redes Sociales. También te ayuda a sincerar presupuesto, entre mayores posibilidades de asistencia de cliente meta, más se podría invertir en merchandising, catas, degustaciones, etc. Los KPI′s son importantes, pero no se pueden definir sin antes entender el objetivo que busca la marca: Darse a conocer Recordación Seguidores / interacción en RRSS Base de datos para una futura campa?a Tráfico a puntos de venta Nuevos contratos o alianzas Lanzamiento de un producto o línea...

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2 Use online tools and platforms

One of the easiest and most effective ways to measure your brand exposure is to use online tools and platforms that can collect and analyze data from your event website, social media, email marketing, and other digital channels. You can use tools like Google Analytics, Facebook Insights, Twitter Analytics, or Mailchimp to track how many people visit your event website, register for your event, follow your social media accounts, like or share your posts, open or click your emails, or mention your brand or event online. You can also use platforms like Eventbrite, Zoom, or Hopin to monitor how many people attend your event, how long they stay, how often they interact, or how satisfied they are.

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3 Conduct surveys and interviews

Another way to measure your brand exposure is to conduct surveys and interviews with your attendees, speakers, sponsors, or partners before, during, or after your event. You can use tools like SurveyMonkey, Typeform, or Qualtrics to create and distribute online surveys that ask questions about your brand awareness, perception, or loyalty. You can also use tools like Calendly, Skype, or Zoom to schedule and conduct online interviews that allow you to get more in-depth feedback and insights. You should design your surveys and interviews to be short, simple, and relevant, and offer incentives or rewards for participation.

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Taylor Brione Ballard, MA, CNP, CWEP

Fundraising Pro & Event Planning Maven | Creating Unforgettable Experiences & Securing Impactful Support | Published Authoress
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When it comes to figuring out how well your brand is doing at events, surveys are your secret weapon! Craft some questions that get to the nitty-gritty – ask attendees about their awareness and thoughts on your brand. Dive into topics like how familiar they are, if they remember key messages, and if they're likely to engage with your brand after the event. These survey gems aren't just about numbers; they're your direct line to understanding what worked and what didn't. Use this feedback to tweak and perfect your brand strategy for future events.

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4 Leverage social listening and media monitoring

A third way to measure your brand exposure is to leverage social listening and media monitoring tools that can help you track and analyze what people are saying about your brand or event on social media, blogs, forums, news outlets, or other online sources. You can use tools like Hootsuite, Mention, or BuzzSumo to monitor the volume, reach, sentiment, or topics of the online conversations about your brand or event. You can also use tools like Brandwatch, Meltwater, or Cision to measure the impact, value, or quality of the media coverage of your brand or event. You should use these tools to identify the key influencers, trends, or issues that affect your brand exposure.

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5 Collect feedback and testimonials

A fourth way to measure your brand exposure is to collect feedback and testimonials from your attendees, speakers, sponsors, or partners that can help you showcase the value and benefits of your brand or event. You can use tools like Trustpilot, Yelp, or Google Reviews to collect and display online reviews and ratings of your brand or event. You can also use tools like Testimonial Monkey, Boast, or VideoPeel to collect and share video or audio testimonials of your brand or event. You should use these tools to encourage and reward your customers, advocates, or fans to share their positive experiences and opinions of your brand or event.

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Sarah Marie Gomes

Asesora de Retail Marketing y Visual Merchandising
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Nada como postear en vivo lo que va ocurriendo en el evento. Crear # alusivo y repostear las interacciones de los asistentes de inmediato. Si invitas a celebridades e influencers, es vital insistirles en hablar del evento en el momento, aunque sea de manera indirecta, pues es el verdadero aporte que pueden hacer a la marca. Si tu eres el famoso, tomate fotografías y graba interacciones con asistentes. Que se note que están siendo parte de algo único e importante.

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6 Analyze and report your results

The final way to measure your brand exposure is to analyze and report your results using data visualization and reporting tools that can help you present and communicate your findings and recommendations. You can use tools like Tableau, Power BI, or Google Data Studio to create and customize dashboards and charts that show your brand exposure metrics and trends. You can also use tools like Canva, Prezi, or Google Slides to create and deliver reports and presentations that highlight your brand exposure achievements and challenges. You should use these tools to compare and contrast your results with your objectives and benchmarks, and to demonstrate your event ROI and value.

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Thomas Wlazlowski

Biz Dev's Best Friend - Marketing Operations Manager @ EDE
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It starts with clear objectives but ends with the actual analyzation and presenting of your findings. Without doing this would be like training for a marathon to run it and not time your race at all.

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Sarah Marie Gomes

Asesora de Retail Marketing y Visual Merchandising
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Los resultados dependen de actividades planificadas, y éstas del objetivo del evento. Por ejemplo: Lanzamiento de producto: asegúrate de poder venderlo en el lugar o dar cupones de descuentos para canjear en los puntos de ventas mas cercanos con una data finita. Recordación de marca: lleva Mercha, cualquier objeto que pueda ser brandeado y no olvides llevar una impecable exhibición de tu producto o servicio. Quieres base de datos: obsequia algo por esos datos. Un sorteo, un cupón de descuento, un producto. Quieres darte a conocer: estand de ventas, catas y sorteos. Es un evento interno: crea un concepto y código visual y viste todo con él. Asegurarte que sea memorizado por los asistentes. A?ade una encuesta al final del evento.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you measure brand exposure at your events?

1

2

3

4

5

6

7

1 Define your objectives and metrics

2 Use online tools and platforms

3 Conduct surveys and interviews

4 Leverage social listening and media monitoring

5 Collect feedback and testimonials

6 Analyze and report your results

7 Here’s what else to consider

Event Planning

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How can you measure brand exposure at your events?

1

2

3

4

5

6

7

1 Define your objectives and metrics

2 Use online tools and platforms

3 Conduct surveys and interviews

4 Leverage social listening and media monitoring

5 Collect feedback and testimonials

6 Analyze and report your results

7 Here’s what else to consider

Event Planning

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