IPM Course: Measuring the Value of Experiential Marketing
Experiential Marketing Campaigns are becoming an increasingly popular feature of a brand’s marketing mix principally because they directly engage with current and potential consumers of the Brand in one of the most effective ways possible – face to face.
The session is designed to help agencies and clients distinguish between ‘The Measurement of Activity’ – what happens on the day – and ‘The Measurement of Value’ – how the campaign adds real value to the Brand and thereby justifying the use of these resources and the ROI of the campaign from the Brand. RedRoute International Director, Steve Messenger, will cover the principles of measuring the value of Experiential Campaigns along with case study examples which show how it works in practice.
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