Evaluating Event Marketing: Experience or Outcome?

Abstract

The research presents a critical evaluation of the current methods used to measure the effectiveness of experiential marketing techniques. The article begins by reviewing the literature relating to event and experiential marketing and existing appropriate evaluation techniques. Secondary research is then used to highlight specific tools and methods currently being used in the experiential marketing industry. This secondary research is explored further through interviews with four experienced providers of marketing events. The findings indicate that current methods do not appear to be comprehensive or reliable due largely to the intangibility of the event experience. Based on these findings a framework is developed to guide future research, both academic and practitioner, into measuring the effectiveness of experiential marketing events.

KEYWORDS:

• evaluation
• event marketing
• experiential marketing
• integrated marketing communications (IMC)
• measurement
• Return on Investment (ROI)

An earlier version of this study was presented in collaboration with Guy Masterman of Northumbria University as a paper at the 7th International Marketing Trends Congress, January 17-19, 2008, in Venice, Italy.