Customer and Prospect Feedback May Be Most Important to Your Marketing Events
by Ed Jones
Measurement Tip #5
Although ROI and efficiency measurements are important, customer feedback on the value and effectiveness of your events may be the most valuable information you can get.
Events are communication and engagement tools with the goal of gaining specific, desirable behavior from participants. This behavior only occurs if participants are persuaded and motivated to act. To know how well your event marketing program accomplishes these goals and how you might change future events to be more effective requires insight through the eyes of your customer.
As a reminder, there are three critical success factors for a marketing event:
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