Experience events

Experience and event marketing is an established component of modern brand communication. Events are live presentations of the company – they make it a compelling experience and not only address the head, but also the heart. Events awaken emotions, inspire and activate people and therefore offer an ideal platform for the target group and dialogue-oriented presentation of brands, products or services. With an event effectiveness analysis matched to your individual goals, we support you in verifying and optimising the success of your events.

Goals

  • Stimulate emotions of your brand and targeted strengthening of individual image dimensions
  • Strengthening of customer loyalty and growth of sympathy for your company
  • Optimal integration of purchasing impulses into the event concept
  • Assurance of the brand fit: Selection of an event type, which fits the positioning of your company, is credible and suitable for the desired image transfer.

Study contents

  • Event assessment:
    How is the event received by the visitors? How was the atmosphere during the event? How do your guests rate the event in its various aspects (e.g. organisation, location, support programme)?
  • Image impact:
    What “emotional brand world” is communicated by the event? Does the brand become charged with positive emotions? How, and in which image dimensions, does the event have a positive impact?
  • Communication of information:
    Which of the brand and product messages proved memorable, which not? Were the products and product messages presented noticed?
  • Purchase impulses:
    Does the event succeed in awakening interest in purchasing certain products? Does the event have a positive impact on customer loyalty and brand use?
  • Target group analysis:
    Do the themes and content of the event address the target group aimed for? Does the actual visitor structure coincide with the audience aimed for?

  • Image fitting:
    Does the event fit to the image positioning of the brand? Is it a suitable and credible medium for the intended image transfer?

Instruments

We use study designs individually matched to your needs for success controlling of your event. Our event success controlling instruments include:

  • Survey , e.g.:
    • target group surveys prior to the event
    • on-site surveys
    • day-after recall surveys: telephone surveys of visitors on the day after visiting the event
  • Benchmarking

Effectiveness analysis of promotional activities accompanying the event
Experience events are often used to stage accompanying promotional activities. The Promotion Check from FairControl allows you to carry out a thorough investigation of your promotion team. For further information click here .