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Why the secret to measuring ROI from events lies in crowd counter software

Written by Tony Loxton
Jul 12

Events are a powerful way to encourage in-person interaction with your brand. That said, figuring out whether your sponsored events generating Return on Investment (ROI) can be tricky. Holding an event doesn’t come cheap, and if you’re investing a substantial amount of capital into hosting one, you need to make sure that at the end of the day, it’s facilitating buy-in from your guests.

If you know a little about Blix, you’ll know that data is at the heart of everything we do. Why? Because we believe that obtaining the right kind of data doesn’t have to be a mammoth exercise, and is the first step in amplifying the success of your business. Enter: our crowd counter software, the foot traffic analytics tool that takes the guesswork out of event marketing.

When it comes to measuring ROI of sponsored events, a crowd counter eradicates the need for guesswork.

With a budget exceeding $100 million, one of our clients – a leading auto manufacturer – wanted to determine if their sponsored events were resulting in post-event sales, and if so, how many. They used Blix Traffic, our crowd counter software, to assist them in determining the relationship between one of their major sponsored events and store turnover. To do this, they implemented our foot traffic software at both the event in question, and at their stores in the vicinity. Because Blix Traffic measures foot traffic by way of wifi pings, the client could measure overall visitor flow, unique visitors, repeat visitors and walkbys. Using this information, they were able to correlate foot traffic data from the event with foot traffic data from their stores.

Blix Traffic enabled the client to accurately measure the impact and ROI of their sponsored event.

The client obtained three key findings via our crowd counter software: the number of event attendees, the number of store visits immediately after the event in question, and the number of event attendees who went on to become customers. Of the event’s 3634 visitors, 2.9% went on to visit a store. What’s more, they identified that store foot traffic hit an all-time high shortly after the event, and then gradually returned to pre-event numbers over the course of six weeks. In addition, they determined that the stores which saw the biggest increase in visitors were those located in close proximity to the event. Thanks to these accurate insights into their event marketing spend, the client is now able to make data-driven decisions about their event budgets and event marketing strategies.

Even if you’re not working with an event budget that runs into millions of dollars, you still need to make every cent count.

Just like you’d rely on Google Analytics to measure and track the performance of your website, crowd counter software sheds light on the efficacy of your offline marketing efforts. Like any other exercise in marketing analysis, drilling down into the data is crucial if you want to establish how every single interaction fits into the bigger picture. Because Blix Traffic recognises individual wifi pings sent from mobile devices, you’ll be able to see a) if a guest enters a store, and b) whether or not they make a purchase. If they are entering a store in the days following an event, but aren’t buying anything, you may need to review your sales strategy, store layout or staffing arrangement. Or, if you see that very few guests are visiting your stores after an event, this lacklustre visitor flow may be due to an event that wasn’t engaging enough or one that was a thinly-veiled sales attempt as opposed to a customer-centric experience.

Don’t let your event marketing efforts get lost in the ether. Learn about Blix Traffic and how it can help you to uncover the data that matters, here.

Learn more about Blix Traffic for Events

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