Measure What Matters Part Five

Chapter seven of Katie Paine's "Measure What Matters" is mainly focused on events and sponsorships. So why choose an event or sponsorship for your brand? Here's the top three reasons why:

1. Launch new products

• Your brand can drive a new product by exposing it directly to an audience at an event. This engages people who could become potential buyers or influencers for you product and brand.

2. Drive affinity between customers and the brand 

• Showing support or sponsorship for something your customer's are passionate about will build up the brands reputation and customers will support, choose and market the brand more. 

3. Reach new markets and customers

• By showing up to events, you are establishing the brand. It hurts the brand more when you don't show up to an event.
• Accpting an invitation to an event will create new customer relationships and raise brand awareness.

How do you decide if accepting an invitation to an event is the right move? Here's some data to look at when making a decision:

• Total views: how many people are going to your speech page from the event's page
• Total leads: the number of business cards you bring home
• Site visits: how many people visit your actual site, not only your speech's site
• Total contacts = leads + visits + views
• Costs: unreimbursed, time, fees, reimbersed, etc.

Make a decision making spreadsheet with this data to help determine if your brand will attend an event quickly!