The Brand Presence and Measurement
A B2B trade fair has been chosen as a matching location for Event Analytics in order to best reach the distinct target audience without a significant scattering loss. Jazzunique’s client was present for two days exhibiting their products on a spacious area. The campaign goal of “Brand Awareness” was pursued consistently on site - the products were displayed prominently and branding was omnipresent. Sales generation was not the defined goal but focus was rather put on informing the audience and getting their attention. That strategy included numerous customer pitches and handing out information material. Although new product types were presented on site the brand itself was in clear focus of the offline marketing campaign.
Until now, the dilemma of offline marketing lay within a lack of reliable success measurements. Even though consumers can in fact be reached successfully offline, measuring these efforts in regard to a company’s turnover figures is hardly comprehensible. Having an impact on the public brand image is a long-term process which, alas, cannot be expressed in numbers. It is therefore intransparent and complicated for companies to calculate the success of an offline marketing event.
Jazzunique’s case was based on that exact matter. The client was primarily interested in generating and enhancing the individual brand awareness and creating a connection of positive emotions towards the organization from press and dealers present at the trade fair. It was at this point that Event Analytics was able to solve an existing problem. Three WiFi sensors have been installed around the promotional area in coordination with Jazzunique. The sensors collected data about the stream of visitors, number of contacts, interactions and dwell times of visitors throughout the two trade show days. Thus, an evaluation regarding the campaign’s reach and brand contacts was provided. Event Analytics was able to deliver valuable KPIs to Jazzunique and their client that benefitted understanding the offline conversion funnel and make future decisions based on data.