Measurement Methods

Determining whether a festival, fair, or other special event has been successful can take many different approaches. First, a marketer needs to identify the goals. If you are looking to raise awareness for a cause, the organizer will typically interview attendees prior to and during the event as well as at the conclusion. Typically, at these events, organizations are looking for volunteers at the event, while at the same time disseminating information about the cause. By interviewing individuals who are familiar with the event and the cause, we can gain an insight into the approximate number of people interviewed, informed, and successfully solicited for volunteer positions. From this comes not only a parameter of participation statistics, but also general feedback regarding attitudes and interest levels.

When one is trying to promote goodwill in a community such as having a Fourth of July fireworks festival or an open house at the local fire station, one looks to feedback from the community in local newspapers or on talk radio shows, as well as doing random interviews with people in the community. In some cases, one can judge by increasing attendance as the festivals become larger. At fundraising events, the bottom line is how much money was raised for the cause, as well as how many people were recruited to raise more funds on their own. When looking to see how successfully a sponsor's name has been promoted, one can look at the advertising and public relations and assign these two a value. For advertising, wherever a sponsor's name or logo is used prominently, an advertising value can be determined by obtaining advertisement rates for the specific advertisements run and then combining the costs of all the advertisements. On the public relations side, one can look at the comparative advertising value. This figure is obtained by collecting all press clips of the event where a sponsor is mentioned or featured in photos and determining what this would cost if one had to pay for all of the exposure.

Was this article helpful?

0 0
Creating an Online Business Plan

Creating an Online Business Plan

Your online business plan needs to make sure it addresses the management and administration structure in other words your organization’s breakdown. Online businesses often have a simpler organization structure than a traditional business, but that’s not always the case, and it must be clearly defined.

Get My Free Ebook


Post a comment