FMBX News

The IPM launches experiential measurement course

The IPM is  launching a new course on  September 14^th entitled ‘Measuring the Value of Experiential Campaigns.

The course is designed to help agencies and clients distinguish between ‘The Measurement of Activity’ – what happens on the day – and ‘The Measurement of Value’ – how the campaign adds real value to the Brand (and thereby justifies the use of these resources).

The course will cover the principles of measuring the ROI of Experiential Campaigns along with case study examples which show how it works in practice and includes a session on how you can make it relevant to your own Experiential Campaigns.

The course will cover the key principles of measuring value and their practical application.  Key topics that will be covered include:

• Why Experiential Marketing is becoming increasingly important
• The starting point: setting the right objectives
  • What objectives should be set and how are they different to the objectives that are usually set
  • Why it is important to build measurement into the Experiential Campaign plan
• Measurement of Activity or the Measurement of Value?
  • Why are they different and which one is the most important
  • The principles of measuring value
• Measuring the Change in Consumer Behaviour
  • The Five Drivers of Consumer Behaviour and Effective Net Preference
  • Relating Consumer Behaviour to the Value of Experiential Campaigns
• Practical Examples of Measuring Value
  • Case Study examples of Measuring Value of Experiential Campaigns
  • Lessons learned and using these to improve future campaigns
• How to apply to your own campaign
  • Delegate discussion on issues that concern you

The course will be run by Richard Pink (ex Kellogg’s) and Steve Messenger and Ray Higgs of Market Reasearch company Redroute International and costs £495 for IPM members

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