Chapter 6
Close the Loop
Whew – we’ve gone through a lot in this guide, and we’re nearing the end.
But first, we need to talk about closing the loop with reporting. You’ve followed all the event gifting best practices, so let’s uncover the results. While most people are focused on quantitative results (aka metrics), it’s also important to consider qualitative results (aka what are people saying?).
Let’s Talk Numbers
Some common quantifiable metrics used for events include attendance rate and next steps taken (meetings booked, trials started, etc.). “Attendance is such a strong buying signal,” shares Corrina. When Corrina ran the Super Bowl ad event at Gong, they primarily tracked attendance rate but their secondary goal was to get people on the phone after the event to learn more about Gong.
If you use a QR code to direct event attendees to a web page, you can also track how many people engaged with that experience.
While those are great places to start, it’s also important to dive a layer deeper to consider the qualitative results. Not everything is measurable.
The Intangibles
Qualitative metrics can be just as important as quantitative. While you’re likely measured on specific hard metrics, getting people engaged and talking is just as important. Positive brand awareness has a multiplier effect and can capture even more eyeballs. “Events are often about making an impression, not always a sale,” shares Sabrina.
One way to measure the less concrete results is to see if folks share your gift on social platforms. If they take the time to take a picture and write a post, they’re probably pretty excited about your gift!
Social sharing also provides an opportunity for a give-and-get. “You can gamify that, too. When you have x amount of posts about our brand, we’ll send you another gift,” shares Sabrina.
Another great way to measure success is by gathering feedback. Feedback helps you learn, iterate, and improve your event gifting strategy. Lessonly hosted a virtual event with over 1,000 attendees and got great feedback on their coffee-themed gifts, so they knew they had a winning strategy for future events.
Reporting isn’t one size fits all, so find the option that works best for your team and goals!
That’s a Wrap
Thanks for taking the time to read our guide. We hope you walked away with some new ideas and creative event gifting strategies! Whether you’re planning a virtual event, a conference, or a small customer dinner, the gifting opportunities are endless.
If you’re looking for help planning your next event gift, we’re here for you! We can’t wait to chat and will follow up with you within one business day to get started.
