Class Library Beyond a Beautiful Event: How Audi Measures Success

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  • Title:Beyond a Beautiful Event: How Audi Measures Success
  • Category:Strategy & ROI
  • Level:Intermediate
  • Instructor:Howard Givner
  • Length:17 min
  • Posted:6/20/2013
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Overview

Measuring and proving success of an event is a challenge for most brands. Learn from Isabel Chattas, Co-Owner of SiiNC Agency how strategic planning, the development of communication and event objectives, and carefully setting measurable tracking points proved successful in calculating ROI for her client, Audi. In reviewing Audi’s A6 and A7 car launch case studies, see how Chattas and her team developed two uniquely different events which met the needs of their targeted demographics and converted 9% of event attendees into Audi A6 car owners and 14% into A7 owners. In addition, discover the benefits and importance of developing several milestones from event date through client purchase when measuring ROI.

Learning Outcomes

    1. Discover how a live event can directly impact consumer action and sales.
    2. Learn the importance of segmenting your audience and tailoring event objectives and communications to meet their needs.
    3. Understand the critical nature of developing several milestones for tracking feedback when calculating ROI.

Table of Contents

Watch the Full Class Without Chapter Breaks
Beyond a Beautiful Event: How Audi Measures Success 16:40
Watch the Class in Chapters
Driving Interest: Measuring Success from Event to Ownership 7:35
Meeting Your Customers on their Turf 9:14
ELI

The Certified Meeting Professional (CMP) is a certification offered by the Convention Industry Council (CIC), an umbrella group comprised of 30 organizations. As part of the application process for the CMP, candidates are required to log a minimum of 25 Clock Hours of approved education. If you see the CMP designation next to a given class on this site, it indicates that class has been approved by the CIC to count toward that educational requirement, for the designated number of clock hours. For more information go to www.ConventionIndustry.org.

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