Customer Satisfaction: A Key Event Marketing Metric

Event marketing will never go away. In fact, it’s gaining importance with the so many other distractions out there. According to The State of Customer Marketing 2017, out of over 200 marketing leaders primarily from B2B companies surveyed, companies identified three key areas for success in customer marketing efforts: relationship building, communication and customer service. Those areas are key metrics when determining your event marketing ROI.

The report suggests what we all know…. customer satisfaction matters! Organizations reporting moderate to significant revenue from customer marketing are more than two and a half times more likely to report high levels of customer satisfaction.  Not a surprise but the question is how do you build that level of satisfaction?

Whether it’s your brand’s private event, an industry trade event, or a road show, events help drive people from prospect to customer then allowing you to build that relationship to one that will stand the test of time. Relation building, communication and customer service with prospects and customers can be your goals for every live event where you have a corporate presence. Even better, it can be measured and tracked. 

People buy from people. It’s all about the relationship they have with your staff. It is very easy in today’s digital world to reply with an email or text message but face-to-face conversations are how you build lasting relationships and friendships. When your customers are away from their office at an event, it is easier for them to focus on building relationships without outside distraction. It is also easier for your staff. That’s the real power of events. Whether it’s scheduled meetings in your booth or a dinner after the event closes for the day, those interactions will allow your customer satisfaction to improve. 

Your best customers wants more than a transactional relationship. You should strive to give them that at each event. Remember that the next time you sit down to plan and adjust your marketing strategy accordingly.

David Brull

Written by David Brull

David has over 15 years of experience in sales and marketing for brands, associations, and agencies. He is Vice President of Global Accounts for kubik, a global leader in the exhibit and event marketing industry. He can be reached at (443) 716-6836 or


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