Three P’s Of Offline Events — Planning, Promoting, Preparing — Using Google Analytics

Irrespective of whether you have a factory or an e-commerce website, one of the best ways to build an appreciable network of customers is by organizing events. Events are to the corporate world what holidays are to families — you know your people are out there, but it’s only during the holidays that you actually bond with them and have any intimate contact whatsoever. If you, as a businessman (or woman; the last thing I would want is people suing me for sex discrimination) wish to actually communicate with your customers and have an outsider’s view on your work, you need to plan an event, drive people to attend it and track your progress.

MAKE A REGISTRATION PAGE AND CHALK OUT GOALS

After finalizing all the minute details of your event, you need to have a single page wherein people can sign themselves up. This page is the first impression you’ll be creating in front of your potential attendees, so make sure you cover all of the mentioned details in this page itself –

  1. The day, date, time, and venue of the event
  2. An overview of what exactly the event is all about
  3. External links (if any) to know more about the event on other social media platforms
  4. A registration form

These registration forms are going to be the main input you give to the tracker — it’s using these that you’ll be able to determine who all are registering and what was the source that drove them to your page. Using Google Analytics, you can track the conversions, that is, who were the ones who visited your page and actually signed up.

ONLINE PROMOTION

Consider it the prequel to the registration process — you have to educate people about your event and make them sign up. Put up posts related to the event, fun facts, infographics, videos, pictures, host online competitions, and anything else even remotely connected to your event that will engage people and make them want to attend your event. Online promotion primarily includes:

  1. Organic search
  2. Paid search
  3. Display advertising
  4. Social advertising
  5. Email marketing
  6. Event listings
  7. Public relations

No matter what channel you use, you can have Google Analytics track it for you. In case you’re using AdWords for your paid advertising, you can sync your AdWords and Analytics accounts. For email marketing, make sure the URLs linking to your event page are tagged correctly so that registrations are attributed properly, or you can use Google’s URL Builder for the same.

TRACK THE SOURCES

“Eat the fruit and forget about the tree” is a proverb that is legit only in small talks. When you’re talking about establishing a relationship between your entire business and so many targeted customers, you cannot neglect the sources that are contributing to the registrations. Keep a track of the sources that are driving registrations by using the Goals page in Google Analytics.

TRACK ATTENDEES

When you’re targeting people from the corporate world, getting them to register and getting them to actually attend are two different things. A lot of time, registrations aren’t met with attendance because of urgent meetings coming up at short notices, or other similar reasons. Google’s policy doesn’t allow tracking any data that is identifiable on a personal basis, so you can print out a list of people who’ve registered and tally with the attendees when they check in. Yapsody also provides a handy mobile app (YapScan) for the same purpose, hence making the job a lot easier. To know more about YapScan, click here.

Agreed, events are just a part of the whole gig, but you can’t disagree with the fact that they are an integral chunk. If required, set up an additional team to keep up with event sales and tracking, and Google Analytics can fill in as the best companion for them.