IPM

PrettyGreen hosts IPM event for EFFECTIVENESS WEEK

It was EFFECTIVENESS WEEK last week, a punctuation in the marketing industry diary when clever brains pause and meet to chat all things measurement and efficacy (no point having lovely creative ideas if they don’t deliver return and change behaviour).

 

The IPM ran 2 events, one of which PrettyGreen was proud to host from our front room, entitled Effective Value of Brand Experience (something we are particularly passionate about here at PG).

 

Carey Trevill, MD of the IPM chaired a passionate panel and then our very own Jess, who chairs the IPM Experiential Council, presented the 5 key principles that the IPM are advocating as the basis for measuring experiential impact under the absolute belief that the purpose of experiential marketing is to affect the behaviour of the target audience and this can and should be measured

 

1. KPIs:
It is critical to define the business challenge experiential is solving at the start of a campaign through setting SMART KPI’s

 

2. TERMS AND DEFINITIONS:
Use industry common language for measurement: (contacts, interactions, engagement, reach, amplification)

 

3. BENCHMARKING:
Where possible, activity adopt a best practice of assessing past data and benchmark ‘what good looks like’ in order to build robust activity

 

4. ROBUST METHODOLOGY:
To ensure the accuracy, consistency and validity of results regardless of the sector, category, brand and agency, the IPM advocates minimum standards required for measurement methodology

 

5. EFFECTIVE MEASUREMENT:
A common approach to effective measurement and evaluation:
1. REACH
2. IMPACT
3. ROI

 

The IPM has a model to support these principles and is calling for agencies and brands to join forces to test. For more information contact Jessica@itsprettygreen.com