Edit evaluation. I have note how to edit it following this format. 150-200 words
Note: Evaluation follow “Track” Model – 150 words
• The completed experiential scorecard:
à The experiential scorecard quantifies results in a tangible way that can justify the spend on experiential marketing initiatives. The process of tailoring the metrics to the Experiential objectives during the Systems and mechanisms for measurement stage, then Gauging the effectiveness of the campaign in relation to the metrics, and finally formatting the results in the experiential scorecard during Evaluation, is a full circle of measuring the desired outcomes against the actual outcomes while learning from any variations.
• ROI and LROI analysis
à The term ‘ROI’ can be used as a financial measure of the actual percentage of profit made, as a direct measurable result of a campaign.
à The sales generated from a live brand experience should be seen to be symptomatic of the word-of-mouth reach generated from that positive, two-way, brand-relevant interaction. By creating a link between the number of interactions of the live brand experience and the long-term word-of-mouth reach, while taking into account, that word-of-mouth generates sales; we get closer to correlating the number of interactions generated from the live brand experience with the number of sales generated. The ultimate aim is to estimate the long-term return on investment (LROI) of live brand experiences.
• A chage analysis
à The next part of the Evaluation stage is the change analysis. This is a careful examination of what differed between the original plan and the delivered plan. This should encompass changes in timing, cost and outputs. The data that should form the basis of this will have already been collected during the Gauging effectiveness stage using the change control log. The purpose of the change analysis (see Table 14.3) at this stage is to determine the reasons behind any changes and to gather any insights, useful in future planning.
• Content and visual evidence review
à Visual evidence is a crucial part of ensuring stakeholders internalize the positive results of an experiential campaign. The live brand experience should be captured in both moving and still pictures, which should be edited and presented in a concise, attractive format for all to see exactly how it worked and, most important, how consumers reacted and participated in the brand-relevant interaction
• KPIS and an SW + I report (strength ,weakness, insight)
à The strengths, weakness and insights report is the final part of the post- campaign Evaluation. The body of this report should be formatted as a table, with two columns, one for strengths and one for weaknesses. It should be split into three sections: planning, implementation and results. Following the table, there should be a summary of insight for the future.