Create a Face-to-Face Marketing Plan in Four Steps: Part 4

AUTHOR: Derse  /  December 20, 2017

CATEGORY: ExhibitsStrategy

Having a F2F marketing plan and following it are critical to success, but the plan’s value is limited without measurement. Without metrics, success is only subjective. In the final part of our series, we’ll be discussing tips on holding yourself and your program accountable.

Step 4: Set and Measure Results
Because data analysis takes place post-execution, many companies think they can wait to establish their metrics. But gathering data starts on day one. Identify your metrics during your planning stage with these three pieces of advice:

  • Define your desired results. In keeping with the SMART approach from previous steps, make your measurement points specific, measureable, achievable, realistic, and time-bound to guarantee your company’s objective and accountable definition of success.
  • Understand your metrics. Knowing the ins-and-outs of your metrics and having a clear definition of success for your company, allows you to assess your program’s impact and make adjustments when necessary. It also gives you framework for promoting the accomplishments of your team and improving your F2F program.
  • Align, Align, Align. As mentioned in previous posts, it’s important to keep your entire plan tied together tight. Establishing metrics is all well and good, but you need to tie each one back to the outcome stated in the corresponding F2F objective.

For many organizations, writing a strategic F2F marketing plan is a time-consuming process that involves seeking input and buy-in from stakeholders across the organization. For help in achieving this goal, review the four-step process in our white paper, “How to Write a Face-to-Face Marketing Plan”, or contact Derse for your strategic needs.

Create a F2F Marketing Plan in Four Steps: Part One
Create a F2F Marketing Plan in Four Steps: Part Two
Create a F2F Marketing Plan in Four Steps: Part Three

  • Analytics
  • face-to-face plan
  • Metrics
  • strategy
  • Success Measurement



BIO:Derse is a complete face-to-face marketing agency and exhibit builder with more than 450 employees and six full-service divisions. Ranked as a Top 10 Experiential/Event Marketing Agency by Advertising Age and B2B Top Shop by Chief Marketer, Derse brings a smarter wins approach to exhibits, events and environments for client programs in more than 50 countries.