Event Marketing That Sells: Turning Guests into Loyal Customers

Great activations accelerate trial, drive incremental sales, and build repeat. Without a clear measurement framework, you can’t defend budgets or scale into new markets. Below is a simple, actionable method we use with spirits brands in Texas, Tennessee, Nevada, Florida, and California.

1) Set SMART goals (before the first sample)

Examples:

  • Incremental sales: +15% over baseline in the 4 weeks after activation.

  • Trial: 600 samplings/month with ≥20% conversion to same-day purchase.

  • Cost per sample (CPS): ≤ $2.00.

  • Repeat: ≥ 25% of buyers repurchase within 60–90 days.

Pro tip: Align retailer, distributor, and ambassador team so everyone tracks the same KPIs.

2) Core KPIs (during & after)

  • # of stores activated and # of hours per store

  • Samples delivered and conversion-to-purchase (same day)

  • Incremental sales vs. baseline (retailer POS / scanner data)

  • CPS: Total activation cost ÷ # of samples

  • Cost per conversion (CPCv): Total activation cost ÷ # of attributed purchases

  • Velocity lift (units/week) at weeks 4–8 post

  • Repeat rate (via QR/CRM/coupon data if available)

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