5 Metrics for Post-Event Merch Success

Want to know if your event swag is actually working? Here's how to measure it:

1. Sales Numbers: Track revenue, ROI, and what's selling best.
2. Social Media Activity: Monitor engagement, hashtags, and brand mentions.
3. Customer Feedback: Ask attendees what they think right after the event.
4. Stock Management: Balance inventory to avoid stockouts and overstock.
5. Future Sales Impact: Look at long-term customer retention and brand recall.

Why bother? Simple:

• It shows if your merch is worth the money
• You'll learn what to keep or ditch next time
• You'll see if people actually like your stuff
• It'll boost your overall marketing game

Here's the kicker: 89% of people remember an ad on a promo product they got in the last two years. That's some serious staying power.

Ready to make your event merch work harder? Let's dive in.

1. Sales Numbers

Sales numbers are your best friend when measuring post-event merchandise success. They show you exactly how your promotional efforts are paying off.

Here's what to focus on:

Revenue Generation: This is the total cash your merch brings in. It's the big picture of your event swag's financial performance.

Return on Investment (ROI): Here's a simple formula:

(Sales Growth – Marketing Cost) / Marketing Cost = Marketing ROI

Let's say you spent $5,000 on event merch and made $15,000 in sales. That's a 200% ROI. Not too shabby!

Stock Movement: Keep tabs on what's selling like hotcakes and what's collecting dust. This info is gold for future inventory choices.

Repeat Buyers: These folks aren't just boosting sales; they're showing real love for your brand.

Want to track these metrics like a pro? Try these:

1. Slap unique QR codes on your merch. Link them to specific landing pages to track sales AND engagement.
2. Ask for feedback. As Noelle Peterson from UserTesting puts it:

"The most important part of a post-event report is the actionable insights. It's not just about numbers like attendance or feedback - it's about finding ways to improve."

3. Team up with top-notch promotional product suppliers. The Advertising Specialty Institute says 9 out of 10 people remember a company that gave them a promo product.
4. Look at the big picture: track gross revenue from tickets, sponsorships, and merch.

But here's the thing: sales numbers aren't everything. Andy Cohen from the Advertising Specialty Institute adds:

"Ultimately, the return on investment that clients receive from using promotional products in their marketing campaigns can be found in the fact that the items have an extremely low cost-per-impression (CPI)."

So, while you're counting those dollars, don't forget about the long-term brand impact!

2. Social Media and Online Activity

Social media can make or break your post-event merch sales. It's not just about likes - it's about keeping your brand hot long after the event's over.

Here's how to measure your social media impact:

Track Engagement Metrics

Watch those likes, comments, shares, and saves. They show if your merch is hitting the mark. Instagram's average engagement rate? 0.67%. But the best brands? They're crushing it at 1.39%. Aim high!

Monitor Hashtag Performance

Create a unique event hashtag and track it. But remember:

"Tracking your social media metrics can put you on a path to success." - Jackie Gualtieri, writer and editor

Take SXSW. They use #SXSW every year. Simple, but effective. Fans know exactly how to join the buzz.

Analyze Reach and Impressions

Reach is unique users. Impressions are views. Don't panic if they're low at first. Even big brands are seeing less reach on Instagram Stories in 2023. Focus on growth over time.

Measure Click-Through Rates (CTR)

Using social to drive store traffic? CTR is key. Use Google Analytics to see who's clicking from posts to products.

Brand Mentions and Sentiment

Who's talking about your merch? What are they saying? This tells you how customers really feel.

Pro Tip: Use social listening tools. They catch mentions even when you're not tagged. It's like eavesdropping on honest customer feedback.

Social media isn't just about numbers. It's about building relationships. As you crunch these metrics, look for ways to engage. Turn those casual followers into die-hard fans who can't wait to buy your next merch drop.

3. Customer Feedback

Customer feedback is your ticket to understanding how your event merch hit with attendees. It's not just about selling stuff - it's about making a lasting impression that keeps your brand in mind long after the event.

Why is customer feedback so important? Simple:

• It shows what worked (and what didn't)
• It helps you make better merch decisions next time
• It tells attendees you care about what they think

Getting Good Feedback

The trick? Ask for feedback right away. Send out your survey as soon as the event ends. Make sure it works on phones - most people will probably take it on their mobile devices.

Quick tip: Make your survey look like your event. It keeps everything feeling connected and on-brand.

What to Ask

Keep it short, but ask the right stuff. Here's a mix that'll give you good insights:

1. "How happy were you with the event merch?" (1-5 scale)
2. "What was your favorite item and why?"
3. "How likely are you to use the merch in your daily life?" (1-10 scale)
4. "What would you like to see in future event merch?"

Remember, you're not just looking for a pat on the back. As Jamie Cohen from Accurate Append says:

"Post-event surveys aren't just for collecting data. They're a roadmap for making attendees more engaged and improving marketing for future events."

Looking at the Results

Once you've got your feedback, it's time to dig in. Look for patterns. Are some items rated higher? Do people keep suggesting the same improvements?

Focus on:

• How happy people were with the merch overall
• If they'll actually use what you gave them
• How the merch affected their view of your brand
• What could be better next time

Using Feedback to Improve

The real power of feedback is in what you do with it. Use what you learn to:

1. Pick better merch for future events
2. Make your popular items even better
3. Stop using stuff that people don't like
4. Come up with new, cool swag ideas based on what attendees suggest

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4. Stock Management

Stock management can make or break your post-event merchandise success. It's not just about having stuff to sell - it's about having the right stuff at the right time.

Why does it matter? Let's break it down:

1. Stockouts = Unhappy Customers: Run out of popular items and you'll lose sales. Worse, you'll disappoint your fans. Did you know 30% of shoppers say stock shortages ruin their experience? And 70% will jump ship to another brand if it happens too often.
2. Too Much Stock = Wasted Money: Overstock ties up your cash and can leave you with unsold merch. This is a big no-no for event-specific items that you can't easily repurpose.
3. Smart Stock = Better Cash Flow: Manage your stock well, and you'll free up cash that would otherwise be collecting dust on your shelves.

So, how do you nail stock management? Here are some tricks of the trade:

• The 10% Rule: Expect about 10% of registered participants to be no-shows. Use this as your guide when ordering merch to avoid overstock.
• Just-in-Time (JIT) Inventory: Only order what you need, when you need it. For events, this might mean teaming up with local printers who can deliver on short notice.
• Tech is Your Friend: Use inventory management software to track stock levels in real-time and automate reordering. This is super helpful if you're juggling lots of different promo products.
• Count Your Stock: Regular physical inventory checks help keep things accurate and catch any issues early.
• Set Reorder Points: Figure out the minimum stock levels for each item based on how fast they sell and how long it takes to get more. This helps you restock at the right time.

Here's a cool idea from Jeff Crane, Race Director of Leftovers Run:

"We do a Leftovers Run each year where participants get a random medal and shirt from a previous event. It's one of my most profitable events of the year because we don't have to buy new medals or shirts."

Talk about a win-win! Clear out old stock AND create a unique event experience.

If you're looking to level up your merch inventory game, check out platforms like Stitchi. They offer warehousing, inventory management tools, and global fulfillment services - perfect for managing post-event merch across different locations.

5. Future Sales Impact

Measuring how event merch affects long-term sales and customer loyalty is key. It's not just about the immediate buzz - it's about creating a lasting impression that keeps customers coming back.

Why track future sales impact? Simple:

1. It shows the real ROI of your event merch strategy
2. It helps you improve your approach for future events
3. It proves the long-term value of promotional products

Let's look at some ways to measure this impact:

Track Post-Event Sales Trends

Keep an eye on your sales data after the event. Look for spikes in purchases, especially from attendees. If you see a 15% increase in sales from event participants compared to non-attendees, your merch is doing its job.

Monitor Customer Retention Rates

Promo products can boost customer loyalty big time. In fact, 82% of people feel better about a brand after getting a promotional item. That's huge! Check how many event attendees become repeat customers. Higher retention rates? Your merch is probably working.

Measure Brand Recall

Here's a wild stat: 89% of people remember an ad on a product they got in the last two years. Talk about staying power! Do surveys a few months after the event to see how well people remember your brand. If they're still using your merch, you're still on their mind.

Check Social Media Engagement

Don't ignore social proof. If people are still posting about your merch months later, that's free advertising. Track hashtag use and mentions related to your event merch. This ongoing buzz can lead to more brand awareness and sales.

Use Lead Scoring

Not all leads are equal. Use a scoring system to assess leads from your event merch. Give higher scores to leads that engage more with your brand after the event. This helps you focus on the most promising prospects.

Look at Lifetime Value (LTV)

Think beyond quick sales. Calculate the Lifetime Value of customers from your event. If these customers have a higher LTV than others, your event merch strategy is paying off long-term.

Remember, promo products can have a subtle but powerful impact. As Swire Ho, a promotional products expert, says:

"Promotional products are an invaluable tool for building lasting customer relationships."

The key is to keep tracking and analyzing. Your event merch isn't just a one-time thing - it's an investment in your brand's future.

Conclusion

Tracking post-event merchandise success is key to boosting your marketing and brand impact. Focus on these five metrics: sales numbers, social media activity, customer feedback, stock management, and future sales impact. They'll give you the insights you need to fine-tune your strategy and get more bang for your buck.

But here's the thing: it's not all about quick sales. Event merchandise shines when it creates lasting impressions and builds brand loyalty. Get this: 89% of people remember an ad on a promotional product they got in the last two years. That's the staying power of smart merchandise choices.

Want to make these metrics work for you? Here's how:

1. Set clear, SMART goals

Give yourself concrete targets to aim for with your event merchandise strategy.

2. Use tech to your advantage

Inventory management software and social listening tools can give you real-time insights. Use them.

3. Listen to your customers

Jamie Cohen from Accurate Append puts it well:

"Post-event surveys aren't just for collecting data. They're a roadmap for making attendees more engaged and improving marketing for future events."

4. Think long-term

A sales spike right after an event is great. But what you really want is sustained growth in customer retention and lifetime value.

5. Stay flexible

Use what you learn to keep improving your merchandise strategy. What works for one event might flop at the next.