Every year thousands of brand ambassadors show up at locations around the world to give current and potential customers an experience. Brands invest a lot of money into creating these events in hopes of connecting and establishing a deeper relationship with their target audience. Some events are more successful than others for a variety of reasons. One influence on that success is the location of the event – and knowing which locations give the best bang for the buck. Location information matters in event management. You need to ensure your system is designed to handle location information in these three ways.
- Locations should have their own record of information.
Let’s say your tour is hosting events at area Wal-Mart stores. You may think that tracking the Wal-Mart address and phone number are enough. For most day-to-day activities, it might be. If an ambassador let you know a few weeks ago that Wal-Mart store #4590 is going to be renovating the sporting goods section (where you set up your event), how easily can you access that information now that you’re working on next month’s schedule? It’s easy for details to get lost in the email or text abyss. If that information is saved in the notes field of the location’s record, then it’s very easy and fast to find.
- Locations should be tied to recap data.
Every recap should be tied a specific location. Again, the location should already be set up in the system as its own record. Otherwise, using our Wal-Mart store example, how easily can you find out how many total samples have been handed out at store #4590 compared to #4512? Do you have to manually tally a bunch of recap data to get this information? If your locations are set up as individual records and one location is tied to each recap, then you can more easily find related data. This can give you insights into which stores bring you the most success for the program.
- Locations should have an active and inactive flag.
Too often we’ve seen the “all or nothing” approach when it comes to data – either a piece of information is in the system or it’s deleted. This is not a good plan. If you held even just one event at a location, that information must stay in the system. Deleting it will mess up your reports and cause confusion about what actually transpired. It’s important to have the ability to make a location inactive. This allows you to keep necessary information in the system, but easily sort by active or inactive locations when you go to make the schedule. Also, should you decide to ever hold an event at that location again, you can easily reactivate it with a few clicks instead of setting it up from scratch again.
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