Event Marketing · case study
Event-to-Store Revenue Lift
The challenge
Events were treated as isolated brand moments without structured follow-up or clear revenue goals. There was limited visibility into how event engagement translated into in-store visits or purchases. Sales and field teams lacked clear pre- and post-event playbooks for outreach and conversion. Customer data from events was not consistently captured, integrated, or activated in downstream systems. Attribution for event impact was anecdotal rather than quantitative.
Our methodology
1. Pre-Event Targeting: Identified and invited high-value customer segments to curated experiences
Pre-Event Targeting: Identified and invited high-value customer segments to curated experiences
2. On-Site Data Capture: Implemented structured data collection to tie attendees to downstream behavior
On-Site Data Capture: Implemented structured data collection to tie attendees to downstream behavior
3. Post-Event Journeys: Designed follow-up sequences across email
Post-Event Journeys: Designed follow-up sequences across email, SMS, and paid retargeting
4. Store Lift Measurement: Compared in-store conversion and purchase behavior between exposed and control groups
Store Lift Measurement: Compared in-store conversion and purchase behavior between exposed and control groups
5. Field Activation Kits: Equipped store and field teams with talk tracks
Field Activation Kits: Equipped store and field teams with talk tracks, offers, and follow-up guidance.
The execution
Pre-Event Targeting: Identified and invited high-value customer segments to curated experiences. On-Site Data Capture: Implemented structured data collection to tie attendees to downstream behavior. Post-Event Journeys: Designed follow-up sequences across email, SMS, and paid retargeting. Store Lift Measurement: Compared in-store conversion and purchase behavior between exposed and control groups. Field Activation Kits: Equipped store and field teams with talk tracks, offers, and follow-up guidance.
The outcome
Measurable impact across pipeline, efficiency, and growth.
Linked experiential event programs directly to in-store and near-term revenue impact
Measured store lift in exposed audiences
Increased conversion rates and repeat engagement following events
“Linked experiential event programs directly to in-store and near-term revenue impact”
Retail Brand (Confidential)
Outcome summary
Expertise applied
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