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The excitement and buzz surrounding event marketing has been around for years, and this technique has seen a new surge of interest, as cynical consumers look more warily at hyped-up ads in traditional media.

One of the challenges of event marketing has always been the measurability factor and, of course, return on investment (ROI). You could count attendees or tickets sold, but it was hard to quantify from there.

Sure, you can measure sales volume in the weeks after the event, conduct direct questioning as attendees are leaving the event, and do an e-mail follow-up in the succeeding weeks. But for a considered purchase with a longer sales cycle, that may not be an accurate reflection of how successful the event really was. Remember last week’s column. Marketing goes to the slow and steady. So how do you measure trade show success if the sales cycle is a few years or more?

ROI isn’t the only important measurement you should apply to your event. We need to also be thinking about ROE: return on equity. How do your promotions and events drive brand equity? How can you use the event to drive your key brand message? How can you leverage the event to your current clients, employees and other stakeholders?

Nothing drives sales and ultimately ROI more than a strong brand and brand equity. To deliver a significant ROI, you need to first deliver a powerful and consistent ROE.

Whether it’s event marketing, your Web site, or any other marketing tool, the ideal solution is to blend your brand message into everything you say or do. Look at your current tools and activities. Are you delivering an ROE at all?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan