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‘Tis the season to create an unforgettable Christmas display! But how much should you realistically invest if you're unsure of your return? Classic Displays has some key indicators to help you measure the ROI of your commercial Christmas display, ensuring your festive efforts are as worthwhile as they are dazzling.
Christmas is a time of giving, and it's only natural to want a spectacular display that captures the holiday spirit. However, balancing creativity with financial sense is key. Let’s dive into how you can measure the ROI of your commercial Christmas display and make the most of your investment.
One of the major ways you can measure your ROI for your commercial Christmas display is to track the overall turnout of attendees and compare it to previous years. Then, you can determine what may have been the inspiration behind the increase in turnout by looking at where you invested your time and money.
Here are some clear ways you can track your turnout:
If tickets are required for your Christmas display event, you can compare the number of tickets sold/scanned last year and compare it to this year. However, if your event is free, you can use counters at the entrance to track the overall foot traffic.
Website traffic allows you to analyze the visits to your event's website over both years. You can use tools like Google Analytics to show you how many users have visited and interacted with event pages.
Also, online reservations allow you to compare RSVPs, bookings, or sign-ups across both years if your event utilizes these systems. Otherwise, you can also track the turnout with QR codes on your display to track scans and engagement.
You can track likes, shares, comments, and event RSVPs on platforms such as Facebook and Instagram. You can even use unique hashtags to monitor mentions and participation levels!
You can utilize people counters, such as sensors or cameras at the entrances and exits to get an idea of how many attendees came. Or you can use Wi-Fi tracking to measure the number of unique devices present at your event.
A great way to track your turnout is to conduct post-event surveys asking attendees if they also visited the previous year and if they plan to continue to visit in the future. You can further incentivize participation with giveaways or discounts if you choose.
You can coordinate with local businesses and/or sponsors to share their insight on customer traffic, provided they're in proximity to your event.
Request that your staff or volunteers try to estimate crowd density during peak hours and compare it with the metrics from the previous year.
If you're permitted to do so, you can use drones to capture aerial views of the crowd to assess the turnout visually and compare footage year-over-year.
Review local news or media coverage for crowd estimates provided by third-party sources. Don't be afraid to reach out to outlets ahead of time and let them know your event is going to be worth covering!
Perhaps one of the biggest ROIs, other than tangible profit, is seeing where your commercial Christmas events have improved from the previous year. Oftentimes, the more you improve your event each year, the more people will want to attend. To find out how you can improve your Christmas display, there are a few things you should consider:
Reach out to your local community through social media or targeted surveys to see what they’re looking for in a commercial Christmas display. Maybe they want giant
Christmas decorations, maybe they want a more interactive experience, or maybe they want activities that are great for kids and adults alike.
Maybe last year there was no access to hot drinks or snacks, which left your event lackluster for hungry and chilly patrons. You can send out questionnaires with multiple-choice questions or put out a social media post asking for pointed feedback. That way, you can get an idea as you aim to improve if the community at large is enjoying the event.
This isn’t something you need to do right before or after the event either - you can do temperature checks leading up to the season to better prepare yourself for what your attendees are looking for. Checking in early on could help you make some preemptive changes that will help improve your ROI from the previous year.
One of perhaps the clearest indicators that you’ve received a good ROI is if your budget has increased enough that you can propose new elements for your display. We get it - it can feel a little tacky to talk about money. But as you continue to host Christmas events with large commercial displays, your ROI will allow you to continually expand as needed each year, offering bigger and greater visuals.
Say you started with just light displays. Now, this year, you’re able to buy a few bigger ticket items, maybe something like our Mosby Snowman or The Toque. If your budget expands each year and allows you to continue to grow your display, then you know you’re getting a good return on your investment.
This might seem like an odd point, but by making your events more accessible, you’re increasing the ability for people to attend. The more people can attend, the more you’re going to get a bigger ROI.
Accessibility is important because it ensures your events are inclusive, allowing people with physical limitations to attend. While you may be concerned about the cost of accessibility, it’s also essential to keep in mind that you’re opening your event up to a broader list of attendees by making things accessible.
Even if individuals don’t have specific disabilities, having things like park furniture, bins, and bike racks just makes your events more enjoyable. It allows people to sit and enjoy their treats or just have a rest, it allows them to have plenty of places to dispose of waste, and it also allows those who prefer to attend by bike to attend safely.
If you’ve had the ability to make your event more accessible, you can expect that your ROI is going to be bigger in the future.
Classic Displays has an entire array of site furniture you can add to your display to make it more accessible. However, here are some additional accessibility elements you can consider for your next display:
Wheelchair-accessible pathways
Accessible picnic tables
Benches with armrests for support
Sensory-friendly zones
Accessible viewing platforms
Braille signage for display information
Tactile maps of the display area
Rest areas with heaters
Mobility scooter rentals or charging stations
Inclusive play equipment for children
Non-slip mats on pathways
Low-height interactive displays
Wide entrances and exits
Audio description devices for visually impaired visitors
Quiet zones for sensory-sensitive individuals
OK, let’s just get down to brass tax. It’s time to actually discuss the numbers, and by numbers, we mean money. There are a lot of indicators that can help identify a good ROI, but money is what it comes down to.
To get a good idea of your overall ROI, you must break down the following key factors:
The first step is to calculate how much you spent on your display and site furniture. This needs to include everything from the initial design, production, installation, maintenance, and the projected cost of removal. You can use invoices, receipts, or even general estimates if you must, but it’s better to have specific numbers.
Next, you need to calculate the benefits of your display and site furniture. The overall benefit of the collective display is the revenue or profit you expect it to generate. This can be measured by utilizing sales data (perhaps you have a retail display or plan to sell items such as tickets, food, etc.), customer surveys, and other analytical tools. Here are some considerations to keep in mind to measure your ROI:
Sales Volume: Measure the number of units sold or the total revenue generated from your products due to the impact of your display.
Sales Lift: Evaluate the increase in sales that occurs after introducing your display, compared to prior sales or scenarios without it.
Conversion Rate: Track the percentage of customers who purchase your products after engaging with your display.
Customer Retention: Identify how many customers return for repeat purchases after being influenced by your display.
Customer Satisfaction: Assess how your display enhances customer satisfaction with your products and overall shopping experience.
Originally founded in 1977, Classic Displays started as a small operation that designed and produced Christmas holiday displays for local businesses. For the last 46 years, we’ve grown into a multidimensional company that now serves 350+ municipalities, 150+ BIA groups, and other commercial properties. You can trust that we have the knowledge and expertise to help you develop the best commercial Christmas holiday display that’s sure to get you a good ROI.
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