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Rochester, New York

« Event Marketing: Persistence versus Pestering | Main | Reverse Engineering Online Marketing for Your Event »

Why Well Planned Events Fail . . .

Last week I spent some time with a good friend of mine who does a lot of volunteer work. He was telling me about the fund raising his organization does to raise money for charities.  Anyone would appreciate the time and energy that is involved in planning events. One of his biggest frustrations was all the effort put forth to organize and execute an event with little or no return on investment. To the best of his knowledge, he and his associates spent about 55 hours collectively planning the event and 5 hours executing the event, all to break even.

Event_marketing_failure


Event organizers and volunteers invest dozens or hundreds of hours of time with little return on investment.  If you’re looking critically at events that didn’t succeed, you might surmise “They didn’t do a very good job of planning or the event wasn’t very good.” Yet, I know a number of people, including myself that have spent countless hours meticulously planning events that failed to meet their financial objectives. Of the numerous event case studies I’ve examined the problem doesn’t appear to be in the planning or execution phase. The reason is the marketing of the event itself.

More Money Means Better Marketing, Right?
I personally don’t equate the level of marketing an organization can accomplish with the size of their marketing budget. Because an organization has a respectable marketing budget doesn’t mean that they’ll be successful marketing their event. Some of the most successful events I’ve been involved with engaged in simple grass roots marketing. They only used event posters and word of mouth. Those events did tremendously well on a marketing budget of a few hundred dollars.

Where to Invest for Your Event
If you want your event to have the greatest chance for success invest in better marketing. Event organizers don’t do enough of the right marketing to get people to their event. I’ve seen great events financially fail and poor events rake in the bucks. The same ideology applies in the business world. Regardless of how good the product or service, if there is no market, a lack of marketing, or the target market isn’t motivated to act, the business will fail. I’m not sure who said it but here is sage advice, “Market or Die!”

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Comments

Eugene Loj

RLR,

Thanks for the comment!

In terms of advertising, I'd strongly suggest that you look into direct response marketing. It will definitely help you with your advertising and marketing efforts.

All the Best,

- Eugene

rlrpromo

Last year I promoted my first event. It was a pro rodeo that I did in conjunction with a state fair. Long story short I lost $20,000. I wish I would have taken the time to educate myself concerning the right way to market, stay away from crooks in the biz and make sure the event was paid for in advance instead of naively expecting the ticket sales to make up the difference. I am planning my event for next year and I am taking this time to educate myself better. Thank you for this website and all the information on here. I already see where I made even more mistakes in advertising that I will not make again thanks to you! I'll keep you posted on how things work out this year. Thank you once again, this is priceless!

Eugene Loj

Mawuna,

Thanks for your kind words!

Let me know how you make out with the advice.

All the Best,

- Eugene

Mawuna

Hi Eugene,

I've just discovered your blog. I love it as it's packed with the best actionable pieces of advice for event marketing and promotion.

You are in my favorites now.

Enjoy your day.

Mawuna

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