Ride a Winning Ad
Do you ever reuse advertising for your event? As humans we have this drive to constantly create something new. This happens frequently when it comes to advertising for events. We often try so hard to create something new that we forget to step back and to figure out what actually works.
Rerun Successful Advertising
I would argue that event organizers are better off rerunning an ad (or a web site) that gets a decent response than trying to create something new for creativity’s sake. The cost of creativity is usually your time and money. A great success model to emulate is classic direct response advertising. The magic of direct response ads are rooted in great headlines and compelling body copy. Some of the most successful advertisements in history have been run for years without any changes.
How to Find a Winning Ad
Finding a winning ad has never been easier. You can track advertising effectiveness with Google Analytics. Let’s use print advertising as an example. Make sure that all your print ads include a strong call to action that includes your web address. You might want to consider running different domain names for various ads. Specific domain names make it a little easier to test your ads. After the ads have run, go back to Analytics and see which ad drove the most people to your web site. The ad that drove the most people to your web site is the winner. The above example lacks specific details, but should give you some ideas to start.
When advertising and marketing for your event you a far better off going with something that you know works. Why mess with something that is going to help put “butts in seats”? Find the ad that works and don't be afraid to use it over and over. You can create a new ad when your winner stops paying you dividends.
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Want to get more great info? Check out the articles below:
- Promotional Headlines for Your Event
- Does Your Headline Grab Their Undivided Attention
- Advertising and Marketing that Sells
- Why Well Planned Events Fail
- How to Get Them To Your Event
- Getting Them to Buy Tickets Early
- Turn Your Event Into an Experience
- The Event Promotion System
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