Critical Questions to Sell Out Your Event
Beware the Advertising Account Executive

A Room Full of Cat Pee

You’re probably asking yourself - what the heck is going on with that TITLE?!?! The answer: A very accurate description that carries a valuable event marketing lesson.

Years ago, my fantastic girlfriend convinced me to go to a cat show. To be honest, not my first choice. But, it’s an event field trip and chance to learn something new. I said, “yes, let’s go!” Little did I know what was about to transpire! As we walked into the building hosting the cat show, the stench of cat urine hit me like a ton of bricks.

My first thought, “I’m going to need a gas mask to survive this!” After regaining consciousness, I noticed something interesting … People are gladly paying $10 to go into a room that smells like cat pee! To be fair, the show featured cats that are supermodels of the feline kingdom. They were absolutely stunning!

My second observation track was that of astonishment and pride …

Remember when I droned on about “shiny objects”? I was all “long-winded” driving home the importance of tracking your event advertising and marketing effectiveness. “If you can’t track it, don’t do it!”
Well, leave it to some very nice ladies collecting admission to hammer home that point. When my girlfriend and I walked up to purchase admission tickets, we were asked the following question, “How did you hear about our event?” The woman who asked the previous question marked our response on a piece of paper. There was no fancy technology solution or super-duper Customer Relationship Management software … just a pencil, a piece of paper, and tally marks!

Here’s the valuable lesson, courtesy of “a room full of cat pee” …

By using a piece of paper and asking people “How did you hear about our event?” These event organizers know what advertising works for their event. They also know where to invest their next marketing dollar. Put into blunt terms … the charming ladies at the cat show have a better handle on tracking event marketing effectiveness than most professional event organizers.
Bravo ladies!

Any event organizer can implement the simple strategy above. Out of curiosity, have you used anything similar? How did it work out for you?

If not, give it a shot and let me know how it turns out.

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