... your event website in the meantime?
Behind the Black Friday / Cyber Monday Scenes

"If you can't track it, don't do it!"

Here's a friendly reminder as we approach the year's end.

If you haven't already, please make sure to take some time to put all your advertising and marketing under the microscope. Take a look back at advertising and marketing that worked and what failed to meet your expectations.

If you're unsure of the effectiveness of your advertising efforts, here's an overly simple rule to follow.

"If you can't track it, don't do it!"

It applies to all advertising, marketing, and the vendors who support those activities. Some would argue the advice is too simple. And they might be correct.

Thus far, every client that has implemented the simple rule above has gone on to reduce their advertising costs and increase ticket revenues.

In 2016, one client eliminated at 27,000 USD advertising buy. That client was asked a straightforward question, "how many tickets sales did your 27,000 dollar investment produce?"

Their answer, "we don't know." (And to be fair, I'm positive some ticket sales were generated as a result of spending $27K.) So my recommendation, "if you don't know, then stop doing that!" The client eliminated the $27K advertising buy and increased their online ticket sales past one million dollars. A nearly 40% increase in ticket sales!

There is no doubt that there will eventually be an exception to the recommendation above. That mean's it's effectiveness will be reduced from 100% down to 90-95%. And that's fine!

Want to get more advice on tracking your event advertising and marketing? Check out the links below: