Here's a timely combination of a few previous rants ...
Last week, a headlining act announced their 2023 performance dates for a well-known local event. After the announcement, local news outlets featured the upcoming event on television and online.
Overall, there was some decent media coverage. All at zero advertising cost!
Unfortunately, it was also a missed opportunity.
For some unknown reason, the local event organizers didn't have their "official" website available. When you tried to access the event website, you are met with a strange hosting company message and zero information about the event.
Almost a week later, the event website is still unavailable.
"But wait, there's more!"
One of the local news outlets linked an online story to the headlining performer's website, "For more information, click here." After clicking the link, the performer's website has no reference to the local event. It's like a double dead end.
Though it seems overly simplistic, you probably know where I'm going with this ...
At a minimum, make sure all your marketing assets, especially your event website, is ready to go before any major announcements.
In 2009, a local event client had all their ducks in a row and generated hundreds of new leads, in one week, for their event. All the collected leads were put through a dedicated marketing process and converted into event attendees. Zero ad dollars were spent.
What seems trivial can have a colossal impact on your event.
Don't let highly qualified traffic go to waste!
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