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The Ultimate Event Advertising Solution

If you've been receiving my emails for a while, you'll probably remember the following story.

Today, I'm going to suggest something radical based on the busted billboard story.

So, here's the short version ...

About six years ago, a client invested almost 30,000 USD in billboard advertising in one of the largest metropolitan areas in North America.

After the client hired me, I asked a straightforward question about their billboard investment during an advertising audit:

"How many dollars of revenue did your billboard investment generate for you?"

The client reluctantly acknowledged that they did not know.

After completing the client's advertising audit, I recommended not renewing their billboard contract because no data supported that ad buy. Not even a notable uptick in Google Analytics!

Without the billboards, the client increased their year-over-year revenue by approximately 30% and kept 30,000 USD in their bank account.

Allow me to take the story above one step further. Though overly simplistic, I also believe it to be tremendously self-evident.


The simplest way to determine the effectiveness of any advertising is by not engaging in that activity and noting what happens!


With the above said, I would strongly recommend taking a measured approach to eliminate any advertising or marketing efforts.

Make sure you leverage the classic direct-response process of changing only one element at a time. You might have to group multiple efforts into a single channel in some instances.

e.g. Pull back on all your social media efforts and take note of what happens. You probably won't be able to use a single post to make a sound assessment.

Additionally, the above recommendation is a 40,000-foot suggestion. Depending on the complexity of your marketing efforts, there could be a little bit of work involved.

If you have a similar example where you eliminated a marketing or advertising buy with positive financial results, I'm all eyes!

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