Engaged in "Random Acts of Event Marketing"
As you might be aware, most client projects start with a series of discovery questions. Here's one of the questions that always gets asked:
"Do you use a marketing system to promote your event?"
Of all the times the question has been asked of event organizers, not one time has someone answered with an affirmative "yes!" That's important because all that have responded with "no" have events that are either struggling or severely under-performing.
And, for those who initially answer "yes" on the question above, their answer becomes a reluctant "no" after asking this follow up question:
"Can you please show me the measurable results from the system you're using?"
As my friend Roman Yako is fond of saying, most companies are engaged in "random acts of marketing." They advertise a certain way because that's what they've always done. With rare exceptions, marketing and advertising actions are never tied to tangible results.
Truth be told, I wasn't always an able marketer for my clients. Before discovering the ways of "the Force," I focused on delivering a superior service. That was when I focused on providing web usability services. One client said to me, "every business in this town should be using your service!" Ironically enough, I often found myself broke!
Fortunately, in the mid-2000s, I discovered Dan Kennedy and Eben Pagan. Both strongly advocated for leveraging marketing systems built upon direct response marketing.
To date, every single client success story has involved implementing a marketing system based on the tenets of Kennedy and Pagan. The results have been nothing short of spectacular. Including a better customer experience with more loyal customers—and consistently turning advertising dollars into a bankable investment.
If you're at a loss of where to start with a marketing system, be sure to pick up a copy of Dan Kennedy's "The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand!" You can also get Kennedy's book in Kindle format for speedier access.
Want to get more info on how to track your event promotion and marketing? Check out the articles below: