Trying to rescue cats that can't be found

If you can keep a secret, read on ... (If not, no worries, catch ya tomorrow!)

In my sparsely spare time, I help my lady rescue abandon and outdoor felines. It's everyone's hope that engaging in such activity would assist me in being a more compassionate human. We'll see what happens.

Today's cat rescue adventure involved driving to a local pet store to check in on the kittens my lady rescued from the city streets of Rochester. According to the rescue organization's most recent Facebook post and associated comments, the event was to be held today from 1200h-1400h.

Upon arriving at the pet store, we headed to the back of the store where all the rescued furballs can be found. Usually, there are a bunch of happy people and cute fur babies on display for adoption.

You can pick the cats up, cuddle, nuzzle, and see if their purr-motor works (some do not). Today there was nothing. No cats in need of rescue or helpful humans from the rescue organization.

After scratching our heads for a few moments, my lady double-checked the Facebook post and we indeed were at the right place at the right time. There were even a bunch of supportive comments on the post announcing today's event.

We proceeded to the front of the pet store to inquire on the event. That's when we spoke with Jen, a pet store employee.

In short Jen told us, "a bunch of interested people showed up and nobody from the adoption agency is here. No call, no show!" You could tell Jen was annoyed and for a good reason.

Why am I telling you the story above?

Because if something unexpected happens with your event, where are people going to find an update? Are they going to Facebook, Twitter, or your event website? Maybe you're going to send a text message or email. Perhaps it's all the above. (And it should be.)

Just imagine if someone showed up to your event and nothing was going on and nobody to be found. It's frustrating to say the least and a waste of people's time.

The above story is an example of how not effectively updating people wanting to attend your event can damage the reputation of your event and your organization.

If people lose faith in your organization, are they going to spend their hard-earned money to support your cause? Probably not.

Regardless of how big or small your event, please make sure you have a contingency and communication plan in place ready to go a moment's notice. It doesn't always have to be complicated.

With the cat rescue event above, a simple update to the organization's Facebook post would have helped.

From Woodstock to Tomorrowland (Belgium)

Recently, I encouraged subscribers to watch a YouTube video on the unboxing of event tickets. The tickets were for an event called Tomorrowland.

Even if you have zero interest in music festivals, I encourage you to take a more in-depth look into Tomorrowland (Belgium). So, I'm going to hit the "easy button" for you.

What started in 2005 with a few thousand people, has exploded into a two-weekend event that sells over 350,000 tickets in less than 45 minutes. Tomorrowland sells out almost 4 months before a single person walks in the front gate. Conservative estimates put their event ticket revenue at around 75 million Euro.

You might not be able to sell out 350,000 tickets to your event. But, imagine what it would feel like if you could sell out your event 4 months in advance! That means cash money in your bank account and the ability to focus on executing a great event.

One of the biggest reasons for Tomorrowland's incredible growth has been the organizer's focus on the attendee experience. The production quality is in a word extraordinary.

Below are two videos that give you a behind the scenes look and overall feel for Tomorrowland. Give them a click!

CNBC International – Tomorrowland Feature:

Tomorrowland Official 2019 Aftermovie (note: 23 minutes in length & contains adult language):

While watching the videos above, I encourage you to ask yourself, "what ideas can I ethically borrow for my event?" There's at least one proven idea waiting for you!

Here are some additional event planning links and suggestions:

"Goats in Trees" and "Underwater Dogs"

In 2018, I found myself in a fascinating discussion with a European event organizer.

During a marketing seminar, the topic of email marketing was broached. Specifically, the number of marketing emails you should send for your event.

So I asked, "how many emails would you feel comfortable sending?"

The gentleman's response, "around 5 to 10 emails."

To which I replied, "how about sending 20 to 30 emails?" His answer was a firm, "No."

Because the event organizer was a good sport, I decided to dig a little deeper. So I asked, "why wouldn't you want to send more than 5 to 10 emails?"

Because, in their personal opinion, they consider sending too many marketing emails "spam."

This is a prime example of applying one's personal beliefs to an entire target market. During our debate about email frequency, one of the event organizer's team members chimed in ...

The team member mentioned an event in the United Kingdom. That event sent, "an email almost every day and sold out months in advance." Am I saying you should email every day? No. There is something much more important at play.

This "email frequency" story illustrates the importance of not applying one's personal bias (team bias, or Board bias) to your target market.

Why "goats in trees"? Because while walking around and waiting for a booklet to print at an office supply store, I found a "Goats in Trees" calendar. My initial reaction was one of disbelief. "Nobody's going to buy that!" But sure enough, there it was a full-color calendar of goats in trees. Next to the goat's calendar, "underwater dogs!"

A simple Google search will show you there is an entire line of books, t-shirts, puzzles, and coffee mugs dedicated to "goats in trees." Apparently, they've been selling "goats in trees" calendars since at least 2010.

Please remember. Just because you believe or are put off by something, doesn't mean your target market feels the same way. In some cases, the people who you are trying to appeal to might have an entirely opposite belief than your own. And that's an opportunity cost for your business or event!

Additional Email Event Marketing Resources
Below are some additional email event marketing articles on how you can be a great email marketer for your next event ...

Having an event advertising alignment process

Back in 2006, I was introduced to the marketing genius of Eben Pagan. Eben's focus is on selling dating advice and business growth advice. Both of the previous topics are seemingly unrelated, yet fascinatingly intertwined.

Eben is also known for being one of the best direct response marketing experts in the world. Because of his track record of success and several strong recommendations, I joined Eben's high-end training program called Guru Mastermind. It was in a word, extraordinary.

What I learned and implemented from Eben's program has generated tens of millions of dollars in ticket sales for clients. Here's one of the strategies Eben discussed around "advertising alignment."

What's that?

It's a strategy that focuses on organizing all your advertising strategically and carefully aligning it from start to finish. The same applies to any marketing process.

Here's an example of advertising misalignment. Yesterday, there was an online banner ad for our local airport. The banner ad referenced getting away from our currently cold winter to a warm and sunny location.

After clicking on the airport ad, you are redirected to a generic page full of arrival and departure schedules. There was no lead gen, no offer, no references to anything warm and sunny!

Contrast the above with an advertisement with proper alignment. Each step in the advertising process should be mapped through. Here are two simple questions to keep you on the right path:

Does the ad copy and design relate to where a user is being directed after they click?

After they click, does the copy of the page that the user is taken to directly relate to the ad?

Is there an offer or lead generation opportunity on the landing page?

After reading this, I encourage you to go out and click on a few banner ads. Are the advertisements you click on in alignment? Take note of the discrepancies and make sure your ads are in alignment, from start to finish.

Get your event promotions aligned! Check out the links below:


Asking about too many rows of zeros

Depending on the project and timeframe, I often find myself crunching daily ticket sales reports. Typically, it's a tedious and uneventful process.

In this case, the ticket reporting for an event showed numerous sales anomalies. The event in question was about a week away. And, there were dozens of rows with zero ticket revenue. If you're sending out complimentary (comp) tickets to sponsors and supporters, this could be considered normal.

So, I triple checked the reporting and reached out to the event's ticket manager. When I broached the subject with the ticket manager, their response wasn't what you'd expect. The ticket manager angrily asked, "Eugene, who asked you to look into this?!?!"

My response, "Nobody. It just seems like there are far too many zeros." To say the least, the ticket manager wasn't happy with me.

My next call was to an executive board member to ask them, "what's going on with these comp tickets?!?!" In short, a promo code for comp tickets escaped into the public. In total, around 10,000 USD of comp tickets were issued in error.

A simple solution would have been canceling all the comp tickets. The problem was there were hundreds of legitimate comp tickets in the mix. And no easy way to differentiate the good from the bad. In the end, the client immediately turned off the promo code.

Here's another "rows of zeros" scenario ...

This year, an event comped away over 12,000 USD of high demand VIP tickets to "friends of the event organizers." Considering that the VIP tickets sold out well in advance. That's $12K+ of valuable lost event revenue.

When it comes to complimentary tickets, here are two questions to ask yourself:

1. If you're comping tickets to your event, do you have strict controls in place to make sure every comp ticket is legitimate?

2. If you're giving away complimentary tickets, especially VIP tickets, what's your opportunity cost?

Stay vigilant with your tickets, especially comp and VIP tickets!

Want to get more information on advance ticket sales for your next event? Check out the articles below:

Often neglected voicemail marketing

When marketing is discussed, you often hear about online and traditional (offline) opportunities.

Rarely, if ever, is leveraging voicemail discussed. And to avoid any confusion, we're not talking about robocalling random people and leaving annoying voicemail messages.

Today's focus is on using your own voicemail message as a marketing tool. It goes beyond how most use voicemail.

Usually voicemail messages go something like this:

"Hey, thanks for calling Captain Awesome's event. Please leave your name, telephone number, and we'll call you back!"

The above message is a missed opportunity!

Simply put, "are you using your voicemail message as a marketing tool?" Leveraging your voicemail message can be done in several ways. At a minimum, you should give a short yet compelling reason for a caller to visit your dedicated event website.

Voicemail messages can also be used as a customer service tool.

When asked, clients often tell me that most of the incoming voicemails they receive are related to customer service issues. Especially as you approach those critical days before your event.

That said, is there something simple you can quickly convey in your voicemail to automate your customer service process?

Sometimes it's the simplest of marketing tools that are often neglected and under-leveraged. Don't let your voicemail be one of them!

Want to get more event promotion tips? Check out the articles below:

Kicking ad agency "kickbacks" to the curb

Over the years, I've been involved in several media buying negotiations for clients. In almost every instance the people trying to sell advertising to clients want to (figuratively & probably literally) strangle me.

Why? Because most of my work is performance-based. If clients don't make any money, I don't get paid.

Furthermore, I openly advocate that clients adopt the savvy mindset of, "only paying for results." And results-based media buys make most ad agencies and those trying to sell you advertising, very uncomfortable.

In a time that predated my existence, many ad agencies received a "kickback" for spending your money on advertising. The practice has been going on since at least the 1950s and probably well before that.

Here's a simplified explanation. If you contracted with a media buyer or ad agency to buy advertising for your event and they purchased USD 50K of online, television, print ads, etc. That company/person buying your media would be paid by the advertiser about 15% of your USD 50K ad spend. Regardless of that advertising selling a single ticket to your event!

If you utilize an agency or media buyer for your event, I encourage you to carefully read through your contract. Specifically look for agreement verbiage related to rebates, fees, commissions, or mark ups.

You can eliminate any "fees" by doing your own media buys. It's not that difficult if you know two essential items ... CPL & CPS.

Most business owners and event organizers have no idea how much it costs in advertising to generate a lead or a sale. You need to have your Cost Per Lead (CPL) and Cost Per Sale (CPS) numbers down cold. Knowing those numbers dictates what you can afford to spend on advertising and marketing.

Years ago, a friend of mine Orest Hrywnak gave an informal interview about media buying to clients. Before his passing, Orest spent 30 years in the radio business selling advertising. During the interview with Orest, he pointed out that it is nearly impossible to negotiate against someone who knows their adverting/marketing math.

When you know your advertising/marketing math, you are in full control to receive the best advertising and marketing deals possible. Plus, you keep that 15% of the money you spend on advertising in your pocket!

Get more event advertising negotiation insights:

Being stuck in a "we're so cool" industry mindset

In December, I attended a paid industry seminar on using Social Media to drive event ticket sales. Two of the presenters were clients, so I was there in a support capacity. It was great to see that the overall presentation focused on tracking advertising and marketing efforts to ticket sales.

During a case study presentation by a young lady from the United Kingdom, something hilarious occurred. The presenter's case study featured a marketing campaign with over 500 tracked online advertisements. Her campaign is one of the most sophisticated event promotion campaigns I've ever seen. Bravo!

Here's the funny part. The presenter mentioned that more ticket sales were generated from "today is the last day to buy" Facebook posts than from performer feature posts. Put in other words, the Facebook posts that were straight forward sales messages outperformed all others.

Immediately after that information was shared with the room ... one of the revered award-winning industry-leading experts, replied out loud with, "really?!?!" Then came the very measured British reply of, "really." And she simply moved on with her presentation.

The industry mindset is "everything we do is cool. We just need to tell more people about it and they'll think it's cool too." That isn't the case and the tracked data shows otherwise.

Here's today's takeaway. Sometimes the best way to sell tickets to your event is to give people a reason to buy right now. Most event organizers are afraid to ask, because they think it's "too salesy."

Be different and you will profit.

Here are some additional articles on planning a successful event:

"Can I buy you a drink?"

Last month, I attended a marketing session on social media and using data analytics to drive ticket sales. Overall there were several great points.

During the session, one of the presenters shared their gross ticket revenue numbers and marketing strategies. The figure was around 7 million USD in event ticket sales. It was an astronomical number. And 10x-20x what most event organizers do in the field.

Fast forward to this morning. One of the people who attended yesterday's marketing session proceeded to give me feedback on their experience.

The person's main point of feedback to me on the presentation went something like this. "I can't believe that our conference organizers brought in a person who generated 7 million dollars of ticket sales as a presenter. We don't do anywhere near that number!" Clearly, they weren't happy and a bit jealous.

During the presentation, the person sharing their 7 million dollar success story was more than generous with information.

In my mind, if any event organizer came to me with $7 million dollars of ticket sales results. The question I would ask would be, "can I buy you a drink?" Imagine what one could discover!

Want to get more advice on planning and promoting a great event? Check out the articles below:

For all the technological terror, this works better

About ten years ago, an event client conducted an onsite informal marketing survey. Event attendees were asked a question in exchange for a can of soda (pop).

The survey consisted of a straightforward question, "how did you hear about the event?" Participants were given a series of multiple-choice answers to choose from. Choices included: Facebook, billboards, radio, television, etc.

When all the attendee answers were tallied, the top response to "how did you hear about the event?" was "from a friend."

Fast forward to the present day. The same question above gets asked to another set of event attendees, with a similar choice of multiple choice answers. Interestingly enough, the top option selected was "from a friend."

Now, two separate informal surveys don't constitute anything near statistical significance. But it does get one thinking.

For all the technological marvels that have arisen in the past ten years, one person telling another person is still a powerful way to market one's event.

When the findings are presented to the event organizers, they're gobsmacked. "There's no way that could be true!"

If you haven't already, is there a way you can take advantage of "word of mouth" advertising to promote your event? It costs you nothing and relies on one of the most potent forms of human persuasion. One person telling another of their experience.

Additional Event Promotion and Marketing Advice Links:

A ginormous online advertising mistake

This morning, I found myself scrolling through Facebook for market research. I was attempting to have a re-targeted Facebook ad display for an event in Ohio. Surprisingly, the advertisement I was looking for popped up in less than 30 seconds.

A closer look at the event's Facebook ad showed a few dozen likes and about 7 comments. The focus of the ad was to promote discount ticket sales.

Next up in my research was clicking on the advertisement. Where would the click lead me? Right into the jaws of an egregious online advertising mistake. After clicking on the ad, the Facebook user is taken to the event's homepage.

"Well how is that bad?"

Where the user was taken, after the click, was a disconnect from the advertisement. It's something that often happens with online advertisements and kills advertising effectiveness.

As an example, if you're advertising discount tickets to your event, then drive people directly to your event's ticket page (not your homepage). This might seem silly, but this simple concept still gets missed.

Today's takeaway is simple. If you're going to advertising online, make sure your advertisements are in alignment from start to finish!

Want to get more event promotion advice? Check out the articles below:

Taking advantage of the event tease

One of the biggest mistakes I see with many event marketing campaigns is the desire to tell people everything at once.

With rare exception, a "tell all at once" approach rarely pay dividends. Especially with ticket sales.

In 2015, I started working with a client that had pushed most of their info out to the public, 10 months before their event. The net result was a little over one hundred USD of first-day online ticket sales.

If you're not taking advantage of it, curiosity is a fascinating human condition to integrate into your marketing campaigns.

Curiosity is applicable across multiple advertising and marketing mediums. Everything from your website, to social media, and traditional advertisements. Even the subject lines of your email marketing campaigns.

In 2016, the client with anemic first-day ticket sales came back with a phenomenal turnaround.

Instead of starting ticket sales 10 months in advance, the client teased highlights and performers for their event. Lots of curiosity building demand. The client even delayed the start of online ticket sales by 8 months.

As a result, the client's first-day ticket sales skyrocketed by +116,224.32%. (And, yes, the decimal place is in the correct position.)

If you're not smartly and strategically leveraging curiosity, you're leaving a mountain of money on the table. Go forth a be a tease with your event!

Want more insight into building curiosity for your event? Check out the articles below:

Inadvertently slaughtering a golden goose

A few weeks ago, I spoke with a Canadian event organizer about their number one marketing asset. That asset is the "goose that lays golden eggs." And everyone has one. Your golden goose comes in the form of your customer and prospect list.

When curated and appropriately cultivated, a permission-based marketing list will outperform all other forms of advertising or marketing.

In 10 years, the Canadian event organizer referenced above spent over 100,000 CAD building a permission-based database of over 40,000 people. Their database investment generated over 1,000,000 CAD of ticket sales. That's a 900% return on investment.

If you have anything that can consistently generate that level of ROI spanning 10 years, I'm all eyes!

As it pertains to the Canadian event organizer, they had given control of their "golden goose" to another organization as a result of a business partnership.

What was intended to be a good-faith partnership ended in a marketing disaster.

The event's new partner insisted on using their own marketing software for database marketing. Because of anti-spam laws, that required every one of the 40,000 imported customers to reaffirm their permission to be marketed to.

As a result, an expensive and well-cultivated marketing list of 40,000 was slashed to 400 people.

As of last year, the partnership has ended, and the Canadian organizer is left with a tiny marketing list. Will they be able to rebuild their list, yes! Unfortunately, it will take them years to get back to a high-quality list of 40,000 people.

This one is straightforward. Unless you're getting more money than you've ever imagined, never cede control of your golden goose to any other organization.

Here are some "golden goose" links to get you going:

The event marketing - meatgrinder questions

In the mid-2000s, I was at an event conference in Las Vegas. A friend of mine had invited me to a "who's-who's" evening party at the Bellagio. During the party, I met an event organizer from California. For reasons I cannot explain (probably alcohol), I asked him the following four questions.

"How much cash did you spend on your marketing/advertising budget?"

His response, was about 250,000 USD cash (it could have been 150 - it's been 15 years) . Based on the size of his event, the number seemed a little high. But I didn't want to be too nosy, so I rolled on.

Next question:

"What was your most successful marketing or advertising piece/initiative?"

His response, "Great question, I'm not really sure. I think it was newspaper advertising."

Then, an important follow-up question:

"What was the return on investment for your most successful marketing/advertising piece?"

He responded with, "Unfortunately, I don't know."

Based on the event organizers answers, I asked my final question:

"If you're not absolutely sure what is the most effective form of marketing/advertising ... why do you still invest $250K (150K) cash in your marketing and advertising?"

The gentleman's response was delayed (you could see him mentally reconciling his answers to the previous questions).

After a few seconds, he finally responded with:

"Because that's what we've always done."

Out of dozens of event organizers whom I've asked the questions above, only one could confidently answer each question. Notably, several organizers responded with similar answers, "we don't know ... and that's what we've always done."

I strongly encourage you to use the questions above, after every event.

Get your team together and go through all your advertising and marketing. You must hold all your marketing and advertising ruthlessly accountable. If your advertising and marketing can't show ROI, cast it out!

Incidentally, the one event organizer who was able to answer the questions above with conviction, has a highly successful and profitable annual event.

Want to get more info on how to track your event marketing and advertising? Check out the articles below:

The art of online to offline event promotion

There was a time when testing a piece of advertising took days, weeks, or months with traditional media. Today, you can do the same within hours or days using the Internet for a fraction of the cost. Specifically, when it comes to testing your event advertising and finding something that works!

Even better, no long-term advertising contracts or commitments! An entire course could be taught on testing advertising online and deploying it offline. For today, let's start with a few crumbs of insight.

How does it work? In the simplest sense ... you test an event advertisement, offer, or event sales copy online ... get a measurable result ... and then take your tested promotion offline.

It was 2016, and I was working on a government contract for a U.S. Navy event in Fort Worth, Texas. The two Navy gentlemen for the project had zero experience with Internet marketing. Even though they didn't have much marketing experience, these two gents were great at taking direction and initiative!

During the beginning phases of the Navy project, one of the guys asked if he could take a tested online lead generation piece and use it offline. My response, "heck yeah, that's a great idea!" So they took the online marketing piece and place it into a print newsletter as a one-page advertisement.

The Navy's offline advertisement directed readers back to a one-page website. In less than a week after printing and distribution, the Navy had generated hundreds of permission-based "red hot" leads for their event. All from a print advertisement that started its life as an online lead generation piece.

Instead of coming up with a new advertising piece, do you have an online event advertisement that you can repurpose in traditional media (television, print, radio, billboard)? We broached this topic in a previous email.

If you're ambitious, you can take the entire online to offline testing concept and use the strategy to build out all your event marketing campaigns. Will it take a little work? Absolutely! But the payoffs and event marketing insights are extraordinary!

Discover how to track and test your event promotions. Just click a link below:

When less and simple produce significantly more

Last February, I wrote about the importance of reducing the size of your event website. Specifically, size measured in the total number of individual pages users can publicly see on your event website.

Recently, an overseas client took that advice to heart. They whittled their massive event website down from over 1,000 pages to approximately twenty pages, per language. (They do have multiple language versions of their website.)

Knock on wood / touch wood ... the same overseas client is now in a very good position to potentially double their online ticket revenue. Even better, their advance ticket sales revenue is jaw-dropping.

The client above also streamlined their marketing process using very basic online tools. Not the bleeding edge super-duper marketing technology "the experts" insist you need. Their technology approach is what most digital marketers would consider boring or ancient. Yet, it works magnificently!

I bring the above up, not to brag, but to impress upon you that in today's world of countless technology options, simple things can make a world of difference.

Make sure you don't choose your marketing technology based on all the bell and whistles, but that which is easy to implement. Ideally, that which can be easily tracked to ticket revenue.

My question for today is this:

What can you do today to simplify how you advertise and market your next event?

Want to get more event website design info? Check out the articles below:

Text message lessons and your event

Here's a short one for today.

Yesterday morning, my lady sends me a mobile text (SMS) message. I reply with three text messages full of sarcasm. To which my lady replies with a text message that was serious in tone. And then, I clarified my position with, "(It appears my sarcasm didn't travel well via text)" To which she replied, "Right over my head!"

Why am I telling you about text messages with my lady? Because the actual TEXT (copy) part of the message is the critical part.

Put precisely, the words we use to communicate with our marketplace. Think about it this way. Have you ever read or sent a text message that was horribly misinterpreted? Maybe you were trying to be funny, and the person on the receiving end thought something completely different. Or vice versa.

Here's how text messages apply to your event. The actual words you use MIGHT be interpreted differently than you intended. Especially for short messages like event advertisements or customer service SMS message.

Be crystal clear in your event messaging, especially those short marketing messages. If there is even a modicum of uncertainty on the clarity of your messaging ... get a brutally honest friend to weigh it.

If you want more info on this topic, be sure to check out the 'what exactly is "coming soon?"' email from a few months ago.


The ultimate form of event insurance

Years ago, I had a client who did exceptionally well at their outdoor event. They generated a profit of over $250,000 USD. In a moment of unbelievable generosity the entire $250,000 of profit was given away to all the volunteer organizations that provided help at the client's event.

After a year of working with the client, we amicably parted ways.

In the years that followed, I kept in touch with the event organizers. A few years and some atrocious weather later, the outdoor event was financially in the red.
Because they gave all their money away and had zero reserves, they were unable to pay their bills. Ultimately, the event was sold off to another organizer who acquired the event's debts.

What follows applies to every event. The mantra comes from extensive work with outdoor events, including air shows, beer festivals, and ethnic festivals. Most events that fail do so because they're unable to pay their bills.

It's short, simple, and to the point. The ultimate form of event insurance is cash in your bank account. Ideally a reserve account, separate from your operating account.

A great copywriter by the name of John Carlton once accurately stated, "money will only solve those problems that not having money creates." If you don't have one now, make sure you start a "rainy day" reserve account for your event.

If the former client above had set up a "rainy day" reserve account, they'd still be in business today.

I guarantee you, a reserve account will allow you to sleep at night when things don't turn out as planned.

Want to get more advance ticket sales advice? Check out the articles below:

Eliminate advertising & sell more tickets

A few years ago, a new client asked me to help identify the most effective advertising and marketing channel for their event. The channels included both online and traditional media.

At the time, the client did not have any tracking systems setup. Not even the basics. No promo codes, nothing. They didn't even have Google Analytics installed on their event website. Thus, any type of tracking analysis was complicated, to say the least.

During my initial advertising and marketing audit, I found one advertising channel where the client was spending almost USD 30,000 cash. That cash expenditure was a huge slice of their marketing budget. After some digging, I made the following recommendation to the client, "don't renew your $30K contract."

I believe one of the easiest ways to track marketing and advertising effectiveness is through elimination. Here's a straightforward question to ask, "Can we prove that this piece of advertising/marketing is working?"

If you or your team cannot respond with a resounding "yes!" and hard supporting data, drop it! My rationale was simple. Neither I, nor the client, could attribute a single ticket sale to the $30K of cash the client was investing.

Based on my recommendation, the client re-invested their $30K into another marketing channel. That new channel returned to the client over seven hundred and fifty thousand dollars. Furthermore, the client's event increased ticket sales by 40%. All while eliminating advertising.

Make sure you're always challenging your marketing and advertising spend! It's something I encourage you to do after every event.

Want more info on tracking your event marketing effectiveness? Check out the articles below:

Marketing & chaos the week of your event

You know what it's like ... those days leading up to and through your event. My guess is that you would NOT use words like "relaxing, stress-free, or pleasant." Chances are it's a little more chaotic, dramatic, and stressful. What probably ends up happening is you get into execution mode.

And because you're in execution mode, you have to prioritize your time and energy against other efforts. What often gets neglected when prioritizing are your advertising and marketing efforts. It's the nature of the beast.

My question for you today is this:

"What's your marketing plan for the final days leading up to and through your event? And how are you going to execute on that plan?"

Being able to confidently answer both questions above is essential for maximizing your event attendance and ticket revenue. And it's rarely an easy answer. So, here are two simple strategies which all my clients use.

With clients, their marketing and advertising plans are usually discussed and finalized six to nine months in advance. There are even a few contingencies thrown in the mix for outdoor events (weather being the most common curve-ball). If something unexpected comes up during a client's event, there are a series of standard operating procedures. Little is left to chance.

Now for the second critical cog! You might have a great plan, but who's going to execute it?

Because you know how busy things get leading into your event, you must have a dedicated team or person to implement your marketing plan. That's key! It needs to be someone you trust implicitly. That individual or group should have full authority to "do what it takes." And it's something missing for many events.

Make sure you have a marketing execution team leading into your event. By doing so, you'll sell more tickets and be able to focus your efforts on ensuring a great event!

Want to get more event promotion insight? Check out the articles below: