- How much money do you spend on advertising your event?
- Where do you advertise your event (television, print, radio, Internet, etc.)?
- What was your most effective advertising channel for getting people to your event?
Track Advertising Effectiveness
If you want a brutally simple way to track advertising effectiveness, get a Google Analytics account. Analytics now allows you to annotate your data with notes. Make annotations for when and where you’re advertising started and stopped. Analytics isn’t the end all be all for tracking advertising effectiveness, but you’d be pleasantly surprised by the information you do get.
Do Your Homework
Before you do any advertising, do a little homework. Get demographic and psychographic information on the channels where you plan to advertise. Do the advertising channel profiles match up with your event target market profile? Also take the time to call or email some of the other advertisers where you are thinking of advertising and ask them, "Are you seeing a good return by advertising here?" A little homework on your part can save you a pretty penny down the road.
Look at Your Advertising Competition
If you’re looking at an advertising channel for your event, be conscious of how many other advertisers you’re competing against. Recently, a friend paid over $350 for a single run Sunday ad in the local paper. My friend’s ad was tightly grouped into one section of the paper with over 150 other ads. In the end he received two visits to his web site, zero telephone calls, and no business. Make sure that when you choose an advertising medium your marketing message isn’t getting drown out by other advertisers.
Beware of the "Awesome" Advertising Deal
As a side note - Be wary of the “awesome deal” advertising trap. Many advertisers just want to sell ad space. Business is business, but I’m staunchly against taking someone’s money for services with zero chance of any return. In all my years I’ve NEVER come across anyone selling advertising who said “I don’t think advertising with us is going to do you any good.” It seems like people are more interested in making the sale as opposed to what's best for you.
Before you spend dollars on advertising your event, make sure you're advertising in the right place.
Want to get more great info? Check out the articles below:
- Measuring Advertising Effectiveness
- David Ogilvy on Direct Response Marketing
- Advertising and Marketing that Sells
- Providing Massive Value in Your Marketing and Advertising