One of the first places I start with any client is a customer marketing assessment. This proprietary assessment is a deep dive into several important marketing and financial data points.
Assessments involve straightforward questions that make most event organizers blush. Why? Because most event organizers cannot answer basic questions about their own event. Questions like, "approximately how many tickets did you sell last year?" Their response, "we're not really sure."
Or, "What was your most effective advertisement?" Then, several different answers are given. In some cases, event organizers don't even know where to find their own information. That's not good!