#MondayMotivation: Are You Seeing the Whole Picture?
Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: Is Your Marketing Working? How to Know for Sure.
Event marketing isn’t easy. You have to make a lot of decisions about what you’re going to do to get people showing up and paying to see your event. Some of the things you’ll try (Google AdWords, for example) will come complete with excellent data about exactly what happened in your campaign. Other things (a print ad in your local weekly, for example) will come with virtually no feedback to let you know what happened as a result of your (no doubt) brilliant marketing campaign.
But this isn’t a new problem. We can deal with this! Here are a few ways to do so:
- Just focus on revenue. Fine, as far as it goes. If you sell enough, obviously, you’ve succeeded, but that’s a little bit like a football coach saying his strategy is “to win.” Not very helpful, coach.
- Just stay within budget. You set a marketing budget, you don’t overspend it. Hmm. It feels like something’s missing, doesn’t it? This may be a way of avoiding a marketing disaster, but that doesn’t mean it’s going to work!
- Just do things that I can definitely, definitely measure. You can avoid buying things that you can’t measure, sure, but what if they’re really effective? That janky weekly paper might be exactly where you need to be.
Or, how about (better) option 4:
Use a metric called Revenue Per Seat, or RPS. …