So, you put together a live seminar. If you’re like most of our clients, you probably did a free preview and your topic was something relating to real estate investing, financial planning, or other form of wealth-building opportunities. You had a great event with a decent turnout, but now what? It’s time to start the seminar marketing campaign analysis so you can make the next event even better. Here are some points worth analyzing.
Registrants, Attendees, and Buyers
There are several points to consider here. For starters, where did each of these individuals come from? This part of the campaign analysis require that you set up tracking methods in the planning phase. Take a look at which marketing channel(s) or lists produce the greatest number of buyers and consider investing more in those channels in the future.
Of the individuals you reached, what percentage actually registered? Taking it a few steps further, what percentage of registrants attended and ultimately purchased your product or service? This metric helps you plan out how many impressions or contacts you need to reach in order to see a return on your investment. For example, let’s say direct mail is your most profitable marketing channel. You know you need 87 people to purchase in
Who registered but didn’t show?
The fact that someone took the time to register means they were likely genuinely interested in your offer, but they may have had something come up or forgotten about the event. Keep a list of those individuals and be sure to marketing to them again when you have another event in the area. If they responded once, they’re likely to respond again.
Another thing to consider here is the effectiveness of your registration follow-up and reminders. If you have a high no-show rate, there might be some gaps in your follow-up.
Which event factors produce the highest number of buyers?
When it comes to speakers, locations, event days, and event times, which groups produces the highest number of buyers? Depending on your target market, weekend mornings might be better than a weekday afternoon. Is there a particular speaker that consistently has full events or another speaker that consistently has a half-empty room? Watch for trends across several events and use that data to plan future venue locations, speakers, times, etc.
Whether you choose to use direct mail, email, social media, paid search, or otherwise, it’s always best to A/B test your creative. Test everything from colors to copy, imagery, envelope type, and dimensions. Be sure to only change one factor at a time to ensure you can nail down which factor is making the biggest difference.
There’s a lot to analyze after each campaign and it can be tricky to know where to start. Our sister company, West Coast Data, is an industry expert when it comes to event marketing campaign analysis. If you’re interested in learning more about how they can provide actionable insights after each campaign contact our rep, Patricia Thompson by emailing firstname.lastname@example.org.