Here we are again at What Went Wrong? Wednesday…where we where we take a hard look at where our best marketing and sales efforts go wrong. This week, we’re tackling a common problem of GOOD IDEAS poorly executed, with a real world example from my home town. Here’s the scenario:
An event was planned. A web page for the event was created. And, in an effort to get butts in seats, the event organizer sent out a direct mail piece: An eye catching post card. So far so good. To add to their credit, they also had someone follow up on EACH post card via telephone to ask if the recipient would like to attend and / or be a vendor.
So far, so WAY ABOVE what most people do to fill their events.
MOST people foolishly rely on online “buzz” or “joint ventures” or “affiliates” to sell seats. And they are very frustrated as the event date draws near when they’re still hearing crickets — or close to it! (If YOU put on your own events, workshops, 2 hour presentations, etc. — there’s a few article links below that will help you fill your room!)
YET, with all of this, their marketing fell way, way flat… and here’s why:
1) The direct mail piece was sent out too late — too close to the event.
In other words, they waited too late to add direct mail to the mix! Very common mistake. Perhaps they were hoping their affiliate partners were hustling to fill seats, or they upped their tweets and fb posts hoping THEY’d finally pay off. Finally, they did what they should have done, but they did it too late. The RIGHT strategy. POOR timing.
2) The direct mail piece included a link to the organization’s website, but NOT to an event page.
This means that you had to click on their site, click calendar, click events, then click ON the event you were looking for before you were able to actually register to attend or be a vendor. HUGE HUGE mistake. For all of us, we need to make it EASY for people to work with us. Don’t make them work TOO hard for the privilege of working with or buying from you. The RIGHT Media (mail piece), POORLY executed.
3) The phone call afterwards was a BRILLIANT idea, but with a WRONG message.
I’ve had clients increase their direct mail piece response by 800% simply by calling afterwards. That’s why MANY of my clients who use direct mail send out to a VERY SMALL list of recipients, so they can follow up. The same goes for my own office. If I can’t follow up a mail piece by phone, I don’t send it. BUT, this phone call had the wrong message. The “phone script” was focused on getting you to be VENDOR at this event. BUT, the event target market was the exact WRONG market for the recipient of the mail piece. It was essentially the same as asking Neiman Marcus to be a vendor at an event geared toward food stamp recipients. Wrong fit.
ALL marketing needs to reach the RIGHT market with the RIGHT (and TIMELY) message, using the most effective MEDIA.
Here’s more on filling your own events, regardless of industry, market, or cost / size of event you’re considering:
Filling Your OWN Events: DANGER ZONE
2 Things You Should Know That are Critical For 6-Figure Pay Days
Top Questions and Goals for Those Seeking Income Through Continuity Programs and Events
