The Ups & Downs of Event Marketing

This past week I promised myself to do one thing, focus on marketing Scissors & Clippers*. I wasn’t allowed to do anything else. I’m proud to say I kept my promise but it came at a price. I’ve haven’t been so emotionally unstable in a while. Throughout this process, I learned a few things about event marketing that they don’t tell you:

1. You’re just throwing s**t at the wall and seeing what sticks

If this is the first type of event you’ve done, chances are you’ll have no idea which marketing tactics work best. So you have to try everything. I have no problem putting in the work if I can at least measure the results. But what has been the most frustrating is that not everything is easy to measure. Using tools like Google Analytics and urls with tracking codes has helped but its still a headache deciphering the data to uncover which tactics are bringing results.

2. You will never know why something did or didn’t work

When things work or don’t work, it’s so hard to know why. And if I don’t know why, how am I suppose to improve and make progress. I’ve been agonizing over this for days. Every time I try something and it doesn’t convert, I try something else blindly because there is no tool to tell me the exact reason why the last tactic failed. Know any tools good for this? Please let me know.

3. There are only two ways to reach your audience

If you’re lucky enough to have built up an audience before your event, then the first push isn’t too hard. If you’re like me and are starting from scratch, then you really only have two options. You have to either convince someone with an audience to promote your event or pay for the audience and promote it yourself. As you can imagine, it’s so much easier to pay until the money runs out than try to convince a blogger or influencer to work with you. But what really matters and is hard to test is which will convert better.

4. Sometimes the bulk of sales happen right before the event

While I think this thought varies depending on the type of event and cost, it’s a known fact. Most sales come through mere days before the event and the day of if it’s possible to get a ticket then. There are definitely ways to combat this such as offering early bird tickets and other deals to entice potential attendees to buy sooner rather than later but it’s still an uphill battle. As you can imagine, because of this I’ve been losing my s**t. I don’t want to wait until the week of and see what happens so I’ve been doing everything in my power to drive sales and it’s driving me crazy.

This isn’t my cup of tea

I’m sure people in this profession have perfected their craft so these woes aren’t as painful anymore. But for someone like me who already struggles with selling, it makes this process a whole lot worse. And from what others have told me, it never gets better; you just learn how to deal with it better.

P.S. Have any event marketing advice? I’d love to hear it.

CommentsHave any event marketing advice?

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