Question

Topic: Advertising/PR

Event Marketing (problem & Solution)

Posted by Anonymous on 12/6/2010 at 12:21 PM ET 250 Points
I formulated the following problem in order to sustain an effective marketing campaign when organizing an event.

"WHAT IS THE RELATIONSHIP BETWEEN THE AMOUNT OF MEDIA AND PRINTED PROMOTIONS AND THE EXPECTED NUMBER OF GUESTS? i.e. how many:
- flyers
- posters
- billboards
- TV Commercials
- Radio Commercials, etc.
are needed to attract an X amount of guests.

SOLUTION
for ex.
100 flyers attract an expected 25 potential guests.
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RESPONSES

  • Posted on 12/6/2010 at 6:13 PM Accepted
    If you tried enough different things enough different times, it might be possible to tease out an answer to your question -- with some variability tracing to factors you forgot to consider (e.g., weather, competitive activity, etc.).

    Usually smart marketers rely on past experience and/or the experience of others to guide them to the right mix to generate the desired outcome. We learn from experience, and the more experience you can amass (yours and that of others), the closer you'll get to being able to predict an outcome given a known set of independent variables.

    There is no perfect formula -- especially when you consider differences across industries, markets, cultures -- and dynamic customer behavior, changing media, new technology, etc.
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