Posts tagged channels
With so many channels of distribution these days it’s difficult for event marketers to know which are the most useful. A common problem that I have noticed is that most view success the same across each one. This way of thinking needs to change. Results will vary. It might be difficult to attribute revenue directly to one channel. This doesn’t mean that using it to promote your event is a waste of time. Define what success means based on cost and results.
Another way to look at this is to compare lead performance across various channels. Do you see success through direct mail and email with your past clients but not your prospects? Are you better at generating new leads from your digital marketing efforts?
We recently noticed that we are overmailing certain types of leads that don’t give us the results we want through direct mail, but work incredibly well through our email and outbound sales campaigns. It’s not an earth shattering discovery, but it is one easy way to reduce our spend and optimize the performance across our channels.
I just returned from Singapore, a city that itself feels like a start up company… It is an exciting place. All the people I met are super friendly, accommodating and eager to work. When 6pm rolls around everyone is still nose deep in their screens plugging away. You get the sense that opportunity abounds here. Businesses from all over the world are represented and new ones open every day. The city has an identity that is uniquely Pan-Asian and cosmopolitan.
Admittedly I came here with a U.S. point of view to marketing – DM is dead or in the last throws of it all and online is the preferred channel for our customers. I was surprised to learn that a city as sophisticated as Singapore is pretty far behind the curve when it comes to online channels. The numbers are definitely dwindling but I was amazed to see registrations forms filled out on the backs of brochures being faxed and mailed to our office!
As fast as this city has evolved in the last 10 ten years I would hate to assume that it’s not ready for new media and networks. The best thing we can do is stay ahead of the curve and make these new channels as inviting and valuable as possible.