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.