Track Promotions To See What Really Works
Print. Digital. Mobile .… So many options! What’s the best mix and balance of marketing pieces to promote your events? Clearly the trend during the last decade has shifted from heavy reliance on print and direct mail to a major emphasis on email and now mobile digital channels.
To evaluate the ratio and variety of marketing materials best suited to boost your trade shows, special events, and conferences, you should use unique tracking codes on each promotional element – every email blast, reminder post card, save-the-date mailer, free pass and electronic advance program. Measure the results and determine what works best to deliver exposition attendees, seminar participants and exhibiting companies.
While we and our colleagues may be increasingly consumed with social media, smartphones and electronic messaging – we need to continue to keep an open mind about the ongoing value of printed promotion and direct mail via the Postal Service as part of the marketing mix. The reasons are many. We have several generations of consumers at work and print is still a preferred method of consumption for many.
In digital communications the “touch” may be very fleeting; on the other hand, it is easy to pass a post to thousands or more. With mobile the message can hit just at the point of purchase. The digital message can also go “viral.” Print can be preserved and reviewed more thoughtfully or multiple times by a targeted recipient. It can appear to be richer and more meaningful and lasting. It has a place in the mix.
Even high-tech shows still benefit from print’s continued effectiveness. Direct mail may cost a little more than email, but be aware that recipients of printed mailings are much less likely to become irritated and opt out compared to recipients of multiple emails. And, although printed newspapers and magazines are suffering declines in their circulation, they still can be powerful marketing tools for ads and inserts. Those who continue to support printed publications may now be considered loyal readers.
Sure, there are 2.5 billion people using the Internet – but there are still 4.5 billion not using it. Likewise, Facebook may have 1 billion monthly customers – but there are 6 billion not there yet.
What do you think? Please respond with your preferences. We’d like to know what’s been working for you.
