Total traffic
■ Number of leads generated
■ Percentage of leads converted into registrations/ticket sales
■ Actual ticket sales/RSVPs
■ Projected repeat customers
When deciding what to measure, carefully select the criteria. While it's easy to measure the "click-through" traffic, sometimes that isn't the best method to follow. For example, if you had a very catchy event banner ad, you may be getting a high volume of click-through traffic, which would look like a good investment. But if these clicks are not generating any action, they might not be effective.
A good way to decide what to measure is to decide what your goal is. Are you trying to bring more traffic to your site? Then measure click-through traffic. Are you trying to get more customers? Then measure e-mail sign-ups. Are you trying to sell a product? Then measure sales from an ad or e-mail message.
Banner advertisements tend to lose their effectiveness after a few weeks on the same site. You may consider alternating a variety of ads on the same site so viewers do not get bored. Another method to test may be running two different ads on the exact same site and then comparing the results to see which was more effective.
Once you have decided what you want to measure, it is time to determine which particular marketing campaign was the best at helping achieve your goal. This is when you would consider continuing the same campaign or if it is time to tweak and reeval-uate your ad and/or message. You may also consider comparing the return on your money—the sales per dollar spent—on each site. Do you increase or decrease your efforts?
Don't forget to review your entire online event marketing efforts. This includes e-mail marketing leads and search engines, as well as your affiliate marketing program. Should you increase your affiliates? Spend more time on adding your site to search engines? Add more ezines to your marketing list? Since this is a lot to consider, it may be helpful to have a professional strategist assist you in making your online marketing decisions.
Feedback is also invaluable. Through surveys and focus groups, you can find out how viewers perceived your site.
Continue reading here: Entertainment
Was this article helpful?
