By Luke Weigel
Marketing Manager, Lessiter Media
lweigel@lessitermedia.com
414-326-0437
When it comes to events, part of our responsibility as marketers is to make sure we put butts in the seats. And generally, the higher number the better — because who doesn't love announcing a record attendance and flashing the 'sold out' sign?
But is bigger always better? Sometimes, sure, but it really depends on what you are hoping to accomplish.
Last week we hosted the first-ever Ag Equipment Intelligence Executive Summit just outside Chicago-O'Hare airport and welcomed a select group of C-Level executives and senior leaders from all corners of the industry.
This Summit was much different than any of our other industry-leading conferences that we host. Instead of shooting for attendance records and welcoming anyone and everyone the opportunity to register, we took a very targeted approach and opted for an invitation-only, limited-seated gathering.
Could we have had more attendees? Sure. Would the bottom line have looked better? Absolutely. But it also would have taken away from the type of environment we envisioned and promised to attendees.
And whether it's for an event you're thinking of hosting or some other marketing effort, the same concept applies ... Bigger isn't always better. Often, you'll find a smaller audience with a targeted message can be much more successful than blasting something out to anyone and everyone.
This infographic highlights some of the benefits of scaling back and using a targeted approach in your marketing campaigns.
How do you approach targeted marketing? Would love to hear what you're doing ... or if you have questions on how to get started with a targeted approach, don't hesitate to reach out!
Source: Salesloft
