Marketing Stats For Event Planners

damn lies

In the Cluetrain Manifesto, markets are conversations. For far too many corporate marketers, marketing is nothing more than stats and budgets. While we’ll leave you to discover the amazingness that is Cluetrain Manifesto, it’s time to discuss, debunk and laud some of the 33 marketing stats Hubspot has provided.

“Failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers.”

15%!? While too many marketing professionals question the validity of social media complaints, surely they can accept that engaging with customers can lessen the rate at which they lose customers. With customer acquisition spending always more than retaining existing customers, such a money-savings opportunity should not be missed.

“75% of B2B companies do not measure or quantify social media engagement.”

If you’re not measuring your results, how do you know what to fix and how to get better? While not everything you do will translate directly to sales (money acquisition), it should benefit the company in a measurable way.

60.2% of marketers are looking for analysis options, as well as other analytics options, in their social media management tools.

There’s no question analysis options are still in their infancy, but with so many free options available to preview, using 2-5 every month until you hit on the right one for you company shouldn’t be out of the question.

On a scale of 1-7, only 6.8% of respondents believe that social media is “very integrated” into their strategy (the highest rank for the question), while 16.7% believe that it’s not integrated at all (the lowest rank for the question).

Information silos retard innovation, lengthen the time it takes to solve customer problems and isolates employees from the customers paying their salaries. While the answer isn’t yet clear, the question should always be “how would a normal person do this?” when setting up any kind of integration of analog process and digital tools.

For more of these great analyses, check out HubSpot’s blog.

Marketing With(Out) A Conscience

amorality

There’s no crying in baseball. Coffee is only for closers. Multi-level marketing is totally not a pyramid scheme.

There’s no question plenty of people will do or say whatever it takes to succeed. They will lie, cheat, steal and knock you over in order to get what they want. While most of us might think this type of attitude is only for the old-school sales department, there’s no question the practice of using time-honored stories to sell or marketing product/services is in no way a recent occurrence.

That doesn’t make it any easier to swallow.

Dave Van de Walle recently wrote about what looks like an MLM company using a dying man to help promote their company and their product. While we don’t have any additional information than what Van de Walle published, it’s no doubt disturbing to see an ill individual propped up in front of a camera.

But it does raise this question: what if James Cordova WANTED to spend his dying hours surrounded by friends and colleagues celebrating him? Does that make it any less depressing?

We certainly don’t think so, but we’re not friends with nor do we know the Cordova family, so we’ll stay out of it. But what does this mean for event marketers looking to showcase willing participants who may not come across all that well to an audience?

It’s simple, really: make it about the person, not the product or service. There’s nothing wrong with anyone wanting to be part of a team or anything wrong with them wanting to celebrate that on camera for the world to see, but when that promotion is the ONLY reason the event is staged, you’re going to get more than a few uncomfortable looks and concerned comments.

The world has plenty of stories to tell, why not focus on the ones not centered around a dying man with hours to live?

Best wishes to the Cordova family.