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Relevance of Event-Based Marketing in the Digital Age

Trade shows, street markets, community events - how much weight do these hold in today's world?

All of these events are great opportunities for face-to-face interaction with your customers and potential customers. It can be difficult to track the return on investment at events like this because your absence can say more about your business than your attendance. Have a goal before the event that you plan on tracking after the event is done. This goal can be a variety of things including obtaining new customers, making sales, or scanning leads. Make sure that the trackable piece of data you’re using is the same for every show and event. You can then take the cost of doing a show or an event and divide it by the goal to decide which events are most cost effective. Using this method also allows you to determine which shows you should focus more on, and which ones aren’t worth the investment for your business.

-Aaron Montgomery, 2 Regular Guys, MontCo Consulting

Bonus read: Regional Events for Awards Retailers to Capitalize On

Aaron Montgomery

Aaron Montgomery

Our Success Group

Aaron Montgomery is certified by New York Times best-selling author Jack Canfield as a Success Principles Trainer and has nearly 30 years of experience providing essential support to small businesses. His company, Our Success Group, assists with setting and reaching goals, creating a solid business plan, knowing their numbers for a better pricing strategy, and establishing a customer-focused approach while devising a targeted marketing strategy. He is the author of the business foundation book ‘The FUNdamentals of Business Success.’ He is the Co-Founder of a facilitated 6-month Mastermind collective called Radical Goal-Getters. You can also find him hosting a weekly show called Small Business Saturdays and co-hosting the 2 Regular Guys Podcast.

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