Know Your Results – Know Your Customer

Response History: Invaluable Data to Evaluate Your Marketing Program The success of your conference is often directly related to attendance and can dictate an exhibitor’s willingness to participate. So, naturally it’s important for Associations to collect as much attendee information as possible. It’s a necessary step in identifying your customer and it will determine your marketing strategy. Considering that a conference brochure is your primary advertising link to the customer, wouldn’t it be prudent to gather the results of this marketing program as well? The E-Brochure can sort and categorize tracking data based on “hits”, first time visitors, number of pages viewed, number of visits and how long they spent viewing your message. Compiled data can give you monthly, days of the month, days of the week and hour of the day information. It helps you understand and adjust for the cyclical nature of your marketing program. Learn how to time your message delivery so that the most active month, day or hour is utilized to your advantage. Knowing the habits of your customers will greatly improve the probability of your message being viewed. Successful marketing is a numbers game – the more eyes focused on your brochure, the more bodies at your conference.