Event Marketing Audit – 5 Reasons Why You Should Conduct One
An event marketing audit is a thorough review of your marketing plan, objectives, strategies, and the current actions being done in your event business.
The aim is to see what’s working and what isn’t so you can identify areas for development. A successful event marketing audit will help you pinpoint your marketing strengths and weaknesses, so you can make solid decisions about where to put your resources in the future.
If you don’t conduct marketing audits on a consistent basis, you could be throwing marketing dollars out the window. Here are five reasons a marketing audit is a good idea for every event business.
Realign Your Paid Marketing Activities With Your Event Goals
Many event organizers are super concerned with executing the day-to-day responsibilities of running an event that they lose sight of the big picture and the event’s long-term goals.
When this happens, it can be difficult to recall why a specific marketing strategy was implemented or determine if the marketing team is executing it successfully. This can be social media management, paid advertising, community building, etc.
An event marketing audit is a way to take a step back, return to your event plan and your event marketing plan, and ensure that the daily activities you are executing support your event goals.
See What Isn’t Working For Your Event
A marketing audit will help the event organizers explore all of the marketing activities currently being implemented while evaluating if those activities are successful and if you should continue or adjust.
This is a time to look at your event tactics with an objective eye, loaded with facts and data gathered from your analysis. It’s an opportunity to make judgment calls on marketing areas where your business is underperforming.
Then you can make informed decisions about how to improve activities or employ new tactics to achieve more glorious success in your marketing efforts.
Get New Ideas and Find Different Tactics
An marketing audit needs a significant amount of research into your event marketing activities as well as external factors. Although it may not be a primary reason for conducting an audit, the research process can be an excellent way to discover new ideas to try for your next event.
For example, during your research, you may find that your competition is doing something you never thought of doing. With a few adjustments to make the strategy your own, you can develop new marketing tactics with enormous potential.
Know Everything About Your Competition
Successful marketing requires an in-depth understanding of several factors, including the market, your target audience, and your competition. A marketing audit is a great way to dig into who your competition is and what they are doing to reach your audiences.
By exploring the strengths and weaknesses of your competitors, you can improve the way you approach your audience. Knowing what they’re doing well will help you plan how to do it better, so your event can focus on what works and save time and money.
We All Love to Save Time and Money in the Long Run
You need to have internal audits regularly. Without this kind of regular checks, you may be unintentionally wasting time and money on marketing activities that are producing few results.
Conducting an event marketing audit regularly helps you maximize your marketing investment by helping you focus on the activities that work best for your event. That sounds good, right?
Plan Your Event Marketing Audit
A marketing audit usually involves analyzing all existing event documents for clarity on goals and plans, gathering a list of strategies currently being executed, gathering input from key team members within the event, and conducting research into external factors (competition, market, economy, industry, etc.).
It often begins with a SWOT analysis of your event, which will help you clearly identify your opportunities for improvement. Without a regular audit, you may never know what your marketing dollars are capable of.