8 Reasons Why Your Event Marketing Campaign is Failing

The struggle of creating and launching a marketing strategy is incomparable. There is no magical formula to make marketing happen. Reasons for failing of marketing campaign may vary from event to event. But it can be generalized to “was not able to deliver what was expected”. 

Every business and event is unique and the customer base is unique. And based on the event you would need a solution to it. If you are having difficulty with what black magic is lacking in your campaigns, then read on.

Have no fear, here are 8 reasons that will tell you why a marketing campaign can fail,

1. Objective not drilled down to your veins
2. Wastage of budget
3. Failing in choosing the right marketing channel
4. Your campaign message is like any other event out there
5. Failing to create an impact through campaigns
6. X factor
7. Purchasing too much when there are no-cost alternatives
8. Trying to do everything by yourself

1. Objective Not Drilled Down To Your Veins

A lack of event motive will never lead you to success. Because if you don’t have a clear objective you would be creating an imbalance campaign plan. This will likely impact your upcoming campaigns. There are ways to sell more event tickets but most importantly don’t keep unrealistic goals as it can doom to failure of the campaign plan.

Here is how you can have a better event marketing objective:

1. List down the objectives you wish to achieve from the campaign
2. Note down answers to questions like “why are you running this campaign?”, “what’s your objective?”
   Example: For some marketers, the primary goal is to sell tickets, whereas some have lead generation. Then in such cases, your marketing plan should revolve around it.
3. Try to avoid having multiple objectives because that will distribute your focus and minimize the chances of success.

2. Wastage of budget

At times when a marketing event fails organizers feel like a budget constraint has blocked them. But in reality, it’s more about budget distribution in different areas of event planning. Marketing is a game of experiments and there have to be months of consistent implementation of a plan. You cannot get to see results overnight. 

So analyze where you lacked in your previous event marketing plan. And based on that analysis create more budget for weakened areas of an event marketing campaign.

Three steps to help you make the most out of your event marketing budget:

1. See where your budget is being spent. Is it used on your target market?
   For example, if you try to sell Craft workshop tickets to a sports enthusiast, then it won’t work.
2. Find out cost-effective methods that work for your marketing plan.
   For instance, you can use lead generation methods and pinpoint your campaign their way and reduce the cost per ticket sale.
3. Optimize the channels you plan to use for the campaign.
   For example, you are promoting your event on all channels without knowing which channel is bringing you the most ROI. (Next point will explain more)

3. Failure in choosing Right Marketing Channel

Selecting the right marketing channel is a critical component of the marketing campaign. To access the best marketing channel to spread the campaign message. Understand where your audience is hanging out and leverage the strength of that channel. This will turn out to maximize your reach. You can also opt for a multi-channel approach but these are mostly dependent on marketing objectives.

4 steps to set up a perfect marketing channel:

1. Know the presence of your target audience. Like are they bulk public who use Facebook/Instagram or are they professionals who would be using LinkedIn and Twitter?
2. Add a ticketing tracking system as it will help you analyze the problem cause of the campaign. You can create UTMs using UTM builder.
3. UTM tracking is one such way that can help you identify which specific ad, campaign, or channel works best for your event.
4. Don’t put too much on the platter of the audience, it may disturb the attention of attendees.

4. The campaign Message is not Compelling enough

Your message or brand assets are not inspiring enough to attract the audience. It should have a strong call to action so that audience is compelled to take up some action. Don’t overdo also, as it at times confuses people regarding what to follow. Your message should build relationships with clients. The best is when attendees can relate with you in some way or another.

Here is how you can have a compelling campaign:

• Do keyword searches that people find useful and include those in your message.
• Make your content and videos appealing and of high quality.
• Collect feedback from the people that trust your brand name and present it to new audiences in form of testimonials. Learn more on how to collect feedback here.

5. Campaign Fails to make an Impact

It is so very critical that your campaign stands out and make an impact. Human attention span is decreasing so your campaign must be strong enough to take audience notice. Marketing is about 3 R’s: right message, to the right audience, at the right time. Ensure your message is clear and relevant to your target audience. 

Why your marketing campaign is not getting conversions or generating leads is because it fails to create an impact on the audience’s mind. See how campaign segmenting led Comic-con to 7x ROI.

Here are 3 stages of a marketing campaign that will help you create an impact:

1. The first stage is pre-launch, you may have created ads for your event but launching it correctly is way more important. Collect information like what offers your competitor is giving to the audience, and what message he is giving.
2. The second stage is the campaign launch, here you will have to implement all the collected information from stage one. Try adding these 7 event ticket discounts to support your campaigns.
3. The third stage is post-launch, where you have to check on the campaign track. “What type of ads worked best?”, “Can you have the potential to upsell”?

These three steps will help your get better and better.

6. X- Factor

Suppose you have done everything well. Planned all well, did your execution correct but still marketing campaign fails. The external factor may be the reason for it, that is beyond the reach of the marketing team yet is required to achieve. 

For example, there is a campaign to drive online sales and your checkout process is glitchy. People would choose to opt-out of it as they would hardly care to get through messy processes. 

How to avoid the blunder :

• Make sure all the teams are set up for their respective required action
• A/B test your campaigns and UI/UX before going all out.
• You constantly need to monitor and evaluate to adjust to the latest way of planning.
• Learn from past failed campaigns and experiment with the unknown.
• Research your audience for insights to know what the demand is in the market.

7. Purchasing too much when there are no-cost alternatives

You might be paying for many services to sell tickets seamlessly. But do you really have to pay? What if your hard-fought event marketing budget is misused by your team?

For example, paid email credits for automated emails, ticket types, and whatnot. You get a lot of free tools on AllEvents when you publish your event.

Ask again, are you using your resources wisely?

8. Trying to do everything by yourself

Many times, event professionals are busy managing their events and let amateurs do the ad targeting.
Result: They end up throwing the marketing budget out of the window. You may have a lot on the platter, so, it’s better to take help from those who have years of experience. They have a structured way of working towards the campaign goal.

Hit us up if you need help with marketing your event.

Conclusion

By far you would have known what are you lacking and how to strengthen it to attain success. You may need to re-examine your campaign plan which AllEvents can help you with. It is a trusted brand along with positive testimonials from the user’s end. Taking care of the above-mentioned points will pretty much do your job. But if still, you’re stuck, we are here with a team to help you out.

More on marketing and selling tickets:
1. Ticket Giveaway Ideas- That can sell event tickets faster
2. 6 Ways To Sell More Tickets By Optimizing Your Event Website
3. Best Event Ticketing Software To Support Your Event