In fact, you can even give your most desired guests exclusive access to VIP tickets. Giving these select individuals “insider status” will help them become more emotionally invested in your brand. From the earliest days of Splash, we were astounded with how many decisions ticket sellers would make based on the data from their tracking links. Based on these links, they would adjust their entire promotion strategy, take out new ads in a certain channel, or even fire a promoter.
2. Incentivizes Your Team
When it comes to events, the biggest job of your sales team is to get people in the door. Tracking links give you the ability to monitor which members of your team are responsible for nailing down the most RSVPs. Before you start promoting your event, make it clear that whoever is responsible for the most guests gets a reward. As a result, you can start some friendly internal competition.
In many ways, the reward is ‘recognition’. The best teams have a culture of accountability and transparency. If you review the tracking link progress every week with a screenshot of the dashboard or an announcement at a team meeting, you’ll see people try harder to fill the room.
However, you don’t only have to give something to the person with the most attendees. For example, if they meet a predetermined goal– like 10 attendees that equal $300K in sales pipeline revenue– they get $300 each.
3. Promotion Planning
Without tracking links, it can be difficult to know what promotional channels are the most effective. You could be spending the majority of your budget on Facebook, when in reality your marketing push is the most successful on Twitter. Without data, it’s impossible to know.
Recently, I saw an event change their entire strategy due to data they received via tracking links. It was a foodie event and they had been spending on Facebook. After about two weeks of promotion, they realized that food-influencers on Instagram were actually driving the most sales. As a result, they targeted those people and comped them tickets in exchange for a post. They sold out the thousand person event in two weeks. It was wild.
Tracking links ensure that you optimize your advertising spend against the channel that deliver the highest ROI. That could be a social channel, a Google ad, or even your sales team. This information will also help inform your marketing strategy for future events.
4. Goal-setting Gold
As management expert, Peter Drucker, often says, “You can’t manage what you can’t measure.” The same goes for your events. At least four weeks before you open your doors to guests, figure out how much opportunity you need in the room.
I like looking at opportunity in the room as my team’s goal. This is highly tied to Salesforce data, so if you have an integration with Salesforce, this can be very powerful.
Tracking links will help you measure how close you got to your goal– or ideally, how far you exceed it. Which salesperson got the most RSVPs? How much money did they make in ticket sales? How many deals did they close? Tracking links will help you answer all of these questions, and compare your room value to your close value.
5. Follow Up Fuel
Event management doesn’t end at last call. In order to make the most of your shindig, you need to follow up with your guests. Send emails to attendees from different ticketing tiers, and ask how their experience went. If you really want a detailed response, offer a gift card in exchange for their honest feedback.
This is also the time to set a meeting with all of those new leads. Remind them of all the great surprises you threw their way– this illustrates how well you understand them. Now is the perfect time to convert prospects into clients!
If you know where they came from, you know where they are going to be. We have seen a ton of success in targeting our prospects with relevant content in the locations from where they arrived on the page. In this way, tracking links inform our entire content and digital strategy.