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Client: An educational seminars and training organization that presented hundreds of public training and educational seminars across the country every year. Some of these were also offered as private workshop events held at client's locations. |
Challenges: The goal was to increase the number of on-site workshops sold to private companies. Response to long-standing direct mail campaigns for these events was dropping even as costs were increasing sharply. No significant changes to basic advertising or marketing strategy had been made for several years and it was becoming obvious that a new approach was needed. Repeat sales were dropping sharply.
Solution: Management Analytics Group compared the lists of attendees at the public events to the lists of those receiving each direct mail campaign. We also compared the public-event attendee lists to the lists of those attending the private events. Finally, we compared the attendee lists of both public and private events to the lists of those who attended special trade show events. Our goal was to discover which campaigns were most effective and had the highest ROI.
Result #1: Contrary to expectations, Management Analytics Group discovered that the trade show events (which were very resource-intensive) were not effective in boosting attendance at either the public or the private events. We suggested reducing or eliminating these marketing efforts to boost overall ROI.
Result #2: Management Analytics Group discovered that the public seminar events were a very effective way to promote private on-site events. This was not being done in any regular way and represented an entirely new marketing channel. We suggested developing this new channel aggressively.
Result #3: Management Analytics Group discovered that nearly all on-site workshops were used by only a very few kinds of businesses. With a breakeven analysis, we advised the marketing team to focus their limited resources narrowly upon these few industry segments. Response rates jumped as a result even as advertising budgets were reduced.
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