Question

Topic: Other

Determining Why Event Failed To Sell Enough Seats

Posted by scott on 6/19/2017 at 10:19 PM ET 250 Points
We marketed an educational event to farmers within a 100-mile radius of the event, inviting them to learn how to improve their understanding of tax planning, lending and farm marketing. It was the first time we marketed this event. We ended up cancelling due to low interest. Now we're trying to learn from it. After reading the following detail, what would you have done differently?

-We had a “name” speaker and charged $25, $40 at the door.
-Had other experts speaking
-Began promoting three weeks in advance.
-Developed a strong landing page (concise, informative, persuasive) and made conversion easy through Eventbrite
-Emailed to our list
-Ran Facebook ads
-Sent t-blasts
-Offered early bird pricing

Potential reasons for failure that come to mind for me: Our content isn’t appealing. We don’t have enough brand equity in the area where the event was to take place. The event is too long – full day instead of a half day. We should have started promoting earlier.

What do you think of my assessment, and what am I missing?

We’re going to be making some calls to farmers to try and get their feedback. ‘Hoping to learn from this for the next event.
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RESPONSES

  • Posted by mgoodman on 6/20/2017 at 8:00 AM Moderator
    My guess, based on what you've said:

    You failed to communicate a compelling benefit for your target audience. They probably never understood why it would have been important for them to pay attention. You didn't adequately tell them what's in it for them or how their lives would be better if they put themselves through the torture of "learning."

    If you are going to talk with some folks in your target audience, be sure to have input from a market research professional. There are too many ways you can inadvertently undermine your own objective and generate results that lead you in exactly the wrong direction.
  • Posted by telemoxie on 6/20/2017 at 8:13 AM Member
    You might also consider timing. I'm not an expert on farming, but I'm pretty sure that some times of the year are busier than other times of the year. I would guess you would tend to get better turnout during the winter, and less turnout during spring, summer, and fall.
  • Posted by Mike Steffes on 6/20/2017 at 8:52 AM Member
    "The event is too long – full day instead of a half day." You expected farmers to give up a full day. Especially for a first time offering. Maybe a 2-hour lunchtime event (with lunch).
  • Posted by Jay Hamilton-Roth on 6/20/2017 at 8:53 AM Member
    Instead of guessing, have you reached out to a few farmers, or attended a local Grange meeting to ask them?
  • Posted by scott on 6/20/2017 at 10:58 AM Author
    Thanks for the feedback on my question re: low interest in our event. We did a good job of communicating how attendees would benefit. Perhaps they're just not interested in our subject matter. I tend to think one problem was asking them to commit a full day. Time of year may have been a factor, however, these guys have their crops in the ground so we should have okay on that point. We will be calling farmers to try to find answers.
  • Posted by mgoodman on 6/20/2017 at 1:32 PM Moderator
    You wrote: "We did a good job of communicating how attendees would benefit."

    Perhaps not, given that you didn't get many takers. The benefit needs to be sufficiently compelling to overcome all those [potential] negatives/deterrents. Did you promise "education" or "results?" (Note: "Education" isn't a benefit.)
  • Posted by scott on 6/20/2017 at 2:00 PM Author
    Good point regarding the need for compelling benefits.

    Here's what we said they’d learn:
    -financial management concepts to help drive operational success,
    -how to use risk management perspectives and strategies to their advantage,
    And we said they'd get an outlook of market prices for 2017 and find out what effect those prices could have on their businesses.

    We wrote that by attending they’d:
    -Strengthen financial decision-making and effectiveness
    -Tap into the best practices of financial business partners
    -Learn how to prioritize decisions and apply them in three key financial areas

    One thing we can't say due to industry compliance regs is anything like "you will" so on and so forth.

    You make a good point. I think we can improve on the benefits of attending.
  • Posted by mgoodman on 6/20/2017 at 2:49 PM Accepted
    Most of the time "learning" is like taking strong (and unpleasant) medicine. It's something most of us want to avoid. It's like going back to school or getting a root canal.

    That's why you are better off painting a picture of how nice life will be for your target audience when they have all the tools and know how to apply them to their situation. Share the experience of someone who has done what you want the target audience to do. Give them a reason to want to spend the time with you. Don't threaten them with having to "learn" something.

    I'm guessing you are in some facet of the financial services industry, and I have some experience marketing those kinds of services. Most folks have low interest in "doing it" themselves. They'd rather have you do it for them so they can enjoy the results. (You do the homework, learn the material, and take/pass the tests. Let them pick up the diploma with their name on it.) You don't have to promise them "learning." Just promise them that YOU will learn and share the benefit of what you learn with them.

    "Many farmers make more money by trading commodity futures than by growing crops. Let's compare two different scenarios ... one with a commodity trader and one with a professional farmer ..." etc.
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