Thursday, May 29, 2008

“Goal Conversions” – A Parallel Concept from Web Marketing and Advertising for Event Marketing

Tie Your Face -to Face and On- Line Marketing Activity Together in New Ways . . .

Goals vs. objectives, an age old discussion, isn’t it? In the case of marketing events, the goal is to obtain a specific action, on the part of participants, that demonstrates transition from marketing contact to sales participation. I was reading a section on Google Analytics that deals with exactly this same concept, Goal Conversions:

Goals Overview

What are Goals?
Goal conversions are the primary metric for measuring how well your site fulfills
business objectives. A goal is a website page which a visitor reaches once they have made a purchase or completed another desired action, such as a registration or download.

How can goals help me?
Once you have set your goals, you'll be able to see conversion rates and the monetary value of the traffic you receive. You can also define a "funnel path" for each goal. A funnel path is the path you want visitors to take to reach a goal. Defining a funnel path allows you to monitor how frequently visitors who begin a conversion process actually complete it.

Examples of goals include:
• "Thank you for registering" pages
• receipts
• flight itinerary confirmations
• "Download completed" page”


The Google page also includes a link to additional material on how to set up funnel and goal pages that work together. In the course of an event, every activity or step, starting with direct marketing, presentations and demonstrations and ending with a commitment for follow-through, are funnel steps leading up to goals.

Goal activities are those that demonstrate specific participation in a sales step or have resulted in a sale. You may have many goals, perhaps differing by types of visitors or products. You may find multiple ways of demonstrating that a prospect has moved solidly into the sales cycle. This is a very useful concept for event strategy and may help you tie your on-line and face-to-face activity together in new ways.

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