When Marketing Activity Doesn’t = ROI

The Super Bowl in Indianapolis was a financial windfall for some, and a flop for others.  Outsourced Sales Force secured its most high profile client during the Super Bowl, produced a crazy amount of marketing activity, and limited results.  We want your help in figuring out why.

When the Rolling Stone Rock Weekend came to Outsourced Sales Force for $1,000,000 in ticket sales, we responded with a marketing plan that included guerrilla marketing, email marketing, and social media marketing.

Here is a snapshot of the marketing activity that the Outsourced Sales Force team created in 13 days of work:

– 133 companies, not-for-profits, and individuals committed to posting Twitter and Facebook messages about the event.

– Over 3000 web hits to rollingstonerockweekend.com

– 8,000 emails

– 15,000 handbills

– 6,000 Text Messages

Here is a snapshot of the marketing results that were produced by over 32,000 marketing touches:

– 4 tickets sold

Now, don’t get it twisted.  The party was a raging success.  Mainly because of the outstanding work from my PR partner, Jon Quick, who produced over $1,000,000 in earned media for the event.

My team went home with our heads held high, knowing that we put it all on the line to create success – but also with our tail between our legs, not producing the ROI that we intended.

What went wrong?  Was it our strategy?  Was it our execution?  Was it the supply of other parties in the market?  Was it the price?  Was it how the party was pitched?

What are your thoughts on how or why an online and guerrilla marketing strategy could have or couldn’t have worked to sell tickets to this event?

Jamar Cobb-Dennard is a sales and marketing expert who helps companies without a sales force have a sales force.  To receive your free trial of a software that will track your referral revenue, centralize social media updates, and automate email/text/postcard marketing, click here.


5 thoughts on “When Marketing Activity Doesn’t = ROI

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