Report
The Marketing Efficiency Report (PDF)
Key Takeaways from Director Zannie Voss
- The perceptions of benefits are diminishing as competition for attention increases with high-quality, free substitutes that allow you to participate when you want, stop when you want, and consume them while talking, eating and drinking, and looking at your smart phone.
- As organizations grow, they add professional marketing staff, which increases marketing expenses but also builds the organization’s capacity to focus on developing a larger audience pool with more sophisticated strategies.
- The bigger you get, the more you spend on marketing per attendee and the more program revenue you earn per attendee, with the margin between the two increasing with organization size. It costs more to bring in someone at a higher average price point.
