The goal of marketing
is to drive action.
Some possible actions are
signing a petition,
joining an organization,
buying a product.
When organizing a promotional event,
one of the first things
that should be discussed
and decided upon
is the event’s goal.
Don’t assume this goal is obvious.
I was involved with an event this week.
All of the organizers were writers.
They came up
with some brilliant ideas
on how to drive readers to the blog site.
When I asked
how we were converting these visitors
into book buyers
(what I assumed to be the goal),
I was told
that wasn’t the purpose of the event.
Decide what you want your marketing
to achieve
first.