packing an arena: lessons learned from marketing the 2015 heritage action presidential candidate...
TRANSCRIPT
PACKING AN ARENA
BY THE NUMBERS
Public
Sentinels
Premium Club
Upgraded
Premium
Registrants
12,76192318713060
Assumed Dropoff Rate
30%5%5%25%25%
Total attendees
Attendees
8,933
877
178
98
45
10,130
PACKING AN ARENA
LESSONS LEARNED
▸Make realistic assumptions
▸Stress test and plan for reality
▸Intensify marketing after registration
PACKING AN ARENA
KEY SUCCESS FACTORS
▸Integrated marketing vendor
▸Internal promotion lead
▸Big splash to catch attention