Was it possible to analyze the effectiveness of those ads at all? I'd love to know what, if anything, worked.
We know that the Google ad words did just fine by us...we could follow the trail of those who clicked through (because we used one of our domains for the ad words link that was not publicized or referred to anywhere else -- the wonder of multiple domains).
It is more difficult to gauge the effectiveness of the radio ads, but it's clear that they brought in some people from the local area. I wish we'd done more tracking.
One of the most effective of our marketing expenditures was a direct mailing we made to a pretty extensive list (gleaned from NESFA, Arisia, and previous Worldcon mailing lists, then whittled down to New England, New York, etc.) of those we knew were interested in SF conventions. That, coupled with Geri Sullivan's beautiful color flyer did get us some obvious results ('cuz we could see some returned via mail, and we blipped right after they started hitting mailboxes).
I wish we'd had the staff to do more blanketing of bookstores and libraries in the area with our flyers, however.
no subject
We know that the Google ad words did just fine by us...we could follow the trail of those who clicked through (because we used one of our domains for the ad words link that was not publicized or referred to anywhere else -- the wonder of multiple domains).
It is more difficult to gauge the effectiveness of the radio ads, but it's clear that they brought in some people from the local area. I wish we'd done more tracking.
One of the most effective of our marketing expenditures was a direct mailing we made to a pretty extensive list (gleaned from NESFA, Arisia, and previous Worldcon mailing lists, then whittled down to New England, New York, etc.) of those we knew were interested in SF conventions. That, coupled with Geri Sullivan's beautiful color flyer did get us some obvious results ('cuz we could see some returned via mail, and we blipped right after they started hitting mailboxes).
I wish we'd had the staff to do more blanketing of bookstores and libraries in the area with our flyers, however.