Several months ago I took the position of Director of Marketing for a local company. This was the first time I’ve ever taken a position with another company, outside of working for myself, since I started doing marketing and PR. The 3 reasons I took the position are quite simple: I liked the business. I liked the owner. And I felt that I could really make improvements to their overall marketing plan by disrupting what they had been doing – specifically by utilizing the power of Social Media in a way that would increase their bottom line in dramatic ways.
The pictures below represent the 2 months before I began, followed by the 3 months since I’ve been there. For those who don’t like looking at charts I’ll just give you the upshot:
- From June to July there were 22,000 fans and 19,000 post views.
- From July to August there were 23,000 fans and 56,000 page views (it’s important to note that this is an ‘events’ driven company and both of these months reflect an event taking place. The next event would not be taking place until November so I had approximately 3 months to drive the next event)
- From August (the month I began) to September, I drove the company from 56,000 post views to 560,000.
- From September to October I drove post views even higher – from 560,000 to 735,000. Fans again increased by a multiple of thousands to 26,000.
- From October ’til our event I drove post views to 883,000 (and please note the 30 day tracking ended and this stat includes only a fraction of the time).
- Fans increased from 23,000 in August to 28,000 in November – a 21% increase.
Post views increased 1,477% in the same August-November time frame.
Average post views rank at over 10,000 – and the number of engaged fans rose to 26,000 (out of 28,000). A tremendous win! But what did it do for the company and for the event in terms of real revenue?
This company pre-sales event tickets online prior to every event. For the November event they sold over 5 times the amount they sold for their 4th of July event. They also sold 1 1/2 times the amount of their biggest selling event ever – Memorial Day. What’s important to note is this: Both of those are holidays where, traditionally, people have time off and freedom to attend events such as this company markets. The November event was a typical weekend event – not a holiday.
“At the Gate” sales (overall sales) beat every other 3 day event weekend (held over a 3 year period!) by a 45% margin. These are real dollars driven to the bottom line.
June-July
July-August
August-September
September-October
October-November Event (shorter time period)
The company currently has over 29,000 fans and 1.2 million post views for the 30 days beginning Oct and ending today.
If you take nothing away from this and these stats – please take this away — in order to see increase after increase after increase like those above, it’s imperative that you disrupt what you’re doing and find ways to best utilize the tools at your disposal. It often takes an outsider, a professional, to fill in the blanks and make the changes needed.
Though continuing to work with this company, I am open for consultations.
Disrupt Public Relations – Contact Us — 615.212.9868
