Trust the Numbers

I like numbers.  I particularly like numbers when they represent the effectiveness of something you’ve tried.  For instance, the daily page view total offered by the administration page of the Expo website gives me a spectacular idea of how varying advertising endeavors are working.


For instance, when I do a direct mail postcard push, I’ll see a huge spike in the numbers from about 3 or 4 days after the mailing. This is exactly the amount of time that it takes a first class mailing to travel just about anywhere in the continental U.S.

On the days when one of the wire services picks up an Expo news release and flashes it to the various media outlets, there’ll be a spike. When a magazine containing an advertisement for the Expo hits the stands and mailboxes, I’ll see a gentle but steady spike over the course of about a week to 10 days.


You might not believe it, but when a competitor fires off a barb or jab at the Expo, within 10 minutes the numbers start climbing. As the old axiom reads – Any talk is good talk, as long as they’re talking. 


On Sunday afternoons during NFL playoff season, nothing works. The numbers will fall and you can take that to the bank.


If I advertise somewhere and don’t see a spike within a day or two of the advertisement hitting the public, I’ll know that that particular medium isn’t working and needs to be crossed off the list for next year. After almost 10 years of hosting the world’s largest custom rod building event, I’ve learned from every advertising mistake I’ve ever made. And now those mistakes are paying off! I certainly know where to put my advertising dollars, as well as where not to put them.


Another thing the numbers tell me is what kind of attendance I can expect. All indications are that we’re currently looking at the largest and best attended Expo in history. The 2012 event will be one to remember.


Tom Kirkman