Over the past five years or so it’s felt like everything has to be quantifiable to live. If the numbers don’t make sense, then you kill it. If you can’t prove your ROI, then why do you exist?
People whose motives are dictated by numbers and measurements are made uncomfortable by events. Events are expensive. You have to front load a lot of costs (the venue deposit is one example) before you even know whether your event will sell out. Basically, there’s a lot of risk.
Admission started off with the goal of being a 200 person conference and, when ticket sales didn’t go the way we would’ve liked, we reduced it to 100. Then, when the sales were stubbornly erratic, we changed tack again. We downsized the venue and took the deposit hit.
In hindsight, it was always going to be a big ask to jump to a 200 person conference with our first marketing foray into the US market. In a lot of ways we went against our own ethos which is carefully considered growth. We were aiming for an explosion, and it didn’t work. Which is a good thing, as it allowed us to remember who we are and the brand direction that we want to go in.