“The essence of a strategy is to choose what not to do.” – Prof. Michael Porter Let’s look at how a smart targeting strategy and a willingness to test ideas helped one business in the corporate events industry make more money (and also helped us realize just how important location targeting is to ROI). About five years ago, this company had a modest budget of $3,000 per month. This was considered a smaller budget for the nationwide campaign this company needed. So a plan was devised to research and target the primary cities across the U.S. that showed a demand…
