Measure honestly / Note 29
Calculate the full cost of a venue campaign
A cost worksheet that includes the offer, the work and the measurement rather than only the software fee.
Start with the decision.
A campaign can generate activity while costing more than the value it creates. This planning worksheet separates expected costs from observed results. It is a model for an internal decision, not a forecast of what guest WiFi will earn.
Three moves to make.
List the costs
Include design time, sending costs, discounts or fulfillment, and any incremental staffing. Decide which costs are fixed for this test and which increase with response.
State the assumptions
Write the expected response and contribution assumptions beside their source. Use ranges when the team does not have reliable historical evidence.
Replace estimates after the test
Enter actual costs and attributable outcomes that you can support. Keep unmeasured benefits separate instead of assigning them an invented cash value.
What it could look like.
An event invitation might require staff preparation even when the email tool has no incremental send charge. Include that work and the cost of the experience before deciding whether the campaign should be repeated.
Make the idea concrete.
Use these five prompts with your team. The downloadable text worksheet includes the prompts, practical steps and review check. Save it, edit it or print it.
- Fixed preparation costsRecord your decision and the evidence behind it.
- Variable fulfillment costsRecord your decision and the evidence behind it.
- Expected response rangeRecord your decision and the evidence behind it.
- Observed costsRecord your decision and the evidence behind it.
- Decision after reviewRecord your decision and the evidence behind it.
The final check.
A reviewer should be able to distinguish an assumption from an invoice, a measured result or an unresolved question.
Do not describe total sales during a campaign window as profit produced by the campaign.
Should staff time be included?
Include material incremental work in the model, with the valuation method explained, so alternatives can be compared consistently.
Meet your next connection.
See the guest journey in the interactive demo or prepare a setup plan for your venue. For current features and allowances, review the pricing page.