“How did you find us or hear about my company?”

This question will help you understand which marketing outlets are working best for you. It also gives you the opportunity to thank someone who personally referred you. Ask this question to every single event inquiry you receive and keep a running total in a simple spreadsheet or document. In that same document, also keep track of whether the inquiry booked or not. When it’s time to renew an advertising campaign online or in print, you can refer back to these numbers and easily decide what is best for your business by looking at the number of leads received from each source.

If personal referrals are your main source of leads and business, you may want to spend more of your advertising budget on thank-you gifts for referrals. If a certain website is providing most of your leads, continue advertising on that site and consider upgrading your listing if possible.

Do you ask potential clients how they found you?