Question 4: Evaluating Conference Investments

Problem Statement

GlowSKN is evaluating whether to invest in skincare and wellness conferences in H2'25 to boost brand visibility and customer acquisition. The marketing team has shortlisted three conferences. You are asked to assess which (if any) is worth pursuing this quarter based on reach, cost efficiency, and brand fit. Conference Audience Target Audience Overlap Sponsorship Cost Avg CAC (if converted) Brand Fit (1-5) A. GlowCon 25,000 80% $150K $45 5 B. BeautyWorld 60,000 50% $300K $70 3 C. GenZWell 20,000 90% $120K $40 4 Assume GlowSKN converts 5% of attendees at each event and you can only choose one. CAC = Customer Acquisition Cost. Additional context from marketing team: GlowCon is a top-tier influencer event with strong social media amplification. BeautyWorld brings national press and potential retail buyer exposure but has a broader (less targeted) audience. GenZWell aligns closely with GlowSKN's new Gen Z strategy (ages 18-30), a segment seeing strong engagement but lower conversion. Based