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The BIGGEST Secret to a Successful Event

by Eugene Loj

Planning_successful_event

Greetings from 38,000 feet!

I’m writing you this while enroute to Las Vegas for an air show conference.  (Ah, the joys of technology – never to escape work!) The guy in front of me has his seat all the way back, so I can hardly see whatI’m typing. Anyway, here we go ...

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Why You Need to Ask Difficult Event Survey Questions

WARNING: Fasten your seatbelts, because I’m about to fly off the handle a bit!

The Subjective Catastrophe
Event_promotion_survey_questions Event organizers get themselves in HUGE trouble because they’re subjective in how they plan and execute their events.

According to Princeton University’s WordNet definition, a subjective person uses “judgment based on individual personal impressions and feelings and opinions rather than external facts.Mix in a subjective event organizer mindset with some ego and you have the perfect mix for disaster. Trust me, it’s not pretty and I’ve seen many completely avoidable event catastrophes, all a result of people being stupidly subjective.

"I Know Better Than Everybody Else!"
Here’s the typical scenario . . . An event organizer becomes hell-bent on running an event THEIR way (also known as Captain Ahab Syndrome).  The end result is that they adopt a mindset of knowing better than their own event attendees.  Please heed the following.  It doesn’t matter how noble or great YOU think your event is, if people don’t share those same beliefs – or worst, don’t care – your event will flop, GUARANTEED!

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Being Proactive About Your Event Customer Service

Event_customer_service.jpg As your event approaches the amount of traffic to your web site will increase dramatically. There is an important factor you need to be cognizant about. People visiting your event website only take in limited amounts of information . . . Most people will look at the information that is important to them at any given moment. 

A certain percentage of your web site visitors are guaranteed to miss important information. As a result, you might have to deal with unnecessary customer service issues.

e.g. - A few hundred people show up to your CASH ONLY parking lot with just a credit card. It’s even worse if the closest ATM is 20 minutes down the road.

Minimize Customer Service Issues
You can minimize a significant number of customer service issues with a robust FAQ page. A good FAQ page should cover people’s most common questions. As stated above, not everybody will visit your FAQ page. You need a way to get people to visit your frequently asked questions page. That’s where a dedicated e-mail list comes into play. By the time your event is about to take place, you should have a decent list of prospects and customers.

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A Great Event Survey Question - When Disaster Strikes

Great_event_survey_question
When an event doesn't turn out well - things can get pretty dicey. If big bucks are on the line, the "reason why the event failed" debate can get even more heated. In most cases, the failure of an event usually comes down to poor attendance. It's pretty simple . . . Low attendance = not enough revenue to pay the bills. In order to fix your attendance woes your going to need some concrete answers.

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The Importance of Market Research in Planning Your Event

by Eugene Loj

Really knowing a target market is the foundation of getting people to your event. Event organizers frequently call me in a last minute panic . . . They can’t understand why people AREN’T buying tickets for their event. After going through a bunch of probing questions, my response is almost always the same - “You’re having problems selling tickets to your event, because people aren’t interested in what you have to offer.” It sucks having to tell people this – especially when they’ve worked so hard planning their event.

Event_planning_market_research

Truth be told, it doesn’t matter how much work goes into planning your event. If people aren’t interested in what you have to offer, they’re not going to show up! If you want to pack your event, focus on finding a passionate marketplace that will automatically (or as close to automatically) attend your event. 

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Two Amazingly Powerful Event Survey Questions

Event_Feedback_Survey_QuestionsUsing the right questions in an event survey is an extremely powerful way to position your event with a target audience.  Yet very few event promoters and organizers use surveys. Event surveying can be done both before and after your event. As with any survey, the focus should be solely on your target market.

Below are my two absolute favorite survey questions for event planning purposes. Don’t disregard the potential for great feedback because of their simplicity.

It's far easier to pack an event when you know what your audience wants and you go out of your way to give it to them.  Few things are as powerful as surveys in terms of honing in your target market's wants, needs, and desires.

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An Extremely Dangerous Event Planning Mistake

This is a really important post, so please carefully consider the information that follows . . . 

Bad_Event_Ideas One HUGE mistake made by event organizers and event planners is holding an event that’s “never been done before.” The previous statement should always be followed up with the following question, “WHY has that kind of event never been done before?”

When it comes to planning events, being overly ambitious or even too creative can be very dangerous to your pocketbook.

Don’t Reinvent the Wheel
My suggestion to you is don't try and reinvent the wheel - especially if you're new to event planning or event promotions. Look towards events that are easy money makers as opposed to being a cool event.

In my experience cool / fringe events are the most difficult events to get people to attend. That’s why I love doing air show and beer festival event marketing. There is already “a starving crowd” for air shows and beers festivals. The deck is already stacked in my favor.

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The Danger of Not Having Your Event

Long_term_event_planning Two weeks ago, I found out that a client decided to “take a year off” from their event. The event had been successfully taking place for the last 14 years. What started as a small event - ballooned into a truly great event. When I heard that the event wasn’t taking place this year, my first reaction was “What? Are you kidding me?!?!” The event was loved attendees and most importantly – making money for the event organizer.

I fully understand that it’s the event organizers decision to take the year off.  It’s their event, their pocketbook, thus ultimately their decision. But I’m not quite sure if the event organizer fully understands the ramifications of their decision.

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Your Outdoor Event and the Weather

Outdoor_event_weather

Potentially bad weather combined with an outdoor event can take any cool/confident event organizer and turn them into a nervous wreck. All it takes is one bad weather forecast to completely ruin an outdoor event.  Months of planning and massive amounts of money can come down to a weather forecast (accurate or not). Below are a few simple suggestions that you can use into dealing with weather and your outdoor event.

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How Big Should My Event Web Site Be?

Event_web_site_orgOne question that always comes up when building or redesigning an event web site is, “How many pages should I make my event web site?” I’ve seen event planners and organizers agonize over the previous question far too many times. Honestly, it's rarely an easy answer.

Think User Attention Span
When laying out your event web site, always keep in mind user attention span . . . People want to get information about your event and get out. Hence, I strongly recommend building an event web page of only 5-10 pages, 15 pages max. Five to ten pages might seem small, but it isn’t - consider the web stats below.

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