Over the last ten years, I've hear the follow statement said by event organizers countless times, "We have to get our tickets on sale as soon as possible!" My rub with the previous statement is as follows . . . Too many event organizer think that because their tickets are on sale early, people will buy. That's rarely the case.
Here's a question to carefully ponder, "Are you giving people enough incentive to buy tickets early?" If you don't provide a compelling enough reason (that resonates with the target market) you won't sell many advance sale tickets for your event - regardless how early your tickets go on sale.
Six Months of Lousy Ticket Sales
Just the other day an event promoter was telling me about their advance sale ticket woes. Ticket have been on sale for over SIX MONTHS! But nobody is buying tickets. A closer look at the promoter's event marketing shows that there is little reason for people to buy tickets early. The event promoter now has to bank on last minute sales, which is a potential recipe for disaster.
Continue reading "The Truth About Your Advance Ticket Sales" »
A few weeks ago, I got into a spirited debate with an event producer on the topic of ticket surcharges. The main point we haggled about was whether to include the service fees in the ticket price. If you want to sell more tickets to your event, it’s important to consider how you present ticket price and service fees to your customer. What seems trivial on the surface can have a huge impact on how many tickets (especially advance tickets) you sell to your event.
Continue reading "How to Sell Event Tickets with Service Fees" »
If you want to lower your event marketing costs, you need to start collecting customer information immediately!
A HUGE Event Marketing Asset
Customer contact information (at a minimum name and email) is one of your greatest event marketing assets. If you have a recurring event, your customer data becomes even more important. It’s far less expensive to market your event to an established customer database.
Failure to Leverage Previous Customer Data
Oddly enough, far too many event organizers fail to collect customer information. Even worst - event organizers and promoters who fail to leverage their existing customer database. Are you making those same costly mistakes?
Continue reading "Ticketing Your Way to Lower Event Marketing Costs" »
Over the weekend, a friend of mine told me about an advertising package a local newspaper had (pressured him into) sold him. The newspaper sales person convinced my friend to buy into an expensive advertising contract. The sales pitch focused around the notion of - "if you're advertising - you NEED repetition to connect with your audience." The signed advertising contract NOW ties my friend into an expensive long term contract. This isn't a problem if the advertising works, but if the advertising fails to deliver results . . . He'll have to pay for advertising that isn't doing squat!
How does the example above apply to your event marketing and promotion efforts?
When you buy advertising to promote your event, it's important to be savvy on how you negotiate the deal. You have the right to negotiate advertising terms. More importantly you have the obligation to say, "no thanks" if the advertising deal isn't good for you.
Continue reading "A "Must Follow" Event Advertising Strategy . . ." »
After you’ve built (or started to build) your event marketing house list - There are some simple things you can do to quickly ramp up the effectiveness of your email marketing . . .
Break Your List Down - Segment It!
If you want to increase the effectiveness of your event list marketing, you need to better target your list. A great place to start is segmenting your event marketing list - This allows you to focus your event promotions to a very specific target market. As a result, you’ll get better response rates.
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Yesterday, a coaching client asked me if they should pay $6,500 for a ONE-TIME email to a 55,000 person list. My first piece of advice to them was, "don't rush into things & be a healthy skeptic!" If a list broker wants you to pay a lot of money to rent their list, they should be more than willing to answer every question you have for them. What follows is applicable to both online and offline list rental.
Continue reading "List Rental, Brokers, and Event Marketing - Advice" »
When it comes to pricing tickets for your event, there are a number of different strategies. Knowing how NOT to sell tickets to your event is as important as knowing how to sell tickets. What follows are two real world mistakes you want to avoid when selling tickets for your event . . .
Continue reading "How (NOT) to Sell Tickets To Your Event" »
After your event comes to a close, do you carefully review the effectiveness of your advertising?
We Spend $250,000 a Year on Advertising!
A few years ago, a west coast event organizer confided to me that they didn’t know their most effective form of advertising. All they could do was guess. That same organizer blindly spends almost $250,000 each year advertising their event - summing up their strategy with "that’s what we always done.” Seriously?!?!? Here’s the really scary part . . . most event organizers can’t identify their most effective form of advertising. At best it’s a complete guess. As a result, countless advertising dollars are lost forever.
Continue reading "Reviewing Your Event Marketing Strategy" »
Every few weeks I get a telephone call from a frantic event marketer looking for last minute event marketing strategies. The situations can be pretty heart-wrenching. Usually there isn’t much that can be done . . . But that doesn’t mean that I won’t try and help.
One of the first questions I ask is, “do you have an email list?” Very few people respond with, “yes.” A house email list is about the closest thing to an event marketing silver bullet, especially when your event is right around the corner. If you don't have a list or a ton of advertising cash reserve, your last minute options are fairly limited.
Go to Your House Email
Your email list is one of the most lucrative places for ticket sales when you're down to the wire. Unfortunately, too many event promoters and organizers DON’T email their house list ENOUGH prior to their event. You can’t just send one email asking people to buy before your big event.
Continue reading "Last Minute Event Marketing and Promotion Strategy" »
A common misconception of event planners and organizers is that people are religiously visiting their event web site. As a result, event organizers continuously update their sites with new content . . . in some cases it becomes an obsession.
In my humble opinion, their efforts and resources are being wasted. Don’t get me wrong, updating your web site with relevant and timely content is very important. Keep in mind - event web sites aren’t like news web site.
People don’t come back multiple times a day to check for updates on an event web site. Consider the following . . .
Continue reading "Shocking Event Web Site Stat - Most People Only Visit Once" »