I'd use the proper word in the subject line, but the SPAM filters freak out. I digress ...
Today, I spoke with two event organizers over the telephone. My calls included research on selling raffle tickets. What I discovered was fascinating!
"A" writes the follow ...
Thanks for the response. It is appreciated.
What proportion of sales are advanced tickets, compared to within a few weeks or days?
How early do you suggest event sites be put online compared to what actually happens with event site timing of going online?
Should much effort be used on generating backlinks from all the event calendar sites?
Perhaps that is another difference between the one time, limited product of the event and the 1000 page business site that offers continuous product - thus having a page for every possible niche for lead generating and sales.
Much success to you!
I'm going to answer one of the most common questions from above. Because it's applicable to every event organizer!
Back in 2006, I was introduced to Doug Doebler, a real estate broker from Rochester, New York, USA. During that time, there was a real estate boom in the United States.
Doug started a real estate marketing project by hiring a direct response marketing consultant. The consultant strongly recommended a single page website. At one point, the consultant told Doug, "if you don't put the page by tomorrow, per my recommendations, I will fire you as a client!"
Two weeks ago, my lady and I were looking for a quaint dinner spot in Athens.
A man on the street attempted to woo us into his family restaurant. He went through the usual litany of ... great menu items, reasonable prices, and a complimentary glass of wine. Then there was the final part of his offer, "if you don't like your dinner, I will pay for it." The previous statement was presented with cool and sincere confidence. Truth be told, it was hard to resist. After an approving look from my lady, I responded with "ok, we're in!"
Are you exceeding your customer's expectations? Chances are, probably not. Events are often falling short according to customers feedback, online reviews, and survey data. Still, event organizers insist their event execution is beyond reproach. Hmmm!
It's rare, but on occasion, I attend client events. When I do visit, my goal is to stay in the background and observe.
Two weeks ago, I was honored to speak in Athens to an audience from over 25 different countries. After my talk, a few event organizers approached me to ask questions. One event organizer caught my attention. He told me about his 8,000-person email database that had yet to receive a single email.
Before emailing his database, he wanted to first create a brand and select performers for his event. Basically, he's afraid. That's part of being human. And as a recovering (and occasional relapsing) perfecting procrastinator, fear causes the loss of amazing opportunities. Both in life and in business.
"Hookers host successful annual Wine Tasting event." Believe it or not, that was an actual article headline.
"Eugene, what the heck is going on here?!?!" I'm asking you to do a little research for your event. Specifically, research that involves successful modeling of events. Research regarding hookers?
Below is an excellent question to the "An important lesson learned from Queen" post.
wouldn't 1000 pages of info, (besides giving the very interested person much info) offer 1000 ways to generate leads and sell tickets -- targeting niches, keywords etc
your comments would be appreciated
Thanks for the question!
Here's some quick context on yesterday's email. In short, I recommend an event web site not be more than 15 total public pages, with few exceptions. In the email, I pointed out an event that had over 1,000 pages indexed in Google.
My answer to the question above ...
Queen?!?! Like the band Queen? Yup! Like the band Queen. Here goes!
Let me ask you a quick question, "have you ever purchased a ticket to your own event?" You might think this a preposterous question. How could this possibly be that important? Because you'd be amazed at how something as simple as selling a ticket could get royally messed up.
In 2011, a client was selling air show tickets at a local grocery store. My focus at the time was on online ticket sales. Honestly, there a very few reasons not to sell a ticket online for your event. But that's what the client decided, and it's their event. For whatever reason, curiosity got the better of me. The web site which I maintained for the client clearly stated that you could buy online or at the local grocer. So, while going to pick up a few groceries, I decided to try a ticket to the event.