Outdoor Events & Advance Ticket Sales

If you want to truly improve your event, you need to identify what people disliked about your event. At first thought the previous suggestion might seem a bit counter intuitive, if not scary. Too many event organizers and planners are apt to only be interested in positive feedback. Don’t be lured into the same trap! A few months ago I wrote a post “A Negative Question to Create a Better Event.” The post suggested a counterintuitive way of getting feedback for one’s event. You should honestly consider the advice outlined in the post. It came from a guy who sells out his event of 7,000+ people more than 30 days in advance. Last month, I had an opportunity to put into practice the advice from “A Negative Question to Create a Better Event.” Below is a brief synopsis of the surprising results.

The Negative Feedback Case Study – Not Expected
During the last weekend of May a local client held their annual air show. Immediately after the event, people started sending in their unsolicited feedback.  About 35 people sent in email feedback over a three day span. For the most part, the patron feedback was very positive and general in nature.

Four days after the event, I sent out a thank you email with a survey link.  The email included a link that brought visitors to a page with one simple survey question . . . “What DIDN’T you like about the event?” Below the survey question was a simple text box form.  In a little over a week’s time 375 people sent in their feedback. The survey results identified very specific issues people had with the event. That wasn’t the case with the unsolicited feedback. Here is something really interesting . . .  Even though the survey asked people what they didn’t like about the event, people still sent in a ton of positive feedback.  Because the event is recurring, all of the collected feedback can now be used to improve the event.

You Must Ask for Feedback
Here is one of the most important lessons I learned over the years regarding event marketing and promotion . . . you have to actively engage your patrons to send event feedback.  Never expect patrons to just email you feedback.  It never works that way. After two months only about 40 people sent in their unsolicited feedback. Compare that with the almost 400 people who sent into detailed feedback when prompted. If you’re truly dedicated to creating a great event (especially if it’s a recurring event) don’t be afraid to collect negative feedback.

Want to get more great info? Check out the articles below:

• A Negative Question to Create a Better Event
• Turn Your Event Into an Experience
• How to Get Them To Your Event
• Why Well Planned Events Fail
• Getting Them to Buy Tickets Early
• Leveraging Your Sponsor's Digital Resources

• The Event Promotion System
  Get Your Free Event Promotion & Marketing Video Training

A few weeks ago I was listening to an audio interview with Tim Ash.  Tim wrote an excellent book on Landing Page Optimization.  He’s an expert on getting people to take specific actions after they get to a web site.  During the interview, Tim gave one piece of very simple (yet highly effective) advice. His advice was especially important from a list building perspective.  Here is Tim's advice - "When you’re collecting information online, collect the minimum amount of information to complete the transaction." It’s important to think of Tim’s advice from the user’s perspective . . .

Remember – Upfront - They Don’t Know or Trust You!
Would you give a complete stranger personal information about yourself?  I’m guessing probably not. The previous question is directly applicable to collecting information online. A big mistake made when trying to collect personal information online is asking for too much information on the first visit. In most cases you have zero rapport with a prospect that just arrived at your web site. The more information you ask from a first time web visitor, the more difficult it is to collect information.  I’ve seen web sites that ask from full mailing addresses, fax number, and cell phone (all as required fields) up front.  As a result, less people are going to sign up.

Gain Some Trust
Your initial focus needs to be on establishing trust and credibility with your web site user. You can start to establish trust by offering your prospect something they perceive as valuable. It could be a free report, video, or audio.  You might offer some great articles for free or insider information. It is crucial to focus on the prospect’s wants and needs, NOT what you think is important to them.  The better you know your market, the better you can position information for them. The same advice rings true when planning an event . . . The best events are those built specifically for the target market – not for the event organizer’s ego.

Collecting Info Online - Where to Start
I suggest starting with the bare minimum for online data collection, first name and email address. Have any easy way for people to opt out of your list and have sound privacy policies in place. You can collect more information as you grow rapport with your prospect over time.  The best way to grow rapport over time is to give additional information that the prospect deems as valuable.

Seeing too many information can fields makes user apprehensive, regardless of those fields being required.  When collecting personal information online . . . Start with first name and email address, build trust, then go from there.

Want to get more great info? Check out the articles below:

• Simple Customer List Building Suggestions
• Start Building Your List Early
• Late Event Promotion - Big List Growth
• Building Your List Above the Fold
• Are You Opting-In Above the Fold?
• Form Placement and Growing Your List
• Turn Your Event Into an Experience

• The Event Promotion System
  Get Your Free Event Promotion & Marketing Video Training