Pop quiz ...
"How many event attendees complained about ticket prices at your last event?"
The question above might seem overly simplistic, but there is an essential word of note. And it's a word you and your event team need to pay careful attention to.
What do you think the critical word might be?
The word is "customers," not people.
What's the difference? If a "person" complains about your ticket price and never buys a ticket, do you really care? They're probably whiners. And whiners will never buy a ticket to your event. But they'll complain all over the place and suck the life out of you.
Let's dive in a little deeper on this topic ...
When I asked the customer ticket complaint question above to a client, their response was, "a lot of people complained on social media!" To which I returned to the important part of the original question, "how many customers complained?" They didn't know.
The complaint question was asked of another client. Their response, "not more than 10 people." Again, I asked, "were the people who complained customers?" They also didn't know.
My goal here isn't to rag on clients, because they're super awesome about implementing my insane requests. What's the goal? To focus on the takeaway ... who's really complaining about your ticket prices?
It's imperative that you ignore the whiners and focus on the people most essential to your event. They are your customers and potential customers.
Here's the icing on the takeaway cake. Both clients in today's email have events that sell tens of thousands of tickets. And yet for one client, less than 10 people complained about the price of their event tickets.
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