How to avoid a total event disconnect
Lost revenue from exaggerated attendance

The Beer School rollercoaster ride

Every month a dedicated local group of beer enthusiasts put on a great event called "Beer School." This "school" is an opportunity to try beers that you'd never consider or even knew existed. Gose, Fruit Lambic, Kolsch, Dunkel, etc. The palette diversity is unbelievable.

Each month a different microbrewery or style of beer is featured. You show up and pay $10 to $15 USD per person. It's honestly a great value. With each beer sample, comes a fascinating (occasionally legendary) beer back story. The beers are often paired with complementing food. In short, lots of great stories and tasty useless calories!

Over the years we've invited friends, and they rave about their beer school experience.

For all the positives of Beer School, attendance is like a rollercoaster ride. There are months where you can't find a seat and then months where just a few people attend.

On the marketing side of the equation, they even have a Facebook page with 415 members. Most of their Facebook group members have previously attended the event. Each month, Facebook group members are asked to RSVP. Yet, for all the RSVPs and effort, there are numerous no-shows.

There is one crucial piece of the puzzle they're missing.

Would you like to guess what that might be?

It's a commitment to the event. As I wrote up top, you pay upon arriving. So a Facebook RSVP is doing little to help them. It's important to remember, the consumer "votes" with their wallet.

If you want people to commit to your event, get them to invest with their wallet! Event commitment can be in the form of purchasing an advance ticket or paid online pre-registration.

If you have an outdoor event, advance ticket sales are critical. I've seen air shows have over $100,000 of ticket revenue wiped out by a bad weather forecast! Bad weather forecast = the weather fortune tellers say, "it's going to rain this weekend" and there is nothing but clear blue skies. This is absolutely devastating to ticket sales!

You need to give your target market a good reason to invest their hard-earned money with you. So, go out there and get those advance ticket sales.

The single best form of "weather insurance" is lots of ticket sale money in your bank account!

Else, you're at the mercy of things you have zero control over, like dubious weather forecasters.

Want more advance ticket sale insights? Check out the articles below: