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Outdoor events & record ticket sales

The egomaniac's guide to event failure

Fasten your seatbelts, because things are going to get blunt!

Event organizers get themselves in HUGE trouble because they're subjective in how they plan and execute their events.

According to Princeton University's WordNet definition, a subjective person uses "judgment based on individual personal impressions and feelings and opinions rather than external facts." Mix in a subjective event organizer mindset with some ego, and you have the perfect mix for disaster.

Trust me, it's not pretty, and I've seen many utterly avoidable event catastrophes, all a result of people being stupidly subjective.

Here's the typical scenario . . . An event organizer becomes hell-bent on running an event THEIR way (also known as Captain Ahab Syndrome). The end result is that the event organizer adopts a mindset of knowing better than their own event attendees. And that "I know better" will get your event a fast pass to failure.

It doesn't matter how noble or great YOU think your event is if people don't share those same beliefs – or worst, don't care – your event will flop, GUARANTEED!

Event organizers (of the subjective type) empathically state, "It's my event, and I'll run it as I please." That is true, but it's not worth trying to reason them.

My only question is, "What happens when your event crashes and burns?" Usually, it's someone else's fault, and it turns into a finger pointing contest. Even worse is the following event organizer statement (which I've had said to me by a frustrated event organizer), "People who didn't show up to our event don't know what they're missing ... they're idiots!"

Any event organizer who considers those that didn't attend their event in such poor regard is a dolt! People didn't attend because the egomaniac event organizer failed to give the consumer a compelling reason to attend.

Fear not, there is hope! Here is what you can do to prevent yourself from falling into the subjective mindset trap . . . be objective about all aspects of your event!

Being objective focus on facts, not feelings! A well thought out event survey (or pre even survey) is massively beneficial in keeping your event planning and promotions objective. The caveat is that you have to truly embrace the survey results. One of the single best event survey questions to ask your event attendees is "what DIDN'T you like about the event?"

Yet, when I propose the "what didn't you like about the event" survey question to organizers, they get upset and refuse to use it. They believe if you ask a seemingly negative question, their event will be cast in a bad light. I'd argue they don't ask the questions because their ego can't handle the feedback.

The truth is if you ask the question from above, you're going to have to put on some ego armor. BUT, if you integrate the negative attendee feedback, you're left which a significantly more marketable event. Some might ask, "why not ask what people liked about my event?"

Because if you only focus on the positive and don't correct the negative, you'll never improve your event. When you do ask the "negative" question, you'll find people are unbelievably cordial and appreciative with their feedback.

The "what didn't you like" question comes from Dave Pietrowski at the World's Largest Disco in Buffalo, New York. The Disco is a 25-year event that is "SOLD OUT!" numerous times before a single person walked in the front door.

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