A counterintuitive: selling tickets because you need revenue

A few weeks ago, a series of "professionals" deemed the strategy of waiting to sell tickets to one's event as "crazy!"

On the surface, that might be a fair assessment. Yet, as you dig deeper into delayed ticket sale strategies, things become interesting.

(As a side note, if you hear something you think is crazy, impossible, or improbable: always dig deeper with intelligent questions!)

I'll admit, delaying the sale of event tickets is a bit counterintuitive. So I ask you to consider the following:

If you have to sell tickets immediately to start generating money to pay your event bills, you're compromising your total potential revenue.

You might be thinking, "that doesn't sound right!"

Smartly delaying your event ticket sales gets down to leveraging a strategic pricing model. That means, to maximize ticket revenue, you need the right mix of ticket demand and timing.

Developing a strategic pricing model is a very complex and sophisticated process. So for today, we'll take a very high altitude view. If you'd like me to delve further into the subject of strategic pricing, reply to this email.

Here's a short intro on strategic pricing strategy.

Ideally, events should already have seed money from cash in their bank account or sponsors. When you have "money in the bank," you can be more methodical and systematic with your ticket sales.

If you don't have cash on hand, you need to have a proven system that allows you to precisely forecast and generate ticket sales.

Here's an example.

Years ago, an outdoor event client believed that they had to have tickets on sale for an extended period. In the client's case, 10 to 11 months of ticket sales before their event. Most event organizers falsely assume, the longer you have tickets on sale, the more revenue you generate.

That is not the case.

Previously, without a strategic pricing strategy, the client above sold $100,000 USD of tickets to their outdoor event over 73 days.

Last year, with COVID and a meticulous pricing strategy, the same client sold $100,000 USD of tickets in 23 minutes and 18 seconds. All without a dime spent on traditional advertising, as crazy as that sounds.

My advice to you. Never put tickets on sale, "just because." Always have a sound strategy in place, and it will pay you in spades!

If you have your own ticket sales start, please share it in the comment section below.

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

The Brutal & Insidious Nature of Slow Tech

Recently, while working with a client, I was reminded of the importance of efficiency as it relates to one's workplace technology.

Because of the technical aspects of the work being done, the client agreed to use a screen-sharing service. The client was at the tail end of cleaning up a lead generation campaign. With the screen-sharing service, I was able to guide the client through the final technical parts of the process.

As I watched through the screen-share, the sense of frustration set in. The client's computer kept hanging on a series of simple tasks.

Five minutes later, I asked, "how old is your computer?"

To which the client responded, "I was from before I started working here." (Over 5 years ago)

The waiting was absolutely brutal for both the client and myself.

Finally, I offered to help the client out and made all the necessary updates using my computer. Total time on my end to complete the data-based updates, less than 30 seconds, and three simple clicks of the mouse.

Unfortunately, three clicks can take five minutes or longer when you're working with ancient computer technology.

A slow computer can wreck one's productivity and is insidious. If you take five minutes a day and spread that over the course of a work year, you get over 1,100 minutes of waiting for one's computer. Or about 18 hours total.

Imagine going to work next week and waiting 18 hours for your computer to load, before starting any work.

My suggestion to you, look at upgrading your old tech. That said, there is no need to pay a premium or buy a new computer. If possible, stay away from tablets as your daily work driver.

A recent computer or laptop, even a used one that's one or two years old, with a solid-state (hard) drive, a decent processor, and memory is all most people need.

"No amount of money ever bought a second of time." -Howard Stark

Be productive where you can. An old computer is often overlooked and is one of the easiest places to regain productivity!

Want to get more event marketing advice? Check out the articles below:

Is it time to take your event outside?

A year later, there is a decent amount of COVID data for us to consider. One data point of near-universal agreement is that COVID transmission outdoors is very low. Consider this recent headline from the United Kingdom.

"Beach trips safe and 'have never been linked to Covid outbreaks', says government adviser."


Recently, I surveyed a few North American outdoor event organizers. With attendance of over 150,000 people across multiple 2020 events, there were zero contract traces back to any of the events. That said, when you get 150,000 people together, someone is going to have COVID.

As the world recovers, I believe that outdoor events will be some of the first to recover.

So my question for you today:

Would you be able to move your indoor event outside?

In some cases, there could be massive logistical considerations, and moving outside would not work.

Mash the reply button and let me know if moving your event outside is even feasible. And if not, feel free to share.

Get more outdoor event ideas, advice, and strategies here:

"Check our Facebook page for updates"

During these difficult times, several local restaurant owners have either shut down or severely restricted in-person dining.

While listening to the local news on the radio today, a restaurant owner indicated they are temporarily closing their restaurant due to COVID.

At the end of the short interview, the owner encouraged radio listeners to "check our Facebook page" for updates on reopening. On its face, the owner's statement above seems perfectly reasonable.

Any guesses on how you could significantly increase marketing impact?

Yes, Facebook is a great marketing tool. But merely posting to Facebook (without a comprehensive plan) is not a marketing strategy.

More importantly, Facebook suffers from a tremendous amount of messaging noise. If it's not a continuous feed of posts about family and friends, or politics, it's an advertisement for a website you recently visited.

If you're going to keep your loyal fans and customers up to date, send them to your website.

Because when they're on your website, you control 100% of the message with zero distractions! Last but not least, you own the data.

Click below and dive on in a short 5-Part Social Media Series:

  1. Putting Your Social Media Mindset Ahead of Theirs

  2. Focusing Too Much on Likes & Followers

  3. Trying to Engage on Too Many Social Media Platforms

  4. Avoiding Paid Social Media Advertising

  5. Not Measuring the Results of Your Hard Work

A quick event website search engine hack

Back in 2016, a client kept receiving numerous online questions and telephone calls about a night event. People were inquiring how to purchase tickets for the event at night. There was one problem, the night event happened in 2015, and there was no night event happening in 2016.

How could that happen? It’s good ole Google!

Next time you have a moment, make sure to do the following.

Pay the Google search engine a visit and type in "site:yourdomainname.com" (with no quotes) and with your domain name replacing the words "yourdomainname.com" After that’s in the search engine box, hit enter or the search button.

The "site:" command is a search operator to Google meant to return a specific result. In this case, a list of pages from your website indexed in Google’s search engine.

Why is this important?

Because the chances are that you have old web site pages in Google that aren’t helpful to a website visitor. In some cases, those old pages could be detrimental.

How so?

Suppose you have old information about your event that is no longer relative to your current event. Just this week, a client found hundreds of old pages in Google. A few years ago, an event organizer found over one thousand pages in Google.

Run the command above and let me know what you find. Chances are, you’ll find a lot of old pages with irrelevant content. If so, let your website developer know and get them cleaned up. That said, make sure you don’t block essential pages on your website.

By cleaning up your Google listings, you’ll get the right information to the right people while reducing customer service issues due to old outdated info.

Want to get more event search engine optimization advice? Check out the articles below:

A note on events canceled - long ago

Here's a relatively quick tidbit for today ...

During a recent review of event websites, there was a noticeable trend in websites with prominent event cancellation notices. Obviously, if your event has been canceled, you want people to know. You might also want to consider keeping the event cancellation notice for a week or two after your scheduled event.

That said, if your event was canceled weeks or months ago, please take off the cancellation notice.

During a review of dozens of event websites, numerous sites still had their 2020 cancellation notices in place. Those same sites neglected to put a year with their previous cancellation notice. How is that bad? Because those same event organizers are planning on having an event in 2021.

In other words, how are people supposed to know if the next planned event is canceled or not? Without an associated year, this is unclear.

Your best bet is to focus on your next event. If you're unsure of your next event, given the circumstances, just tell people. Here's an overly simplistic example, "Thanks for your interest; we're not sure when XYZ event is going to happen. Once we know something, we'll let you know. Check back here for details! (DATE)"

Stay positive and keep trucking forward. Just be sure not to confuse people in the process.

Want more event promotion info? Check out the links below:


"Is your event customer data backed up? Are you absolutely sure?"

During a client data mining project, the following gem came to light.

A client was conducting a customer loyalty assessment. In short, how many customers return to an annual event over five years.

If you have never run a loyalty assessment, I strongly encourage you to do so!

During the data mining process, the client organized their customer data year by year. One of the cross-checks to verify the integrity of data involves gross revenue. You add up all the individual customer transactions and compare them with the reported gross income.

By now, you might be thinking, "come on, Eugene, you mean to tell me events don't have a firm grasp on their own customer data?"

Unfortunately, they do not. And what's worse is it's a chronic problem.

In the case above, almost $500,000 USD of customer data went missing. Yet, every year the client insisted that their data was properly backed up. In this case, it was nowhere to be found.

My goal isn't to rag on clients here. It is to emphasize the point that your customer data is precious and needs to be securely guarded with vigilance.

Fortunately, there is a silver lining to the story. Thanks to NDAs and such, I had a secure backup of the client's missing data and provided them with a copy.

So, I ask you – "Is all your customer data really backed up? And are you absolutely sure?"

Here are some additional articles on event marketing and promotion:


The Queen's Gambit of Drugs, Alcohol, and Chess

If you have a Netflix account, I recommend watching "The Queen's Gambit." The Queen's Gambit is a look into the world of competitive chess combined with the struggles of drugs and alcohol. The series was just awarded two Golden Globes—one award for Best Actress in a Mini-Series or Movie and another award for Best Limited TV Series.

What's even more fascinating is the series creators' ability to turn chess, a game that's not easy to understand, into compelling entertainment for non-chess players.

After the series premiered in 2020, there was a notable increase in people's interest in chess. Then yesterday, you add in a few awards, and the Internet goes abuzz about chess, yet again.

"Netflix wins big at Golden Globes as 'Queen's Gambit' keeps fueling chess sales: Monday Wake-Up Call"

Source: https://adage.com/article/news/netflix-wins-big-golden-globes-queens-gambit-keeps-fueling-chess-sales-monday-wake-call/2317636

"What does a TV series about chess have to do with my event?"

Quite a lot. The Queen's Gambit highlights the power of compelling storytelling. Specifically, how to take something foreign to most people (chess) and get them hooked. This is similar to the process of getting new attendees to your event.

Is there a story you can tell, as part of your advertising and marketing process, that gets people to say, "I want to see/do that"?

Even better, is there a story your event attendees can tell their family and friends that makes it difficult for people not to attend your event?

If you can provide a compelling story that goes along with the questions above, it's almost impossible not to succeed with your event.

Related Event Marketing Advice:

"Check our Facebook page for updates"

Here's a bite-size nugget for today ...

During these difficult times, several local restaurant owners have either shut down or severely restricted in-person dining.

While listening to the local news on the radio today, a restaurant owner indicated they are temporarily closing their restaurant due to COVID.

At the end of the short interview, the owner encouraged radio listeners to "check our Facebook page" for updates on reopening.
On its face, the owner's statement above seems perfectly reasonable.

Any guesses on how you could significantly increase marketing impact?

Yes, Facebook is a great marketing tool. But merely posting to Facebook (without a comprehensive plan) is not a marketing strategy.

More importantly, Facebook suffers from a tremendous amount of messaging noise. If it's not a continuous feed of posts about family and friends, or politics, it's an advertisement for a website you recently visited.

If you're going to keep your loyal fans and customers up to date, send them to your website.

Because when they're on your website, you control 100% of the message with zero distractions! Last but not least, you own the data.

Playing the Game Differently
If you want to leverage social media, you have to play the game differently. What follows are the most common social media marketing mistakes to avoid and simple corrections you can use. The suggestions apply to any social media platform.

Click below and dive on in a short 5-Part Social Media Series:

  1. Putting Your Social Media Mindset Ahead of Theirs

  2. Focusing Too Much on Likes & Followers

  3. Trying to Engage on Too Many Social Media Platforms

  4. Avoiding Paid Social Media Advertising

  5. Not Measuring the Results of Your Hard Work

The Negative Impact of Executing Your Event

In October, a client was able to pull together a socially distant outdoor event. Even more impressive was the short time-frame involved. From event approval to show weekend, was less than 30 days. All while keeping event attendees and staff safe given the global health pandemic.

"But wait, there's more!"

As if health concerns weren't enough. You can throw in the hurdle of dealing with a hurricane for good measure. Thus, forcing the client to cancel one day of their three-day event.

As with every event, there's something new to learn. In the case of the event above, an important reminder.
Here it is:

"If you're busy intently focusing on event customer service and executing an event, it's tough (if not impossible) to focus on selling tickets."

The above statement is easy to say and agree with. It's also exceptionally challenging to find a healthy balance between event execution and revenue generation.

So here are some questions to ask you and your team for today:

-What is your plan to deliver a great event experience?

-What are your contingencies plane to ensure a great event experience?

-How are you going to sell tickets to your event while executing your event?

-Do you have the staff or a partner that can balance out customer service and revenue generation?

Too many event organizers don't have a plan or the staff to accommodate event execution and revenue generation. Please make sure you're not one of them!

To my great delight, the "hurricane client" above planned and executed critical event contingencies. Even better, they made sure their attendees were safe and elated with the event experience without leaving money on the table.

Want to get more event promotion advice? Check out the articles below:

Beware all sources of event promotion advice, including this one!

Here's a recent client marketing calamity. Significant marketing issues were discovered during an on-boarding process for a new client.

Over a period of eight years, client "X" invested over one hundred thousand dollars in marketing and advertising services. The client's investment generated over a million dollars in event ticket revenue. Even better, the client built a house marketing list of almost 40,000 prospects and customers from around the world.

Then, the client's Board of Directors decided to take marketing guidance from another source.

What happened? The new marketing "expert" insisted on double opt-in in the client's existing marketing list. The "expert" insisted that the client's marketing list wasn't in compliance with Internet marketing laws (CAN-SPAM, CASL, GDPR, etc.). Short version, the client's marketing list of 40,000 was whittled down to less than 10,000.

Where's the rub?

The "expert" who insisted on double opting in the client's email list, NEVER bothered to check if the client previously obtained express consent and/or double opted-in their marketing list. Most of the client's list was already in compliance! (A majority of the people on the client's marketing list had already given express marketing consent and already double opted-in.)

As the youths say, "epic fail!"

Why the above sentiment?

Because in almost every client project spanning the last 11 years, way too much time and money have been used to "un-bork" client advertising and marketing decisions.

So we're crystal clear, I'm NOT blaming clients. Before working with them, my clients paid professional marketers, ad agencies, and consultants to help them market their events. And most logical people would think, if you're paying a professional firm significant sums of money, they'll give you expert advice. Rarely is that the case.

If I'm going to rail on an issue, I'll provide a strong recommendation. And here you have it.

It is imperative to be a healthy skeptic regarding any marketing and advertising advice given to you. Especially information where you invest your hard-earned money.

Yes, I'm even willing to put my advice "under a microscope!" This includes any suggestion you might receive from daily emails, training, books, and products.

Don't hire another person who cannot quantify their marketing or advertising results to dollar signs in bank accounts. You're welcome to use the line, "we are only willing to pay for results!"

Additionally, conduct a thorough reference check for every marketing professional, paid, or unpaid. This reference check should be conducted via telephone with at least three references. While on the phone with references, inquire about results.

It's your hard-earned money. Please make sure you're doing your due diligence. Unfortunately, most event organizers are not!

The 125+ million USD online event

In case you missed the news reports ...

In mid-April, the "One World: Together at Home" virtual concert raised over $125 million USD. Online event proceeds are earmarked to help global healthcare workers and those affected by the Coronavirus pandemic.

If you haven't already, take a moment to visit Google News and read through a few articles.

Granted, you probably don't have a ton of music superstars on your speed dial. But, the "Together at Home" event is an excellent example of how event organizers are breaking the traditional event mold. If you can't hold your event live, technology allows you to take your event online.

Is it possible for every event to go virtual? Probably not. With that said, here's a suggestion.

Keep a watchful eye in the weeks and months ahead. And ask yourself, is their an idea or strategy that you can ethically borrow for your event?

As I've mentioned previously, event organizers are going to figure out how to weather this unprecedented storm. You're going to want to pay close attention to results and how those results were generated.

Want to get more advice on planning and promoting a great event? Check out the articles below:

Blunt Perspectives from the Masters of Marketing & Advertising

In his book, Ogilvy on Advertising, David Ogilvy divulges some of his most significant marketing and advertising secrets. He also had very blunt thoughts on the subject of advertising.

As Ogilvy put it ...

"I do not regard advertising as an entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it creative. I want you to find it so interesting that you buy the product."

Ogilvy's friend, Rosser Reeves, the guy who coined the phrase "Unique Selling Proposition (or USP) unapologetically drives home Ogilvy's point:

"I'm not saying that charming, witty and warm copy won't sell. I'm just saying that I've seen thousands of charming, witty campaigns that didn't. Let's say you are a manufacturer. Your advertising isn't working and your sales are going down and everything depends on it. Your future depends on it. Your family's future depends on it. Other people's families depend on it, and you walk in this office and talk to me, and sit in that chair. Now what do you want from me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters, or do you want to see the god damn sales curve stop moving down and start moving up?"

Both Reeves and Ogilvy are considered by many to be some of the most successful advertisers in human history. Not because of their great looking advertisements, but because of their results. Even more impressive was Ogilvy's ability to track every ad dollar spent to client bank accounts, all before the Internet!

Your event advertising should be anything but an expenditure. The best course of action is to treat your advertising and marketing as an investment. If you do that, you should always expect a return on that investment.

In today's day and age, it is nearly impossible not to be able to track your advertising effectiveness. If an advertisement is not working, you change it or stop using it.

Here's my Ogilvy question for you:

Do you want to be known as the event with beautiful, award-winning advertising, or do you want to be known as the air show with record revenues and attendance?

David Ogilvy's advertising philosophies should carry with any advertising agencies or marketing vendors you might hire. Let a prospective firm know upfront to track the effectiveness of all your event advertising campaigns.

Want to get more event promotion info? Check out the links below:

Learn up to 2x faster in self-isolation

If you find yourself in self-isolation or mandatory quarantine, here's a way to turbo-boost your learning ...

Before the Coronavirus hit, I was fortunate enough to begin my mornings in the gym. In addition to trying to work out my dainty chicken legs, I also attempted to maximize my learning.

Knowledge absorption was accomplished by loading up my smartphone with audio interviews, podcasts, and videos featuring various subject matter experts. In total, hundreds of hours of content.

While working out, I was listening and taking copious notes. And occasionally annoying the next person waiting for a fitness machine. While working out, a man once asked me, "who the heck are you texting so furiously?!" I told him, "I'm writing a book." His reaction was priceless.

To date, there are over 3,000 notes on my smartphone and a couple of unreleased books. All accomplished in half the time of most people. Not because I'm smart, but because I was learning at twice the speed.

Here's how you can also learn at warp speed ...

Look up audio or video "speed changer" in your smartphone app store. There are specialized apps that will speed up anything you're listening to or watching without changing the pitch.

This suggestion also applies to YouTube. Next time you're on YouTube, take note of the little cog on your computer or the three dots (menu) on the YouTube app. When you click on the menu, notice the option called "Playback speed." Pick the speed of your choice, and you're off to the races!

Hopefully, the suggestion above will help you sharpen your knowledge saw much faster, while self-isolating.

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


Precision Event Promotion Using the 3% Rule

Accepting that only 3% (or less) of your local population is predisposed to attend your event is a good thing. How so? If you and your event team focus on those most interested, you will significantly boost the effectiveness of all your advertising. Think of the 3% rule as a precision targeting method.

A critical component of targeting is channel selection. You need to identify which marketing channels provide you with maximum impact for delivering your advertisements. Clients have run the same ad on two different channels with massive differences in response rates. Make sure you select only the best marketing channels.

How can you target those most interested in attending your event? Fortunately, it has never been easier. Facebook's advertising platform makes demographic targeting easy.

One of the greatest target marketing secrets can be found in your previous customer database. Your customer database embodies the 3% rule. The person most likely to buy from you is a previous customer. It can also save you a ton of money on marketing. According to Lee Resources Inc., "Attracting new customers will cost your company 5 times more than keeping an existing customer."

And here's a shocker: Most events don't have a well-thought-out program for retaining and reactivating previous customers. Sending email is not enough.

Recently, one client discovered over 50,000 previous customers hiding in a neglected database file. These customers were the result of an initial advertising expenditure of $400,000+ that took place over ten years. Over those years, the client spent hundreds of thousands of dollars on “mass” advertising just to reacquire their previous customers.

Following this discovery, the client is now leveraging their entire customer database to develop marketing campaigns that specifically target previous customers. As a result, the client increased their year-over-year online ticket revenue by 38%.

An important note on re-engaging previous customers via email … be very careful! One email to the wrong person could cost you as much as $16,000 (or more!) in fines. Yes, that's per email. Make sure to look into the federal CAN-SPAM, CASL, and GDPR regulations. Additionally, please consult with an attorney who has extensive experience in Internet law before emailing previous customers.

Want to get more event promotion information? Check out the articles below:

Success modeling and your event

Here is a tremendously powerful technique I learned from Dr. Wyatt Woodsmall in the late 2000s. It is known as success modeling.

One of the best things that you can do for your event is to model your marketing and strategies on other successful events. You'd be surprised how willing other event organizers are to share some of their proven secrets.

In 2008, I called up an event organizer in Buffalo, New York. I heard that he sold out 7,000 tickets to his fundraising event in very little time. He was gracious enough to give me 30 minutes of his time and shared the fantastic details. What he shared with me was an information goldmine.

When I asked if he consulted for a fee to other event organizers, he said that he was happy to share the information with anyone interested at no charge. You would be amazed at how many good people there are willing to share their event and event success secrets, but it's up to you to be proactive and ask.

Some of the biggest client success stories are a result of this type of modeling. Go out and find an event success story and quantify it.

If you're going to get in contact with another event or event organizer, be prepared to listen carefully and not over-judge their ideas. Way too many event organizers will arm themselves with logic about why they can't do something potentially beneficial for their event.

I hear it all the time. "We can't do that because [insert excuse here]." You might not hear what you want to hear. Be prepared to ask questions instead of focusing on the answers you want. Some of the best event organizers I've studied do things that others would consider to be highly counter-intuitive.

If you want a really successful event, you're going to need to lay down some of the preconceived notions you might have. What you hear might not make immediate sense. You have to decide what works best for your event, but at least consider trying something different.

Here are two modeling questions you can use:

- What is your most potent event marketing strategy?

- What are your biggest event marketing lessons (mistakes)?

It is also essential to validate the information. There are a lot of very audacious claims made in the event industry, whether it be attendance or revenue numbers. If possible, try to vet the data or make sure that the information you're getting is accurate.

There are successful event organizers out there willing to help you. Make it a point to try to speak to at least one a week. Taking 15 or 30 minutes out of your week to do this could revolutionize the way you run your event.

Bucking the system, regardless of circumstance

Right now, there are ambitious event organizers who are figuring out how to hold their next successful event. This includes changing how events are executed. Maybe even going from a live in-person event to online or virtual.

My recommendation is to keep a watchful eye on these ambitious and innovative event organizers. To be crystal clear here, I'm in no way suggesting anyone compromise the personal safety or health of themselves or others ... just to hold an event.

People are going to figure out how to hold successful events despite the circumstances. And those are the people you want to pay careful attention to.

As with all things you might read, see, or hear about a successful event ... be a healthy skeptic!

If it sounds too good to be true, do your due diligence. That includes verifying and quantifying! Someone is going to figure it out and you're going to want to know, "how did they do that?!?!"

Want to get more advice on planning and promoting a great event? Check out the articles below:

Why the Pros go "BIG" to advertise

Last year, a friend was frustrated while fiddling with his mobile device. He was frantically tapping at his smartphone. When I asked him what he was doing, his response, "I'm trying to manage my Facebook advertising campaign."

This recommendation is straightforward. If you're managing any sort of online advertising or marketing, use a desktop computer (or laptop with an external monitor) and a mouse. The advantages of using a large monitor and mouse, go well beyond convenience.

Because mobile devices have such small screens, most mobile advertising management applications lack the features found on traditional desktop operating systems (Mac OS, Linux, and Windows).

In short, there simply isn't the screen real estate to display all the features. Which was the case with my mobile phone using friend from above.

A friend who manages up to $30,000 USD of online advertising uses multiple monitors and a desktop computer. At times my friend oversees up to half a million dollars of online advertising monthly. When that much money is on the line, he couldn't imagine trying to manage client campaigns from his smartphone or a table.

Depending on the size of your event, not everyone can justify purchasing multiple monitors. At a minimum, please make sure you manage any advertising and marketing projects with the largest monitor possible, or at least a laptop and a mouse.

When dollars are on the line, be sure to go big (smartly)!

Want more info on promoting your event?
Check out the articles below:


Digging a "mine" right below your feet

Recently, a fellow business owner said the following:

"That's unbelievable! Where are you getting all that customer data from?"

My response, "right from the customer." My intention was not to be cheeky or curt. It was a straight-up response that's important to every event organizer. There is a mine of untapped customer and event data, right below your feet, RIGHT NOW!

Few if any event organizers are leveraging their existing datasets. Not a single event organizer that I'm away of is fully leveraging their customer data. The lack of data leveraging leaves mountains of potential ticket revenue and attendance on the table.

Additionally, the longer you go without putting your customer data into use, the more "digital dust" accumulates. Especially in today's digital age, digital data changes at breakneck speed. Years ago, a client lost almost 50% of their previous customer data due to neglect.

Here's a little Insider secret on data ...

Clients that have seen astronomical growth in ticket revenue took a deep dive into their existing datasets. They mined their data smartly and increased revenue, profitability, and improved the customer event experience.

With the world pausing most events, now is a great time deep dive into your data. Let me know what you find!

Here are some additional articles on planning a successful event:

The Event Cancellation "Survival" Guide (Webinar)

Here's the sign up link for the Event Cancellation "Survival" Guide webinar scheduled for Tuesday, March 17 at 12:00h EDT (16:00h UTC) and Tuesday, March 24 at 21:00h EDT (01:00h UTC):

(Please copy & paste the link above into your browser, if needed.)

Sign up for the webinar and you will discover actionable advice learned over 20 years, from events directly impacted by postponements, natural disasters, and last-minute onsite event cancellations.

I'm working on including two additional topic area experts, based on subscriber feedback. One expert is from a highly accomplished sponsorship agency. The other expert is from a seasoned event ticketing company.

This live 30-45 minute online complimentary session is accessible worldwide by any smartphone, tablet, or desktop computer (Windows, Android, Mac OS, or iOS) with a high-speed Internet connection. The two different dates and start times are an attempt to accommodate over 600 event organizers from 63 countries around the globe. A lot of time zones there!

What is being shared on the webinar is fundamental and experience-based. It is my firm belief that the information you will discover can be applied to almost every event.

Because we all have busy schedules, the content portion of the webinar will be approximately 20 – 30 minutes, followed by a short Q & A.

Please sign up for the time that is most convenient for you, using the link below:

To your success,


Event Promotion Systems, LLC