A great event website question

"A" writes the follow ...

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HI

Thanks for the response. It is appreciated.

What proportion of sales are advanced tickets, compared to within a few weeks or days?

How early do you suggest event sites be put online compared to what actually happens with event site timing of going online?

Should much effort be used on generating backlinks from all the event calendar sites?

Perhaps that is another difference between the one time, limited product of the event and the 1000 page business site that offers continuous product - thus having a page for every possible niche for lead generating and sales.

Much success to you!

A

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I'm going to answer one of the most common questions from above. Because it's applicable to every event organizer!

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The benefits of being a heretic

Back in 2006, I was introduced to Doug Doebler, a real estate broker from Rochester, New York, USA. During that time, there was a real estate boom in the United States.

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Doug started a real estate marketing project by hiring a direct response marketing consultant. The consultant strongly recommended a single page website. At one point, the consultant told Doug, "if you don't put the page by tomorrow, per my recommendations, I will fire you as a client!"

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"If you don't your like dinner, I will pay for it."

Two weeks ago, my lady and I were looking for a quaint dinner spot in Athens.

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A man on the street attempted to woo us into his family restaurant. He went through the usual litany of ... great menu items, reasonable prices, and a complimentary glass of wine. Then there was the final part of his offer, "if you don't like your dinner, I will pay for it." The previous statement was presented with cool and sincere confidence. Truth be told, it was hard to resist. After an approving look from my lady, I responded with "ok, we're in!"

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Are you exceeding their expectations?

Are you exceeding your customer's expectations? Chances are, probably not. Events are often falling short according to customers feedback, online reviews, and survey data. Still, event organizers insist their event execution is beyond reproach. Hmmm!

It's rare, but on occasion, I attend client events. When I do visit, my goal is to stay in the background and observe.

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Stop effing around & do it already

Two weeks ago, I was honored to speak in Athens to an audience from over 25 different countries. After my talk, a few event organizers approached me to ask questions. One event organizer caught my attention. He told me about his 8,000-person email database that had yet to receive a single email.

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Before emailing his database, he wanted to first create a brand and select performers for his event. Basically, he's afraid. That's part of being human. And as a recovering (and occasional relapsing) perfecting procrastinator, fear causes the loss of amazing opportunities. Both in life and in business.

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Question: "Isn't a thousand pages of info, a thousand ways to generate leads?"

Below is an excellent question to the "An important lesson learned from Queen" post.

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hi

wouldn't 1000 pages of info, (besides giving the very interested person much info) offer 1000 ways to generate leads and sell tickets -- targeting niches, keywords etc

your comments would be appreciated

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Thanks for the question!

Here's some quick context on yesterday's email. In short, I recommend an event web site not be more than 15 total public pages, with few exceptions. In the email, I pointed out an event that had over 1,000 pages indexed in Google.

My answer to the question above ...

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Do you want 1MM or 20K people worth of event promotion?

 

Years ago, I found myself in a heated argument with an event client. The discussion ensued after I asked this question, "would you rather get the attention of 1 million people or 20,000 in the local area?" The client adamantly argued for 1 million people, "we want everybody to know about this event in the local area!" How dare I suggest anything different! My position was to focus on 20,000 people.

Which would you choose 1 million or 20,000 people?

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Your valuable customer data is dying!

One of the first places I start with any client is a customer marketing assessment. This proprietary assessment is a deep dive into several important marketing and financial data points.

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Assessments involve straightforward questions that make most event organizers blush. Why? Because most event organizers cannot answer basic questions about their own event. Questions like, "approximately how many tickets did you sell last year?" Their response, "we're not really sure."

Or, "What was your most effective advertisement?" Then, several different answers are given. In some cases, event organizers don't even know where to find their own information. That's not good!

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Question: "When do I start selling tickets to my event?"

One of the most common questions I receive is, "Eugene, do you have any suggestion on when to start selling tickets to my event?"

My answer is directly out of the "The Top 10 Event Marketing Mistakes ... and How To Avoid Them!" Report. If you haven't received your copy, please reply to this email with your request. There is a powerful Client ONLY 60-minute video training BONUS at the end of the report. If you skip all the good stuff and go directly to the video, it's still well worth your time!

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Here's an all-too-common phrase: "We have to get tickets on sale as quickly as possible so that people can buy early!" This "logic" gets applied regularly to event marketing campaigns. There is one major flaw with this thinking: it's completely wrong!

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Event Promotion and the brutal truth about Social Media

There is a high probability you've been lied to about marketing your event with social media! Things like, "you have you post often to Facebook, Twitter, Instagram, Snapchat to be successful." That's a BIG fat LIE! You don't have to post often. Most ad agencies are also charlatans in the social media equation. They try to sell you expensive campaigns with fancy looking social media posts that sell zero tickets. If you want to sell out your event, stop following the masses!

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Why I don't trust event ticketing companies ...

FAIR WARNING: "Buckle up" ticketing companies it's about to get rough!

Just imagine this . . . you're getting ready to send a ticket launch email to 52,000 fans. Months of hard work and negotiations have gone into making the big ticket launch possible. For weeks people have been begging you to buy event tickets. It's like all the stars and planets have aligned.

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If you're going BIG, do it right! As with any ticket launch, there are a series of pre-launch checklists to go through.

Here's a real-life story ...

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When being #1 in Google is a BAD!

Here's an ironic follow up to yesterday's email "When did you last Google your event?"

If you haven't already, please start by reading yesterday's advice. It will help contextualized what follows.

You're probably asking yourself, "how the heck can my event website being #1 in Google possibly be bad?" And yes, I do mean the number one organic or paid listing in Google search results. I'm not trying to be crafty here. As you probably know ... the number one search engine result position, almost always, gets the most clicks.

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When did you last "Google" your event?

When is the last time you "Googled" your own event? It seems like a silly question - until you do it!

Google_Logo

About three weeks ago, I "Googled" a good friend's local event. The event is a debutante ball for the Ukrainian-American community. My friend is one of the volunteer organizers. Unfortunately, their Google search results were less than ideal. The top search result listing in Google wasn't for my friend's 2019 event, it was for 2017. When you clicked on the top search result link, you were taken to outdated information. If you’re an event organizer, that’s not good. Bad search listing costs events a ton of potential ticket sales!

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95-Year Old Marketing Trick Trumps Google

In 1923, Claude Hopkins published Scientific Advertising. Though the language is dated, nearly every principal is still applicable today! If you're serious about marketing, you must read Claude's book. Here's an excerpt from Hopkins' Scientific Advertising featuring a "95-Year Old Marketing Trick" ...

"To track the results of his advertising he used key-coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his client’s advertising spend."

In 1923, they were called a key-coded coupon. Today we call them promo codes. By using something as simple as a promo code, you get massive advertising insight. In many cases, advertising insights that trump Google Analytics! Yet for some reason, people consider promo codes a marketing gimmick and dismiss them. That's a massive mistake!

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The Advance Ticket Formula - Has Been Stolen!

Someone has been emailing out my super-secret ADVANCE TICKET FORMULATM. Previously it was only available to paying clients. The culprit is my "good friend" Roman Yako. He's one of those pompous (self-anointed) super-genius MBA types. And of course, a genuine blow-hard! :-pAdvance_Ticket_Formula_Eugene_LojHey Roman, if you're reading this ... "BUSTED!"

Before I haul him into federal court for stealing and distributing one of my prized trade secrets, read below. Roman’s email contains critical info, he STOLE from me, on selling out any event.

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A Massive "Must Have" for Event Success

What is the American inventor Thomas Edison best known for?

Edison_Light_Bulb_Event_Promotion

Most people respond with, “inventing the light bulb!” The incandescent light bulb is an extraordinary achievement that still shapes our modern day world. Ironically, most people are unaware that Edison did not invent the light bulb. A British man, Frederick de Moleyns, filed a patented for the light bulb almost 40 years before Edison. Some people also credit Joseph Swan.

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Event Promotion Bias: If You Think It's "Dumb" ... Do This!

It was during the checkout process at Hershey’s Chocolate World that something clicked for me. A very polite cashier was ringing out my purchase and asked, “Would you like to purchase one of our special unreleased bags of chocolate? They are buy one get one free.” When asked the question - my first internal thought was, “no, I just want to pay and get out of here quickly!” I politely declined the upsell offer.

Hersheys_Event_Promotion_Chocolate

Thankfully my marketing detective mind quickly clicked on. I was curious and asked the cashier, “How many people take you up on that offer?” She happily answered, “About half the people.” That’s amazing! Consider how many people check out every day at your local grocer. People also move through food lines at ethnic festivals. Add in one simple upsell question, and that could mean significant additional revenue. “Would you like fries with that?” (McDonalds)

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You Don't Want Your Event in the News for THIS ...

Last Thursday, I had a great training session with a Belgian client. During our meeting, the topic of data security was discussed. Not a week goes by where another company isn’t making international news for an online data security breach. Today’s email is long and essential, so please bear with me!

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“Eugene, why are we talking about data security?!?! I signed up for event promotion advice!”

Please consider the following: “If your event’s customer data is compromised, who gets the blame?” You and your organization are going to be in the news! Your customer won’t care what vendor you hired or who’s fault it is. They will blame you!

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“You Can’t Handle the Truth!”

“You Can’t Handle the Truth!” Those infamous words were delivered with spite by Colonel Jessup in the 1992 movie “A Few Good Men.” The same words and his speech on the courtroom stand ultimately lead to his conviction. Today we’re going to take a hard look at “the truth” and event promotion advertising spend. Because it’s paramount to your event’s success! You need to be able to handle the truth.

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Let’s start with a question. Are you and your team being truthful about your event promotion results? Because most event organizers can’t handle the truth. It's like ripping a scab off - it isn't easy, and it hurts like hell!

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