What if there is a way to increase the effectiveness of ALL your event promotion and marketing overnight? That means record advance revenue and attendance, while saving huge amounts of time and money. You're probably thinking, "This sounds like one of those bad late-night infomercials!" Bear with me because you're about to discover a powerful marketing strategy used by some of the most successful businesses in the world. Most event organizers and producers aren't even aware of its existence.
Years ago, I discovered the world of Chet Holmes. He has been referred to as "America's greatest business growth expert." This title was earned through Chet's groundbreaking work with Fortune 500 companies like American Express, Warner Brothers, Citibank, Estee Lauder, and several others. He even managed nine business divisions for Charlie Munger (Warren Buffet's business partner at Berkshire Hathaway).1 Over the span of his career, Chet conducted a twenty-year study of consumer buying behavior. His findings concluded that only 3 percent of consumers are willing to "buy now, right now." This buying propensity is universal regardless of industry. It could be a piece of furniture, professional service or even office equipment. After digging into the study, I asked the question, "Are Chet’s findings applicable to the event industry?"