"Mouse" causes ticket sites to meltdown

Date: 4/2/2019

Ironically enough, today, I received a telephone call from my friend Mike Sukhenko (Sue-hen-ko). He called me saying, "I have an article topic for you!" And here it is ...

Avengers: Endgame tickets went on sale today around 0800 ET. Mike called me because he had been trying to buy tickets for over 3 hours.

At his end, all the ticket servers were down. Most likely because they weren't able to handle the demand to buy tickets. Instead of giving up, Mike continued to hit refresh for 3 hours, while he was at work.

Mike's efforts are a prime example of MASSIVE event ticket DEMAND!

Imagine how it would feel to sell out your event in record time? How would that impact your ability to deliver an extraordinary customer experience?

Disney/Marvel's next Avengers movie is a global event. Some are predicting that if it gets excellent reviews, and with a little luck, it could sell $800 USD Million to $1 Billion of tickets opening weekend.

If all the stars align, it could become the number one grossing movie of all time.

Disney has mastered the fine art of manufacturing massive demand. It is something that you should study carefully. Primarily because their road to this Avengers ticket frenzy moment, has been paved in numerous box office bombs!

There have been some colossal theatrical failures in the "House of Mouse." Movies like: Mars Needs Moms, The Alamo, Tomorrowland, and the Lone Ranger. Just to name a few.

Here's a paraphrased quote from Alex Mandossian, an author and marketer, "there is no such thing as failure, there is only winning or learning." And Disney has learned a lot. They wouldn't be in the position they're in today, without the ability to get up after they're down.

And that approach is something you can adopt at zero cost! Just by asking questions, like:

What lessons did you learn the last time your event didn't turn out as expected?

... followed by ...

How are you going to apply those lessons to your next event?

If your event didn't work out as expected, it's not a failure ... but an opportunity to learn, reassess, and apply what you've learned! And that's why Disney is where it is today.

Since Mike was the catalyst for today's email, here's a link to his website: https://sukhenko.com/. Mike specializes in graphic design and has worked with me on numerous event projects. If you're looking for a very talented graphic designer, please pay his website a visit.

To your success,


Want a classic take on delivering event demand? Check out the articles below:


The Avengers Endgame and your event

In case you missed it, Disney/Marvel's Avengers: Endgame is set to release this month.

You might be thinking to yourself, "Eugene, why are you writing again about a comic book movie?"

Because even if you hate comics, there are massive business takeaways that are directly applicable to every event!

Allow me to share just two with you ... (there are several more)


First, Disney has yet to put Avengers tickets on sale. Rumor has it that will happen, today, April 2nd. And the Avengers movie is set for release on April 26th in North America. With a preview night on the 25th. To most event organizers, that's nuts!

Disney's counter-intuitive approach is the opposite of how most event organizers approach their own ticket sales. Most event organizers think, "we have to put tickets on sale as quickly as possible!" No, you don't!

With every client I've worked with over the last 11 years, we've adopted the Disney model for ticket sales. The result in every instance, record advance and total ticket revenues.

Waiting to sell tickets, like Disney, is something every event organizer should consider ... provided you have mastered one critical marketing component (more on that shortly)!

Second, Disney spends an unbelievable amount of money on advertising and marketing.

Estimates put the Avengers: Endgame total budget around USD 600 million. Half of which, $300 million, is usually earmarked for marketing/advertising.

That leads to a big question. Do you have the confidence to allocate 100% of your event production budget to advertising and marketing?

Most event organizers couldn't fathom such an idea – let alone afford it!

How does Disney do that?

Because they know their marketing and advertising numbers cold! Just like in Hopkins' Scientific Advertising: for every dollar in advertising, you can track those advertising dollars to a result.

And once you know how to truly leverage your marketing and advertising, you can buy and negotiate with Disney like confidence.

Here's the bottom line on Disney for today, they know how to drive DEMAND! And demand is one of the biggest, if not the biggest, factor in your event ticket sales.

Without demand, you can have the biggest marketing budget in the world and people won't attend your event. Why not? Because they're not interested (zero demand)!

You need to intently focus on DEMAND!

How would it feel to have your event paid for before a single person walks in the front door/gate?

Now I can't promise you the same level of ticket demand as the new Avengers movie. But issue one of the Event Profit Report gives you my secret weapon clients have used to generate massive ticket sales demand for their events.

Including the ability to slap "SOLD OUT!" on their ticket sales page. So can you!

Want to get more information on advance ticket sales for your next event? Check out the articles below:

Forget "BIG DATA," instead focus on ...

A little over two weeks ago, I presented overseas on "Marketing Results" to event organizers from across Europe to the Middle East.

Today's email is an excerpt from that presentation.

I'm going to skip over the specifics on privacy concerns. Not because privacy isn't of paramount importance, but it gets a little complicated for today's email.

Too many event organizers are terrified to collect user data because of privacy concerns. That is a massive mistake! Instead, do everything you can to vehemently protect your user and customer data, but at the same time don't be afraid to legally collect their data.

Let's get back to "BIG DATA" ...

Today, we're constantly hearing about "BIG DATA" in the news. Big data can be used for nefarious or virtuous purposes. Lately, thanks to Facebook, Cambridge Analytica, and others it seems more nefarious than noble. Unfortunately, regardless of the data scandals, not much has changed!

One would think "BIG DATA" to be a very technologically romantic notion. All you have do is take a couple billion lines of user interaction and cobble them together. It's so simple, and yet enormously complicated. But thanks to the 24/7 news cycle, everyone's doing it! Or so one would think!

"BIG DATA" is a great notion if you're a massive company like Google, Facebook, Yahoo, or Amazon. For those companies to attain the critical data mass required, is significantly easier.

Last time I checked, "Google receives over 63,000 searches per second on any given day." Source: SearchEngineLand.com That's the type of volume that makes Big Data analysis (aside from its complexities) attainable.

Forget "BIG DATA," instead focus on YOUR DATA!

Most event organizers collect a microscopic fraction of data when compared with Google or Facebook. So instead of focusing on big data, focus on YOUR DATA. Your data set can be as simple as an email address and customer transaction info.

With an email address and transaction info, plus a few basic Excel formulas, you can discover amazing insights about your event marketing and customers.

Things like, how useful are our social media or email marketing campaigns. Plus, valuable insight on what your event attendees think of your event. And even use the data to help sell out your next event.

So, are you collecting your customer data? If not, it's time to get started!

Here's some additional info:


This is GUARANTEED at your next event

Years ago, I tried to convince a beer festival client to use online ticketing. At the time, the client was manually processing thousands of ticket orders through PayPal.

Each year, it took between 30-40 hours to manually fulfill all the ticket orders. All the ticket fulfillment work was relegated to one staff member. Not exactly time efficient and that person was less than thrilled! Have you ever addressed by hand and stuffed thousands of postal envelopes? Not fun!

Continue reading "This is GUARANTEED at your next event" »

Massive Untapped Event Revenue Awaits You

Bold title, eh. I stand by it 100%! Let's make this short and sweet.

Are you delighted with the revenue from your event, or do you yearn for more moolah?

If you're completely satisfied, terrific! You can stop reading here and have a fantastic day!

If you are NOT satisfied, opportunity awaits you ...

Continue reading "Massive Untapped Event Revenue Awaits You" »

Cash or credit? And what the dummies do ...

Here's the tale of two outdoor ethnic festivals.

Both derive most of their gross revenue from scrumptious food and beverage sales.

One festival clears around USD 100,000 and the other approximately USD 300,000 in food and beverage. They're both 4-day events. Neither festival charges admission. And one festival has an event footprint (total useful square footage / meteres) approximately 55% smaller than the other.

Wanna guess which one takes credit cards?

Continue reading "Cash or credit? And what the dummies do ... " »

Are you in their mailbox? Because you should be!

A quick question before we begin, did you think the mailbox reference in the title was regarding your email inbox? It was not. The subject line mailbox is referring to the old school mailbox. That place where you occasionally receive postal mail and printed bills.

During a recent call with an event organizer, the subject of traditional mailboxes was broached. How did we get on the topic? Because of a paper mailer (large postcard) that I would receive every year for a local ethnic festival. The organizer on my telephone conversation above was from the ethnic festival sending postcards.

Continue reading "Are you in their mailbox? Because you should be!" »

A great event website question

"A" writes the follow ...



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!



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

Continue reading "A great event website question" »

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.


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!"

Continue reading "The benefits of being a heretic" »

"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.


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!"

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

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.

Continue reading "Are you exceeding their expectations?" »

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.


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.

Continue reading "Stop effing around & do it already" »

"Hookers host . . . Wine Tasting event!"

"Hookers host successful annual Wine Tasting event." Believe it or not, that was an actual article headline.

"Eugene, what the heck is going on here?!?!" I'm asking you to do a little research for your event. Specifically, research that involves successful modeling of events. Research regarding hookers?

Continue reading ""Hookers host . . . Wine Tasting event!"" »

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.



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


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 ...

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

Have you ever purchased a ticket to your own event?

Let me ask you a quick question, "have you ever purchased a ticket to your own event?" You might think this a preposterous question. How could this possibly be that important? Because you'd be amazed at how something as simple as selling a ticket could get royally messed up.


In 2011, a client was selling air show tickets at a local grocery store. My focus at the time was on online ticket sales. Honestly, there a very few reasons not to sell a ticket online for your event. But that's what the client decided, and it's their event. For whatever reason, curiosity got the better of me. The web site which I maintained for the client clearly stated that you could buy online or at the local grocer. So, while going to pick up a few groceries, I decided to try a ticket to the event.

Continue reading "Have you ever purchased a ticket to your own event?" »

Does your event suffer from being overly generous?

Date: 2/24/2019

Right now, our local area is under a severe wind watch for the next 12+ hours. The forecast is calling for wind gusts up to 75 Mph / 120 Kph. Forecasters are predicting widespread power outages and property damage due to high winds. If you listen to the local media, there is plenty of discussion about being prepared. "Are you ready when the power goes out?"


The same cautionary approach above needs to be applied to any event. "Are you ready for when things don't go as expected?" It could be anything. Hopefully, it never happens. But if something bad happens, are you prepared?

Years ago, a not for profit organizer was forced to sell their event because they couldn't pay their debts.

Continue reading "Does your event suffer from being overly generous?" »

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?

Continue reading "Do you want 1MM or 20K people worth of event promotion?" »