Last week, a client threw me a prickly curveball. Their point went like this (paraphrased)...
"Eugene, I understand your focus is on ticket sales. But we as an organization need to show the community all the great things we do."
If you've been following the last few days of emails, you'll notice a recurring theme. Where to focus your efforts. If you're asking yourself, "why do you keep bringing this up?"
Because similar words ("we need to show the community ... INSERT VIRTUOUS CAUSE HERE!") have been spoken by many an event organizer. Especially event organizers for not for profit events.
That same sentiment from above is a significant reason for event failure. Organizations try to do too many things. All while losing sight of selling tickets to their event.
Am I opposed to organizations trumpeting their amazing accomplishments? Not at all! But it's far easier to trumpet your virtues when you don't have to worry about paying your bills.
In an ironic twist to the statement above. The "community" focused organization is behind in their year to date ticket sales. And their focus isn't where it needs to be.
Here's a straightforward question you should continuously ask yourself and your team ...
"How is what I'm doing now (or want to do) going to improve the customer experience and sell more tickets to our event?"
It's a simple question. And hopefully it gets you and your team to think a little differently about your event priorities.
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