The Most Important Change Ever Made

I just logged into our installation of bugzilla. We have 573 bugs that have been logged over the last 1.5 years. Most are fixed. Many are enhancements or changes, not bugs, as my boys like to stress to me.

Anyways, we made a few changes. They were easy to implement. But, they are probably the most important changes we've ever made to the service.

The most important one is this. With a few more development resources, we might be able to make the site DIY, produce a lot of help documentation and provide phone support to a few 1,000 customers each paying us $150 per event. But, it isn't happening anytime soon. With a lot more servers, adding google adsense to event websites, we might be able to have a few 100 thousand users generating a few million page views. But, that isn't happening anytime soon either.

So, we've embraced what we've been selling half-heartedly and supplying successfully locally for two years now. We've embraced managed services. Our goal is to make several thousand dollars for each event that we're involved with. (We'll settle for $450.) And you know what? When you try that, it's not so hard. How? We're getting deeply involved with marketing our customer's events. We've formalized the following services:

• Creative and Design Services
• Online Media Buying and Ad Placement
• Affiliate Marketing
• Co-Marketing and Cross-Promotion
• Online Word of Mouth Management
• Sponsorship Sales Support

When we do all of this, our clients just think it is just magic. And that's fine. As Rick has taught me: solve problems. Don't sell by explaining features and benefits. A big problem that a lot of businesses, associations, venues have is getting butts in the seats. We can do that. The customers that we want don't care how we do it. They're willing to pay so they can focus on what they're good at.

In addition to this change, we've made it possible to market a virtual event through WhizSpark. Again, it was a simple change, but it opens up a huge market. For a long time, we've had the capability to buy online media and track its effectiveness. We can place ads on a 100 websites and determine which website delivers event registrations. However, since most niche sites can not deliver an ad within a geographic region, it hasn't been very useful. With online events, geography is unimportant. And since many businesses use these types of events for lead generation purposes, they can afford to spend money to make sure people attend.

And lastly, this same change (ie not publishing location), will allow us to do application only events where people must qualify to attend. This'll allow us to market exclusive experiences (eg join us for a free round of golf, an exclusive networking dinner for financial consultants, etc) and allow people to apply. We had the application capability before, but when you publish the date, time and location, it isn't that exclusive anymore. Now, we don't publish the location. Now, we can market exclusive events. Oxymoron? Not anymore.

Let the free virtual managed exclusive golf networking dinners begin! Apply here.

(Oh. And thanks to Eric Tapley for his advice on this. Eric's years of experience in pricing and marketing tech services to non techies helped shape what's up there.)

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