Communication is the most important tool you will use in business. Everything you do relies on communication. Good communication will never hurt you but bad communication almost always will.
Today, with have technology that increases our opportunity to communicate with one another a million times better then 20 years ago. Today we are only a phone (land or cell) call, voicemail, email, fax, text, i.m., and tweet away from getting our message to someone. Yet, people still don’t communicate properly. Communications is a two-way street. When the two-way street becomes one-way you are due to have a problem.
When we communicate (market) to our customers they communicate back by buying tickets. If we don’t communicate correctly they don’t buy tickets.
Communication between events, venues, ticket sellers, and promoters is a top priority. Everyone needs to be on the same page. We all know what happens when everyone is not on the same page. The type of deal or relationship doesn’t matter because all have a vested interest in success. If the event does not sell well it will affect everyone’s bottom line.
I learned how vital proper and open communication was early into my career. I learned it from making mistakes. I remember one time I didn’t follow up on an operational request from a show. That mistake cost us several hours of move-in time. We all know that wasted time costs money and really pisses off a show. Another time my lack of communication about a marketing mistake costs us ticket sales, money, and almost my job. In both cases the common word is “money”. Lack of or improper communications will always cost you money!
Today, I have O.C.D. when it comes to communications. I go out of my way to make sure I am always communicating. I return all phone calls and email. My BlackBerry is on everyday from 7:00 AM (or earlier) until I go to bed. I keep everyone informed of what I am doing and always ask the same in return. Sometimes maybe too much, but no one can say I don’t communicate. All I ask is two-way communications. Just think how many of our unsuccessful events might have had different outcomes if we just communicated better?