There is nothing more frustrating..
Who’s on First, What’s on Second..you know that frustrating feeling – all you want to do is attend an event that you found on some webpage/flyer/friend mentioned and you..can’t find the details! OK, so you’re not desperate to find out about that cooking class, wine dinner or some other event, but you just wanna know – is it going to happen on a given date (maybe the chef looks good or it’s the perfect “date night” or you’ve always wanted to learn how to mix Rum cocktails..), what’s the price (does it include tax and tip?) and can they accomodate your situation (are there “gluten-free” options, is it vegetarian-friendly..and BTW, what does that mean?).
As a person making a living following food and drink events, it is VERY frustrating for me to find an event and not be able to get clear details – Ugghhhh!! So rather than point the fnger at any Event Organizer, I’m going to tell all Events people how to make your customer – FRUSTRATED TO THE POINT OF BOILING OVER..hopefully you all have a sense of humor..
1) Sell Tickets to your event the Old School way – over the phone..
Diners make reservations for restaurants mostly online, so why would anyone want to call a human being and order tickets to your upcoming wine dinner? That phone call is going to be answered 90% of the time by voice mail, but when I do get a live person, the conversation is PAINFUL! The first most obvious question I ask is “are you holding this event, it’s not on your website?” (most likely I found it listed somewhere else on the internet)..then I get the pause..then I ask to confirm the date, menu, and price..again, I get the infinitely long pause. The worst reaction to my questions is the most likely to happen – the person on the phone puts me on hold and tries to FIND THE INFORMATION!
2) Don’t List the Event on Your Webpage
Or list the event on your Facebook Fan Page – yes, this is bad as well – why? Because a restaurant’s webpage is it’s pride and center of control, as it should be for any business. It’s not wrong to list an event on your Facebook Page, but at least include it as well on your website – even better, have your Fanpage link back to your website. Your website is your reputation..repeat, over and over, again and again..
3) Leave Outdated Events on Your Website
Hey, Father’s Day is over – it’s one day/evening – so make sure you delete it from your page by the next day! I’ve seen events so old that I’m not even sure what year events posted are – nothing freaks a potential attendee out more than the thought that the event is a different year! And of course, then you call, and get the wonderful (sarcasm!) person on the other line..
List “Upcoming Events” and make sure they’re mostly (or only!) events that have occured in the past- I mean, you never know, somebody might like to see the skeleton of your events!
4) Make Sure to Forget at Least One Important Component of the Event
You won’t believe this – I guesstimate that 25% of all events posted on a restaurant website have at least one glaring error – the worst is wrong date, but I’ve seen where a multi-restaurant chain doesn’t list the location of the event, I’ve seen price missing (is tax and tip included, or is that added on later?), how to RSVP (or worse – the restaurant leaves an email or phone number to make the RSVP – would a consumer RSVP to book a reservation at your restaurant that way??), no time listed (just show up anytime!!) and often misleading information or missing information like a menu for a wine dinner.
5) When Answering Any Questions Relating to an Event, Be Evasive
Oh, you don’t believe a top-tier restaurant or hotel staff person could be condescending and lack important details on an upcoming event? Wrong! I’ve emailed and called the top restaurants to get details on their wine dinners – often, they snootily tell me that these wine dinners are only emailed to their “exclusive” email list..so should I not attend the event? And what if I am on that exclusive email list – how do I purchase a ticket..do I have to speak to this snooty person..and hope they answer my questions?
I hope you had fun reading this Post – it’s not meant to be mean or angry (a bit sarcastic — maybe!), but more to bring light to an easily solveable issue. Restaurants seem to act like their website isn’t important: menus that are downloaded as pdf’s, address and contact information missing, and usually extraneous scripts or images that clutter up the screen and actually frustrate the restaurant or event goer. Remember this – people who have money and dine out quite a bit, normally lack time – so use your restaurant website to maximize their time and get them to your place of business..it’s easier to upsell that dessert to someone who’s sitting in your restaurant’s seat – Cheers!
Charlie “I Drink on the Job” Adler