Incredible Talks Interview Details:
Topic: How to market your live event
Click Here To Download Live Event Blueprint
About Michelle – Michelle Salater is the CEO of Sūmèr, LLC, a full-service copywriting firm for businesses that need a clear, optimized message that attracts and converts. As the creator of the Market Your Live Event web training, Michelle frequently speaks to business owners on how to draw attendees to their events with essential communication and multilevel content marketing strategies. She’s also an award-winning writer and content expert featured in Entrepreneur Magazine, MyBusiness Magazine, and Under30CEO, among others.
A Live event is a great strategy for both large and small business owners.
However, what you do to market a live event is different than what you would do to promote your services and products, and you need to know how to write your copy and marketing material for live events.
Why host live events? It is the quickest way to grow your business, and is similar to writing a book. Live events enable you to position yourself as the expert in your industry. When people come to your event, they come to listen to you and they have already committed and said yes to you.
People assume you are the expert as soon as they see you on the stage. They will tell their friends about you, and the power of word of mouth is phenomenal and is one of the most powerful ways to market your services.
What goes in to developing a live event?
- You need to commit to having the event.
- Get clear: You need to create a blueprint and think about the size of your event. How many people do you think will be there? How much will you charge them? Where will you have your event? How many people can your space accommodate? What is the intention of your event? What is your offer?
- Create a multilevel marketing strategy and stick to it. You need to plan for surprises and consider course correction.
You need to delegate and know who is responsible for each activity. Delegation is the key!
You need to make sure you get people to sign up and show up.
There are three main parts of a live event. There is the planning part, then you need to make sure that people show up for the event and have a great experience, and finally you need to follow-up.
Fortune is always in the follow up.
How long does it take to promote an event? It all depends on the size of the event. Local events are easier than national or global events. On average, you need about 6 months. Local events may take 2-3 months, but larger events require more time. It all depends on where you are today and where you are going.
If you want to do an event, you need to get in front of local groups and people that can help you build your list and connections. Also you can have half day, full day, or multi day event. The bottom-line is that you need to know where you are in order to get to where you want to go.
It takes almost the same amount of time to get people to come to your events. When it comes to marketing, the size of your event does not matter as much and required steps are essentially the same events of all sizes
How do you attract the right people to your event?
It is always better to invite quality potential clients. Having eighteen quality people that are interested in what you do is much better than having 500 people that are not interested in what you do.
You need to consider the…
Who – who is your ideal client and who do you want to invite?
What – what is event is all about? What will they learn?
Where – where will you have the event? Where are your clients?
How – How do you find your clients?
Why – why are people going to want to come to your event?
Michelle provides a blueprint and check list for people to use for their live events to help plan and keep track of all the essential details that will be necessary to host a successful event.
What is fascinating to Michelle is that virtual events are as hard to prepare as live events. The only difference is that no one knows how many people are going to show up. However, there are some sure-fire ways to make sure people show up for your live event.
Our mindset and limiting beliefs and fears is the biggest thing that stops us from doing live events. We feel that we are safer sitting behind our computers.
To download a free live Event Marketing Blueprint for coaches, consultants, and other professionals and business owners, and learn more about Michelle’s offer for marketing your live event please go to:
Michelle’s Favorite Book is: Good to Great: Why Some Companies Make the Leap… and Others Don’t by Jim Collins
Favorite Business Tool/Resource:
Michelle’s favorite business tool is InfusionSoft! Infusionsoft is an automated sales and marketing tool for small business. It offers email marketing, shopping cart, e-commerce, and customer relationship management (CRM), all in one place. This is a great tool for small business owners that are growing or expanding their business.
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