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In Charley Valher’s last appearance with James, they teased about an episode built around event marketing, it being too good a topic to ignore.
Hence Charley’s current guesting.
In this sit-down, they’ll look at the revival of interest in live events post-pandemic.
They’ll explore how organizing and promoting an event can play an important role in one’s customer acquisition strategy.
And they’ll offer actionable tips for event marketing and running events.
Table of contents
1. A new desire for face-to-face?
2. When in-person teams up with online
3. The rewards of attending live events
4. Events as a campaign element
5. Getting your topic right
6. Deeper into topic targeting
7. The technical side of the thing
8. Diving into ad strategy
9. What kind of events are we talking?
10. Free, or paid?
11. Doing a free event with a VIP
12. Not an isolated event…
13. The best time to run ads
14. The rules that change for different events
15. Is it really viable?
A new desire for face-to-face?
James thinks there’s a “slingshot effect” in the market following years of pandemic-induced restrictions. He’s noticed a growing desire among people for face-to-face connections.
This suggests a rebound where the longing for in-person interactions is stronger than ever. Has Charley seen any corresponding effect in the current trends in event attendance and organization?
Charley has his own personal enthusiasm for returning to live events. His recent attendance at a mastermind event in Sydney relit his desire for in-person gatherings. However, he also sees a hesitation among some event organizers, who, having been burnt by the pandemic’s impact, remain cautious about resuming traditional event formats.
This caution has led to a pivot towards online and alternative approaches, despite the tangible demand for face-to-face events.
Despite the challenges faced by event organizers, those who have resumed or initiated in-person events are witnessing results that surpass pre-pandemic performance. Charley suggests that the success seen in recent months could serve as a compelling argument for business owners to reconsider the value of live events as part of their marketing and engagement strategies.
This period of transition presents an opportunity to reevaluate the role of events in building connections and fostering community engagement.
When in-person teams up with online
James can speak to significant benefits from blending in-person and online events, a strategy that amplifies the impact of each. This hybrid approach not only broadens the reach and accessibility of events but also enhances participant engagement by catering to diverse preferences and logistical constraints.
James’s success with this synergy underscores the value of integrating live and digital formats to cultivate community and sustain long-term engagement. The combo can create a more enriched and cohesive experience, ultimately fostering a stronger, more connected community.
The rewards of attending live events
Is James experiencing any form of FOMO as his peers attend live events? On the contrary, he has quite a bit of JOMO (Joy of Missing Out), he says.
James’s history with live events is extensive, both as an attendee and a speaker. His involvement has not only spanned global locations but also led to significant professional relationships and opportunities, illustrating the profound impact these gatherings can have on personal and business growth.
James’s experience meeting influential figures and clients at events underscores the unique networking and business development opportunities that live events facilitate, which are often unmatched in other settings.
Despite recognizing the challenges and risks associated with organizing live events, James advocates for their value, pointing out the unparalleled benefits they offer in terms of networking, learning, and business growth. He reflects on his own positive experiences, noting how events have served as a fertile ground for creating content, forging meaningful connections, and even shaping his business strategies.
James, in fact, anticipates speaking at an upcoming high-level mastermind event as a special guest. It speaks to his belief in the power of live events to inspire and provoke thought as well as to be a crucial medium for professional development and community building.
Events as a campaign element
Charley and James discuss the strategic integration of events, both online and offline, as key elements in marketing campaigns, highlighting their role as effective client acquisition strategies.
Charley emphasizes the innovative approach of combining in-person events with follow-up online activities, like webinars, to engage both attendees and non-attendees, thereby maximizing the marketing reach and leveraging investments made in event promotion.
James has seen firsthand the effectiveness of this hybrid event strategy, where combining live presentations with webinars led to significant sales, even from those who initially missed the events.
This approach not only recaptures potentially lost opportunities but also demonstrates the enduring power and versatility of well-orchestrated event marketing strategies in creating demand and driving business growth.
There are high stakes and potential rewards in utilizing events in marketing, underscoring the need for careful planning to avoid pitfalls.
Getting your topic right
Charley emphasizes the critical importance of choosing the right topic for an event – something that can make or break the event’s success. He suggests that understanding market demand through testing with lead magnets on different topics is essential before committing resources to an event.
This approach ensures that the event caters to what the audience truly wants, rather than what the organizer assumes they want.
James builds on Charley’s point by stressing the value of using actual performance data over mere preferences. He speaks of engaging the community to discover the most discussed issues and pain points, which then guide the selection of event topics and speakers.
This method not only ensures relevance but also tailors the event content to meet the audience’s specific needs and expectations.
The discussion reveals that making an event successful extends beyond the initial planning stages. Both James and Charley agree on the importance of connecting with the audience and ensuring that the event delivers value, leading to higher chances of attendees returning for future events.
This cycle of satisfaction and continued engagement is crucial for sustaining long-term interest and participation in the event series.
Then there is the broader impact of events in building and nurturing relationships with the audience. James compares this to his experience in sales, where the initial transaction is just the beginning of a longer engagement journey.
This perspective reinforces the idea that events should be viewed as opportunities to deepen connections with the audience, fostering loyalty and encouraging repeat attendance.
Deeper into topic targeting
Delving deeper into event topic selection, James and Charley move beyond the surface strategy of testing different lead magnets to understanding the audience’s reaction to “pain” versus “gain.”
This nuanced approach to marketing—deciding whether to highlight potential gains or focus on alleviating pain points—can significantly impact the effectiveness of ad campaigns and the audience’s eagerness to engage with the event content.
FOMO (Fear of Missing Out) is another potent motivator, says Charley, suggesting that leveraging it in one’s marketing can dramatically influence audience response.
The technical side of the thing
James and Charley delve into the technical aspects of marketing for events, discussing the merits of A/B split testing and the creation of distinct lead magnets to accurately gauge audience interest.
Charley advocates for the creation of separate ads and lead magnets as a way to collect pure data on audience response, stressing the need to understand whether the market responds better to positive or negative messaging.
This approach is crucial for tailoring event marketing strategies that resonate with potential attendees.
It’s important, too, to analyze beyond mere opt-in rates to understand which leads are more likely to convert into attendees or buyers, emphasizing the need for a meticulous de-risking process.
Charley shares an example of a significant investment in an online event, focusing on the importance of pre-event testing to ensure success and mitigate financial risk.
Diving into ad strategy
The conversation shifts towards ad strategy, with James sharing a crucial insight from Dean Jackson about separating marketing from logistics.
This perspective points to the need to focus on what attendees seek from events—connection and content—rather than the mere logistics of attending.
Charley agrees, emphasizing the necessity of aligning the advertising message with the core desires of the target audience to ensure the marketing resonates and engages effectively.
Charley then delves into the specifics of ad strategy, like the selection of the appropriate platform based on the market and the importance of pre-event work like creating a successful lead magnet. He outlines two primary acquisition funnels: directly marketing the event through targeted campaigns and a two-step process that involves promoting a lead magnet first, then using the thank-you page to encourage event registration.
This method not only targets interested individuals but also builds a valuable email list for future marketing efforts.
The ad strategy conversation prioritizes a direct marketing approach, enhanced by the strategic use of lead magnets to qualify interest and generate a more engaged audience.
Charley shares insights on the cost-effectiveness of this method and its potential to significantly extend marketing reach. This underscores the nuanced strategies involved in event marketing, highlighting the balance between direct promotion and building long-term engagement with potential attendees.
What kind of events are we talking?
James and Charley clarify the types of events under discussion, distinguishing between live (in-person or virtual) and on-demand events, including VSLs.
Charley specifies that their focus is on events requiring real-time attendance, setting aside on-demand or evergreen content due to their distinct marketing needs and audience engagement strategies.
Touching on the logistics and costs associated with running these events, Charley notes the varying costs of event registration ads in different regions. This highlights the differences in market demand and the relative affordability of virtual events due to lower barriers to entry compared to in-person events.
Virtual event registrations are generally cheaper than in-person events. However, in-person events tend to have higher show-up rates due to the commitment involved, such as travel and accommodation expenses, which isn’t a factor with virtual events where attendees might feel they can simply catch a replay.
Target show-up rates for in-person events, says Charley, based on businesses he’s worked with, run from 30% to 35%. Online, many organizers shoot for 20%.
Free, or paid?
Are they talking about free or paid events, asks James?
Charley confirms his previous references were to free events, acknowledging that paid events entail a higher cost of acquisition but also enjoy much higher attendance rates due to the financial commitment involved.
They touch on the reasons behind the higher show-up rates for paid events, suggesting that factors such as the event’s nature, the organizer’s reputation, and the attendees’ trust play critical roles.
Both James and Charley recognize the value of delivering a quality experience, as this builds the organizer’s reputation and trust with the audience, leading to higher engagement and commitment, whether the event is free or paid.
James reflects on his own experience of selling tickets rapidly for his well-regarded events, stressing the importance of consistency in quality to ensure repeat attendance.
Charley, meanwhile, suggests that while the immediate goal might not always be customer acquisition, every event—free or paid—serves as an opportunity to deepen relationships with the audience, potentially leading to future business opportunities.
Doing a free event with a VIP
Charley introduces the concept of hosting a free event with an added VIP option, a strategy that broadens the event’s appeal and maximizes attendance by offering both free and premium experiences.
This approach not only attracts a larger audience but also provides a means to offset advertising costs through the revenue generated from VIP sales.
Importantly, Charley notes the necessity of creating exclusive, valuable VIP offerings that justify the additional cost, suggesting that such offerings should not detract from the main event’s value proposition.
James supports the VIP strategy, sharing his own experiences with adding exclusive elements for VIP attendees, such as private sessions with speakers or special content days. He points out that VIP options serve to enhance the event experience, segment the audience effectively, and potentially lead to a business model focused solely on paid events or high-value offerings.
This method has proven to be an effective way to identify and cater to the most engaged and financially committed segments of an audience.
By carefully designing the VIP offering to complement the free event, organizers can create a compelling value proposition that appeals to a broad audience while rewarding investment from the most dedicated participants.
Not an isolated event…
Charley highlights the strategic advantage of viewing event attendees not just as participants for a single event, but as part of a long-term engagement strategy.
By effectively managing and marketing to the list of interested individuals garnered from one event, organizers can build a sustainable asset for promoting future events, thereby enhancing the overall value of their marketing efforts without incurring additional acquisition costs.
James adds that creative strategies like selling sponsorships or encouraging user-generated content can amplify event reach and engagement. However, he also cautions against diluting the event’s quality by offering too many free seats, which can adversely affect the event’s appeal to both attendees and speakers.
This underscores the importance of carefully considering the audience’s composition and maintaining a balance between accessibility and exclusivity to preserve the event’s integrity and appeal.
The best time to run ads
Charley emphasizes the strategic timing for running ads, recommending a start four weeks ahead of the event to gradually build momentum, with the expectation that registration will spike as the event date approaches. This phased approach allows for early data gathering and adjustment of marketing strategies based on initial responses, acknowledging that registrations tend to increase significantly in the final days before the event.
James shares his experiences with both early and last-minute event registrations, noting that while some events, like exclusive retreats, benefit from early sales directly at the end of a preceding event, others see a surge in interest just before commencement.
This variability underscores the importance of understanding the specific dynamics of each event, including factors like pricing, accessibility, and audience commitment, to optimize timing for promotional efforts.
Psychological factors play into event marketing, such as the fear of missing out (FOMO), which can drive late registrations. Both James and Charley highlight the need for tailored marketing strategies that consider the unique aspects of the event and its audience, ensuring that promotional activities are aligned with potential attendees’ decision-making processes and preferences.
The rules that change for different events
It’s important, says Charley, to differentiate strategies for various types of events, suggesting early cutoffs for international events to ensure commitment, whereas local events may accommodate more flexibility with last-minute registrations.
This approach tailors the promotional strategy to the event’s nature, ensuring organizers can manage expectations and attendance effectively.
James concurs, noting that the dynamics of event attendance have evolved, with virtual events seeing a decline in show-up rates possibly due to the convenience of replays, which contrasts sharply with the higher engagement of in-person events in the past.
The discussion moves to strategies for increasing event attendance, with Charley advocating for targeted ads towards already registered individuals to maintain interest and anticipation for the event.
This method aims to build excitement and commitment, leveraging the psychological impact of continuous engagement to minimize last-minute drop-offs. Such strategies highlight a shift towards a more proactive approach in event marketing, focusing on nurturing leads to ensure high participation rates.
Charley also shares a successful tactic of personally calling registered attendees to confirm their participation, which significantly boosted show-up rates. This personal touch reinforces the attendees’ commitment, leveraging principles of consistency and commitment to improve event attendance.
This direct engagement has also proven effective in James’s experience, suggesting that personal interaction remains a powerful tool in the digital age for enhancing event success.
Is it really viable?
Charley emphasizes the need to assess the viability of event marketing strategies against the backdrop of a business’s specific needs and financial capabilities. He advises careful consideration of the costs associated with acquiring customers through events, underlining the importance of alignment with the business’s pricing model and overall marketing objectives.
This ensures that efforts and investments in event marketing are justified and contribute positively to the company’s growth.
In the area of event marketing, how accessible are Charley’s services? James suggests listeners might think only large-scale clients can afford or benefit from expert event marketing strategies.
Valher Media, says Charley, handles events of various sizes and budgets, providing a broad scope of service that accommodates a wide range of business needs.
This inclusivity is important for businesses contemplating the integration of events into their marketing mix, especially for those who have previously hosted events or are considering doing so in a post-pandemic landscape.
James offers to provide his members listening with an event checklist and share his extensive experience, although he notes his limitations regarding ad campaigns.
Interested parties can reach out to Charley’s agency for a review of their marketing, at ValherMedia.com/review.
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