What Is the Best Timeline for Promoting Your Live Event?
Today we’re covering the importance of creating a marketing timeline in advance of your event. I’ve made it fairly obvious over so far that I am a planner. That hasn’t always been the case! Organization and planning skills are learned, and once I experienced the value of organization and planning, I was hooked.
Getting Organized: My Story
In eighth grade I was a disorganized mess and diagnosed with ADHD. My mother, thankfully, insisted I see an occupational therapist, who was basically a professional organizer. The therapist convinced me that if I got organized by using a separate notebook for each class and putting more effort into maintaining my locker, then I would have more time for fun, i.e. video games. She hit me right in my pain point, and she was right.
I was sold on the benefits of organization and carried this into my later jobs. As a movie theater manager, I created a system for organizing the concession candy that saved time during rushes and inventory and brought in more revenue. Now organization is key to my success as a marketer with Social Savvy Geek.
What does all this have to do with a marketing timeline? Planning up front saves massive time, energy, and headache. This means more time to focus on your message, clients, and the in-person event itself.
Two Ways to Approach a Marketing Timeline
There are two options for creating a timeline. Neither is better. They both work well in different situations, and it’s up to you to decide which will be best for your next in-person event.
1. Live Mass Market Events
Free Event → Paid Event → Upgrade to Next Day → Upgrade to High Paying Private Program
This style of event timeline begins with a free event that appeals to and welcomes large groups of people. At the end of the free event, a paid event is offered. People who begin to know, like, and trust you at the free event are often ready to make a relatively small purchase by the end. The whole point of the free event is to get people to sign up for your paid event. During the paid event, an upgrade to an extra day or seminar will be offered to those willing and ready to BUY now. These are the people who want more. Finally, when the upgrade is concluding, an offer to join a high paying, private program is made.
When each upgrade is offered, create a sense of urgency and scarcity. Let your attendees know the offer is only available to them for a short period of time.
Often they must sign up that day in order to receive the full discount, program, etc. In addition, each upgrade offer is whittling the crowd down to your true ideal client: people who know, like, and trust you and need your services. All of these events should occur over a two week period.
2. The Social Savvy Geek Way
Workshop → Preview → Main (VIP) Event
Sometimes you don’t have the resources or desire to start with a large, live event. In this case, you can start with something like a workshop. Then offer to upgrade attendees to a preview or smaller version of your main event. At the end of the preview, offer the main, VIP event. With this model, you are working with a smaller pool of people, but most of them are already local and interested in your services. You should have a higher conversion rate with this timeline.
How I market and budget for my event funnel is through my radio show announcements, networking, email marketing, and social media campaigns. Because I don’t have the mass free event to market, I need to market longer. I usually spend a month marketing my in-person events with this timeline.
While there is no right or wrong marketing timeline, there are proven methods that work. Watch others. Pay attention to the way your peers and other industries marketing. Copy what you like and leave what you don’t. Experiment. Marketing is constantly evolving, so try new approaches.
Special Guest: Abbey Harrison
Abbey Harrison worked in the corporate world developing and implementing processes for over twelve years. Her experience with business and office management lead her to develop strong skills in understanding the importance of organization, communication, processes, and delegation. She started Assist for the Win to bring her “big-business” skill set to entrepreneurs and give them the assistance needed to have the same essential structures that corporations use every day. Her mission is to allow entrepreneurs to have a team where tasks can be delegated. She specializes in marketing, administrative, and client relations work so entrepreneurs can spend time focusing on what they do best! Abbey has three boys: Ethan, Aidan, and Deacon.
Find out more about Abbey http://www.assistforthewin.com/
A get-to-know you meeting via video chat or phone to see how Assist for the Win can help your business. We'll discuss specific tasks you need assistance with as well as what kind of time you would like to invest in.
Tips and Takeaways
Don’t panic! You don’t have to do all of this alone. You’ve got me to help you with strategy. You’ve got Abbey to help with implementation. You can get this done and you don’t have to do it all by yourself. Remember, organization is a learned skill. You will have to practice to get good at it, but I promise it will save you time and energy.
Do I have to start off with a free event? Is that even a good model to go with?
You don't have to start off with a free event.
You have decide what outcome you need most and then do the math.
You must monetize at some point along your funnel but it doesn't have to be at the door.
I have a question for you.
Answer me in The Social Savvy Geek Show Insiders Facebook Group!
How far ahead do you plan your events? I’d like to hear what you’re up to!