When I started having my own events about six years ago, VERY FEW “experts” were attempting this feat. My own mentor at the time challenged me to fill my own room, something he called a “master accomplishment.” I did, and it was.
But today, I see a bunch of events being promoted, and it seems to be the topic du jour when people reach out to me for coaching or strategy work. I recently worked with a woman who admitted to losing $26K on her first event, and — to credit her own courage — she’s going for it again. I have another former client who is planning her first event and seeing scary results in terms of ticket sales. Thing is? She’s super passionate and committed to filling this thing. And I know she will. But she plans to use some “PR and Advertising” to help her out. (A costly and bad way for her to go. I hope she changes her mind!) I was approached by another potential client who was referred to me for help. She had to cancel her two previous events due to NO ticket sales, but had just decided to put on a — gASP — national TOUR of events. (WHAT?!?) And two of the three copy projects I’m working on center on what I refer to as “PUTTING BUTTS IN SEATS.” So, this is sort of where I’m living right now.
A master accomplishment? You bet. Filling your own events DEMANDS a level of hustle and clarity and boldness that you’ve probably never had to reach before. It is NOT for the faint of heart. And it is NOT for the person hoping to “do this on their own” without the guidance of someone who’s filling their own events PROFITABLY. There’s just too large of a learning curve, and — more often than not — too much of your own money at stake.
BUT, is your own event (small or large) a worthy pursuit? YOU BET IT IS! There’s nothing like it. For those of you asking me questions about this, tentatively feeling out the landscape, and hustling to fill the event you’ve already planned, here are some tips:
1) Do NOT under-estimate what it will take to pull this off. You’ll be surprised, so plan accordingly. Be ready to throw yourself into the task. Block off your schedule, so you can work this plan!
2) Do not OVER-estimate how many people you’ll be able to bring to this event. Even some of those who offer you constant atta-girls and encouragement will find an excuse not to attend. (Oh– and that excuse will be “bad timing”…. for some reason they just CANT make the event on that DATE. More on that coming up next: )
3) Don’t overlook the SELLING challenge. I’m amazed at the people who struggle to sell one -on -one services who think they’ll fill an event. You have to realize that with an event, you have a BUILT IN EXCUSE: timing. See, you have to publish a DATE for your event. So, anyone who doesn’t want to pay, or doesn’t really think it’s a great event, or WHATEVER will use “timing” as their go to regret. And, let’s face it… what can you do with that? Call them a liar? PREPARE for this in advance, and work STRONG take away language into your sales copy, so people will think long and hard about attending.
Not comfortable selling? Forget the event path… it’s not for you!
4) Don’t even start until you have a very very strong and clear target market and an even stronger list of what each participant will TAKE from your event. No room for error with this mandate. You MUST have BOTH. And your market must be very very hungry for what you’re giving them at the event. One (the take away) must be a perfect fit for the other (the market).
5) Finally, forget social media and mass marketing for this. PERSONAL INVITES is the way to go — You’ll resort to it ANYWAY when you see no tickets being sold, so you might as well do yourself a favor and START with this personal invite strategy. You won’t regret it.
Have additional questions, email me at michelle@bmichellepippin.com. Tell me what you’re up to and what challenges you’re facing… I’d love to help !
I love your no BS approach to this, Michelle. Especially, if you aren’t comfortable with selling, then forget events. I’ve found that the BEST way to fill programs – live or online is referrals and personal invitations. And that DOES require a lot of clarity and hustle. Thank you for articulating what you’ve learned through years of trial and error!!! xoxo
Thank you for telling it like it is! I haven’t done any LIVE events (except little-bitty ones a few years ago). Any chance you’ll offer us some of your stellar guidance around promoting an online event Michelle?
Thanks for the no-nonsense, real advice about filling events, Michelle.
I agree with the personal invitation approach. You got to hustle like you mean it to get people in the door. I’ve found that for the Luscious Ladies Lounges that I do, event though there is a large group of ladies who want to go, the way i’m getting them to commit and pay is to send them personal invitations and talking to them. Sending them a group email doesn’t work.
Thanks for the article Michelle! in my day job part of my duties is to organise events and most of the time we offer free events, even then it’s not easy to fill in the space and it takes a set of well planned actions. I imagine that paid events are even more difficult to sell out.
agree about personal invites, people are bombarded with so many mass emails that personal touch can be vital in making decision to attend the event.
lately, I’ve been thinking about creating events for my coaching business, your article come as a sign that I’m on the right path.
Ohhhhh, Michelle. You are so great at telling it like it is, sistah! I have not done my own live events (only teleclasses), but used to create, market and run events for corporations I worked for. We had a serious system that worked, we had it down to a science — and you are right, it took a TON of focused effort, persistence, and drive. And thinking through MANY tiny little details. I’ve poured out much blood, sweat and tears over hosting events! (Blood, really — I cut the heck out of my hand putting together a display one of our engineers had designed!)
One thing I see new business owners do is “assume” a lot. Assuming the world is thrilled with their topic, assuming that being “interested” in their topic is the same as paying to be there. Assuming it will be breezy easy, etc. And they also neglect to itemize every potential expense. The venue, food, drinks, flowers for the table, easels for the flip charts, special swag stuff, name tags, binder full of materials, blah blah blah… it all adds up and can quickly eclipse your revenue.
SO glad you are out there teaching folks how to be successful with this!!