Ep. 33 – How to Promote an Event
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Ep. 33 – How to Promote an Event

It’s time for Episode 33
of The Vyral Marketing Show. You are going to learn
how to promote an event to get butts in seats. (upbeat music) So welcome back to The Vyral
Marketing Show, Episode 33. I am Frank Klesitz, your host of the show and the CEO and co-founder
of Vyral Marketing, where it’s our mission of our
firm and here on the show, to help you attract
clients, attract patients, attract customers, attract clients, for your professional
service or small business, by attracting them essentially
with educational videos, educational content, video content that answers commonly asked questions. You publish it online, you
publish it out to your database, and this will help you
attract more business to you so you don’t have to chase it, which is the whole philosophy at our firm. It is possible to attract business as opposed to chasing it. And if you are interested
in how you could do that, it starts by getting yourself on camera, answering some commonly asked questions from customers or clients
and putting them online, and sending them, for most of you, your number one neglected asset, which is your database. It’s your past clients,
your spheres of influence, maybe even your customers. You may not be communicating
with past clients. All those contacts that
you have let’s say, in your Outlook, your Gmail, your CRM, your Facebook friends, your Linkedin connections. You know, what do you do to
stay in touch with those people? And if you go to our
home page of our website, getvyral.com, you can
download the official video marketing plan,
that we recommend for you and all of our clients
here at Vyral Marketing which is called the Database Reset. It’s how to reset and
reconnect with your database. So again, which goes back
to the mission of the show, you can attract business
as opposed to chase it. So today, you joined me,
because you’re interested in learning how to get
some butts in seats, how to promote an event,
and I wanna share with you first, you know, maybe
why you would even think about creating an event. Why would you even wanna
hold an event, a seminar, a workshop, a meeting, physically
getting people together to deliver some content,
to bring some training, whatever it may be? You know, why don’t I
just do it all online? Why not just do webinars and make videos, and your business is magically gonna grow, and I’ll tell you right now. Myself, here at Vyral Marketing, as a CEO with marketing decisions, many of our top clients, many
coaching and training firms, and pretty much, any of
you here watching this, I’m sure in some ways,
you may have started off, where I don’t need to do an event. And I understand that. That’s a lot of work. It does take a lot of time. But I will tell you from a
human behavior standpoint, and understanding people,
you wanna make sure that you can bring people
together and get them excited and nothing replicates
that, to get people excited and make a decision for
your product or service, than getting them in a
physical event together. So, if you’re not holding an
event, and you’re thinking about making it a part of
your lead generation strategy, let me first explain
to you a general funnel to attract someone to you
who wants to hire you. This is a very common funnel with coaching and training organizations. It’s very common if you are recruiting, and you want to train and coach people to come work for you. Here’s roughly how it works. Let’s just start at the very top. The very top of the funnel you offer a subscription to your newsletter. You offer come join my Facebook group. It could just be subscribe to my podcast. It could be like us on Facebook. And the whole idea is
just someone gives up their email address, or gives you access to their Facebook page,
their Facebook feed, and it’s just permission to communicate. And that’s the lead offer. Give me your email
address, get my newsletter, receive my free content. I’m gonna help you solve problems. I publish information to
help you solve problems. The next offer after that is usually, what you’ll see is come to an event. I’m holding a free event,
or I’m holding a paid event usually some nominal fee
that barely breaks you even on the expense of the event. But usually you invite
somebody to an event, where you can deliver a
presentation, one-to-many, to explain it in deeper format, than what maybe you could do online. Solve the problem of your
customer or prospect. After the event, there’s
usually another offer made, the third offer. So after you have the
subscribe to your newsletter, come to my event, the third offer would be meet with me one-on-one. If you spent time with me
online in my newsletter, you come to my event, let’s
do a free consultation or free strategy call
for a one-on-one meeting to see how we can apply
what you’re learning in my newsletter, and
to see if we can apply what you’re learning from the event, specifically to your needs. And the final offer, at the very bottom, after you meet with someone one-on-one, is for your core product or service. Whatever it is that you
do, you make ’em an offer to give you money and hire you. And what that does, that
funnel of basically starting the newsletter, bringing ’em to an event. From the event, you offer
a one-on-one consultation. From the consultation, you offer them your core product or service. That is a method of getting
people to spend time with you and know who you
are, to attract, not chase. Does that make sense? And this is opposed to just
getting a last of people, and just cold-calling them. They have no idea who you
are, and making them an offer with your primary offer, saying, “Do you wanna hire me? “Do you wanna hire me? “Do you wanna hire me?” You know, doing that outbound
is this other strategy I share with you as funnel,
is a way of doing that where it attracts, not chases. Okay. So, what I want you to take
away of why you may need to do an event, in your
process is because you need to get people excited because
people buy and make decisions on emotion and not logic (laughs). So if everything online is very logical, and you’re still not
seeing your sales go up, you may need to do an
event with some music, and some excitement and
get people together, because that’s what gonna
motivate people to buy. That’s the reality of an event. So, let’s move on now. Let’s say you actually
wanna create an event. We have to message it,
we have to create it. Now this is what I challenge you to do. One of the problems I see
with people doing events, is there are all these random events. It’s this random event on this topic, and then I’m gonna hold this random event with this guest speaker on this topic, and this other random event with this guest speaker on this topic. That’s not what people want. What people want, and what you want, if I were to hold and event funnel, which we do, and I’ll
get to that in a second, is you want a meeting
where you can come together and take all these random
ideas and put it together in a structured plan. And if you offer a
one-hour or a three-hour, even a one-day business planning workshop, that’s designed to help
somebody write a plan to solve one of their problems, that’s what people want to know. So here at Vyral Marketing,
we’ve actually started a marketing plan workshop. It’s a three-hour event,
where you can come, and we’ll actually help you implement, rather help you write a marketing plan to get more business from your database. And what’s important about this event, is the event is standardized. It’s almost like it’s branded. It’s trademarked. Where the content of the
event is just do that event over and over and over and over. It’s the same event. Now I’m a big fan of Tony Robbins. I’ve been to his Business Mastery. I’ve been to Unleash the Power Within. I’ve been to his Date with Destiny. Obviously, he’s an amazing speaker. But the events are all the same. It’s all rehearsed. An Unleash the Power Within event is the same in one location,
the other location, another location. It’s the same exact thing. So I challenge you to
understand you need an event to get people excited,
to bring people together, which is also a great time
for people to meet you and spend time with you,
to request a consultation, but your event should be standardized. If you were to standardize your event, to what you talk about
in the first 30 minutes, the next part, the next part, and so on, where it’s the same event,
you just hold every single month or every quarter, or
it’s the same exact event, that you hold around the country, that can be easily replicated. And eventually you can train instructors to teach the material
because it’s not just random, and your instructors are teaching to the standardized material,
and not from experience. And that’s how you scale a message. You know you could think of
it in terms of the Church. (faint speaking) write the
Bible, the priests teach it. It’s in many ways, what
you can do with your event. So anyways, you wanna checkout
what I mean by an event. You can actually go to our website and as of right now, we’re
holding events all across the country in 2018. Click the events page on our website, and you’ll see that I
came up with material for the first 30 minutes,
then the next 45 minutes, then the following 30 minutes, or exactly what you’re gonna learn over the course of three hours, and that’s on the events page, and then I just basically
copied over that event many times, you know,
all across the country. And I will teach a few
of the events, record it, until the material gets very standardized and specific to help the audience, and eventually I’ll train
others to be instructors. Where we can scale the
events to many of them around the country, if not world. Isn’t that cool? So I want you to think in
terms of not some randomness. I want you to think of the
standardized core event that goes deeper on how
you solve the problem for your customers, okay. So the next step if you can get
butts in seats for an event, now you know why you need to do an event, and you kind of know the standardization of maybe a core clinic or
a workshop or a seminar that helps people write a
plan, is you wanna actually pick a venue and actually promote this. There’s two places you can go
to promote your event online, the easiest, Facebook. Go to your Facebook
business page, click events. You need to put in the
title, date, location, for however long it’s gonna be, and write a description
of who is the event for, and what problems does it solve, and how people should get involved. Alright, little tip, I
recommend you set a fee for the tickets, 50 bucks,
100 bucks, 150 bucks, and if you don’t think
anyone’s gonna buy ’em, that’s fine, still put a fee, and then offer a free discount code. So it’s still free, but you’ve set the actual value for the event. Does that make sense? And you can go to partners
to help promote it and say give this discount
code for a free ticket to your audience, and
it just adds more to the perceived value of your event. A little tip there. So you put the event on
your Facebook event page, or if you need a little
bit more robust engine to manage your ticketing,
you could use Eventbrite, and that’s what we’re using
here at Vyral Marketing for our Vyral Marketing workshops, specifically for real estate agents that we’re holding all over the country. And if you go to our events page, you’ll see just the same
event, repeated multiple times, because the message has been documented and the materials were very
prepared and very specific for every single workshop. So, that’s where you put the event. Now when it comes to length, I think three hours is
a good place to start if you’re doing your first event, maybe like in the afternoon. You could graduate to
doing a one-day event, if you have the material
and you may graduate to a two or three-day event and who knows, it might turn into some
big giant conference. Does that make sense? But let me caution you
when you do some events. This is some insight. Make sure that your event
stays true to your core message of how you go about solving the problems for your customers. If I’m doing an event for
you and you’re watching The Vyral Marketing Show, I’m
not gonna bring someone in that just talks about
cold-calling or whatever, or all the things that I’m not, that’s not really how I
wanna go about business. That’s not my philosophy. That would confuse my audience. You wanna make sure that
all of the content is very complimentary at your event
and it’s all following the same philosophy and
it’s all on message. You know, for example, I use
another religious analogy, I wouldn’t have someone who’s Mormon speaking on Catholicism, right. You want keep it all on the same message. And I see a lot of times
that being messed up, where the audience gets very excited but they have all these different
messages being presented to them by all these different speakers, and they’re very excited, but they leave incredibly confused, because there’s lots of
different philosophies. Does that make sense? So just keep it in mind,
when you hold your event. So, we talked about why, that you might wanna
consider holding an event. Small group, large group, whatever. The message and the offer. We also talked about how
to promote it very briefly on Facebook events as well as Eventbrite. And finally, let’s just
end this show today on how to get some butts in seats, how to actually sell the tickets. Now, here is the number one
mistake that I see with events. Are you ready? You plan the event. You plan it for maybe a month away, and you start the promotion a
month from now for your event. That’s a bad idea (laughs), alright. I recommend you plan your events
well in a year in advance, like it’s almost the same event, like a lot of these big companies will have their annual
conference every single year, and by the time the
conference in 2017 is done, they’re already selling
the conference to the 2018, so never break the chain. I recommend you take a
look at the calendar year, or any year, and you decide,
okay, we’re gonna do, say four events this
year, or three events, or whatever it is, and
they’re very standard events. They’re all planned out. And then you add an events
page to your website, where people can see the events. They’re branded events. There’s the same events,
you basically repeat every single year. And what that allows you to do is to have evergreen promotion. Evergreen is a term in
information marketing where it just kind of just stays there and never really changes. The offer for your events
is always available on your website. The offer to register
for one of your events, no matter when it is in the future, is always available in one of your emails as a call to action. The offer to checkout
your events or register for your events is always on your website. It’s always on your Facebook page. Does that make sense? So to promote your event,
which is why you’re here, you need an inbound and
an outbound strategy. I briefly touched on the inbound strategy. If you plan all your
events out in advance, and basically just copy the calendar year, over and over and over, alright, you can set up advertising,
a little banner ad, let’s say on your website, in your emails, on your Facebook page, that
says register for an event. And the natural traffic and the people who come to your website,
will always see the events. They can plan well in advance, and your events are
constantly being promoted. Does that make sense? Okay, so that’s your inbound strategy. Inbound strategy is to set all
your events up for the year, put some banner ads, put’s
your advertising on all of your assets online,
and just let people know, they can register for an event anytime, just like any other
call to action you have in your emails or
website or anything else. Now, let’s talk about
the outbound strategy. So hopefully, we’re gonna
pray that people find out about your events through,
let’s say the viral marketing or the internet marketing
that you’re doing, but they’re finding you
online, promoting stuff to your database, and seeing
that you have events available. But you also need to have
an outbound strategy. Here’s what I recommend. Here’s how simple this is. You hire somebody, anybody, okay. You give them a list of
people in your database, or you compile a list of people who would be likely prospects
to attend your event, and you ask them to reach
out everyday to a handful. Let’s say in a given
day, if it’s full-time, they could probably reach
out to 50 to 80 people a day. And here’s the message. This is what they say to that person. This is your assistant
doing this ’cause you’re not gonna have time to do it. Your assistant makes a phone call, and this can also be an email. So the message can be a phone call, and it could also be an
email that’s sent personally, from Gmail to that person. It would go something like this. “Hey, so and so, Frank
Klesitz, with Vyral Marketing, “asked me to reach out to you. “He’s holding an event in your area.” Let’s say in Denver,
November 23rd through 24th. It’s at this time. “He wanted me to send you an invitation. “He’d love for you to come. “May I send you an invite? “What’s your best email address?” That’s it. That could be a script over the phone, and that could also be
an email being sent. Someone will probably reply back, “Sure, what’s this about?” The person just says,
“I’ll send you an invite.” Alright, that’s it. Because you’re calling assistant or your messaging
assistant, is the messenger, not the message. It makes it very easy to
get some messaging out without really having to
train people on what to say. All they have to do is reach out to people in your target market and ask permission, can I send you an invitation,
so they expect it. Now all they have to do
is just go into Eventbrite in this case, put the
person’s email address inside Eventbrite, and Eventbrite
will kick out an invitation, all the details will be in there, because you wrote them,
all about the event in Eventbrite, and they can buy a ticket. So think about that. Imagine if you could set
up a couple of events for the whole year up
front, that are branded, that are just replicated,
over and over and over, so once you do an event,
and it’s standardized, you already know how to
package that event, right, and then you put some
call to actions in all the email and Facebook and
social media marketing that you’re already doing, and
you say, checkout our events. And on top of that you hire a calling or a messaging assistant to reach out to a handful of people every single day, doing nothing more than
asking if he or she can send them an invitation to your event. That will get people to show up in a group and what’s so cool about doing events, I wanna really, you may
not have caught this, is when you’re in professional services, or really anything, you
usually start off one-to-one. It’s going to somebody
at their kitchen table, belly-to-belly selling, or
it’s one-to-one calling. It’s one-to-one-to-one-to-one. You’re talking to one person, one person, one person, one person. But when you start
jumping from one-to-many, when you’re doing an event, where it’s now just an hour of your time, or in this case for the event, it’s viral, three hours of time, let’s
say 12 people in the room, it leverages you. Does that make sense? And then finally when you
start getting really good, beyond just speaking one-to-many
in an in-person setting, you start getting yourself on camera, and do somethin’ like this
and you’ll be able to reach one-to-many people. Does that make sense? So it’s just somethin’ I
want you to think about, in your business going from
one-to-one to one-to-many, I will help you scale and get your message out to more people. So that’s how to get butts in seats. Let’s review very quickly. I shared with you why you
may want to have an event. Because people buy on
emotion, (mumbles) and logic and you gotta get ’em excited
and meet you in person. It’s human behavior. When webinars same out and
live-streaming came out, everyone was calling the death of events. Not true. Once you decide you wanna have an event, you need to craft a message. What’s the problem that solves? What’s it all about? Structure it. Trademark it. Package it. Brand the event. Does that make sense? The event should almost
have it’s own logo. And then once you deliver the event, you can replicate the same
event over and over and over and eventually hire instructors to teach the material. Again, where the instructors
teach your material, not from experience. That’s how you scale, alright. Third, put it up on Facebook events, or put it up on Eventbrite. Pretty straightforward. Title the event, when
it’s at, how many people, what the venue is, problem solved. And if you wanna good template,
just go to getvyral.com, click our events and pretty
much just kind of copy what we put together. And then finally, you
have to promote the event. We have to get the word out, right. Now that we have this
event, we need the inbound and outbound strategy. Inbound strategy, where people to find it. Just make sure you
include a call to action, in your educational emails that go out, on your website, on your Facebook page, in your social media. Maybe even have people bring it up when they’re doing lead followup
to invite people to event. Have your sales team bring
up and let people know, would you like an invitation
to one of our events? Somethin’ like that. And then you should also
have an outbound strategy, something proactively
reaching out to other people. So take a segment of
people in your database, or a list of people in
your current database, or just compile a (mumbles) of prospects, and then hire somebody. You won’t have time to do it yourself, and it’s really too simple
for you to do it yourself. If you’re watching this, you
have more valuable things you could be doin’ with your time. You just hire someone
to reach out and say, “So and so asked me to reach out. “We’re having this event. “Here’s what it’s about. “I’m just calling, I’m just emailing you “to get your permission if I
can send you an invitation.” How cool is that? So that’s how you promote an event. That’s what we do. And if you need help with that and you’re interested
in getting the word out for your events, we
could help you with that here at Vyral Marketing. If you’re a client it’s very easy for us to include a call to action
for your events on your blog. It’s very easy for us to
include a call to action on your videos that go out. It’s very simple for us to include those call to actions in your emails. Ask us, we’ll put it together. And it’s also not very hard
to help you create an event on your Facebook page or Eventbrite, if that’s something you’re interested in. Alright. So that’s the show for today. Thank you so much watching. If you like the show and
you wanna watch more, go on iTunes. Go checkout iTunes. You can watch us on there. Obviously, we’re also on Facebook. We’re on YouTube. Subscribe to our YouTube channel. But if you want our newsletter, which I really recommend you get, right, the top of the funnel like
you (mumbles) our newsletter, then maybe to an event, and
maybe to a consultation, and maybe to be a client. It’s the same funnel, if you
kind of check that out right. But if you’d like to
subscribe to our newsletter, which is where it all starts, because I want you
spend more time with me. That’s the whole point of these videos, go down to the bottom of the website, subscribe, put your email address, and you get the newsletter. If you have any questions,
or you’d like to be a call-in guest on the show, reach out. I’d be happy to answer any questions that you may have on the show. We’ll see you next time. (upbeat music)

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