I have had multiple conversations over the last month with completely different people, with completely different businesses and completely different audiences but one common theme - having trouble getting people to their premium priced events.
When a topic keeps coming up for me, then I know it's something that needs to be shared! This is a bit of a tricky one as everyone has different thoughts on it, but after doing events for other businesses, charities AND myself through Event Head (which have sold really well and sold out consistently) over the last decade, I have seen it all. The struggles, the highs, the lows, the intense stress that comes with needing to sell more tickets to break even or the desperation of trying to fill a room.
This blog post is about helping you avoid being in a position of financial and emotional stress because as a business and events coach, I know that your event needs to fuel your business and your heart in a positive way, otherwise what's the point?
So, before you decide to charge premium pricing on your event, I really need you to think about these 5 things. Take each one into careful consideration and if it strikes a chord with you, then include it in your pre-planning. If it's not applicable, then don't worry. And just to define premium pricing, it totally depends on the type of event you are running. $150 could be considered premium for a 2 hour event depending on your audience, whereas for others $1,000 is premium. If you are unsure where your event sits, have a look at what everyone is charging for a similar event. If you are charging $700 for a one day workshop but others are charging $300 and your levels of experience are the same, then baby you are premium!
Ok, here we go. Read More
So, if you've read Part 1 of this little mini series and you're feeling all under control, then it's time to move onto Part 2. For some, this is where the ride can get quite intense so be mindful that yes, events require a lot of effort. Yes, you may feel like it's all uphill. And yes, there may come a point where you are questioning why you are doing this in the first place, but seriously, events are like birth. You do all that grunting and pushing (and sometimes swearing) and then it's here and it amazing and you are SO freaking happy you did it.
Hang onto your pantaloons and here we go!
Although my blog has the very handy 'Plan Your Own Event' button on the right hand side to give you all the articles to help you plan your next event, I thought it would be good to do a recap of the articles grouped in order from the moment you have your initial idea to the actual event day.
This part (part 1) covers the initial planning and part 2 will cover the rest of the planning, marketing and promotion.
Right, let's get to it!
Oooh this one is a goodie. Do you want to run events that are fulfilling, uplifting, heart warming and helpful to people? Do you want to run events that have zero complaints and no unhappy attendees? Then you need to practice targeted marketing.
Quite simply, targeted marketing means all of your promotional efforts will be focused on the people you know you can help and want to help rather than just doing general promotion all over the shop to no-one in particular. If you are running a niche workshop or event , targeted marketing is reaaally important because it helps do a number of things:
- It reduces the amount you have to promote significantly and helps sell a higher number of tickets
- It attracts the exact people you want in that room
- It allows you to serve your audience in a really focused way
- It gives attendees the opportunity to network and connect with like minded people
- It reduces unhappiness and complaints and increases positive feedback
- It cuts down on perceived competition by separating you out from the rest
You can practice targeted marketing through actions such as:
I get this question a lot. And my answer? It depends (yeah I know, not very helpful!).
My rule of thumb is:
For small and intimate gatherings with up to 25 people, 8 weeks can suffice if you have an audience who are keen to work with you.
For workshops, seminars or anything with up to 100 people in the room and priced under $150 is about 12 weeks.
For events where you want more than 100 people in attendance or premium events with a higher ticketing cost, I would start promotion even up to 5 months in advance. This doesn't mean you have to sell tickets that early on, but it does mean warming people up to the idea through Save the Date's, teasers and newsletter or social media mentions.
Here are a few things to consider when thinking about when to open ticket sales:
Your marketing and promotion for an event doesn't have to cost a bomb. In fact, I have had multiple sold out events without paying a cent for advertising or PR. That's not to say that they aren't valuable (in fact, for some events they are an absolute necessity) but I mention that to make a point that for your average business owner doing a small workshop or event, you only need some insider knowledge and a good relationship with your community.
So, without further ado, here are five ways you can promote your event for free and sell out: Read More