James Schramko here. So you want to run a live event, it’s in the future and you haven’t got all your speakers locked in. So what do you do?
Well, you can put up a shadow profile of your speaker. So like this except blacked out and say “To be Advised” while you go and recruit your speakers. Now, of course, you don’t know exactly what you’re going to teach. So I say focus on the experience. What would be the outcome, the general outcome or experience someone could expect from the event?
And if you’ve ever run an event before, definitely use screenshots and photographs of that event from before and show people what a great time everyone had the last time. And in terms of marketing the event, I strongly recommend having incremental prices. So set an end-price and use that price as your anchor point, your reference. So let’s say the event is $5,000 but you want to get early ticket sales. Now, you don’t know all the speakers and you don’t know the exact content. So because it’s a long way in advance, you should have a lower rate. Perhaps you sell the first tickets for $3,000 and then they go to $4,000 and then five. So you could put $5,000 and put a strikethrough and say, “Currently Early Bird Special: $3,000. Price changes on this date,” and I set them by date.
When I promote SuperFastBusiness Live which is in March 2020, earlier than that I have lower prices. So the end price will be $2,000 and I sell tickets for less than that and the price changes at the end of each month, all the way up to the first of March. Now, what I do is I send an email out a few days before the end of the month, letting people know it’s their last chance to get the tickets at the lowest available rate. And every month we have a boost in sales. We sell eight, 10, 12 tickets at month-end by reminding people. And this is how it should be, you should get rewarded for booking early. People can also get the lowest airfares, they can also plan around the event and block their schedule.
So this is how you do some pre-event marketing. And, of course, a huge tip is if you’ve ever run an event before going back to the people who came last time and offer them a special rate as a return ticket. Get them the first offer and ask them if they want to bring someone else, asked them if they want to bring a team and supply a sort of upsell or cross-sell coupon that they can use and redeem to get a special. And you will feel your event nice and quickly.
I’m James Schramko, this is SuperFastBusiness.com
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