1. Event Marketing Proposal
Elizabeth Debol | Business Virtual Services, LLC

2. Event Marketing
A strategic plan to market your monthly and/or quarterly seminars and workshops to gain maximum exposure and increase attendance.

3. What are the 5 steps?
Look at ALL the numbers that are associated with your event.
Know your target audience so you can specifically target those professionals.
Craft the perfect title for your event, to reach out to your target audience.
Put together a plan-of-attack to include free or low-cost marketing for your event.
Convert leads into customers using back-end selling (ultimate goal: coaching client)
May require more than one slide

4. Step 1: Look at ALL the Numbers
What you need to know for your event:
How many people you want to attend
How much you will charge per person (never host a free event)
What costs you will incur
How much profit you need to make per event
Venue info – place, date, time, cost
Will you have a back-end sale (ex: 1 on 1 coaching session, book, etc)
Use this SPREADSHEET to figure out the numbers. Play around with the numbers so you know exactly how much marketing will cost and how many people you will need to get into your seats.

5. Step 2: Know Your Target Audience
Know who you want to specifically target:
Do you have a background in a specific field?
Do you feel more comfortable working with big companies or small businesses?
Do you have a specific industry you are well educated in?
Do you seem to get more business from CEOs, Presidents, Managers, etc.?
What areas (cities) are you looking for business in?
Do you have a specific revenue base you’re looking to target?
Knowing your specific target audience will help you market directly to those individuals. You can purchase mailing (NOT ING) lists to send direct mail to, targeting your ideal audience. You’ll be able to craft that perfect title to get the attention of your ideal audience.
If you have more than one target audience, plan to pick a specific audience each month, or each quarter, so you can get clients in all those target industries.

6. Step 3: Craft that Perfect Title for your Event
You need to have a very specific title for your event:
The title “6 ways to a better business” doesn’t say much about what your audience will get.
The title “6 ways to increase your yearly revenue” says a little more to your audience.
The title “6 ways doctors can increase their yearly revenue” says even more.
The title “6 ways doctors in Austin can increase their yearly revenue” says even more.
The title “If you’re a doctor in Austin, learn 6 ways to increase your yearly revenue that won’t break the bank” is even better.
Make sure you always:
Know their pain, problem, or issue.
Identify their challenges, find out what will fix them, and come up with the solutions.
Structure your headline using either a “How To” statement, by asking a question, or by using a number of steps.
Action Steps:
Create a list of pain or problems your target audience faces.
Write down the consequences of having those problems.
Write down the pleasure or benefits those attending your event will enjoy.
Create your title (or multiple titles) and figure out the top 3 (by asking others).

7. Step 4: Marketing Plan of Attack
Marketing your events takes planning and follow-through:
Schedule free talks at local businesses to get event bookings.
Use your website and social media to generate leads.
Consider a “Joint Venture” to fill your event (magazines, newspapers, venues, associations, non-competing businesses, marketers, chambers of commerce, banks, etc.)
Consider getting sponsors for your events.
Follow-up with attendees before, during, and after your events.
There are many ways to market your events, but careful planning is crucial to getting the best results out of your time and money.

8. Step 5: Back-End Selling
Different products/services to sell at the end of your events:
Book
12 month coaching program
eCourse
1 on 1 coaching sessions
Webinars
FREE diagnostic visits
Think of this:
15 people attend your event.
8 of those people book a FREE diagnostic visit.
3 of those 8 people convert to $10,000 coaching clients.
That’s $30,000 in back-end sales off your event.

9. Now What?
If you’re interested in talking through these steps, schedule a 1-hour phone appointment with me.
I will go through each step with you, asking questions, gathering information, looking at all the different possibilities to help you increase your event attendance. I will also include some great templates to help you craft the perfect headline, to help you find the pain of your ideal audience, to help you find additional services you can offer, and so much more.
2018 is right around the corner, start Q1 with a goal to increase event attendance and get more coaching clients.
Are you willing to spend money to make money?
Visit this page on my website to schedule your 1-hour appointment today. My 1-hour phone appointments cost $99 and come with a minimum of 5 helpful templates, and I’ll also teach you how to use LinkedIn to increase your database.
Elizabeth Debol
Business Virtual Services, LLC