How to fill a live event quickly?

7 replies
I was asked by a client to (help them) sell seats to their high end live event in about 4 weeks. Admission fee is in the low 4 figures, which is normal in the b2b field they are operating in. I need to sell 25-35 seats for each of the 3 events.

What would be the best strategy to fill these events? What have you used successfully in the past? Please keep in mind that we only have around 4 weeks to sell all the seats.
#event #event marketing #fill #live #live event #live events #offline #quickly
  • Profile picture of the author Dimitris Skiadas
    Everything depends on the budget you have available for spending.

    In 2011, i've sold 60 mid-end tickets for professionals and entrepreneurs for an Internet Marketing seminar the company i was working was holding.

    The seats were priced at 300$ for a full day seminar.

    The methods i used effectively were :

    - Targeted Cold calling
    - Facebook ads (1200$ ad spend)
    - Google Adwords (1800$ ad spend)
    - Media Buying from a targeted seminars website(450$)
    - Referral programm(20% commission) - around 12 leads came from this.

    And that is it.

    I know that this is not exactly what you were hoping for as an answer but hope this helps

    Dimitris
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  • Profile picture of the author spietreser
    Thanks Dimitris, which of these methods brought you the best ROI ?
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  • Profile picture of the author Dimitris Skiadas
    - Targeted Cold calling - 37 people - Cost none - Hours spent on calling -> Too many!
    - Facebook ads (1200$ ad spend) - Brought in 7 people (2100$)
    - Google Adwords (1800$ ad spend)- Brought in 4 people (1200$)
    - Media Buying from a targeted seminars website(450$) - Brought in NONE!
    - Referral programm(20% commission) - around 12 leads came from this, revenue minus commissions (2880$)

    So as you can see the ROI totally depends
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    • Profile picture of the author Claude Whitacre
      The people putting on the event probably have a prospect list of past customers, or prospects they have mailed to. Cold call them.

      The best list to cold call for events is a list that has been mailed to..about the event...but hasn't responded yet. If you cold call that list, you'll get results.

      You don't have enough time to do much else. They should have started promoting 3 or 4 months ago.
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      • Profile picture of the author ppbiz
        Dimitris, how did the referral program work? Was it client referrals or other company joint ventures? If it was other businesses, how did you recruit them?

        Spietreser, is the objective to fill the room for engagement or involvement, or to get the cash? I have noticed that even on some high ticket seminars promoters add a bring a friend or partner (either for free or heavily discounted) and that gets more people to the event, exposed to company, and even possible up-sells or cross-sells etc.

        Just a thought.
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        • Profile picture of the author Dimitris Skiadas
          Originally Posted by ppbiz View Post

          Dimitris, how did the referral program work? Was it client referrals or other company joint ventures? If it was other businesses, how did you recruit them?
          Basically all the referrals came from our own clients.We gave them the 20% commission incentive and they did all the work. When they got their commissions check, they were all happy because it was not their primary source of income.

          One said to me : "It was the easiest money i've ever made just proposing(and not hard-selling) to my clients your seminar".

          Everybody's happy.
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  • Profile picture of the author Andrew S
    I've heard from another source that FB is great for event ticket sales as well.
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