Ep96 Transcript: Promoting an Event – Top Takeaways from Jessica Kupferman

Are you looking to fill an event but aren’t sure how to do it? In today’s episode of Top Takeaways, I’m going to dive into promoting your event based on the interview I had with Jessica Kupferman.

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In episode 95, I talked to Jessica Kupferman about her She Podcast Live event. She had a wonderful success the first year she did it, but she didn’t realize how much she was going to have to promote, and it takes a lot.

I know I’ve run a lot of events myself. Anything from weekend retreats to my comedy shows. And I know it takes a lot of a promotion for these events more than you would think. You don’t even realize how much you have to promote to get through all the noise and sell those tickets.

So you really have to go into these events with an idea of over promotion. You’re going to want to promote organically and you’re going to want to list all the places you can promote organically, be it groups, in different circles you’re in. Maybe it’s different social sites that you are already active on. Maybe it’s through other friends who might invite their friends.

Sometimes you need to get creative around how you’re going to promote and get people to take action to buy tickets now. Because that’s one of the most challenging things. People are waiting till the very last minute to buy tickets and that makes it hard to plan your event well. So you might have different ways that you are actually getting them to take that action, like expiring offers or special offers, like buy one, get one half off this week, or something that’s very unique that allows you to talk about that event in a different way.

So the other thing you have to think about is the fact that you’re going to be promoting organically and hopefully you have some sort of audience already built up. But if you haven’t, that’s going to mean, you’re going to also for sure need to lean into spending money on ads. I think you do have to spend money on ads whether or not you have that organic audience, you might, maybe you can sell it out with just the audience you’ve already built. That would be great.

But oftentimes people need to see that offer through ads as well. So you want to put your ad spend together, make sure that you are tapering that off in a way that’s going to be sustainable for you, and make sure that you’re tracking the actual sales that come in from those ads so you know that those are profitable.

You want to make sure you’ve got the pixel set up and things like that for that tracking. So some other ideas that you might use to sell your events and promote your events is the idea of promotional partners. Maybe the speakers at the event get some special coupon for their audience, or maybe they’re affiliates of the events so that they can earn a little money when they promote as well.

Or maybe you’re looking at sponsors who will help you promote that event so the more people can see it from different venues and different avenues. That’s going to be better for your event.

The other takeaway that I loved from Jessica was the fact that leaders have to be clear, they can’t be subtle, and that definitely comes into play when people want refunds or they feel like they didn’t get the right communication about how things worked.

Sometimes people want refunds from my events and

Hope that was helpful, and make sure you grab the free guide Top Tools for Late Starters on the website at latestartersclub.com and let’s turn dreaming into doing.