Do you secretly dream of creating your first client retreat?
Or maybe you dream of standing on a big stage in front of hundreds of ideal clients.
Well, we have our big annual event coming up soon, and today I want to show you steps
to create your first profitable event.
Make sure you watch until the end because I'm also going to give you our best marketing
strategies to fill your event with the perfect clients.
Before we get started, make sure you hit the bell so you get notified when new episodes
become available every Wednesday.
All about helping you go from passion to profits in your coaching business.
Hi there, coach.
It's Carolin Soldo here again with an episode to help you go from passion to profits in
your coaching business.
My team and I have put on grand-scale events for the last three years where we welcome
hundreds of coaches from all over the world in all different niches for learning, training,
networking, and scaling their coaching business.
So many people ask us how we fill the room with ideal clients, how we put on profitable
events, and how we market them, so today I want to break down exactly how we do it so
you can launch your first profitable event too.
Step number one is to get really clear on your event vision and the mission and purpose
of your event.
Before you even think about launching a retreat or an event, think about what your target
market actually needs.
What are their wants and desires?
Fill these needs with what you're delivering at your event.
For example, at our big annual event, From Passion to Profits Live, our mission is to
help you scale your coaching business to the million-dollar mark, so every experience we
build into the event, from the networking gala to the speakers to our content and the
agenda, is designed to help you build an action plan sequentially so that, when you leave
the event, you have everything you need and a clear vision and understanding of the steps
you must take to build a million-dollar coaching business.
One of the biggest mistakes that event hosts make is to throw content at their attendees
without a clear action plan, so make sure you do exercises.
Make sure you bring your attendees into group exercises and experiences and have a dynamic
conversation with them instead of just talking at them so that they can really immerse themselves
and build an action plan with you throughout their entire event experience.
What has worked really, really well for us is creating a guidebook, so every section
on the agenda goes along with a corresponding area in your guide book so that when you listen
to the speaker on stage you can take notes, and you can build your action plan as you
go along from speaker to speaker from section to section.
In the end, you're going away with a workbook and a complete business plan with all the
steps necessary for you to reach your goals.
When you're thinking about the potential outcome and the vision for your event, look at your
big purpose in the world.
What is it that you want to accomplish in your business?
What big solution are you offering?
What big problems are you fixing for people?
What do you want people to walk away with after your event?
It could be a health breakthrough.
It could be opening them up to believing more, knowing what's possible for them.
It could be based on relationships.
It could be based on business.
It could be a lifestyle retreat or an event.
It really doesn't matter, but make sure that the vision of the event aligns with your purpose
and your mission in the world and what you do as a coach.
Now that you have a vision and a mission for your event, you need a sales strategy to make
your event profitable.
The biggest mistake that new event hosts make is to think that ticket sales will actually
cover their expenses, but once you discover how expensive an event can be, even if you're
creating a small client retreat, you will know that you need a sales strategy to actually
make your events profitable.
There are food and beverage minimums.
There are A/V expenses, which are your stages, and your music, and your speakers, and your
screens, and all of that.
There are marketing expenses.
There are staffing expenses and so much more, so ticket sales alone usually don't cover
your expenses and may even just help you break even.
So what do we do?
We come up with a sales strategy.
You want to look at who will be in your audience.
Who are you bringing to this event, and what might these people be interested in purchasing
from you?
Can you sell them a consulting package?
Can you offer them a mastermind package?
Can you offer them maybe a course?
Whatever it is that you have available, take a look at your audience and who's coming to
your event and what they might be interested in purchasing at the end of this event to
further their experience, to take it a step further, to achieve even more with your support.
Step number three is to invite guest speakers.
Now, you may have only a few guest speakers or you may have many.
It depends on your mission, your overall agenda, the value you want to add to your attendees.
At From Passion to Profits Live, our big annual event, we will have seven industry-leading
speakers this year.
We selected our speakers based on their values, their expertise, and their visibility within
the marketplace because we want to add a maximum amount of value to you, and we know these
speakers are 100% aligned with our values, our mission, and they will help us make this
experience one of a kind just for you.
Step number four is to think about your event journey.
Once you know your mission for the event, you know your content, your agenda, you know
the speakers that will be participating, you want to think about the entire journey that
your attendees will be taking and the experience you're creating at the event.
This includes the location, the ballroom or the conference room you select.
This includes the decorations, the décor, the music, the energy.
Is it going to be high vibe and fun and loud music blasting, or is it going to be more
soothing, calming, and relaxing, and maybe low-key?
Right?
You want to think about all the details from the time the attendees arrive and they register
to the time they leave the event and the whole experience that you want to create and the
journey your attendees will go on as they participate in your events.
Now I want to let you in on some of our best marketing strategies to fill your events with
ideal clients.
Are you ready?
Here we go.
Number one is to bring your audience on a journey even before the event is announced
publicly.
What do I mean by that?
Well, you might be thinking about an event name right now.
Maybe you're scouting locations.
Maybe you're visiting hotels.
Maybe you're thinking about how many people should be there.
All those little decisions and details are important because you can share them with
your followers right now and ask their opinion.
Right?
Say, "Hey, I'm thinking about an event.
Do you think that's a good idea?
Well, where should we have it?
What should the name be?
Who should be there?
What do you want to see?"
You'll see people rally behind you because you're opening up the curtains.
Right?
You're letting them in to your decision making, to your planning process, which is natural,
and you're not even promoting the event yet.
You're just bringing them with you on this journey of building this amazing, incredible
event.
Next, you want to think about co-host at interviews, Facebook Lives, YouTube Lives, maybe even
podcast interviews with your speakers or your team.
If you don't have speakers, do it yourself.
It's an amazing way to give people a sneak peek and a taste of the wonderful content
that you'll be sharing at the event.
We also highly recommend you run on an advertising, so you can choose from Facebook.
You can choose from YouTube ads.
You can look at Twitter.
Use those social media platforms.
Depending on where you have the best impact and the best results, you should think about
running advertising at least a couple of weeks or even months prior to your event.
If you have a list and you already have a warm audience of clients and prospects, use
your list and email them.
In order to fill our events, we begin to email our list several months ahead of time, and
we tell them about the location, and the agenda, and the food, and the speakers, and the incredible
content we'll be delivering so that they get excited and you get excited about joining
us at From Passion to Profits Live this year in Hollywood in September.
Use your existing audience and your followers via email to get them ready to buy their ticket.
The next strategy requires a little bit more effort, but it's highly effective, and that
is feeder events.
Let's assume you're hosting your big event in New York City.
You might decide to do a feeder event, maybe a two, three-hour training in New York City
a couple of weeks before your big event where you can bring people in.
You can show them what they can learn at the big event.
Give them some immediate actions steps and training and leave them wanting more so they
come to your big event.
You can sell tickets to your big event at the feeder event right there.
Next up, we have good old brochures.
Right?
We live in this digital world, and people seem to be forgetting good old marketing tactics.
Brochures are amazing, especially if you have a client base that is already established.
We have a brochure that we send out to clients and prospects that gives them the details
of the event, and it's a really high-quality piece.
If you want to see an example of the From Passion to Profits Live event brochure, go
below in the description.
There's a link to a PDF where you can check out the brochure right now.
The last tip I have for you is a contest.
You could run a scholarship contest or a ticket contest a couple of months or even weeks before
your event where people can win a free ticket or maybe even win a complete scholarship to
your event.
Ask them to do videos or photos or do something fun that gets the word out there that creates
some buzz so that more people become aware of your event, and you're not just giving
away tickets, but you're also reaching more people that might potentially be interested
in purchasing a ticket to your event as well.
By the way, I'm curious.
Have you hosted an event yourself?
Was it a retreat?
Was it a bigger event?
How did it work out?
Let me know in the comments below, and let's have a conversation about the dos and don'ts
of event hosting.
Now that you know how to put on and host a profitable event, you may be interested in
seeing such an event in action.
If that's the case, I would love to invite you to join us this year at From Passion to
Profits Live, our big annual event for coaches.
This is the hottest training event for coaches this year, and we expect about 500 coaches
from all over the world to join us in Hollywood, California.
The event dates are September 14th to September 16th, and we are going to be coming together
at the beautiful Loew's Hotel in Hollywood, California.
At the event, you'll be hearing from me, my team of expert coaches, plus seven industry
experts on everything you need to do to scale your coaching business with a million-dollar
level.
We will talk about the millionaire mindset, how to set up a sales funnel that consistently
brings amazing prospects in your coaching business, how to set up your business to go
evergreen so that you have leads coming in all the time, and you're not launching and
stressing yourself out.
We will talk about your it factor, your big idea, and your value proposition that will
set you apart from the rest.
We'll talk about marketing strategies, sales techniques, and everything you need to scale
your business to this next level so you can bring your passions to the world.
To join us, simply go to frompassiontoprofitslive.
There's a link below in the description.
Click on that link, and you can purchase your ticket right now at early bird prices.
Go ahead, buy your ticket right now.
I can't wait to see you this fall, and I know it's going to be an amazing experience for
you.
As always, if you like this video, hit the Like button.
Don't forget to subscribe, and I can't wait to see you next week.
Thanks so much for watching.
Take care.
From Passion to Profits Live, our big annual event for coaches, is happening this September
in Hollywood, California.
Do you want a ticket?
For more info, go to frompassiontoprofitslive.com.