So, you've got an event coming up and you want to spread the word online.
A few months ago, I hosted my first event online.
It was my first one and I generated 6 figures in a day.
We've even made over $100,000 in just one day.
Do you know how crazy that is?
Most of the time people are trying to break even on their events and this was my first
event ever.
I marketed online, we had hundreds of people come, we had incredible speakers that I never
would guess that would come to my first event and it was a huge success.
So today, I'm gonna share with you how you can market your event on social media.
I'm gonna share with you all the behind-the-scenes, all the stories, about how my company Jaxx
productions marketed our first event ever.
It was a huge success we had hundreds of people come to it and we generated over 6 figures
in a single day.
Now it was a great event and I wanna tell you how we reverse engineer the success of
this event.
But now, after being through it I'm also gonna tell you what we would do differently next time.
What we learned the hard way and what we learned that we can do it again to get even more successful.
Then I wanna tell you how we got one of the most renowned speakers in the entire world
to speak at my event.
We pulled up something pretty unique to get them to say yes.
I think it may inspire you as well, I'll share that with you too.
So my first event it was in September of 2020 it was called, Content Machine Live.
My business is all about teaching you how to create a content machine and a cashflow
system that will create this infinite cashflow loop to be able to bring your client from
"hello" to "high-ticket".
So, that's exactly what this event is about.
Of course, it was during 2020 so it was a virtual event.
We sold tickets for $127.
We have VIP tickets for somewhere near $500.
We have over 300 people in attendance virtually and it was a huge success.
It was a 3-day event, we had multiple speakers.
I was on stage all 3 days and we also had Steven Larsen, Cristy Code Red, Alex Sharpan
and Russell Brunson speak at my event.
I'm gonna share with you how we get Russell Bruson to speak to my event.
I don't know if you know this, Russell Brunson usually charges over a million dollars to
speak at people's events.
He has spoken on stage and he made millions of dollars selling his products from the stage.
So to get him on my stage was just a thrill.
So, I'm gonna share with you what I did to get him to say "yes" to speaking at Content
Machine Live.
I wanna hear from you, if you're interested in attending the next Content Machine Live
send it off in the comments.
Coz I can imagine it's only gonna get bigger and better and we set the bar really high.
So, if you wanna go to the next Content Machine Live, send it off in the comments let me know.
So let me share with you the behind-the-scenes of how we marketed this event.
Of course, we created the whole outline, the curriculum, what we're gonna be teaching.
We created these curiosity hooks of here's everything that you're gonna learn.
Here's the outcome that you're gonna walk away with.
So, of course they know that if you're going to invest the money and the time into attending
this event.
Well, it's gonna be well worth the time.
Even showing the amazing speaker line that should be very exciting.
There are several events that people could attend that would charge a lot more money
for tickets.
But we were able to package all this together in an irresistible bundle.
Now, the way that we marketed this was really important.
The first thing that we did as a team is we decided on the date of the event and then
reverse engineer the calendar backward to pre-launch, to launch, to the event date,
and all the execution things that needed to happen in between.
There's so much to consider when it comes to the logistics of the event, the location,
the speakers, the food, the materials that we sent out side boxes, the marketing, the
social media, the email marketing, affiliate sales.
There is so much to create that it's not just, okay we're gonna do it on this day and we'll
show up and we'll see you there.
There was a lot that went into it and for our first event, we have a lot to learn.
One of the most important things that you can do when launching anything but especially
an event is to create some hype around the event.
I actually start doing this before I even announce what's happening.
So what I like to do is I like to create these teaser videos.
I like to create this curiosity, this mystery, that something is coming.
But you have to stay tuned for the announcement.
I'll drop these teases, I'll have maybe these videos that they don't show you what it is
but it's like, stay tuned I'm gonna announce on September 1st or something or whatever
the date is.
Where you create this hype of like, "What is it?..."
I mean, even think of maybe TV shows you've watched.
But when you see the commercial on TV at least you would have this cliffhanger they're like,
"I've got to figure out what happens."
Well, you have to watch this show to be able to find out what happens.
So, we did the same thing with our marketing where we could create this content that would
leave such a question mark in our audiences mind that they would need to keep coming back
for more to find out, "What is she talking about?
What is she about to launch?".
So, we built up this pressure.
We built up so much around this big announcement is coming and finally, when the tension is
so high, we release the pressure and say, "Here it is, Content Machine Live this 3-day
event with these incredible speakers is happening on this [3 dates], buy your tickets now."
Now, here's the thing that usually happens when you launch anything.
Often, your audience might wait until the last minute to purchase unless you give them
a reason to act fast and so urgency and scarcity in anything that you sell is so important,
and we make sure to intentionally implement urgency and scarcity throughout the entire
calendar.
We have about a month between the day that we announced it and the day that it happens.
So, we implemented during the whole calendar how we're gonna create urgency and scarcity.
The first thing we did is, of course, we created that tension in the pre-launch, and the day
we announced it we said, "We're giving you 48 hrs early bird price.
If you purchase in the next 48 hrs you're gonna get it at a discounted price instead
of a full price."
So, that created an influx of sales right from the beginning.
Now, if I just stop there I would probably have a really big low in my sales and people
wouldn't purchase right until the end.
So we intentionally wanna create more urgency and scarcity, here's what we did.
At the time of the launch, we intentionally didn't announce the speakers yet.
What we did is we had our sales page a silhouette of them and we give this little teases of
who they were and what they will be talking about.
I'm sure some people could guess them but not everyone.
Now we also started dripping out videos so they can start guess and get curious of who
the speakers were.
Then I announce when I'd be making these announcements so that's actually like 4 days in a row of
when I was gonna be announcing these speakers.
So, one day, I went live on Facebook and announce Cristy Code and Cristy Code Red came on live with me.
We talked about the amazing value she's gonna share.
She spoke on the event and she shared how she uses social media and video to go from
foot stamps to 10 million dollars within 3 years.
That's a pretty great hook, right?
That would be something would really I would think would make people wanna come to the
event and hear her story.
So we talked to that, we get encouraged people to buy tickets but we also gave them an incentive
to buy if you purchase that day.
We said, "If you purchase your ticket today, you will also get this bonus", and we created
a collaboration from myself and from Cristy.
That if people would purchase that day they would get that bonus.
So that also gives us an influx of ticket sales.
Now, the next day I've had another Facebook live where I announced Steven Larsen as a
speaker at the event.
We did the same thing, we talked about the amazing things he was gonna be sharing on
stage and announce another bonus.
The next day, the same thing with Alex Sharpan, announced him as a speaker and then announce
another bonus.
So that people that purchase on those days would get those bonuses.
Now, of course, to be fair to those people who already purchased.
Even the people who got the early bird ticket on the first day.
They all get those bonuses.
We wanna reward people who take action early.
We don't want them to feel like, "Oh, I should have waited."
No, you get it on the first day.
If you got it there, you got it at a discounted price and you get all the bonuses.
But if you waited until you know, after I announced it you won't get the bonuses that
I've given for the people who purchased it on those incentivized days.
Now, that took about a week.
Now, we still have 2 or 3 more weeks left on the calendar and I didn't want ticket sales
to go stale.
Especially when you're hosting an event there's lots of costs that go into this.
I had to pay for this location.
We had this studio that streamed live to everyone on zoom.
So, it wasn't just like a zoom meeting, it was like a really 360 interactive experience.
So you know, that tech capability and that beautiful environment cost a lot of money.
There's expenses for the swide boxes and the materials we sent out.
Creating an event and hiring a team to support you cost money.
So we never want to get stagnant when we are selling tickets.
So the next thing we did is I created a live workshop online.
I promoted it that I was going to be testing some contents and materials we'll gonna be
filming this course behind the scenes and it's of me just you know, filming it in my
office with my videographer.
I was gonna turn the cameras on Facebook Live and stream this course content live into my
Facebook group while I was filming it.
So, this was like huge excitement and urgency for my audience to get a course that I would
normally sell for thousands of dollars.
They can get access live and for free right now.
So, what I did is this is really beneficial for everybody.
I was testing the content that I was gonna teach at Content Machine Live.
They were getting a sneak pick at it for free.
Something that they would normally have to spend thousands of dollars to get access too
and here's what I did very strategically.
There's 7 days of this material that I was teaching live on Facebook for these 7 days.
But what I did was, after 2 days of blowing their mind with value.
On day 3 I said, you know what, how many of you guys love this content and wanna get access
to this one when I sell it in the future for thousands of dollars.
Of course, people say, "I love this, I wanna be able to access to it."
They knew that I was gonna be deleting these videos after it was over.
So I said, "You know what, if you purchase the ticket to Content Machine Live for $127.
I would give you this entire course and I'm gonna be selling for a thousand dollars.
I'm gonna give it to you for free but only if you purchase the ticket to Content Machine
Live today."
Again, more influx of ticket sales and I did that for 7 days.
Day 1 and 2 I blew their minds, 3 to 7 I gave them more value, talk to them and said, "If
you buy your tickets to Content Machine Live, I'll give you this course for free."
So that gives us a huge influx of ticket sales and got people really excited for Content
Machine Live.
Coz they're seeing a sneak peek at some of the contents that I would be talking about
from the stage.
Now, here's where the things get really exciting.
Were about a week away from Content Machine Live and I had it in my mind how exciting
would be If I could get Russell Brunson to speak in my event.
Russell Brunson is one of my mentors.
He is the reason why I was able to scale my business to multiple 7 figures.
I've been in his inner circle.
I've spoken to hack funnel live.
But Russell isn't the guy of that you can just call up and say, "Wanna speak in my event?."
He is extremely busy.
He is running a billion-dollar company.
So, I knew, that if I was gonna ask him to speak on my stage that I had to really get
his attention.
So, here's what I did.
Instead of calling him up and asking him, I wrote him a song.
I wrote him a song and it is very catchy.
I can link to it in the description below and what I did is instead of me singing it
I had Steve Larsen who's also speaking contribution live and his one of his best friends.
I have Cristy Code Red also one of his friends and speaker at contribution live and Alex
Sharpan another speaker who unfortunately isn't in the same city.
That's why I had them on an iPad and we performed the song and we post it on social media, that's
how I asked him.
I didn't even like send this to him, I just put it straight on social media and it went viral.
People in the comments were laughing they loved it, everyone was tagging Russell in
it saying, "Oh my gosh, say yes.
Will you go speak at Marley's event.
We're going to Content Machine Live, we wanna see you there", that kind of maybe backed
him into a corner.
But it caught his attention because there were so much hype around it.
It gave him really positive attention so it made him easy to say "yes" because I brought
him this attention.
He didn't say yes right away he had to look at his calendar.
So, in the meantime, I put up a second video.
I actually created a rap music video based on one of his favorite songs then I changed
the lyrics to be about amazing wonderful things about Russell.
I'll link both of those below if you wanna see them.
Warning, disclaimer they're very catchy and will be stuck on your head for a very long time.
So that, me asking Russell also created a bunch of hype around the event.
People were sharing that video like crazy.
People say that it's still stuck in their heads and it gave us a lot of exposure.
We got a bunch more ticket sales for Content Machine Live just from you publicly asking
Russell to speak it.
Now, one of the last things that we did is we had this swide boxes that we're sending
out to everyone who purchased tickets.
But we didn't tell them about it right up front.
We call them content machine kits, there's this awesome, we design these beautiful boxes
and inside of it had things for them to be able to influence.
They had their workbooks, they had a tripod to film with and had it like a t-shirt, it
had pop socket.
It has this emoji paddles so that when we are in zoom together.
Because we can't be talking, they have these emoji paddles that have like hands-up emoji
or a ... When I provide lots of value they'll say, "I just got Jaxx."
So, my last name Jaxx so they would have these emoji paddles that says Jaxx.
They'll hold that up in the zoom window when they're getting this epiphany.
So, we had that to sent to them.
But we didn't tell them that we were gonna be sending these content machine kits until
we got closer to the event day.
So, we didn't announce it until about a week our from the event.
I went live on Facebook and I showed the box, I didn't show them what's in it.
I still wanted to create this curiosity and I said, "Hey, for everyone that's bought a
ticket you're gonna be receiving these content machine kits soon, and if you're waiting until
the last minute to buy your ticket.
You're not gonna receive this on time.
So make sure that you get your ticket before Friday so that we have enough time with shipping
for it to get to your door in time for the event.
If it doesn't get to you on time, you'll get it after and you'll still benefit from it.
But we recommend getting your tickets now.
So it can get to you on time."
That also created a surge of ticket sales and then the very natural urgency of just
that countdown.
Five days away from Content Machine Live, four days, three days.
two days, one day.
We even have purchasing tickets on the day of, "Oh my gosh, it starts today.
I can't believe I didn't get my ticket yet."
They buy it now of course they get their content machine kit later but they get right into
the event and they can join us right at that time.
Especially because it's virtual, that was the benefit of them being able to just buy
it, get immediately not to worry about travel or plane tickets or baby sitters they can
get right in.
The other thing is we stream a little part of the intro session to our Facebook group.
So people can get a sneak peek and then we cut it off saying, "Hey, if you wanna get
the rest of the event go get your ticket right now", and we also got an influx of sales from that.
The biggest thing is I documented all of that.
I showed so much behind the scenes of me creating the event of even the music videos that I
filmed and asking Russell to speak and went Russell said yes.
All the things that we were doing with our content machine kits and I showed them behind
the scenes of the studio to show it.
This is like an interactive experience it's not just a zoom meeting.
Which could be seen as a benefit or a disadvantage when going virtual.
But we found a way to make it just an incredible experience instead of just a zoom meeting.
So, showing the studio, showing the experience of what would it be like to see me on stage
still and that they could be watching from zoom at home or wherever.
So its so cool to document the journey, show what we were doing and create so much hype
around the event.
So think about that for your event.
Where can you create hype?
Where can you create FOMO's?
People are purchasing your tickets.
How can you implement and actually install urgency and scarcity into your entire purchasing
window.
Especially if your selling tickets for weeks or months.
How can you incentivize them to keep buying and not wait until the last minute, consider that.
I think that the marketing that we did to sell the tickets to the event is what also
created so much know like and trust at the event when I sold my course from the stage.
If you love this event and you want more if you want me to coach you.
Here's the offer that you can purchase to sign up for my course and my coaching program.
That's what allowed us to sell over 6 figures a the event.
If I can do it, you can too.
You can take so many of those strategies that I just shared to sell your event.
Whether virtual or in person.
If you wanna learn more about creating content that converts and creating your own content
machine inside of your business.
I have a training just for you, click the link below and get access to that for free today