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Need Help Filling Your Next Event? Try This…
August 18th, 2009 by Kendall
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If you’re planning a live event then it’s likely that at some point prior to your big day, you’ll have what I call the “crisis of faith” moment. That’s the moment when it seems like your event will never fill and you’ll be facing a nearly empty room, wanting to shrink to the size of a pea in embarrassment.
It may surprise you to know that even though each of my live events has sold out, I’ve experienced that same crisis of faith moment. And not just once but every time!
While canceling IS an option, I refuse to give up so fast. It’s a good thing too, because each time I was faced with making that decision, it proved to be an opportunity to leap into a new level of faith in the power of marketing and soul. The results? I not only sold out each event, but I experienced a profound upward shift in my “spiritual confidence.”
Here are three tips to help you fill your next event. Whether you have that crisis of faith moment or not, these tips will help you break through any issue you may have about worthiness and extinguish any lingering doubt as to your ability to make extraordinary income doing what you love.
Tip #1 Be Prepared For “The Gap”
The gap is that period of time when marketing any event when ticket sales stall out, completely. Whether the gap lasts a few days, a week or maybe even a few weeks, it can be a real test of faith.
For example, one of my Platinum clients planned her first live event and immediately had three spots filled. Then nothing. And nothing. Weeks went by, during which time she wanted to give up.
Undaunted, I mentored her not to give up, to focus her faith on the value of what she was offering and to KEEP marketing. She followed my advice and with less than two weeks to go more than tripled her registrations. At the event, she sold out her first Platinum program, bringing in a cool $30,000 for the weekend.
Use the gap to reconnect to the benefits and value people will get from your event. Then communicate that value in your marketing.
Tip #2 It’s Not Over Until…
If you’ve been consistent with your marketing and your event promises specific results then I promise, people will register up to the last minute. Show active faith by printing up your desired number of handouts or binders and be ready to print name tags last minute.
At one of my past events I had a participant register on Monday for the event starting that Thursday. She flew all the way from the East coast, loved the event, then signed up as a Platinum client. Proves my theory that “you just never know!”
What acts of active faith can you do to create the end result you want?
Tip #3 Be Wary Of “Spiritual Saboteurs”
One year, marketing for a big event was producing frustratingly slow results. When I hit that crisis of faith moment I turned to a mentor for support. Unknowingly to me, she had a history of not filling events. So when I turned to her for support, encouragement and some marketing help her only advice was “I may have to accept it won’t fill.”
Honestly, her doubt was a reality shot for me, but not in the way she expected. I immediately retorted, “No I won’t! I WILL sell out this event!” and immediately got my faith in alignment with my actions. I followed the same tips I’ve shared here with you and not only sold out all spots but had a waiting list!
Trust a mentor who’s succeeded at what you want to accomplish. This way, you can draw on their experience and wisdom to support your success.
Live Events Are Still The Most Powerful Way To Connect With And Increase Your Client Tribe
It takes heart and spirit to organize, market and fill a live event. But there is no greater joy in business than being in front of a live audience, assembled to learn from you.
So even if your event sales hit a lull, as long as you decide there’s no going back you’ll turn your event into a win, no matter what!
Want more powerful ways to create a six, high six and even seven figure business the easy, graceful, “Kendall Way?” Click here and get instant access to my FREE call series, including the “5 Money Breakthrough Secrets” call and bonus free video tips.
Posted in Small Business Marketing • • Subscribe to this feed
Tags: marketing, marketing strategies, women entrepreneurs
Kendall…how did you know I needed to hear these exact tips right now? I am trying to fill my platinum program and have three people signed up and want at least 10 by the beginning of September. I am continuing my marketing and came up with another new marketing idea yesterday.
It’s true…it’s important to keep the faith!
Thanks!
Comment by Yvonne — August 18, 2009 @ 9:29 pm
Hi Kendall,
The timing of this article is absolutely perfect for me!
Thank-you.. here is to filling my list & workshops.
Warmest Regards
Julie-Ann
Comment by Julie-Ann Booth — August 18, 2009 @ 9:36 pm
Thanks for this. I know I want to have live events, and I WILL have live events (notice the “s” on events…) definitely part of my plan. And hopefully sooner rather than later. So it’s good to know all this and best prepare no only my marketing message, but also my mindset!
Comment by Dinneen Diette — August 18, 2009 @ 9:41 pm
Hi Kendall-
Really great article. You have articulated what I have experienced over and over with my live events–the “it’s not over till it’s over”–is so key–so many people do sign up at the last minute–and because of this–I have learned to never cancel a Workshop. Thanks for sharing the inner workings of filling a workshop–incredibly valuable information!
Comment by Shelley Riutta — August 18, 2009 @ 10:05 pm
Kendall,
Up early this morning after tossing and turning about my upcoming event. Of course, like you say, it always fills up. So preparing for these crisis of faith moments is key. Thanks for the reminder and for being “here” at 4:00 AM!
Comment by Cheri Britton — August 19, 2009 @ 3:38 am
Hi Kendall
Thanks so much for this timely advice. I am in the planning stages of my event, have a very small list and a huge task ahead of me, it is a bit daunting.
Good to see that you too still go through these gap moments.
Comment by Yvonne McIntosh — August 19, 2009 @ 3:58 am
Before I suspected, now I ‘know’ that you have been the fly on the wall in my office. Every article lately seems to be speaking directly to me!
How do you cope with the people who tell you in person or via email that they are coming to your event but then don’t register until the very last minute?
Hmmmm, speaking of… I need to register for your MMS event today! (and sign up my guest!)
Hugs,
~Schelli
Comment by Schelli Whitehouse — August 19, 2009 @ 4:32 am
Hi Kendall,
Great article and it reinforces for everyone that no matter your business size, many of the challenges remain the same and they can be resolved with faith, creativity and an open mind.
With love and abundance,
Sandy
Comment by Sandra Martini — August 19, 2009 @ 6:53 am
Excellent article and I totally agree with Sandra. Normally, it is easier said than done. However you have shown your own and your client’s example to prove each of your tips. Thanks Kendall.
Comment by Lalitha Brahma — August 19, 2009 @ 9:05 am
Hi Kendall,
Exactly what I needed to hear. While my event on Oct. 15th is virtual, I had a few sign up after the preview call and now it’s stopped. I’m determined to fill it. I’m sending emails weekly and plan to start making personal calls.
Beverly Harvey
PS: It’s interesting to learn that you occasionally suffer these worries. Thanks for sharing.
Comment by Beverly Harvey — August 19, 2009 @ 10:04 am
Hi Kendall,
Always LOVE your writings - thank you! As someone who puts on an annual coaching conference, I am familiar with all of the above - and more!
The way I learned to handle any “registration gaps” and “spiritual drains” during event promotion is anticipating them ahead of time by planning out my entire promotion time line.
For example, I have mine laid out week by week what I’ll be doing. This way, no matter what kind of slump my registrations may be in, I still get up and do what I planned. Works like magic!
Also, understanding live events are different from virtual also helped me. People don’t make quick decisions, there are many considerations (babysitting, travel, being away from family, etc.) that are not there when you’re just registering for a virtual event.
People take more time to make their decisions, but at the end, if the event is right for them, they’ll register.
Milana
Comment by Milana — August 19, 2009 @ 10:47 am
Great post, I needed to hear this as I am planning my first live workshop in just a few months. I can’t wait to fill the seats and I won’t be giving up!
Comment by Andrea — August 19, 2009 @ 11:00 am
Thanks Kendall–this is EXACTLY what I needed to hear today. I just committed yesterday to renting the space for my first live event ever, and with the excitement came the worries…so your advice is just on time!
Comment by judy anne — August 19, 2009 @ 11:29 am
Ditto everyone’s previous comments, Kendall! Keep the faith … Persevere … Visualize …
Giulietta the Muse
Comment by Giulietta Nardone — August 19, 2009 @ 12:13 pm
Great article, Kendall, I am going to send the link to my clients.
I am planning my first big live event for later this fall, a wild “tribal gathering” for spiritual entrepreneurs incorporating movement, writing, and speaking your message, and while I haven’t made the first offer yet, this was an encouraging reminder to keep the faith and keep offering.
Isabel
Comment by Isabel Parlett — August 19, 2009 @ 5:54 pm
Hi Kendall,
What a great article. Events can be so stressful to plan and market and having some tips to deal with those crisis of faith moments can be huge. Because THAT’S ultimately what ends up stopping us, not the marketing or cash flow. Crisis of faith.
Comment by Michele PW — August 20, 2009 @ 9:24 am
Kendall is absolutley right. I run some pretty large live events, and without fail, 50% of registrations flow in the last 2 days before the event.
This does jingle nerves, especially when you’ve had to commit to a catering count the week before, rented an entire conference center, and spent money promoting!
I amso can vouch for what Kendall says—keep promoting and have faith.
Comment by Bonita — August 21, 2009 @ 7:08 pm
Hi Kendall,
A late comment on your post, to let you know what happened after I read this article. It was 20 days befor my first big event and I had given up hope that I could do anymore to get more participants. I did the teleseminar, social media and my eZine-promo’s….. and after your article it hit me: I hadn’t tried video. I made a small series, modeled after the ones you did for your event but with differen subjects and it brought me 4 (20%) exta participants! Thanks a lot!
Comment by Linda Spaanbroek — September 16, 2009 @ 10:47 am
Thanks for this. It certainly does take persistent and strategic marketing to fill an event - and so the satisfaction when the big day comes and you meet those people is really well earned.
I blogged on this topic: “3 Tips For Alleviating ‘No-One Wants To Come To My Party Pain” - sharing it here in case readers find it a useful complement to your strategies:
http://youinspireme.co.uk/2010/3-tips-for-alleviating-no-one-wants-to-come-to-my-party-pain/
Very best wishes
Corrina Gordon-Barnes
Comment by Corrina Gordon-Barnes — July 10, 2010 @ 4:17 pm