Event Success And What Determines It

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Author: Dan The Marketeer
Date: June 20, 2022

If you run events, or you want to start running events – whether they’re physical or virtual… it’s important to understand what makes them successful.

At The Marketeer we specialise in filling events for our clients. But how we fill them is critical to their overall success.

When it comes to running successful events, it’s not just a case of being sold out or being fully booked.

Deep down, an event is successful if it makes a profit, if it makes a difference in the attendee's lives, if it inspires and educates them.

But how do you achieve this?

That’s what I’m going to share today.

Let’s dive in!

Profit. Made a difference. Inspires. Educates.

This is what makes an event successful.

And to achieve this you need 3 very important things.

Not just 1 or 2 of them, but 3 things – together – simultaneously.

It’s a careful balance… almost like brewing a potion.

You need a balance of these 3 ingredients together to create that profit… that inspiration… that difference in people’s lives.

1. Quantity

A critical aspect of event success is having large numbers. What you class as large numbers can vary… it can be 10… it can be 1,000. As long as you’re happy with it and have capacity.

But this is important especially in terms of profit. Making money and making a profit is a numbers game… and having people attend your event is critical.

I know… this is obvious. But having enough people attend, you can multiply the success because whether 10 people turn up or 1,000, you’re still spending the same time on stage. So the more you have in the room (or on Zoom), the better.

BUT, as I said in the intro… event success isn’t just a case of having lots of people turn up.

You need the second critical component… the second ingredient.

2. Quality

Quality refers to how applicable the attendees are to what your event is about, the education you’re sharing, and the products/services you’re upselling to.

This is why Quantity alone isn’t enough.

You could have 1,000 in a room and make a huge loss.

You could have 1,000 in a room and make little difference in their lives.

All because they’re not your ideal target audience.

They’re not in the right position to benefit from your learning.

This is why you need to ensure you get not just quantity – but quality.

You may think that if somebody has signed up for an event, surely they’re the right fit for it?

Perhaps, but especially if your event is free or low-cost, people sign up without reading too much into it.

This risk is even higher when your marketing fails to appeal to the right people, and repel the wrong people.

So we have Quantity and Quality… surely that’s enough to make profit… to make a success of your event?

Not if you’ve spent too much getting people in the room!

This is why you need…

3. Cost-Effectiveness

If you’ve spent too much on getting Quantity and Quality in your room, the harder it will be to break-even never mind make a sufficient profit!

So you need to be able to strike a careful balance of getting 100s of signups… of high-quality… at a low-cost.

And the higher quality you aim for… and the larger numbers of sign ups you’re striving for… the more your costs will increase.

How We Can Make Your Event A Success

We help our clients events become a success every time because we help them to achieve all three of these critical ingredients.

We do this primarily using paid Facebook Ads which enable us to get large numbers of high-quality registrants, cost-effectively.

If you want to learn more about how we do this, and how we can help you to make your event a success, click here.

Sell more. Inspire more. Change more lives.

Take care,

Dan

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