I just returned from a week in St. Louis for our annual Creative Freedom Retreat. I stayed an extra night after everyone left to do some of my own planning. One of the things I got very clear on is that doing more live events is part of my plans for 2025. Stay tuned for updates on Creative Freedom Live - a new event that will deep dive into the elements of my book!
I LOVE being in the room where the action happens... where the light bulbs come on for folks. Plus, there's a different kind of connection between folks who meet in person versus coming together on a virtual platform.
Believe me. I've experienced the differences personally - both as a host and an attendee.
While I get that not everyone can travel, and that not everyone is excited about doing live events, I still feel strongly that there's a lot more value in doing live, in-person events - including industry-specific markets and pop-up shops. These types of events give you the chance to build deeper connections and increase sales.
If you’ve been considering hosting or exhibiting at in-person events, here's my take on making it worth your while.
Many businesses put their focus into trying to market to online customers. That makes sense, because it's "easier" and can be more cost effective if you're blasting emails and social media messages out all day. But there’s value in marketing in the real world, too. There are plenty of uber-successful companies and creatives NOT using Instagram or TikTok to grow their businesses - and making bank to boot!
Beyond money, exposure at in-person events can be valuable, too - if the event is one where your best audience attends (if it's not, then why are you there?). If you're sponsoring a booth or stage time, you'll get the undivided attention of the folks in the room, which often leads to sales at industry events. It can also lead to new networking connections. I've walked away from events with sales, new leads, and new friends and colleagues.
And if it's YOUR event? You can curate an experience that can't be found anywhere else. You have control of the environment, any speakers or sponsors that you want to have, and a deeper intimacy with the folks who get to engage with your brand! That kind of brand experience has led several of my clients to become regulars at my annual event. It's not that they don't know how to do annual planning for themselves, but that being in community with other folks helps them get more clarity, make more confident decisions, and be ready to take more courageous actions for their future.
If you run an online business, then you might have an idea of the type of people who like your products, but you may only have a small sample size, based on folks who've found you and bought from you online. At an in-person event, you’ll have the opportunity to meet your customers face to face. Aside from getting to know your audience a bit better, this can also be a major boost for your confidence as a business owner. There’s nothing better than hearing people gush about how much they love your products! Plus, you'll have time to do a lot more recon when you can talk to them face-to-face. Learn about why they buy, why they don't, why they're willing to travel to see you, and what makes them choose you over the competition.
Unless you only offer a handful of things, you probably won’t be able to bring all of your inventory to an event, so select your best-selling items, or ones that best represent your brand. Think "wow factor" if you're in a vendor booth or presenting from the stage. Once people have that "wow" experience with your brand, they're more ready to make a purchase. Obviously, you’ll need a way to accept payments. Tap to Pay on iPhone is available here, which will make it easy for your new customers to pay for their goods. Finally, some branded materials (say, banners including your business name) can help to make your stand more visually appealing.
If you're hosting the event, you'll need to think about how to incorporate sales into your experience. I don't offer anything for sale during my annual planning retreat, but I do make offers when I speak from the stage or during other in-person events like book tours, concerts, or other live trainings. I almost always have books and CDs available at a merch table of some sort. If you've got event sponsors or vendors, you'll want to consider how they'll be able to make the most of their time. If they're not seeing a positive return on their investment, they'll probably skip your event next time.
Find (Or Create) The Right Event
Making sure the right people are at the right event is crucial for maximizing success. Get it right, and you’ll have a whole audience of people interested in your types of products. Get it wrong, and it’ll be a waste of your time.
If you're sponsoring or exhibiting, do some research to understand the target audience of the event you’re thinking of attending. For example, rather than just selling your clothes at a clothes market, try to learn the demographic that the event is for. If it’s for people who fall under your ideal customer profile, then go for it. Otherwise, take a pass.
If you're hosting the event, the same thing applies. Know your audience - and be able to communicate that to any sponsors or vendors you're trying to attract. Again, if they can't see an ROI from participating, they'll look elsewhere.
If you're looking for more insights into live events, check out these episodes of the Creative Freedom Show:
Not sure if events are the best marketing tool for you? Book a Next Steps Session and let's talk!