Have you ever promoted an event for weeks and no one registered?
Do you check your phone and email a million times a day to see if you may have missed ticket sale notifications?
Did you spend months planning the perfect event for your audience and as it gets closer to your event date you’re pretty much-giving tickets away to fill seats for your event?
Maybe you’re scared to host events because you dread the moment of walking into your live event with empty seats.
I’ve heard just about every horror story when it comes to filling seats for live events. Many entrepreneurs struggle to get people to register for their events because they lack experience with event marketing. Some think the solution to a sold-out event is hiring an event planner. Yes, an event planner can help you with planning and organizing your event, but if they don’t have any experience with event marketing, they don’t care who shows up to your event. Their main focus is to ensure that your event is planned and executed well.
So let’s discuss 5 reasons why no one is buying tickets to your live event and how to avoid these mistakes:
- Your Event Has To Stand Out
You’ve spent weeks and months planning the same event that every other entrepreneur is already hosting. You have to be unique and find what sets you apart from what others are already doing. Get creative, find your lane, and stay in it. Don’t venture off because you see certain events working for others. Find what works best for your audience. That’s what’s most important and that’s how you’ll get the right people to sign up for your event.
Servicing your audience and addressing their pain points is the key to a stand-out event.
2. Your Event Topic/Theme Needs to Be More Specific
Adding a ton of speakers and topics to your event agenda will not sell out your event. In many cases, it will confuse your audience. It will also decrease the value of your event. Having 15 speakers for a half-day event means that each speaker will only be allotted a short period of time to speak. This means they won’t be able to deliver as much content as they could if the event was over a span of 3 days.
You need to niche down on what it is that your audience needs the most so that they are able to master that specific area. Hosting a signature event on How to Build Your Blueprint to a Six-Figure Online Business is a lot more significant than a one-day event that will cover topics on purpose, passions, faith, relationships, branding, marketing, sales, email marketing, and fashion.
Don’t be afraid to focus on a specific topic and don’t feel pressured to have a million speakers for your event. Sometimes less is more.
3. You Have to Determine Your Specific Audience
Once you have been able to define your audience, it will make the previous example a lot easier to determine. Hosting an event that’s for entrepreneurs is not very specific. I’ve attended plenty of events that were for entrepreneurs, but they were not specific to my business. Here are some specific examples:
Send a survey out to your audience so you can know who it is that you are serving.
4. You Have to Build Loyalty With Your Audience To Charge Premium Prices
A lot of entrepreneurs have caught the wave that live events are highly profitable for your business. However, they miss the step of building loyalty with free and mid-level priced events. It’s also important to convey to your audience the difference in value between your low, mid-level, and premium events.
I had a client who charged $97 for her events then she planned an event priced at $997 and wondered why no one was registering. She failed to express the value proposition in comparison with her past events.
Focus on building your community and loyalty with a few free and mid-level priced events then begin to promote your signature and premium events. Remember to always provide the value they will receive in comparison to other events, products, or services.
5. You Need an Event Marketing Plan With Proven Strategies
A social media calendar is not an event marketing plan. It should be a part of your event marketing plan, but it should not be your only strategy to promote your event. Posting flyers on social media and telling people to click the link in your bio is not going to sell out your event. You have to post high-value and engaging content.
Focus on selling the experience and value they will receive instead of bombarding their feed with flyers. Also, you include offline event marketing strategies to a bigger reach.
Good luck with your upcoming event! For more tools and resources download The Ultimate Swipe File to Plan, Promote, and Profit Your Live Event.
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