If you’re putting on a live event you’ll know that there’s a ton of things you need to consider and plan, including the venue logistics and how to fill the room with eager attendees, as well as all the in-depth behind the scenes stuff.
We’re chatting to Steve Olsher about how you can hype up your attendees by really nailing what goes on behind the event and how to deliver your event promise.
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What is the single most important thing about a successful live event?
- Now that there are so many live events and so many options for live events, I really believe that if you want to have a successful live event you need to have a clear, compelling, concise event promise.
- An event promise means that people are very clear about what they will leave the event with.
- It’s not quite the same thing as your event headline, the event headline will touch more on pain whereas the event promise will touch more on pleasure!
What techniques can we use to structure our event promise?
- I believe that every single event is able to have a powerful and compelling event promise.
- Even if you’re holding an event just for the sake of holding an event, you’re not going to be as fired up to create the event and to do what it takes to bring that event to fruition. But you would still need to start off planning your event with some sort of offer.
- Once you have your offer in place, and only then, can you get into structuring the event itself so that people will come to the natural conclusion that they should attend.
- Throughout all the building up and structuring of the event, your event promise will become clear.
What is a pre-event training?
- I really think that today for an event to thrive you need to tie in pre-event training.
- It means that more people show up for the event because they want to apply what they’ve learned in the pre-event training, but also you’re preparing them for how to take advantage of the time, energy, and resources they’ll be investing to be at the event with you.
What makes really effective pre-event training?
- We do four pre-event training sessions for our attendees.
- I would say on average we get around 50% showing up for the live online training, and about 90% of the people who don’t show up live will watch the recordings.
- The first training session covers the logistics of the event and we give them some homework about what we need them to do to prepare for the event.
- We need to prepare our attendees for who they’re going to meet, what they’re going to learn, the conversation they might have, and all this gets them excited to attend.
A book that you would recommend…
As A Man Thinketh by James Allen
What is your top success habit?
Sleep. I’m a big fan of getting your 8 hours of sleep, every day.
What are your favourite apps right now?
Otter.ai transcribes your voice into text which is pretty handy.
Here’s the big one… who do you like more, Rob or Kennedy?
Pink haired John.
Finally, where can folks go to find out more about you?
We’ve been talking a lot about the New Media Summit so to check out more just head to newmediasummit.net